Predicting industrial ad readership

Predicting industrial ad readership

This study examined the effect of visual and psycholinguistic elements (such as picture size and the number of adjectives in the headline) on industrial advertisement readership. Multiple regression techniques were used to analyze the data, which were obtained from AD-CHART. AD-CHART is a research f...

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Veröffentlicht in:Industrial marketing management 1983-07, Vol.12 (3), p.201-206
Hauptverfasser: Soley, Lawrence C., Reid, Leonard N.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Industrial markets
Measurement
Readership
Statistical analysis
Variables
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Zusammenfassung:This study examined the effect of visual and psycholinguistic elements (such as picture size and the number of adjectives in the headline) on industrial advertisement readership. Multiple regression techniques were used to analyze the data, which were obtained from AD-CHART. AD-CHART is a research firm which specializes in the measurement of industrial ad readership. The analyses showed that visual and psycholinguistic elements are better predictors of industrial advertising readership than more complicated models.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(83)90007-X