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27 Advertising Variables 30 Advertising adver advertising objectives Advertising Research Foundation attention and interest attention-getting benefits in body benefits in headlines campaign CEM data computed content variables copy blocks copy measure CORRELATIONS WITH READERSHIP count Daniel Starch determine EXPLAINED VARIANCE factor analysis high loadings important inches of illustration independent variables indicate large number largest type line of balance loadings on number main body copy mechanical variables multiple regression Noted Readers Number of advertisements number of benefits number of colors number of copy Number of pictures Number of product number of separate number of similar number of words pica width pictorial benefits pictures of product point size potential buyer predicted readership Previous schedule print advertising product benefits product facts product identifications readership recognition scores readership scores regression equation Seen-Associated similar ads square inches stage STANDARD DEVIATIONS total variance Twedt University of Wisconsin variance in readership vertising width of copy