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Journal of Current Issues & Research in Advertising Volume 21, 1999 - Issue 2
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Original Articles

Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media

Asuncióan Beerli Ph.D. University of Las Palmas de Gran Canaria; Faculty of Business Administration and Management, University of Las Palmas de Gran Canaria
&
Josefa D. Martin Santana Ph.D. University of Las Palmas de Gran Canaria; Faculty of Business Administration and Management, University of Las Palmas de Gran Canaria
Pages 11-30 | Published online: 08 May 2012
 
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Abstract

The aim of this research work was to design and test out an instrument for measuring advertising effectiveness in the printed media, and in particular in the daily press and so develop a fully integrated theoretical framework establishing the procedure and methodology to use for measuring the effectiveness of an advertising campaign or advertisement.

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Related Research Data

The Measurement of Advertising Communication: Some Considerations
Source: Informa UK Limited
The Information Processing of Pictures in Print Advertisements
Source: Oxford University Press (OUP)
Perceived Believability of Research Results Information in Advertising
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Forced-Choice Recognition Tests: A Critical Review
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Attitude-Toward-the-AD: Links to Humor and to Advertising Effectiveness
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Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets”:
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Information Processing from Advertisements: Toward an Integrative Framework:
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The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice
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Emotional feelings and evaluative dimensions of advertising: Are they related?
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A Model For Predictive Measurements of Advertising Effectiveness
Source: Project Muse
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Standards for Advertising Copytesting: A Psychometric Interpretation
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Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising:
Source: JSTOR
Recognition versus recall as measures of television commercial forgetting.
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EQ, Son of EQ, and the Reaction Profile:
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Budget Determination for Highly Advertised Brands
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Attitude toward the AD as a Mediator of Consumer Brand Choice
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Cognitive response to advertising and trial: Belief strength, belief confidence and product curiosity.
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Children's Responses to Repetitive Television Commercials
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The Association Model of the Advertising Communication Process
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Recognition as a Measure of Learning from Television Commercials.
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The Role of Virtual Experience in Consumer Learning
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