18
Views
1
CrossRef citations to date
0
Altmetric
Issue 1: Original Research and Theoretical Contributions: Research

Exploring the Effectiveness of Exploratory Research on Print Ad Readership Scores

Pages 113-137 | Published online: 18 May 2012

References

  • Alesandrini , Kathryn Lutz . 1983 . “Cognitive Strategies in Advertising Design,” . In Cognitive Strategy Research: Psychological Foundations , Edited by: Pressley , Michael and Levin , John R. New York : Springer-Verlag .
  • Appel , Valentine and Blum , Milton L. 1961 . “Ad Recognition and Respondent Set,” . Journal of Advertising Research , 1 ( June ) : 13 – 21 .
  • Armstrong , Scott J. 1970 . “How To Avoid Exploratory Research,” . Journal of Advertising Research , 10 ( August ) : 27 – 30 .
  • Blunden , Robert G. , Clarke , T. K. and MacDougall , Eileen M. 1984 . “A Simple Method for Predicting Starch Scores by Micro Computer,” . In Marketing 1984 , Edited by: Brown , Sheila A. 41 – 50 . Administrative Sciences Association of Canada .
  • Brandt , H. 1945 . The Psychology of Seeing , New York : Philosophical Library .
  • Clancy , Kevin J. , Ostlund , Lyman E. and Wyner , Gordon A. 1979 . “False Reporting of Magazine Readership,” . Journal of Advertising Research , 19 ( October ) : 23 – 30 .
  • Cohen , Jacob and Cohen , Patricia . 1975 . Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences , Hillsdale , N.J. : Lawrence Erlbaum Associates .
  • Darlington , Richard B. 1968 . “Multiple Regression in Psychological Research and Practice,” . Psychological Bulletin , 69 : 161 – 82 .
  • Diamond , Daniel S. 1968 . “A Quantitative Approach to Magazine Advertisement Selection,” . Journal of Marketing Research , 5 ( November ) : 376 – 83 .
  • Edell , Julie A. and Staelin , Richard . 1983 . “The Information Processing of Pictures of Print Advertisements,” . Journal of Consumer Research , 10 ( June ) : 45 – 61 .
  • Ellis , Andrew W. and Miller , Diane . 1981 . “Left and Wrong in Adverts: Neuropsychological Correlates of Aesthetic Preference,” . British Journal of Psychology , 72 : 225 – 29 .
  • Engel , James F. , Warshaw , Martin R. and Kinnear , Thomas C. 1983 . Promotional Strategy: Managing the Marketing Communication Process, , Fifth Edition , Homewood , IL : Irwin .
  • Finn , Adam . 1988 . “Print Ad Recognition Readership Scores: An Information Processing Perspective,” . Journal of Marketing Research , 25 ( May )
  • Fletcher , Alan D. and Winn , Paul R. 1974 . “An Intermagazine Analysis of Factors in Advertisement Readership,” . Journalism Quarterly , 51 ( Autumn ) : 425 – 30 .
  • Greenwald , Anthony G. and Leavitt , Clark . 1984 . “Audience Involvement in Advertising: Four Levels,” . Journal of Consumer Research , 11 ( June ) : 581 – 92 .
  • Hanssens , Dominique M. and Weitz , Barton A. 1980 . “The Effectiveness of Industrial Print Advertisements Across Product Categories,” . Journal of Marketing Research , 17 ( August ) : 294 – 306 .
  • Harmon , Harry H. 1976 . Modern Factor Analysis, , 3rd Edition , University of Chicago Press .
  • Hendon , Donald W. 1973 . “How Mechanical Factors Affect Ad Perception,” . Journal of Advertising Research , 13 ( August ) : 39 – i5 .
  • Holbrook , Morris B. and Lehmann , Donald R. 1980 . “Form Versus Content in Predicting Starch Scores,” . Journal of Advertising Research , 20 ( August ) : 53 – 62 .
  • Humphreys , Lloyd G. 1980 . “The Statistics of Failure to Replicate: A Comment on Buriel's (1978) Conclusions,” . Journal of Educational Psychology , 72 : 71 – 75 .
  • Kroeber-Riel , Werner and Barton , Beate . 1980 . “Scanning Ads Effects of Position and Arousal Potential of Ad Elements,” . Current Issues and Research in Advertising , 3 : 147 – 63 .
  • Leckenby , John D. and Plummer , Joseph T. 1983 . “Advertising Stimulus Measurement and Assessment Research: A Review of Advertising Testing Methods,” . Current Issues & Research in Advertising , 6 ( 2 ) : 135 – 65 .
  • Ley , Robert G. and Bryden , M. P. 1979 . “Hemispheric Differences in Recognizing Faces and Emotions,” . Brain and Language , 7 ( January ) : 127 – 38 .
  • Lucas , Darrell B. 1960 . “The ABCs of ARF's PARM,” . Journal of Marketing , 25 ( July ) : 9 – 20 .
  • McIntyre , Shelby H. , Montgomery , David B. , Srinivasan , V. and Weitz , Barton A. 1983 . “Evaluating the Statistical Significance of Models Developed by Stepwise Regression,” . Journal of Marketing Research , 20 ( February ) : 1 – 11 .
  • Marder , Eric and David , Mort . 1961 . “Recognition of Ad Elements: Recall or Projection?” . Journal of Advertising Research , 1 ( December ) : 23 – 25 .
  • Mincer , Jacob and Zarnowitz , Victor . 1969 . “The Evaluation of Economic Forecasts,” . In Economic Forecasts and Expectations , Edited by: Mincer , Jacob . 3 – 46 . New York : National Bureau of Economic Research .
  • Neter , John and Wasserman , William . 1974 . Applied Linear Statistical Models , Homewood , IL : Irwin .
  • Ogilvy , David . 1983 . Ogilvy on Advertising , London , , UK : Pan Books .
  • Parker , Robert B. 1981 . A Handbook of Effectiveness in Print , Reading , Mass. : Addison-Wesley .
  • Rossiter , John R. 1981 . “Predicting Starch Scores,” . Journal of Advertising Research , 21 ( October ) : 63 – 68 .
  • Soley , Lawrence C. and Reid , Leonard N. 1983 . “Predicting Industrial Ad Readership,” . Industrial Marketing Management , 12 : 201 – 206 .
  • Richard , Sparkman M. Jr. 1985 . “Cost Effectiveness of Advertising,” . International Journal of Advertising , 4 ( No. 2 ) : 131 – 41 .
  • Twedt , Dik Warren . 1952 . “A Multiple Factor Analysis of Advertising Readership,” . Journal of Applied Psychology , 36 : 207 – 15 .
  • Valiente , Rafael . 1973 . “Mechanical Correlates of Ad Recognition,” . Journal of Advertising Research , 13 ( June ) : 13 – 18 .
  • Zaltman , Gerald , LeMasters , Karen and Heffring , Michael . 1982 . Theory Construction in Marketing , New York : John Wiley .
  • Zinkham , George M. and Gelb , Betsy D. 1986 . “What Starch Scores Predict,” . Journal of Advertising Research , 26 ( August/September ) : 45 – 50 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.