The Perceived Informativeness of National and Retail Advertising

Karen Whitehill King · Leonard N. Reid · Spencer F. Tinkham · James V. Pokrywczynski

29 citations0/0 files storedCurrent Issues and Research in Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

A telephone survey was conducted to assess the relative value of six mass media types as sources of advertising information. National and retail advertising within each medium were rated separately. Results suggest that perceived informativeness varies as a function of the national-retail dichotomy and is mediated by audience characteristics.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1974Utilization of mass communication by the individual 1983Consumer Behavior: Implications for Marketing Strategy 1977An Analysis of Information Content in Television Advertising 1982Characteristics of TV Commercials Perceived as Informative 1966Prepurchase Behavior of Buyers of Small Electrical Appliances 1980Information Content IN U.S. and Australian Television Advertising 1983The Information Content of Comparative Magazine Advertisements

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