Regional Geography, the Overlooked Sampling Variable in Advertising Content Analysis

Abstract

Over one hundred studies on American advertising content have been published since Resnik and Stern's research on information content appeared in the Journal of Marketing in 1977. The majority of these have been presented as national studies even though based on samples obtained from limited geographic areas. This paper demonstrates that the geographic scope of a sample of advertisements limits the geographic scope of the findings and that few studies meet Ferber's (1977) requirement by showing that the sample is representative of the population of advertisements being studied.

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