A Quantitative Approach to Magazine Advertisement Format Selection

Daniel S. Diamond

50 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Advertising and Communication Studies

Abstract

Based on the propositions that the attention-getting power of an ad is measured by its readership and that readership is the effect of the ad format, this article uses six advertisement readership models constructed by multiple-regression analysis on 1,070 Life ads and describes a computer program that selects the advertisement format that maximizes a readership objective function.

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1963Measuring advertising effectiveness.1952A multiple factor analysis of advertising readership.

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