TITLE

Predicting Display Ad Readership

AUTHOR(S)
Soley, Lawrence C.
PUB. DATE
July 1982
SOURCE
Newspaper Research Journal;Jul1982, Vol. 3 Issue 4, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents a study related to the prediction of display advertising readership. It is usually observed that people pay more attention to larger advertisements but small space buyers realize greater proportional returns. It is also presumed that women read more newspaper advertisements than men. This study report also presents a multiple regression analysis, but of the effect of section placement and advertisement size on men's and women's readership of newspaper display advertisements. The regression analysis is presented as a tool that can be used for deciding where advertisements of which size should be placed in a newspaper to maximize readership. Studies of the effects of increases or decreases in the quantity of advertising purchased, such as the number of lines in a newspaper advertisement, are usually referred to as studied of the advertising response function. Taken as a whole, the response function studies have sought to determine whether increases in advertising inputs by a firm produce increasing or decreasing marginal returns.
ACCESSION #
18070960

 

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