A Quantitative Approach to Magazine Advertisement Format Selection
- 1 November 1968
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 5 (4) , 376
- https://doi.org/10.2307/3150262
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 artic...Keywords
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