The Information Content of Newspaper Advertising
- 1 September 1992
- journal article
- research article
- Published by Taylor & Francis in Journal of Current Issues & Research in Advertising
- Vol. 14 (2) , 63-68
- https://doi.org/10.1080/10641734.1992.10504989
Abstract
Although newspaper advertising revenues exceed that of television and magazines, there has yet to be a study of the information content of newspaper advertising. This paper assesses the information content of over 500 newspaper ads from thirteen newspapers applying the commonly used Resnik and Stern (1977) method. Newspaper ads averaged 3.13 cues per ad, far more than that found by any previous studies of television and magazine advertising. The amount of newspaper advertising information also varied significantly by the category of newspaper (national or local).Keywords
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