The Durability of Informational Signals and the Content of Advertising
- 1 March 1989
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 18 (1) , 13-18
- https://doi.org/10.1080/00913367.1989.10673138
Abstract
The value of information conveyed from seller to buyer via advertising decays over time and across space. In consequence, the supply of advertising as specific, identifiable signals is shown to be a function of the durability of the signals conveyed. The general impliction that price signalling and locational signalling will be conducted primarily by local vendors as opposed to national manufacturers is supported strongly by a sample of over 10,000 television com-mercials and 30,000 newspaper advertisements.Keywords
This publication has 4 references indexed in Scilit:
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- An Analysis of Information Content in Television AdvertisingJournal of Marketing, 1977
- Advertising as InformationJournal of Political Economy, 1974