The Determinants of Advertising Page Exposure
- 1 June 1984
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 13 (2) , 27-33
- https://doi.org/10.1080/00913367.1984.10672884
Abstract
This report describes a model used to estimate the likelihood that a single, “average,” advertising page will be exposed in medical journals. The model translates the likelihood of a journal page exposure into the likelihood of an advertising page exposure. The factors which contribute to this translation include the number of pages in a journal, its frequency of publication, the regularity of its delivery, and the density of its advertising.Keywords
This publication has 2 references indexed in Scilit:
- Estimating Dynamic Effects of Market Communications ExpendituresManagement Science, 1972
- A multiple factor analysis of advertising readership.Journal of Applied Psychology, 1952