Year: 1968
Type: article
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 article uses six advertisement readership models constructed by multiple-regression analysis on 1,070 Life ads and describes a computer program that selects the advertisement format that maximizes a readership objective function.
Source: Journal of Marketing Research
Author: Daniel S. Diamond
Institution: Massachusetts Institute of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2029445699