Journal of Marketing Research · 1968 · 41 citations · 1 references
BusinessMarketingMarketing ManagementAdvertisingMarketing AnalyticsMarketing StrategyAdvertising AudiencesAdvertising ManagementAdvertising PersuasionAdvertising PsychologyAdvertising StrategyAudience MeasurementAd Audience MeasurementAd Performance MeasurementAdvertising LiteracyAttentionDisplay Advertising AnalyticsMagazine AdvertisingMultiple RegressionObjective Function Formulation
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.
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