Article
The Perceived Informativeness of National and Retail Advertising
Current Issues and Research in Advertising
Document Type
Article
Language
eng
Format of Original
15 p.
Publication Date
1-1-1987
Publisher
Taylor & Francis
Disciplines
Abstract
A telephone survey was conducted to assess the relative value of six mass media types as sources of advertising information. National and retail advertising within each medium were rated separately. Results suggest that perceived informativeness varies as a function of the national-retail dichotomy and is mediated by audience characteristics.
Citation Information
Karen Whitehall King, Leonard N. Reid, Spencer F. Tinkham and James Pokrywczynski. "The Perceived Informativeness of National and Retail Advertising" Current Issues and Research in Advertising (1987) ISSN: 0163-3392 Available at: http://works.bepress.com/james_pokrywczynski/54/
Current Issues and Research in Advertising, Vol. 10, No. 1-2 (1987): 173-197. Permalink. © 2012 Taylor and Francis. Used with permission.