Context and environment: Content analysis

 

Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research. Using comments ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1967, Mitc ...

This research examines advertising on the World Wide Web in the major content dimensions such as creative appeal/strategy used, the amount and type of information contained, and some descriptive chara ...

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of ...

This paper presents the way in which content analysis of the Europe-wide written press and television can be applied to study trends in public opinion and in market development, and to evaluate the su ...

Recall methods are used to establish the important variables in effective print advertisements. Headline size, copy length, position in the publication and illustration placement are measured along w ...

This study compares the cultural variables manifest in American and British commercial messages, including dominant values, rhetorical style, advertising appeals and occasion for product usage. Two si ...

A comparison of product and service advertising in print advertisements. Various hypotheses are developed as to how the two types of ad differ, e.g. in the way emotional appeals are used. A content an ...

As surprising as it may sound, sales to the female sports market are almost equal to sales to the male sports market. Also, an increasing percentage of viewers of various broadcast sports events consi ...

The impact of literacy on the information content of magazine advertisements from Saudi Arabia is examined and compared wit those from the USA. The information content is measured according to its com ...