Content Analysis as a Predictive Methodology: Recall, Readership and Evaluations of Business-to-Business Print Advertising

John Narrarato and Kimberley A Neuendorf

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 with content variables such as subject matter, use of humour, fear appeal and competitive comparisons.

Content Analysis as a Predictive Methodology: Recall, Readership, and Evaluations of Business-to-Business Print Advertising

John L. Naccarato Liggett-Stashower, Inc., USA andKimberly A. NeuendorfCleveland State University, USA

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 both form variables (e.g., headline size, use of color, illustration placement) and content variables (e.g., subject matter, use of humor, use of fear appeals) on recall, readership, and evaluations in the context of business-to-business print advertising. The prediction of four different outcome variables...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands