Information content of advertising in the United States, Japan, South Korea and the People's Republic of China

Prof Charles F Keown, Prof Laurence W Jacobs, Prof Richard W Schmidt and Prof Kyung-II Ghymn

The results of this four country-four media study indicate that different countries/cultures have varying degrees of information cues in their advertising.

Information content of advertising in the United States, Japan, South Korea, and the People's Republic of China

Charles F. Keown, Laurence W. Jacobs, Richard W. Schmidt and Kyung-Il Ghymn

The results of this four country-four media study indicate that different countries/cultures have varying degrees of information cues in their advertising. Broadcast media (television and radio) have lower information content than do print media (magazine and newspaper) in all countries. Overall the average number of cues per advertisement for all four countries was: 3.10 for magazine, 2.91 for newspaper, 2.14 for television, and 2.05 for...

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