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

John L. Naccarato and Kimberly A. Neundorf

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness.

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

John L. NaccaratoLiggett-Stashower, Inc.

Kimberly A. NeuendorfCleveland State University

The Ultimate Goal Of Advertising is sales. As the dean of advertising David Ogilvy notes: “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product” (Ogilvy, 1983).

ADVERTISING SUCCESS

The direct linking of sales to advertising...

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