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

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....