The Perceived Informativeness of National and Retail Advertising

Authors

Karen Whitehall King
Leonard N. Reid
Spencer F. Tinkham
James Pokrywczynski, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

15 p.

Publication Date

1987

Publisher

Taylor & Francis

Source Publication

Current Issues and Research in Advertising

Source ISSN

0163-3392

Abstract

A telephone survey was conducted to assess the relative value of six mass media types as sources of advertising information. National and retail advertising within each medium were rated separately. Results suggest that perceived informativeness varies as a function of the national-retail dichotomy and is mediated by audience characteristics.

Comments

Current Issues and Research in Advertising, Vol. 10, No. 1-2 (1987): 173-197. Permalink. © 2012 Taylor and Francis. Used with permission.

Recommended Citation

King, Karen Whitehall; Reid, Leonard N.; Tinkham, Spencer F.; and Pokrywczynski, James, "The Perceived Informativeness of National and Retail Advertising" (1987). College of Communication Faculty Research and Publications. 184.
https://epublications.marquette.edu/comm_fac/184