The readability of advertisements and articles in trade journals
Article Abstract:
Trade journal advertising often uses a considerable amount of written text to deliver the advertiser's message. Whether these ads are read and understood by the intended target market may depend upon the ease with which the ad can be read. This study uses Gunning's Fog Index to compare the readability levels of 101 trade journal advertisements to the readability levels of articles in 13 trade journals randomly selected for analysis. Although a substantial difference in readability levels among trade journals was found, a high level of association between the mean readability level of ads and the mean readability level of articles within each trade journal exists. Based on readability levels, ad writers appear to be adapting the readability levels of their ads to the differing readability levels of various trade journals. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1990
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Industrial Product Elimination: Major Factors to Consider
Article Abstract:
Product management is focusing upon product elimination. Product failures undergo stages of analysis. In the evaluation and decision making stage about product failures, management contrasts eliminating a product against the implications of unrealized corporate objectives. Industrial goods companies require a process in which to conduct the evaluation and decision making stage of product elimination. Data from such a study imply that no set formula for this stage can be designed since each company has different behavior patterns and operates in different business environments. Management's evaluation and decision making concerning failing products will be dependent upon the company's environment and the role of the product within the environment.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1984
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Rating Industrial Advertisements
Article Abstract:
A multiple item scale is developed to help industrial advertisers assess their print advertisements. The scale categorizes an audience's reaction to a print ad. The scale measures five dimensions: cognitive response, affective response, personal relevance, humor and familiarity. A study is done to measure the appropriateness and dimensionality of the instrument. This scale can be used to evaluate alternative executions of an ad. Copywriters can use the scale as a guideline for creating more effective ads.
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1984
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