A generalised scale for pretesting print advertisements

dc.contributor.author	Mehta, Subhash C.
dc.contributor.author	Chhabra, H. S.
dc.contributor.author	Raju, V. R.
dc.date.accessioned	2010-03-20T10:47:11Z
dc.date.available	2010-03-20T10:47:11Z
dc.date.copyright	1979-08
dc.date.issued	2010-03-20T10:47:11Z
dc.identifier.uri	http://hdl.handle.net/11718/1400
dc.description.abstract	The Working Paper presents the findings of a research study which was initiated to develop a generalized scale which could be used to pretest an advertisement prepared by an agency or to compare alternate advertisements for the purpose of selecting the most appropriate one which best meets the objectives of the management. Six different advertisements were rated by a sample of 100 consumers each on as many as 197 different variables representing all the important dimensions on which a print ad can possibly be evaluated. These ratings were first subjected to an analysis of variance screened for variables which significantly discriminated between the 6 ads. Factor analysis with varimax rotation was conducted on the remaining variables to develop a simple structure to identify the major dimensions which are most pertinent in the evaluation of a print advertisement.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;1979/289
dc.subject	Print advertising	en
dc.title	A generalised scale for pretesting print advertisements	en
dc.type	Working Paper	en