Abstract
Over the years, advertising researchers have used various approaches to gauge the effectiveness of print media. This paper builds on the literature and adapts the Laskey, Day, and Crask (1989) creative strategy typology to assess magazine advertising effectiveness via Starch scores. A research methodology is developed and an empirical test using 407 ads from 12 issues of Better Homes and Garden in 1992 is presented. In addition, guidelines for related research are offered.
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