Latent Structure in Print Ad Subjective Strategy: A Suggested Method for Advertising Strategy Study in Marketing Education
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Abstract
Subjective message strategies for ads in women’s consumer magazines were examined using a content analysis method. The data was then subjected to a factor analysis to explore latent components underlying the subjective portion of the ads. Five unique subjective components emerged from the analysis. The exploratory study indicates that print ads have unique components. The study of subjective print ad strategy can be enhanced by understanding the nature of the components of an ad. This can facilitate the learning/instruction process.
Keywords
Female Model Argument Strategy Advertising Research Decorative Model Comparative Advertising
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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