CONTENT-ANALYSIS AS A PREDICTIVE METHODOLOGY - RECALL, READERSHIP, AND EVALUATIONS OF BUSINESS-TO-BUSINESS PRINT ADVERTISING

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of both form variables (e.g., headline size, use of color, illustration placement) and content variables (e.g., subject matter, use of humor, use of fea r appeals) on recall, readership, and evaluations in the context of bu siness-to-business print advertising. The prediction of four different outcome variables is successful, with total variance accounted for ra nging from 12 percent to 59 percent. Significant predictors vary subst antially across the dependent indicators, indicating that different ad vertisement characteristics are likely to be needed to achieve various advertiser goals.