Information Content of Newspaper Advertisements

Abstract

This study is a content analysis of a sample of newspaper advertisements, 98% of which contained at least one information cue; one-third contained four or more cues. The average number of cues per ad was 2.8. Compared with earlier studies, these findings suggest newspaper ads are more “informative” than television and magazine ads. This would be expected because of the “local” and copy-heavy nature of newspaper advertising.

Benchmark:The information content of radio advertisements

“…But longer advertisements were found to contain more information cues. A similar relationship between advertisement size and number of cues was found in the earlier study of newspaper advertisements (Pasadeos et al, 1987). Findings also indicate that by looking at an average rather than a minimum of advertising information a researcher uses a more sensitive, and perhaps more reliable, unit of measurement.…”

“…Table 1 shows the frequencies of information cues in radio advertisements, the average number of cues per advertisement, and Pasadeos et al (1987). b Source: Stern et al (1981).…”

“…Summer 1992 339 Vanden Bergh (1990) reported that direct-response advertisements were more informative than product or institutional advertisements. Pasadeos, Key, Hall, and Morvillo (1987) found newspaper advertisements more informative than television and magazine advertisements. Finally, Harmon, Razzouk, and Stern (1983) indicated that comparative advertisements were more informative than non-comparative advertisements.…”

Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

“…In other words, local newspaper ads contained more useful information to consumers compared with national newspaper ads. It is not surprising to discover this finding because local retailers use local media to promote their brands (Abernethy, 1992; Pasadeos et al, 1987). The study also indicated that newspaper ads provide more extensive information than television and magazines.…”

“…Newspapers provide relevant information for audiences, including information about available products and services through advertising. Newspaper advertising, historically, has provided audiences with more information (e.g., about price, availability, quality) than advertising in other forms of news media such as magazines or television (Pasadeos et al, 1987). One advertising professional indicated, “The medium is about information, and newspaper ads work well in this environment” (Reid & King, 2003, p. 16).…”