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Selection of Newspapers for Grocery Products Advertising

Selection of Newspapers for Grocery Products Advertising The Forum EDWIN H. LEWIS, Editor SELECTION OF NEWSPAPERS FOR GROCERY PRODUCTS ADVERTISING T is the purpose of this article to explore, qualitative elements of circulation, and the at least tentatively, the major factors like. We shall consider two factors which that influence the selection of, or the pref­ may be measured with some precision: (I) erence for, one newspaper instead of an­ circulation superiority of one newspaper other published in the same city for general over the other and (2) retailer preference as (or national) advertising of grocery prod­ measured by the allocation of food store ucts.! linage between the two. Our data are based on newspapers pub­ Multiple regression analysis reveals a lished in cities with one principal morning fairly close relationship between the alloca­ and one principal evening daily, not sold in tion of grocery products linage and these two combination, with linage reported by Media variables. Derived by the method of least Records. The 20 cities given in Table II squares, from data for the newspaper lead­ meet these criteria. Grocery linage, as de­ ing in grocery products linage in each city, fined by Media Records, includes baking the regression equation is: products, beverages, cereals http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Selection of Newspapers for Grocery Products Advertising

Lewis, Edwin H.; Donnahoe, Alan S.
Journal of Marketing , Volume 20 (3): 3 – Jan 1, 1956
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Publisher
SAGE
Copyright
© 1956 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224295602000307
Publisher site
See Article on Publisher Site

Abstract

The Forum EDWIN H. LEWIS, Editor SELECTION OF NEWSPAPERS FOR GROCERY PRODUCTS ADVERTISING T is the purpose of this article to explore, qualitative elements of circulation, and the at least tentatively, the major factors like. We shall consider two factors which that influence the selection of, or the pref­ may be measured with some precision: (I) erence for, one newspaper instead of an­ circulation superiority of one newspaper other published in the same city for general over the other and (2) retailer preference as (or national) advertising of grocery prod­ measured by the allocation of food store ucts.! linage between the two. Our data are based on newspapers pub­ Multiple regression analysis reveals a lished in cities with one principal morning fairly close relationship between the alloca­ and one principal evening daily, not sold in tion of grocery products linage and these two combination, with linage reported by Media variables. Derived by the method of least Records. The 20 cities given in Table II squares, from data for the newspaper lead­ meet these criteria. Grocery linage, as de­ ing in grocery products linage in each city, fined by Media Records, includes baking the regression equation is: products, beverages, cereals

Journal

Journal of Marketing – SAGE

Published: Jan 1, 1956

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