Portal de Periódicos da CAPES

Advertisement Size and the Relationship between Product Usage and Advertising Exposure

1972; SAGE Publishing; Volume: 9; Issue: 1 Linguagem: Inglês

10.1177/002224377200900106

1547-7193

Alvin J. Silk, Frank P. Geiger,

Digital Marketing and Social Media

This study investigates the hypothesis that the association between prospect status and exposure to print advertising decreases as advertisement size increases. Contrary to the hypothesis, nonlinear relationships were found.