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This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1967, Mitchell uses vector diagrams to analyse the verbatim responses listed at the appendix of many communication reports. He proposes that the nature, degree, polarity and correlation of these qualitative data can tell a decisive story about the effectiveness of advertisements.
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