RT Journal Article
SR Electronic
T1 Exposure to Paid Advertising and Returning a Census Form
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 65
OP 73
DO 10.2501/JAR-40-1-2-65-73
VO 40
IS 1-2
A1 Nancy Bates
A1 Sara K. Buckley
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/1-2/65.abstract
AB In this article, the authors examine several research questions related to the effectiveness of the government's paid advertising campaign - first, the factors that best predicted respondents' reported exposure to paid advertising; second, the relationship between exposure to advertising and level of census knowledge. Finally, they attempt to quantify the impact of paid advertising on motivating respondents to complete and return a census form. To do this, they used logistic regression models to predict the outcome variable (returning a form versus not returning a form). The primary independent variable of interest is reported exposure to paid advertising.