COMPARATIVE ANALYSIS OF ADVERTISING INFORMATION IN A U.S. AND MEXICO EDITION OF A MEN'S MAGAZINE

Abstract

This study examines the information content of Mexican and U.S. advertisements in a popular men's magazine to determine the relative levels of information content in the advertising. The research team examined a year's worth of the international and domestic editions of Playboy magazine, using a 14‐point information cue criteria. The study concluded that Mexican magazine advertisements are more informative than those in the U.S. editions. Additional conclusions indicated that information cues are markedly different with respect to frequency within the advertisements of the two countries.

Citation

Falk, L.K., Jones, R.W., Foster, D.E. and Rehman, S. (1999), "COMPARATIVE ANALYSIS OF ADVERTISING INFORMATION IN A U.S. AND MEXICO EDITION OF A MEN'S MAGAZINE", International Journal of Commerce and Management, Vol. 9 No. 3/4, pp. 33-45. https://doi.org/10.1108/eb047388