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11 Cards in this Set
- Front
- Back
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Content Analysis
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• The systematic classification and description of communication content
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Advertising Content Analyses Variables
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• Message type
• Themes, benefits • Selling techniques • Informational appeals • Spokesperson characteristics |
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Advantages of Content Analysis
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• Nothing else like it
• It is unobtrusive • Relatively inexpensive • Can deal with current events • Can use material the easy to obtain • Yields quantified data |
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Design Elements
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• Content Categories
• Samples • Coding Protocol • Coders • Code Book • Procedure |
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Procedure
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Part of Design Elements
• Coder Training • Coding • Data input • Analysis |
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Content Categories
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•What do we want to look at?
•Message, Theme, Font, Color, Graphics, Type, anything about the ad. |
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Samples
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• Advertisements
• News • Articles • Literature |
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Coder Reliability
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• While not researching it together, gather same results
• Is it similar or not? |
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Coders
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• Take coding protocol and code the answers
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Code Book
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• Defines what coders are looking for
• Extensive categories |
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Static Ad
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Has nothing going on except text
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