➤Although generally more prospects than nonprospects read ads, little is known of the sources of variance in reader-prospect relationships. This study investigates the effects on this relationship of product advertised and ad size. Based on 413 Philadelphia Inquirer ads appearing over a one-year period, the analysis differentiated the ads into five product and four size categories. The results showed that the product advertised has moderate but statistically significant effects on reader-prospect relationship, while ad size and product-size interaction are nonsignificant.
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