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An Analysis of the Dallas Morning News Used Car Advertisements of Twenty Automobile Dealers for the Month of April

"It is the purpose of this study to determine the type of appeal, the size and cost, the plan of insertions, and the extent superlatives are used in The Dallas Morning News used car advertisements of twenty automobile dealers during the month of April. Fourteen advertising appeals were used by the twenty automobile dealers advertising in The Dallas Morning News in the month of April. The fourteen appeals used were: efficiency, friendliness, style, curiosity, safety, convenience-comfort, economy reliability-reputation, durability-dependability, social distinction, fear-caution, ambition, pleasure, and family affection. The economy was the one most used appeal by the dealer. As shown in Table 12, the number of advertising appeals used corresponds or exceeds very little the total number of advertising insertions. Excepting one case, the dealers place the largest advertisements in the Sunday paper. The general procedure was that of placing large advertisements in the Sunday paper and smaller ones throughout the week. The total cost for the twenty automobile dealers was $6,452.08. The total advertising cost per dealer ranged from $38.20 to $1613.81. Only nine of the twenty dealers used superlatives in advertising during the month of April. The nine dealers used nine different superlatives for a total of 281 times."--leaves 1 and 35.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc699727
Date08 1900
CreatorsEvans, Ralph L.
ContributorsLarimer, W. A., Odam, G. A.
PublisherNorth Texas State Teachers College
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formativ, 36 leaves, Text
CoverageUnited States - Texas - Dallas County
RightsPublic, Evans, Ralph L., Copyright, Copyright is held by the author, unless otherwise noted. All rights

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