Table V Correlation coefficients of...

Table V

Correlation coefficients of advertising densities of various message types between the two newspapers

Types	Pearson’s correlation coefficient
Image	0.986
Participation	0.939
Other message types about public relations^a	0.808
Special sales due to the earthquake	0.935
Safety slogans	0.895
Quality assurance	0.834
Low-rise floors	0.703
Low-density buildings	0.478
Other message types about products^b	0.202

Types	Pearson’s correlation coefficient
Image	0.986
Participation	0.939
Other message types about public relations^a	0.808
Special sales due to the earthquake	0.935
Safety slogans	0.895
Quality assurance	0.834
Low-rise floors	0.703
Low-density buildings	0.478
Other message types about products^b	0.202

Notes: These 12 types of special messages were found in 1,327 ads after the earthquake (390 in West China City Daily and 937 in Chengdu Economic Daily). The initial 13 types of special messages were found in 1,375 ads after the earthquake (403 in West China City Daily and 972 in Chengdu Economic Daily). ^aOther message types about public relations include “informative,” “company capability” and “fundraising promotion” ^bother message types about products include “building age” and “refuge space”

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