The 13C chemical shifts of eight series of para‐ or meta‐substituted benzaldehyde 2‐aminobenzoylhydrazones possessing both amide and imine functionalities were measured. The 13C chemical shifts were used to study the transmission of electronic substituent effects along the heteroaromatic side‐chain of the substituted aromatic ring. In addition to the CN bond, the benzoylhydrazones possess in their side‐chain polarizable CO and phenyl π‐units. The benzylidenic ring‐substituent chemical shifts were analysed by the dual substituent parameter approach to separate the inductive and resonance effects. The negative ρI and ρR values observed (i.e. reverse substituent effects) indicate a significant π‐polarization of the CN bond. The highly negative ρR values, especially those in the case of meta substitution, suggest a contribution from a marked secondary field‐transmitted resonance effect. The results are compared with those obtained for other hydrazones or imines. Variation of the electron‐withdrawing ability of the N2 substituent is seen to have a systematic effect on the ρI values. Reverse substituent effects are also observed at the C‐1″ site of the 2‐aminobenzoyl ring while C‐4″ shifts show normal behaviour, consistent with the general concept of the π‐polarization that each π‐unit of the side‐chain is polarized largely as a localized system. Accordingly, the π‐polarization effect is seen efficiently to propagate also along a heteroaromatic chain. On the other hand, the CO sites exhibit normal, although fairly slight, dependence on the benzylidenic substituent indicating an insignificant role of π‐polarization at that site. The effects of the solvent, CDCl3 vs. DMSO‐d6, on the ρI and ρR values are also considered. © 1997 John Wiley & Sons, Ltd.