Neuroscience and the power of newspaper advertising

Maureen Duffy and Anne Foster

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising.

Neuroscience and the power of newspaper advertising

Maureen Duffy and Anne Foster

National newspapers have long suffered from a lack of evidence proving their value to advertisers. And with such a paucity of proof, assumption has grown up in the gap: newspapers are good for short-term tactical messages, but cannot build brands; newspapers are rational not emotional; newspapers are yesterday's medium. For many advertisers and agencies these beliefs have rendered themselves into unquestioned fact, forcing newspaper advertising to be limited solely to a functional and informational role.

In an ongoing effort to challenge assumptions and counter that lack...

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