The differential effects of position, ad and reader characteristics on readers’ processing of newspaper ads
Edith G. Smit and Peter C. Neijens
University of Amsterdam
Robert Heath
Bath School of Management
Introduction
What are the effects of an ad’s position in the newspaper, ad characteristics and readers’ characteristics on how readers process newspaper ads? An answer to this question is of crucial importance for both advertising theory and practice. Surprisingly, the idea that different factors have different influences on the processing of advertisements has not really been subjected to any rigorous testing. Valuable research has been conducted into...