Effectiveness in individual media: Newspapers

 

This article discusses a test of 100 financial services ads by the Newspaper Marketing Agency (NMA), which showed that they were failing to connect with consumers. There is a widespread lack of trust ...

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of ...

In this article, Alex Batchelor, marketing director at Royal Mail, talks to Judie Lannon, the Editor of Market Leader, about the opportunities direct mail offers and how Royal Mail is bringing a fresh ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

Most data on newspaper readership offer measures of how many people see a given publication, but do not provide information on factors such as the size of an ad, and the impact this can have on consum ...

In this chapter of 'Best Practice' Roderick White turns his attention to newspaper advertising. Using recent references, he covers the basics - what newspapers offer, how they are used, cost per thous ...

Maureen Duffy, CEO for the Newspaper Marketing Agency, looks at how UK newspapers have adapted and changed over the last forty years, to still guarantee a mass audience (something that TV finds increa ...

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualita ...

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK. This ad campaign promoted a Golden Jubilee competition run by Su ...

Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conduc ...

This article concentrates on women readership of Australian newspapers. The authors asserts that women have a stronger relationship with newspapers than they have with magazines. In spite of this news ...

This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules ...

The author's belief is that successful advertising has to achieve four responses: - appreciation, branding, communication, and desired effect on brand. TV can be thought of as another branch of showb ...

This is a review of newspapers and magazines. In much of the world the two sectors show different trends with newspaper circulations and readerships slowly falling, though the share of ad spend remai ...

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly const ...

Trust is increasingly important in a consumer-empowered world, so advertisers should thank heaven for the trust people have in newspapers, argues Neil Sharman. Consumers biggest problems are not pric ...

How the Wall Street Journal commissions research to help clients evaluate their advertising effectiveness and demonstrate accountability. Describes the Wall Street Journal Subscriber Panel and the Cor ...

Describes a research programme for the New York Times, started 1996, to understand the value of advertising in NYT compared with other media. Reports on: 1) a previously unpublished research study (St ...

The newspaper industry is working to transform itself into an even more powerful, versatile, cost-effective and advertiser-friendly medium for the 21st century. The National Newspaper Network explores ...

The objective was to inform the consumers on the Bols Corenwyn database of the availability of Bols Millennium Corenwyn and giving them the opportunity of reserving two bottles of this limited volume. ...

Classified advertising is a market critical to newspapers, and the World Wide Web is a medium that may make or break newspapers' future success in that market. Preliminary results from a Newspaper Ass ...

Investigates what factors make spokes-persons in advertisements likeable and effective. In-depth interviews were used in the study. Four primary dimensions of spokes-character likeability were uncover ...

When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite. ...

In 1992 Cebuco, the marketing and research organisations of the Dutch newspapers, invited 7 large non-newspaper advertisers to undertake experimental newspaper advertising to test the medium.

Base on published summaries of the findings drawn from over 30 major research studies, many of which are still on-going, this book is not a theory book on advertising effectiveness, although the autho ...

Describes a sales effectiveness test of 4 small brand image ads in newspapers (ROP - Run of Paper ads). The practical problems of evaluating newspaper advertising and earlier experiments are discussed ...

This paper argues that the momentum generated by this initiative should not be allowed to fade away. It identifies 9 ways in which further work could and should be undertaken.