Individual media: Newspapers

 

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 ...

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 ...

Maureen Duffy and Anne Foster, from the Newspaper Marketing Agency, refute the view that newspaper advertising is primarily for 'retail and detail'. Describing a large research project, they put the c ...

Rolf Randrup, TNS-Gallup Denmark, describes the latest developments in newspaper readership research in Denmark. Firstly he discusses the findings of a large page-traffic survey of 15 newspapers amon ...

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 ...

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 ...

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 ...

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.

The paper seeks to advance visual theory in advertising by demonstrating how objects and symbols derive meaning from their histories. In particular the authors examine the use of white space, a design ...