Individual media: Print

 

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic ...

This article discusses the problem of advertisement readability for the vast number of Americans who are visually impaired. He summarises the recommendations made by the ANA and Lighthouse Internatio ...

We replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000). As in the original study involvi ...

Some have argued that traditional principles of mass media advertising do not apply on the web. We present an empirical study that contradicts this assertion. Our findings suggest that advertisers nee ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1987, Appe ...

Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favourable attitudes toward advertising recalled a higher number of advertiseme ...

Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, signific ...

Argues for the benefits of integrated media planning. It is time planners went back to regarding media as complementary, not competitive.

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...

How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illus ...

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of ...

Argues that pre-testing of magazine advertising provides an essential link between the creative product and media placement, which allows the message to be fine-tuned for much greater effect and retur ...

Recall methods are used to establish the important variables in effective print advertisements. Headline size, copy length, position in the publication and illustration placement are measured along w ...

The influence of computers on print ad production. Discusses how technology has changed life in creative departments, especially in small to medium-sized agencies. Many agencies have been driven to co ...

When one watches researchers assessing the 'noting' of print advertisements, one may find the attitude taken somewhat schizophrenic. On the one hand, the so-called Recognition method devised by Daniel ...

This paper describes the second First Read Yesterday (FRY) experiment carried out by CESP. Conducted over the period 1991/92 the project was not intended to be an audience measurement survey, but a t ...

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 ...

Print advertising has apparently performed rather poorly in terms of Millward Brown's Advertising Awareness measure. It has now been found that this evidence has systematically underestimated the exte ...

This paper describes a controlled experiment which showed that a Print plus Television schedule significantly out-sold a Television only one. It is thus similar to many of the case histories brought ...

After a review of existing single source research facilities in France and elsewhere, this paper describes a new research facility, Mediascann, recently launched by Editions Mondiales, the fourth larg ...

Based on their ad campaign tracking experiences over 20 years, Millward Brown now believe that in one vital respect much research evidence has systematically underestimated the extent to which magazin ...

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.

This report details the results of a number of media mix tests in Germany conducted for the Bauer Publishing Group by GfK, using the GfK 'Behaviourscan' (Hasloch) and ERIM-Panel micro test markets. T ...

This paper describes a regional marketplace test carried out in the US on behalf of a large-budget multi-brand advertiser who initially rejected the agency recommendation that a combination of magazin ...

This paper describes a study commissioned by the Association of Danish Magazine Publishers and designed to compare the communication achievements of print and television ads when seen on their own, wi ...

This paper outlines the various studies undertaken by the South African Newspaper (and Magazines) Marketing Bureau, into media synergy since the work started in the mid-1980's. Their early interests ...

This paper reviews recent work by researchers Millward Brown International relating to the tracking of print advertising campaigns.

This paper described the plans of the Magazine Publishers of America for the conduct of a series of field experiments for the purpose of assessing the effects of using various combinations of magazine ...

This report is based on the same research study as the one described above, but it concentrates on examining the differences between the control sample, not exposed to any of the test advertisements, ...

This paper described a project which was concerned with the way in which the performance of an advertisement in a magazine might be influenced by any interaction between the advertisement and the natu ...