Print media (general): Print advertising effectivene...

 

This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/recep ...

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 ...

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in a ...

This paper details the various different factors which can influence the effectiveness of print advertising. Design, content and placement, among others, are of central importance, as is the type of p ...

The 29% of Americans who live in `rural' towns and shop in high-volume local superstores are the only remaining growth market and are Wal-Mart's core customers. They are best reached by local print me ...

Erwin Ephron contends that growing commercial avoidance (via TiVo, PVR etc.) does not threaten mass media. It only threatens intrusive media like TV and radio. There is less commercial avoidance in p ...

Much has been written about the working relationship of advertising agencies and their clients. This paper examines whether advertising agency and client managers use the same mental models to evaluat ...

Admap’s US editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ...

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 attempts to explore the impact of pictures on the accompanying verbal information in print advertisements for high-imagery and low-imagery copy, and for high-involvement and low-involvement ...

The author recently analyzed the local delivery of national magazine schedules in concert with proposed purchases of local Internet media weight on a Designated Market Area basis. The purpose of the a ...

The purpose of the study was to ascertain whether advertising professionals judge advertising creativity in the same way as the general public, and whether demographic variables significantly affect j ...

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 article covers the core elements of effective print advertisising, from initial concept work to placement and evaluation. Among the topics discussed are how to establish the right objectives, the ...

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on ...

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 ...

A new print optimiser, Pro.Audit.de, has been launched in Germany, which claims to save 25% of all print media budgets or to increase performance by 20%. This enables clients to benchmark and audit th ...

Describes a 1998 research project by The Roy Morgan Research Centre, Australia, for Pacific Publications into how readers interact with (use) magazines. Starts with a brief review of previous research ...

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

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 study - comprising a postal survey among 946 Americans - considers consumer perceptions of advertising clutter. It examines clutter in television, radio, magazines, newspapers, Yellow Pages, and ...

Argues that the agency commission system has been disastrous for magazine publishers because it has made it more profitable for agencies to use television. As a consequence, research which could have ...

This article summarises the conclusions of Millward Brown's recent work (culminating in the IPC Ad Track project) on print advertising awareness and exposure, and discusses its implications for reader ...

How print ads which have been seen, but not remembered, can still influence behaviour. People rate ads which they have seen but forgotten as more likeable, memorable and distinctive than ads they have ...