Newspaper advertising: Does size matter (or position, or colour, or context…)?
Daniele Cardillo and James Walker, Admap, January 1998
Describes Project Cosine, commissioned by J Walter Thompson Ltd to fill the gap in knowledge about the effectiveness of print advertising in newspapers.
Describes Project Cosine, commissioned by J Walter Thompson Ltd to fill the gap in knowledge about the effectiveness of print advertising in newspapers. Research is described. A set of value indices has been established for the `objective' factors which can influence press insertion effectiveness: size, colour, position, clutter etc., as well as a databank of knowledge about reading behaviour and page traffic. Some results: ad noting increases 1.4 times faster than reading editorial; ad noting increases with size, but diminishing returns set in rapidly; benefits of colour reduce above a certain size; right-hand pages are not always better; there are significant gains from being in the `front third'. A hierarchy of factors are listed for broadsheets and tabloids in order of effectiveness. Project Cosine has now become a JWT worldwide project. From a feature entitled `Press - future uncertain'.