Subject Index
 

In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns. In this study, four major format components of print advertisements a ...

This paper argues it is not true that print media are being driven out by digital. Print remains the number one advertising medium in the world, for reasons including its ability to target to dedicate ...

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 ...

In September 2005, the UK's Guardian newspaper moved from a broadsheet to tabloid format. Andrew McGarrigle, head of ad planning, discusses the results of this change, and describes research to determ ...

'Engagement', comprising the linking of consumers, context and content, is the hot topic in advertising circles. Shula Bigman, president of New York based Communications Options, looks at the history ...

In this paper, we analyze a sample of 745 yellow pages test advertisements to empirically estimate the influence of purchases of different sizes of yellow pages advertisements on customer call rates i ...

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 ...

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 ...

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 ...

Tom Rayfield wittily reviews one of the most cost-effective, long-running and successful direct response ads of all time in terms of copy, layout and typography, and fulfilment; then in terms of estim ...

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 ...

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 h ...

Advances in computer technology in the advertising business means quicker turnaround, faster response to market changes and less cost than ten years' ago. Materials cost is reduced, or in some cases, ...

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 ...

Drawing on his important ColourWorks study for the Newspaper Society, the author looks at the effect of colour in newspaper advertising. Colour can greatly improve ad effectiveness, but the effect is ...

The importance of position, size, colour and place.

Stern magazine in Germany has conducted a post-publication study of the achievements of individual advertisements, called Argus, in roughly the same manner since 1975. This paper describes this work ...

An experimental study to investigate what is added to print advertisements by the use of `power words' (e.g. `new', `improved', `freshness' etc.) Respondents were shown versions of the ad with or with ...

Describes a research study into how complexity of print advertising copy affects readership. Literature review on complexity in advertising. 3 questions addressed: how far does complex copy affect rea ...

A comparison of product and service advertising in print advertisements. Various hypotheses are developed as to how the two types of ad differ, e.g. in the way emotional appeals are used. A content an ...

Some writers have called for an investigation of whether the seven sins and seven virtues are portrayed in advertising. This seven/seven model was used for a content analysis of print advertisements a ...

Now that the National Readership Survey collects information not only on readership within the issue period but also `yesterday' readership, it is possible to estimate numbers of `reading days', which ...

This article describes J Walter Thompson's Project Cosine which was commissioned to examine newspaper advertising effectiveness. Project Cosine provides a tool to improve media auditing. A set of va ...