Newspaper advertising: Does size matter (or position, or colour, or context…)?

Daniele Cardillo and James Walker

Describes Project Cosine, commissioned by J Walter Thompson Ltd to fill the gap in knowledge about the effectiveness of print advertising in newspapers.

Does size matter (or position, or colour, or context...)?

James Walker and Daniele Cardillo of J Walter Thompson's Advanced Techniques Group present new findings on newspaper advertising effectiveness

James Walker and Daniele Cardillo

Growing consumer individualism and increasing media fragmentation mean that newspaper readers have very idiosyncratic relationships with their newspapers. They will read them in their own way, perhaps regularly digesting certain editorial topics and assiduously avoiding others.

The effectiveness of an advertising campaign is therefore not determined by title selection alone, but also by attributes such as the positioning, size and environment of...

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