Qualitative effects of media on advertising effectiveness

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness.

Qualitative Effects of Media on Advertising Effectiveness

Bobby J. CalderKellogg School of Management, Northwestern University, United States

Edward C. MalthouseIntegrated Marketing Communications, Medill School of Journalism, Northwestern University, United States

Advertising obviously depends on both the quality of the product being advertised and the quality of the ad itself. A third factor is equally obvious, but receives relatively less attention. It is the medium in which the ad appears. The traditional concern of media planning is with evaluations of size, reach, and frequency issues associated with a medium's audience. The medium itself is most often viewed as a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands