Print Advertising Executional Elements

Jill Peled

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the executional elements of print advertising .

Print Advertising Executional Elements

Jill Peled

The effectiveness of the print ad is dependent on multiple factors including executional elements which are defined here as ad placement, size and color for newspapers and magazines.

Ad Placement

Hultn and Wilberg acknowledged that while the "right hand ads draw a little better than left hand ads…the difference is not quite so obvious for the younger readers" (2003).

Walker and Cardillo found that the right hand page only does significantly better for broadsheets, but is not noticeably different for tabloids. In addition, the front third of the newspaper does remarkably better...

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