Is An Advertisement Worth the Paper It's Printed on? The Impact of Premium Print Advertising on Consumer Perceptions

Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions.

Is An Advertisement Worth the Paper It’s Printed on? The Impact of Premium Print Advertising on Consumer Perceptions

Stefan Hampel

Unister GmbH

Daniel Heinrich

University of Mannheim

Colin Campbell

Monash University

Management slant

  • Even with huge growth in online advertising, print media continues to attract a significant amount of advertising spend.
  • At the same time, the sheer amount of advertising that consumers are exposed to demands innovations in order to garner attention.
  • Academic research has testified to the positive impact of print advertising but has yet to examine the effect of premium print advertising—a relatively new innovation.
  • Our study—using a...

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