Print over-exposure: what are the implications?

Alan Smith

This article summarises the conclusions of Millward Brown's recent work (culminating in the IPC Ad Track project) on print advertising awareness and exposure, and discusses its implications for readership research and print advertisement pre-testing, in particular the evidence that magazine advertising has been under-valued and misused.

Print over-exposure: what are the implications?

Recent work by Millward Brown on print advertising awareness and exposure could turn conventional print advertising thinking on its head. Alan Smith summarises the conclusions of Millward Brown's work and discusses its research, marketing and strategic implications

Alan Smith

THE MOST RECENT ADMAP article by Andy Farr of Millward Brown (1) gives details of what I consider to be one of the most significant print research developments ever published. This is partly because the work has the potential to turn on its head much conventional thinking with respect to the effectiveness of print advertising,...

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