Newspaper Marketing Association Concludes: Newspaper Ads are a Good Thing
A group in the UK has concluded that a full page ad in the newspaper, combined with television advertising can have a greater benefit than just television advertising alone. In fact, their claim is that including full page ads in national newspapers along with a TV campaign results in double the brand commitment achieved through radio and TV combined.
The two-year study cost around 14 million £ (or $24 million US), and provides us with previously unknown insights such as
- make a connection between a print campaign and a television campaign
- make your brand instantly recognisable with an image or tagline
- avoid bland, unemotional, non-sensorial creative
- be original and groundbreaking - but don’t shock for the sake of shocking
As one of the group’s brochures explains, “TV and radio are typically low-attention media. One can watch TV while having a conversation, or listen to the radio while driving the car. But newspapers are a high-attention medium. Consumers already know this. In research, 81% agreed that when reading newspapers, “My mind is switched on and I am using my brain”.
Beware of the 4 out of 5 British drivers who are driving down the highway with the radio on and their mind switched off.
You know, I’ve been doing a study of my own. It is my hypothesis that research concluding ‘newspaper advertising is a good thing‘ is given more credence when it doesn’t originate from the Newspaper Marketing Association. Anyone care to give me a few million to help with my research?
tip of the hat to Piers Fawkes.
