PAUL MOSENSON <Paul_at_a-b-c.com> WROTE:
>Question- within same budgets in print advertising,
>what is generally more effective- full page 4 color less
>frequently or full page BW more frequently? Anything to
>back up? ANy research regarding this issue?
There's a little book published in the 1950s called "The
Study of Attention Value" by J.Copland, that provides many
insights into page positions, color, and size. Probably way
out of print now. Maybe there are articles in the archives
of the Journal of Advertising Research. Herewith some
heuristics drawn from past research, but they are general
comments - each case has its own needs:
1. Efficiency and effectiveness are not the same thing.
2. The most efficient (i.e. highest noting per dollar) is
B&W with page dominance - that's more than half the height
and more than half the width. In newsprint easy to buy, but
not so in magazines/journals/books.
3. The most effective (i.e. delivers a motivating and
meaningful message) is generally a double page spread, in
color, with no gutter.
4. A creative breakthrough crashes all rules. If your
competitors are using color DPS and you come in with a
quarter page B&W it wont do your brand much good unless
there's a brilliant creative.
5. Strive for a flat frequency distribution of Opportunity
To See. Optimum is around 13 exposures a year, but that's
an old measure and might be different today with so much
clutter.
Ivan Weltman
http://www.tudogs.com
Received on Mon Jul 30 2001 - 13:41:07 CDT
