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| Tekijä: | Tolley, B. |
| Otsikko: | A study of national advertising's payout: image ads in newspaper ROP |
| Lehti: | Journal of Advertising Research
1993 : SEP-OCT, VOL. 33:5, p. 11-20 |
| Asiasana: | ADVERTISING RESEARCH NEWSPAPER ADVERTISING IMAGE |
| Kieli: | eng |
| Tiivistelmä: | The study is based on four one-third-page package-goods ads in color. These were not promotion ads and they were not sale ads. Even previously untested small newspaper Run of Paper (ROP) image ads can provide strong support for promotion. (1) Newspaper ROP color image ads increase sales. (2) Newspaper ROP color image ads increase trial. (3) Newspaper ROP color image ads increase share. (4) Coordinating the timing of promotion and image ads makes a big difference. (5) Estimates of ad payout are not difficult and showed a substantial effect for Nabisco. |
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