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Compilation Of
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Contents
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Contents
Definitions: Starch Tested Copy
Digest vs. Standard Page Size
Bleed vs. Non-bleed
Colour vs. Black & White
Left-hand vs. Right-hand Ad Positioning
Position within the Magazine
Inside Front Cover (IFC) Positioning
Inside Back Cover (IBC) Positioning
Outside Back Cover (OBC) Positioning
Cover Spreads
Ad Recall Norms by Ad Size
Impact of Competitive Ads
Ads Facing Edit vs. Other Ads
Product Specific Ads vs. Ads for a Range of Products
Teaser Ads
Multi-page Ads in Direct Succession
Multi-page Ads in Alternate Page Succession
Multi-page Ads in Separated Run-of-Book Positions
Multi-page Fractional Ads in Alternate Page Succession
Sideways Ads vs. Traditional Ads
Business Reply Cards
Response to Ads in Business/Professional Magazines
Inserts
Interactive Inserts
Advertorials
Special Sections/Supplements
Scent Strips
Bound-in or Glued-in Booklets
Gatefold Covers
Gatefold Inserts
Pop-up Ads
38
39
40
41
42
43
44
45
46
47-48
49-54
55-57
58
59
60
61
62
63
64
65
66
67-69
70
71
72
73
74
75
76
77
78
79
Ads with Coupons
Non-traditional Ads
Acetate Overlays
Ads with Premium Offers
Ads with Recipes
Glued-on Product Samples
Product Samples
Sampling: Shampoo Case Study
Polybag Ads
Ad Clutter
Advertising Wearout
Creative Considerations
Long vs. Short Headlines
Length of Headline
Headline Position on Page
Headline Colour
Headline background
Headline Type Size
Positive Headlines
Image Size
Photos vs. Illustrations
Long vs. Short Copy
Humour in Ads
People in Ads
Celebrity Ads
Number of Brand Mentions in Copy
Size of Product Name
Size of Product Shot
Logo Positioning
Creative Dos
Ad Analysis Chart
Contact Us
3
Definitions: Starch Tested Copy
Noted Score: A measure of the size of the
audience that remembered seeing the ad
Associated Score: A measure of those who
looked at the ad long enough to learn what brand
is advertised
Read Most Score: A measure indicating whether
interest in the ad was strong enough to pull the
reader through most of the ad
4
Physical Size of the Magazine Page
Does Not Affect Readership
100
99
Digest
Size
Standard
Size
Index of Noted Scores
Source: Starch Tested Copy, Vol. 1. No. 12
5
Bleed Ads Increase Readership
111
115
100
Non-Bleed
Ads
Page B/W
Bleed
Ads
Index of Noted Scores
Source: Starch Tested Copy, Vol. 1. No. 5
Page 4C
Bleed
Ads
6
Colour vs. B/W
153
145
100
Page
B/W
100
Page
4C
DPS
B/W
Index of Noted Scores
Source: Starch Tested Copy, Vol. 1, No. 1
DPS
4C
7
Left-Hand and Right-Hand
Positioning has Equal Impact
Ads on Right-Hand Page
100
Ad Pages
on Left-Hand
Page
105
103
106
Noted
Associated
Read
Most
Index
(Differences are not statistically significant)
Source: Starch Research
8
Left-Hand vs. Right-Hand
Positioning by Ad Category
100
104
100
100
102
106
100
100
95
F
o
o
d
Left-Hand
Page 4C
T
o
i
l
e
t
r
i
e
s
A
u
t
o
m
o
t
i
v
e
C
o
m
p
u
t
e
r
s
O
T
C
D
r
u
g
s
Right-Hand
Page 4C
Index of Noted Scores
Source: Starch Research
A
p
p
a
r
e
l
F
i
n
a
n
c
i
a
l
C
o
s
m
e
t
i
c
s
9
Position Within the Book
is Not an Issue
100
100
103
100
All P4C Ads* Front Third Middle Third Back Third
of
of
of
Magazine
Magazine
Magazine
* Excluding covers
Index of Noted Scores
Source: Starch Research
10
Ads are Effective
Throughout the Book
VISTA
STARCH
Index
Action
Taken
Index
Action
Taken
Full Issue
100
100
100
100
1st Quarter
103
100
104
100
100
100
100
98
100
102
98
100
97
96
96
98
Total Recall
of Magazine
2nd Quarter
of Magazine
3rd Quarter
of Magazine
4th Quarter
of Magazine
Sources: Affinity’s VISTA Service (P4C), 2010; Starch (P4C)
Index
Noted
Index
11
Do Inside Front Cover Positions
Increase Impact?
121
100
Inside
Pages
2nd
Cover
(IFC)
Index of Noted Scores
Source: StarchMetrix
12
Do Inside Back Cover Positions
Increase Impact?
117
100
Inside
Pages
3rd
Cover
(IBC)
Index of Noted Scores
Source: StarchMetrix
13
Do Outside Back Cover Positions
Increase Impact?
123
100
Inside
Pages
4th
Cover
(OBC)
Index of Noted Scores
Source: StarchMetrix
14
Do Cover Spreads
Increase Impact?
134
100
Inside
Pages
Cover
Spreads
Index of Noted Scores
Source: StarchMetrix
15
Recall of Magazine Ad by Size
(in descending order)
Ad Type
Recall Index
Page 4C Advertisement
100
P4C + 1/3 Page 4C
120
Inside Spread 4C
115
P4C + 1/2 P4C
112
1/2 Spread 4C
88
1/6 Page 4C
85
1/2 Page 4C
80
1/3 Page 4C
76
1/3 Page Square 4C
71
1/4 Page 4C
71
Double ¾ Column Page 4C
68
1/2 Page B/W
64
Guide Page 4C
54
1/3 Page 2C
54
Source: Starch Research
16
Ads are Effective
Throughout the Book
Impact of Magazine Ads (%)
TYPE/SIZE OF AD
Ad Size
Multiple pages (excl.
spreads)
Gatefold ads
Double-page spread
Full page
Half-page spread
Half-page
Third page
Less than full page
Colour
Four colour
B/W
Premium Position
Inside front cover
Inside back cover
Back cover
Opposite table of
contents
Total
Sources: Affinity VISTA (P4C); Starch (P4C)
VISTA
Total
Action
Recall
Taken
STARCH
Action
Noted
Taken
65
58
68
61
70
63
59
57
48
48
49
58
54
53
58
51
51
51
61
58
53
52
45
43
53
60
58
59
63
62
63
54
60
57
54
48
53
42
60
58
66
60
66
54
51
50
76
60
64
58
59
59
62
53
60
59
59%
54%
53%
60%
17
Impact of Competitive Ads
in the Same Issue
100
0
102
102
103
101
1
2
3-4
5-8
Number of Competitive Ads
Index of Recognition Scores
Source: Medialogue, Stop/Watch
107
9+
18
Ads Facing Editorial or Other Ads
have Similar Impact
100
102
Ads
Facing
Full
Editorial Page
Ads
Facing
Editorial +
Fractional
Ad
Index of Noting Scores
Source: Starch Research
95
Ads
Facing
Full
Ad Page
19
Ads Work for Single or
Multiple Products
100
104
108
P4C
Ads
Product
Specific
Ads
Range
of
Products
Index of Recognition Scores
Source: Medialogue, Stop/Watch
20
Do Teaser Ads Work?
Teaser Ads
120
100
130
105
All Ads Recognition Attribution Effectiveness
Index
Source: Medialogue, Stop/Watch
21
Multi-Page Ads in Succession*
Increase Impact
127
100
* A series of ads
in direct
succession
Noted
First Ad Page
Index
Source: Starch Tested Copy, Vol. 2. No. 25
Noted Any
Page of Ad
22
Multi-Page Ads in Alternate
Succession* Increase Impact
141
100
* A series of ads
(2, 3 or 4) on
alternating
following pages
Noted
First Ad Page
Index
Source: Starch Tested Copy, Vol. 2. No. 25
Noted Any
Page of Ad
23
Multi-Page Ads in Separated Runof-Book Positions* Increase Impact
148
100
* A series of page ads
(2, 3 or 4) run in
widely separated
positions within
the issue
Noted
First Ad Page
Index
Source: Starch Tested Copy, Vol. 2. No. 25
Noted Any
Page of Ad
24
Multi-Page Fractional Ads in Alternate
Succession* Increase Impact
113
115
Two
Alternate
Pages
Three
Alternate
Pages
100
* A series of
fractional ads
(1/2 page or
less) in
alternating
succession
Page 4C
Index
Source: Starch Tested Copy, Vol. 2. No. 25
25
“Sideways” Ads Don’t Measure Up
to Traditional Full Page Ads
Men
Women
100
100
86
Full
Page
83
2
Horizontal
Half Pages
Index
Source: Starch Tested Copy, Vol. 3, No. 9
Full
Page
2
Horizontal
Half Pages
26
Business Reply Cards
Increase Readership
129
100
All
Ads
Ads With
BRCs
“Remembered Seeing” Index Scores
Source: Cahners Advertising Research Report, No. 114.2
27
How Readers Respond to Ads in
Business/Professional Magazines
% of Time
55%
44%
1%
Contact
Advertiser
Directly
Source: Canadian Business Press
Use
BRC
Contact
Publication
Directly
28
Inserts Increase Impact
188
144
100
ROP
Page 4C
All
Inserts
136
Inserts
(up to
6 panels)
Inserts
(8+ panels)
Index of Read Most Scores
Inserts = Supplied pre-printed materials, excluding Business Reply Cards (BRCs)
Source: Starch Research
29
Interactive Inserts are a Sure
Way to Involve Consumers
Total
Male
Female
Starch
Norm
(7-10 out of 10)
%
%
%
%
Interesting
71
78
64
54
Innovative
72
68
76
50
Visually Appealing
84
80
88
60
Eyecatching
75
72
78
60
Average Scores
76
75
77
56
Interactive inserts are a great way to catch attention and demonstrate
product benefits.
30
Source: Exploration of Magazine Advertising Formats, Starch Research
Advertorials Deliver Details
and New Ideas
% Agree Strongly (7-10 out of 10)
Total %
They are a good way for advertisers to communicate info
about their products
76%
They generally provide me with more information than a
regular advertisement
68%
It should be made clear that these are advertisements or
promotional messages and not part of the magazine’s
editorial content
66%
Advertorials are sources of new ideas and ways to use
products
62%
31
Source: Starch Research
Special Sections - Supplements
This study suggests that ad scores for “special sections” versus ROP ads are quite
similar. However, it is believed that that readers most interested in the topic/category
are most likely to opt-in resulting in a higher percentage of those who are of greatest
target value.
100
P4C
Ads
94
Recognition Attribution
Index
Source: Medialogue, Stop/Watch
90
32
Do Scent Strips Make Sense?
123
125
100
P4C
Ads
Recognition Attribution
Index
Source: Medialogue, Stop/Watch
33
Do Ads with Bound-in or Glued-in
Booklets Perform?
Ads With Booklet
243
100
Ads With
No Booklet
118
115
Noted
Associated
Index
Source: Starch Tested Copy, Vol. 2, No. 23
Read
Most
34
Cover Gatefolds...Unfolded
All Ads
Auto Ads
159
144
100
P4C Ads
100
Gatefold
(IFC)
Page
Index of Noted Scores
Source: Starch Tested Copy, Vol. 2. No. 10
Gatefold
(IFC)
35
Gatefold Inserts
Gatefolds – No Cover Position
121
114
100
P4C Ads
Recognition
Index
Source: Medialogue, Stop/Watch
Attribution
36
Magazine Pop-Up Ads
Increase Readership
Positive Attitude
Towards Ad
Pop-Up Ads
566
117
100
230
Regular
Spread
Pop-Up
Spread
196
100
Regular
Spread
Noted
Associated
Index
Source: Starch INRA Hooper Inc. (Dr. D. Morgan Neu) - Reported in Inside Print
Read Most
37
Coupons Influence Ad Awareness
Coupon Offer
100
109
110
No
Coupon
Noted
Associated
129
Read Most
Index
38
Source: Starch Tested Copy, Vol. 1, No. 13
Non-Traditional Creative Ads
Deliver Strong Reader Impact
Total
Male
Female
Starch
Norm
(7-10 out of 10)
%
%
%
%
Interesting
59
57
60
54
Innovative
58
56
60
50
Visually Appealing
64
62
65
60
Eyecatching
66
64
69
60
Average Scores
62
60
64
Non-traditional creative concepts (consecutive fractionals, pop-ups,
product samples, booklets, clear acetates and interactive inserts) were
shown to reach a high proportion of readers of the issues in which they
appeared.
Source: Exploration of Magazine Advertising Formats, Starch Research
39
Acetate Overlays
Involve Consumers
Total
Male
Female
Starch
Norm
(7-10 out of 10)
%
%
%
%
Interesting
79
73
84
54
Innovative
77
73
81
50
Visually Appealing
84
82
86
60
Eyecatching
86
85
87
60
Average Scores
82
78
85
56
Clear acetate overlay ads generate extremely high levels of interest and
appeal, proving to be eye-catching and innovative.
Source: Exploration of Magazine Advertising Formats, Starch Research
40
Premium Offers
Increase Impact
Premium Offer
157
123
100
No
Premium
113
Noted
Associated Read Most
Index
Source: Starch Tested Copy, Vol. 1, No. 13
41
Recipe Ads
Increase Impact
Recipe Ads
179
138
100
112
No
Recipe
Noted
Associated Read Most
Index
Source: Starch Research
42
Glued-on Samples
Deliver the Goods
Total
Male
Female
Starch
Norm
(7-10 out of 10)
%
%
%
%
Interesting
78
74
82
54
Innovative
72
76
68
50
Visually Appealing
75
78
72
60
Eyecatching
75
74
76
60
Average Scores
75
76
75
56
Glued-on product samples are an impactful, eyecatching way to put
brands in the hands of prospective users.
Source: Exploration of Magazine Advertising Formats, Starch Research
43
Product Samples
Samples
141
152
100
P4C Ads
Recognition
Index
Source: Medialogue, Stop/Watch
Attributed
44
Sampling in Magazines Works
(Case Study – Shampoo)
Did you receive this sample of _______?
Yes
No
78%
17%
Have you or do you intend on using this sample of _______?
Have used
37%
Intend to use
42%
Have/intend to use
79%
How likely are you to purchase this product?
Very likely
Somewhat likely
Very/somewhat likely
15%
30%
45%
How interested are you in receiving samples for various products in future magazine issues?
Very interested
48%
Somewhat interested
19%
Very/somewhat interested
67%
45
Source: Starch -- Reader’s Digest (Canada), Shampoo sample
Magazine PolyBag
(Case Study – Automotive)
Do you recall seeing this advertisement?
Males
Yes
61%
Females
32%
Did you know who this advertiser was?
Males
Yes, knew advertiser
49%
Females
25%
Did you read any of the print on the ad?
Males
Yes, read print on ad
31%
Females
14%
46
Source: Starch -- Reader’s Digest (Canada), Automotive Polybag
Ad Clutter Not an Issue
Ad Noting Indices
# Pages
< 126
126-175
176-225
226-275
276-325
325+
Business
101
101
101
94
104
96
Note: Unit measured is Page 4C.
Source: Starch Tested Copy, Vol. 5, No. 5 & No. 6
Women’s
Service
101
101
100
100
98
N/A
Women’s
Fashion
N/A
N/A
N/A
109
104
96
47
Ad Clutter Not an Issue
Noted Indices
# Pages in Magazine
Full Page
DPS
< 200
101
102
200-249
101
101
250+
98
97
48
Source: Roper Starch Worldwide Inc.
Creative Wearout
(Case #1)
Index of Noted Scores
(Three or more successive insertions of the same ad in the same magazine)
# of
Insertions
# of Campaigns
Measured
Successive
Insertions
1st
2nd
3rd
4th
5th
6th
3
91
100
103
103
4
28
100
101
101
109
5
11
100
112
103
112
102
6
6
100
102
89
115
107
98
7
4
100
97
104
99
101
100
Source: Exploration of Magazine Advertising Formats, Starch Research
7th
101
49
Creative Wearout
(Case #2)
Exposure Level
1st Exposure
2nd Exposure
3rd Exposure
4th Exposure
5th Exposure+
Index
100
100
75
25
10
50
Source: Exploration of Magazine Advertising Formats, Starch Research
Creative Wearout
(Case #3)
Johnson’s Baby Oil
22 measured ad insertions over 3 quarters
Q1
Q2
Q3
Average Recall
43%
43%
51%
Plan to Purchase
20%
21%
20%
No wearout was evident in ad recall or the percentage of readers who
indicated they planned to purchase the advertised product.
51
Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
Creative Wearout
(Case #4)
Ambien CR
35 measured ad insertions over 4 quarters
Q1
Q2
Q3
Q4
Average Recall
58%
61%
61%
59%
Plan to Ask
Doctor about
the Product
12%
13%
14%
15%
No wearout was detected in ad recall or the percentage of readers reporting
that they planned to ask a doctor or other medical professional about the
advertised product.
Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
52
Creative Wearout
(Case #5 & 6)
For Toyota and Target, full-year
magazine campaigns support
existing evidence that neither ad
recall nor actions taken over the
course of the campaign declined.
Magazine advertising wearout was
not evident.
Toyota
495 measured ad insertions over 4 quarters
Q1
Q2
Q3
Q4
Average
recall
55% 52% 50% 53%
Actions
taken (net)
39% 38% 39% 40%
Target
344 measured ad insertions over 4 quarters
Q1
Q2
Q3
Q4
Average
recall
67%
63%
64%
67%
Visit a store
35%
32%
35%
32%
Source: Affinity’s VISTA Service. Base: Actions taken based on readers recalling specific ads
53
Creative Wearout
(Summary)
•
•
•
•
Of six case studies, five suggest that ad wearout is not a concern. Even
after multiple exposures, ad recall and intent to purchase/learn more
remains strong.
Considerations:
o Research suggests that the ‘active process of reading’ plus the ability
to spend as much time as the reader wishes with an ad, helps ensure
communication of detailed ad messages rather quickly
o Creative dependency (good creative generates a life and longevity of
its own)
It is recommended that multiple creative executions within a campaign
remains a good idea to enhance communication momentum.
As ever, the creative idea is king. Great creative generates a life and
longevity of its own, including a strong ROI.
Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
54
Creative
Considerations
55
Great Creative is often
about “breaking the rules”,
creating the unexpected
56
Know the rules
before you break them
57
Long vs. Short Headlines
Headline Word Length
100
105
107
16+
Words
10-15
Words
4-9
Words
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
115
1-3
Words
58
Length of Headline
Headline Word Length
100
90
86
58
16+
Words
10-15
Words
4-9
Words
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
1-3
Words
59
Headline Position:
Is the Top the Best?
Position of Headline on Page
100
100
105
100
Top
of Page
Middle
of Page
Bottom
of Page
Split
Position
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
60
Headline Colour:
Is Black the Only Choice?
Colour of Headline
100
102
Black
White
109
100
One
Colour
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
Mixed
Colours
61
Headline Background
Positioning
Headline Background
112
110
100
White
Plain
On
Picture
Solid
Light
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
105
Solid
Dark
62
Headline Type Size:
Is Bigger Better?
Size of Type in Headline
100
100
Medium
Huge
Index of Noted Scores
Source: Starch Tested Copy, Vol. 4, No. 6
105
Tiny
63
Positive Headlines Pull Best
135
100
Negative
Headline
Positive
Headline
Index of Noted Scores
Source: Starch Tested Copy, Vol. 1. No. 8
64
Picture Size Matters
Percent of “Best-Read” Ads, By Picture Size
42%
15%
2/3 Page
or Larger
Source: Starch Tested Copy, Vol. 1. No. 12
1/3 Page
or Less
65
Photos Pull Better Than
Illustrations
Women
Men
118
113
100
100
Drawing
Photograph
Drawing
Index of Noted Scores
Source: Starch Tested Copy, Vol. 2, No. 30
Photograph
66
Long vs. Short Copy
Noted Scores
70
60
50
40
30
20
Automotive
Travel
Financial
“It’s not how long
you make your
copy, it’s how you
make it long.”
10
0
5-50
51-100
101-150
151-200
# of Words
Source: Starch Tested Copy, Vol. 2, No. 11
201-250
251+
67
The Less Body Copy,
the Greater the Impact
Percent of ad area devoted to body copy
100
93
88
0-33%
34-66%
67-100%
Index of Recognition Scores
Source: Medialogue, Stop/Watch
68
Information is a Plus,
if Handled Properly
Perceived
Informativeness
Interest in advertising
Stimulated purchase interest
Association with the advertiser
Low
High
Moderate
65
56
40
58
49
50
45
35
63
69
Source: Starch Tested Copy, Vol. 2, No. 11
Does Humour Work?
Humour in Magazine Advertising
Involvement
Conviction
100
100
100
100
NonHumorous
Humorous
NonHumorous
Humorous
Index
Source: Poole-Adamson Research Consultants, Notes From The P.A.R.C. Bench, Release # 8
70
Impact of People in Ads
100
No Person
in Ad
107
Person
in Ad
Index of Recognition Scores
Source: Medialogue, Stop/Watch
71
Do Celebrity Ads Work?
Women
Men
115
100
100
Non-Celebrity
Ads
Celebrity
Ads
Non-Celebrity
Ads
Index of Noted Scores
Source: Starch Tested Copy, Vol. 2, No. 5
110
Celebrity
Ads
72
The # of Brand Mentions in an Ad
has Little Impact on Recognition
100
101
102
0-2
Brand
Mentions
3-5
Brand
Mentions
6+
Brand
Mentions
Index of Recognition Scores
Source: Medialogue, Stop/Watch
73
Size of Product Name in the Ad
Can Make a Difference
(Height Scale in Centimeters)
100
103
109
Small
< 1 cm
Medium
1-1.5 cm
Large
>1.5 cm
Index of Recognition Scores
Source: Medialogue, Stop/Watch
74
Size of Product Shot has
Minor Impact
(Percent of ad area devoted to the product shot)
100
100
104
0-33%
34-66%
67-100%
Index of Recognition Scores
Source: Medialogue, Stop/Watch
75
All Segments of the Page
Offer Strong Logo Exposure
Associated Score ÷ Noted Score (%)
(by position of logo)
Source: Starch Tested Copy, Vol. 2. N0. 4
87.8
89.4
86.7
88.8
92.5
87.3
86.4
86.3
86.1
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Creative Dos
•
•
•
•
•
Make the Most of the Medium: The most effective magazine ads are
created specifically for magazines.
Create Visual Interest: High visual appeal maximizes stopping power and
consumer involvement in the ad.
Keep it Simple: While magazines are great for communicating a long or
detailed message, do not confuse detail with clutter. Visual simplicity aids
interest.
Interactivity: Magazine ads have staying power because they are used as
information sources -- they are read, reread, clipped and saved. Consider
web addresses, 1-800 numbers, reply cards, etc. when developing creative.
Out-of-the-Box Ideas: Consider inserts, supplements, advertorials,
distinctive paper stocks, special inks, die-cuts, poly-bags, etc. to increase
interest.
77
Ad Analysis Chart
Evaluate ad on each characteristic: check (√) appropriate box
+
Moderately Moderately
Definitely
Neither
Definitely
-
1. Dominant focal centre
1. Confused, cluttered, no focus
2. Attractive, pleasing layout
2. Displeasing, unattractive layout
3. Action in picture
3. Static, no action
4. Multiple sections
4. Continuous, unbroken text
5. News, curiosity, freshness
in picture
5. Dull, flat picture
6. News, curiosity, freshness
in headline
6. Dull, flat, over-worked phrases
in headline
7. Follow-through, continuity
in text
7. Unexciting, stuffy, routine
8. Sharpens reader needs, wants,
problems, benefits, solutions
8. Trivial, unimportant, irrelevant
9. Specific, concrete, factual
information
9. Generalities, meaning unclear
10. Believable, persuasive
10. Unbelievable, dubious, blatant
Source: Starch Tested Copy, Vol. 2. No. 17
78
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79