Cost Effectiveness of Advertising

Abstract

Factors affecting the readership of print advertisements have been widely researched and reported for at least 30 years. This work has greatly increased our understanding of the effects of factors such as colour, size and bleed in print ads. Previous work in this area has usually been primarily descriptive in nature and thus not immediately applicable to the problem of making decisions about advertising campaigns. The purpose of this study is to develop rules for making those decisions. It is similar to previously published work in that regression is used to develop descriptive equations. Unlike previous studies, this information is then combined with cost data to produce decision criteria for the inclusion or exclusion of colour, size and bleed in a print advertisement.

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