Newsweek Media Research Index
Newspapers: Media Effectiveness Research
1961 - JAMES C. BECKNELL, JR., DU PONT, THE INFLUENCE OF
NEWSPAPER TUNE-IN ADVERTISING ON THE SIZE OF A TV SHOW'S
AUDIENCE - JAR, MARCH 1961
A test of normal, double and no tune-in-advertising for a
special TV program. Coincidental viewing measures indicated
that the ads had no effect on audience size, but may have served
to decrease audience variability.
1963 ERIC MARDER FOR BUREAU OF ADVERTISING - THE IMPACT
OF BLANK SPACE IN THE DAILY NEWSPAPER.
In a study to determine the relationship between exposure to
and recall of a newspaper ad, it was found that the percent of
readers recalling the blank space ad increased with the size of
the ad.
1964 - JOHN B. STEWART - REPETITIVE ADVERTISING IN
NEWSPAPERS: A STUDY OF TWO NEW PRODUCTS - HARVARD UNIVERSITY,
BOSTON
Study of ad frequency in newspapers, comparing four frequency
levels, over 22 weeks, for two new products: Lestare and
Chicken SaraLee. Conducted in Fort Wayne, among four matched
sample of newspaper subscribers. Based on 5,972 telephone
interviews. Measures included brand awareness, brand purchases
and purchase intent. "Textbook" discussion concerning test
design and analysis.
1966 - SOCIAL RESEARCH, INC. - MEASURING THE EFFECT OF
ROP COLOR ON NEWSPAPER ADVERTISING - WHEATLEY
In an analysis of two color retail ads vs. two lack & white, it
was found that color increases the status of the store
advertised, makes the merchandise and ad more interesting, and
color and status interact to influence liking for the ad.
1969 - OPINION RESEARCH CORP. FOR BUREAU OF ADVERTISING - WHAT
CAN ONE NEWSPAPER AD DO?
A split sample study showed measurable positive attitude
changes and sales results for single newspaper advertisements.
1970 - NEWSPAPER ADVERTISING BUREAU - A STUDY OF BLACKS
IN NEWSPAPER ADS
A study among black and white women measuring proven recall and
feelings towards newspaper ads containing some black models.
1977 - RESPONSE ANALYSIS CORPORATION FOR NEWSPAPER
ADVERTISING BUREAU - THE DOUBLE DIVIDEND: A STUDY OF HOW
ADVERTISING WORKS FOR DEPARTMENT AND DISCOUNT STORES
Study of consumer response to newspaper advertising for seven
retail items, advertised in seven markets. Based on 1,300
in-store interviews. Data reported included: percent of
shoppers who claimed to have seen the test ad, who bought the
test item and other items, who came to the store because of the
test ad.
1978 - NEWSPAPER ADVERTISING BUREAU - THE SALES EFFECTS OF
NATIONAL NEWSPAPER ADVERTISING FOR TWO PACKAGED GOODS PRODUCTS
Analysis of UPC scanner data related to newspaper advertising
for two products in four markets.
1981 - LEO BOGART, NEWSPAPER ADVERTISING BUREAU -
PRESS AND PUBLIC: WHO READS WHAT, WHEN WHERE AND WHY IN
AMERICAN NEWSPAPERS - LAWRENCE ERLBAUM ASSOCIATES
Comprehensive book concerning current challenges to the
newspaper medium; the audience for newspapers; audience reading
preferences and behavior; evolution of reading habits among
children and young adults; the relationship of newspapers and
television. Cites major newspaper studies, including many
conducted as part of the Newspaper Readership Project,
sponsored by the newspaper industry (See 1977/1982 Newspaper
Readership Project listing).
1984 - SMRB FOR MARVEL COMICS GROUP - CHARACTERISTICS
AND ADVERTISING RESPONSIVENESS OF THE MARVEL COMICS PRIMARY
AUDIENCE
Audience study for Marvel comic books among persons age six to
18. Also tested the effect of one, two or three ad exposures
on ad recall for eight test ads in Marvel comics. Conducted by
insert questionnaire and telephone interviews. Study found
recall increased as number of ad exposures increased.
1985 - ELRICK AND LAVIDGE FOR THE NEWSPAPER ADVERTISING BUREAU
- A FIELD EXPERIMENT OF THE SALES EFFECTIVENESS OF DIRECT MAIL,
ROP AND INSERTS, JANUARY 1985
Advertising test conducted in Atlanta in cooperation with the
Atlanta Journal and Constitution, and six Atlanta retailers.
The test used a matched-area design to compare the
effectiveness of six advertising alternatives: ROP; Insert;
Direct Mail; ROP + Direct Mail to non-subscribers; Insert +
Direct Mail to non-subscribers; No Advertising. Conducted in
April/May 1984. In-store interviewers tallied test product
purchases at cash register locations and obtained purchaser's
address. Effectiveness was evaluated based on purchases in
each test area.
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