With their permission, I will be using excerpts from "Putting Research to Work at Michigan State University"
Where faculty members at Michigan State University help make academic research as relevant as possible for practitioners
Effective Magazine Ads To Be Seen, Not Read
Computer graphic design software and the increasing popularity of the Internet have had a dramatic effect on magazine layout style since 1990. A content analysis of magazine ads spanning the period from 1969 to 2002 shows that a highly visual "brand block" replaced the previously dominant "picture window" style in ads that had been copy tested by Starch and Gallup & Robinson research firms. Edward F. McQuarrie and Barbara J. Phillips report in the Fall 2008 issue of the Journal of Advertising that changes in consumer lifestyles, the competitive media landscape, and the availability of numerous choices in product categories has resulted in the consumer no longer seeking out and reading entire magazine ads for brand information. Researchers say since consumers now have very little time to stop and read magazine ads, ad styles have changed to reflect that reality and most readers merely glance at an ad. Designers should take note of this trend and realize that magazine ads have become brand identity vehicles and are no longer the brand information sources they once were.
Redesign TV Ads To Beat The Digital Video Recorder
Clients planning to cut their television ad budgets because of the increasing use of DVR's should think twice. A 2004 survey showed 75% of large national advertisers cited DVR usage as a major reason to cut TV ads. But wait, findings that defy conventional wisdom from researchers S. Adam Brasel and James Gips published in the November 2008 issue of the Journal of Marketing, show heavy central branding in fast-forwarded ads can actually boost brand visibility. Designing an ad with the brand front and center can increase brand recognition. Research subjects zipping through ads in the study also chose products featured in centrally branded ads more than two-to-one compared to products in ads with more limited branding.
In Advertising -- Standing out may be better than fitting in
A standard operating procedure in the ad business has been to develop treatments made to “fit in” with the editorial or entertainment environment of the media carrying your message. But new research by Micael Dalhe, published in the Journal of Advertising, Fall 2008 may cause us to rethink ad placements in some cases. Research shows some ads just may have a better chance of being noticed if they stand out from the content of the media, rather than fit in. We expect to see car ads in magazines with content aimed at auto enthusiasts, but a stylish car ad might move more style-conscious car buyers if it’s placed in a fashion magazine. Ads that stand out from other content may be better remembered, better liked, and more capable of producing stronger brand associations. Advertisers should consider testing this approach by identifying a clear segment within your target market that connects to a message carrier or media not normally associated with the product you are selling. Not fitting in is what it might take for your ad to stand out.
thousands of executives within the nation’s top advertising agencies and public relations firms, courtesy of the Department of Advertising, Public Relations, and Retailing at Michigan State University. We invite you to submit comments and feedback to Bruce Vanden Bergh at DrV@msu.edu.
Contributors: Richard Cole, Robert Kolt, Alexandra Przybyla and Bruce Vanden Bergh
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