A study of national advertising's payout: image ads in newspaper ROP

Daily and Sunday newspapers are the biggest advertising medium in the US. In 1992, 23.4% of all US advertising expenditures went into newspapers while 22.4% went into television. Some 52% of newspapers' advertising revenue comes from local retailers who use newspapers heavily. National advertis...

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Bibliographic Details
Published inJournal of advertising research Vol. 33; no. 5; p. 11
Main Author Tolley, B. Stuart
Format Journal Article
LanguageEnglish
Published New York World Advertising Research Center Ltd 01.09.1993
Advertising Research Foundation
Subjects
Advertisers
Advertising
Advertising expenditures
Advertising revenue
Brand loyalty
Effectiveness
Evaluation
Influence
Marketing
Newspaper advertising
Opportunity
Perceptions
Predictions
Print advertising
Readership
Sales
Studies
United States > US
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Summary:Daily and Sunday newspapers are the biggest advertising medium in the US. In 1992, 23.4% of all US advertising expenditures went into newspapers while 22.4% went into television. Some 52% of newspapers' advertising revenue comes from local retailers who use newspapers heavily. National advertising accounts for 13% of newspapers' advertising revenue. Many believe that national advertising can only work with inserts containing coupons and price deals or large space at high cost. Small, nonpromotional national advertisements are less effective in the regular run of paper (ROP). Some criteria are considered for researching more closely into the payout possibilities of national advertising in daily and Sunday newspapers. Four newspaper advertising campaigns are presented and evaluated.
ISSN:0021-8499
1740-1909