Abstract
Building on a previous survey of large-agency media specialists' opinions on the sales effects of national newspaper advertising, we surveyed advertising managers with the nation's largest national advertisers to measure opinions on national newspaper advertising for (1) ad delivery effectiveness, (2) sales effects, and (3) creative properties of media-delivered ads. High agreement was found between ad managers and media specialists. Newspapers fared poorly as a national medium for ad delivery effectiveness, sales effects, and medium-based creative properties of ads in comparison with network TV, but were judged effective at producing immediate sales payout and delivering both simple and complex ad messages. The more dollars spent in national newspaper advertising by a company, the more effective the medium was perceived by that firm's advertising manager.
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