The differential effects of position, ad and reader characteristics on readers' processing of newspaper ads

Building on previous research on the processing of newspaper ads, this comprehensive field study, with 26,556 newspaper readers and 290 unique advertisements, investigated the combined effects of position in the newspaper, ad characteristics and reader characteristics. The results show a differential effect of stimulus-specific and person-related factors: with increasing levels of ad processing, from passive to active, the influence moved from position in the newspaper, via mechanical ad characteristics to message content and reader interest. The findings affirm that advertisers who want to reach their audience need to first consider placement; but to encourage actual processing of the ad they need to make the ad outstanding and relevant.