New Features for Print Ad Analysis

Print ad specialist GfK Starch Communications has announced the release of its 2008 'Adnorms' publication, a comprehensive compilation of magazine advertising intelligence, including a number of new features.

Adnorms presents data based on 37,000 advertisements across 840 issues of more than 125 consumer magazines, business and trade publications, and details the extent to which an ad's physical placement within a publication impacts reader response as well as how various product categories are likely to perform in a specific magazine or genre of magazine. Data is presented by product category, by individual magazine title and by size and type of print ad. Specific ad scores from men, women and various age groups are also tracked.

New metrics with this edition include 'brand disposition', based on the number of readers who ranked the brand as their 'favorite' or 'one of several that they like'; 'word-of-mouth opportunity' - a measure of likelihood to recommend; and 'reader actions taken'. Other vriables - all with responses averaged over a four-year period between 2004 and 2007 - are Noted; Associated; Read Some; Read Most; Advertising Effect on Brand Disposition; Advertising Influence on Purchases/Purchase Interest; Product Recommendations;; and Noting and Read Most/Engagement.

Research was conducted via online interviews with c.47,000 readers, in-person interviews with over 30,000 readers, and mail survey responses from almost 18,000 readers.

'GfK Starch Communications is celebrating its 85th year, and we're very pleased to launch this new version of Adnorms' comments Senior VP Philip W. Sawyer. 'Now with the new array of eStarch metrics, Adnorms offers the opportunity for ad agencies, advertisers and publishers to be fully informed on both the major and minor variables related to magazine advertising. Indeed, with the 'Brand Disposition' scores, print advertisers can determine where their brands fall in the hearts and minds of America's magazine readers.'

GfK Starch is part of GfK Custom Research North America, headquartered in New York and part of the GfK Group, currently in merger talks with TNS. Also today, GfK has announced it is working with Google and technology firm Nurago on WEP, a new service linking FMCG purchases with online behaviour and ad viewing.

Web sites are at www.gfkamerica.com/starch and www.gfkamerica.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.