What is the best place in the title to run the ad?
The latest research into this question is Stopwatch from Medialogue [2005]. It investigated nearly 3,000 different creative executions across 9 years, with 288,000 interviews. The three key measures for this research were; Recognition: Yes, I have seen that [debranded] ad before Attribution: That [debranded] ad is for brand X asked of those who got recognition correct. Effective Score: Correct answer to both questions above. In establishing the relative value of different positions and sizes within a magazine, Stopwatch provides us with indices against a norm of 100. It would appear from Stopwatch research that a DPS (135 v. page) within a relevant editorial section (110 v. no context) in full colour (196 v. mono) will provide the best chance of effective communication but it is likely that the quality of the creative work will impact on the communication more than any positional issues. In terms of position in magazine, Stopwatch concludes that there is no significant difference betwe
