Advertisers are being warned that too many newspaper campaigns are failing to deliver the required results due to poor quality creative work.
Ongoing research carried out by the
World Association of Newspapers (WAN) claims that the impact of creativity is often underestimated. It calls on advertisers to work harder to ensure the quality of their marketing messages matches up the effectiveness of the medium.
The Shaping The Future Of Newspapers study claims that press is the most effective advertising medium in terms of getting consumers to act or buy. In order for the sector to realise its full potential agencies must work to ensure that every ad they produce attracts the maximum number of consumers.
Timothy Balding, WAN chief executive, said: “As the explosion in the number of broadcast channels continues, more and more advertisers will consider returning to the printed medium as their only effective way to influence mass audiences.”
Advertising effectiveness will be the subject of a major session at the World Newspaper Advertising Conference due to be held in Amsterdam next month (see Newspapers Respond To Changing Advertiser Demands). The event will see head of Carat Insight, Sue Elms, reveal a study that identifies the difference between successful and unsuccessful creative executions.
Other speakers include Northcliffe Newspaper Group’s Steve Anderson-Dixon on grabbing brand advertising from television advertisers and the Daily Mail’s Chris Law on sales incentives that motivate.
