he Magazine Publishers of America (MPA) will soon put to use a new method of evaluating the effectiveness of print advertisements. This new innovation features 26 questions that have been devised as a result of 25,000 people being surveyed as a part of studies commissioned by the MPA. The survey was supported by dry runs of Lincoln and Bayer and Aspirin ads. Ad recall and prompting a consumer to act on an ad message, will also be facilitated through this new method.

The magazine industry has for long grappled and experimented with ways and means to engage consumers in a manner that can help develop planning and execution of ad campaigns. In the past such endeavours have resulted in emphasis being placed on the strength and success of the medium than that of the creative aspect of the ads. ... more