Magazine article Folio: the Magazine for Magazine Management

Ads That Get Attention

Magazine article Folio: the Magazine for Magazine Management

Ads That Get Attention

Article excerpt

How do you measure an ad's success? The people at Babcox Publications thought hard about that question when automotive aftermarket advertisers began asking them how to stave off brand erosion and beef up business in a maturing field.

"We had lots of questions from advertisers whose budgets have been stretched," says Kathleen Schmatz, vice president of marketing/group publisher. So Babcox recently released Building Aftermarket Advertising Success, a report based on 35 AdScope studies conducted during 1994 and 1995. A total of 1,329 advertisements were analyzed from seven Babcox Publications, including BodyShop Business, Brake & Front End, Counterman and Tire Review.

Although the resort is based on information about the automotive aftermarket, it offers some important lessons to anyone in business-to-business advertising sales. (For a complete copy of the study, access Babcox's Web site at http://www. babcox.com or http://aftermarketworld. com, or else contact the Akron, Ohio-based company for a hard copy.)

The report measures a successful ad in two ways: "Increase the percentage of recipients who remember `seeing' your ad; increase the percentage of recipients who remember `reading' your ad." At times, the elements of an ad that helped improve what readers remembered were surprising.

What amazed Schmatz the most was information regarding how the presence of a person in an ad affected a reader's response. Ads that had a person in them scored 17 percent better than those without. The numbers changed dramatically, though, when gender was taken into account. …

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