The Impact of Magazine Advertising by Creative and Positioning Units, 2003
The following types of ads demonstrate the impact that size and position have on advertising recall. Based on a compilation of studies done by Burke, Starch and Gallup & Robinson, the following indexes probable recall scores with a 4-color page as the base.
The Impact of Magazine Advertising By Type Of Unit, 2003
| Ad |
Recall Index |
| Page 4C Ad |
100 |
| 4th Cover (4C) |
120 |
| 2nd Cover (4C) |
112 |
| 3rd Cover (4C) |
90 |
| Inside Spread (4C) |
130 |
| Inside Spread (2C) |
110 |
| Inside Spread (B&W) |
95 |
| Vert. 2/3 Page (4C) |
81 |
| Hor.1/2 Page (4C) |
72 |
| Vertical 1/3 Page (4C) |
60 |
| Hor. 1/3 Page (4C) |
60 |
| Vert. 2/3 Page (2C) |
60 |
| Vert. 2/3 P B&W |
60 |
| Hor. 1/2 Page (2C) |
56 |
| Hor. 1/2 Page (B&W) |
56 |
| Hor. 1/3 Page (2C) |
47 |
| Hor. 1/3 Page (B&W) |
47 |
| Vert. 1/3 Page (2C) |
42 |
| Vert. 1/3 Page (B&W) |
42 |
| Page (2C) |
78 |
| Page (B&W) |
74 |
Source: Magazine Dimensions, 2003, Media Dynamics, Inc., based on
Burke, Gallup & Robinson, Starch and other studies
The Impact of Mag Adv by Cre and Pos Units.pdf
