Hasta La Creative!

Nearly a century of research has shown how print-magazine ads can best grab readers’ attention: the optimal mix of colors, compelling copy, uncluttered formats and other graphical techniques. But how well can print compel consumers to actions that help drive purchases — like visiting websites?

The latest data from GfK MRI Starch Advertising Research show that ads for a wide range of product categories, from cosmetics to cruises, were effective in prompting consumers to visit websites. Endemic ads — highly targeted messages in publications whose editorial content is closely related to the ads — comprise just over half of these top performers.

This research covered 30,352 one-page, four-color ads in the first half of this year, surveying consumers about which ads they noted and, of those, which drove them to advertisers’ websites.

Continue reading at AdAge.com