effectiveness of advertisements in newspapers

Beneficial Value Defines Commitment - effectiveness of advertisements.
The amount of commitment to media also has influence upon the perception of the advertising contained. The stronger the commitment to a medium, the more the user interprets the advertising in that medium as informative and recommendable.
The commitment to newspapers is thus relevant to the success of advertising in newspapers.
The strong emotional commitment to a newspaper does not come out of the blue. It develops over the years. Not reading the newspaper is, for most people, unimaginable. This is so not because reading the newspaper is a habit, rather because of the beneficial value that newspapers offer their readers. The beneficial value is determined from four central performance features that only newspapers offer in this combination: actuality, universality, orientation and availability.
The attention invested in an ad or an advertising supplement is the first important prerequisite for advertising success. Advertising copytests give information on the attention paid and use of ads and supplements, as well as the factors that have influence upon these. The instruments used to measure the advertising success correspond methodologically to the test procedure developed by Daniel Starch in the United States. Such tests have been used continually since 1968 in Germany to measure the effectiveness of advertisements in daily newspapers.
We have stored the results in ZMG's Advertising Copytest Databank. It contains information from approximately 500 copytests, in which more than 8,000 advertisements were examined. The data attained concerning the influence of format, colour and placement are relatively global. More interesting data can be gained by customer-specific projects.