Back in 2003 when Starcom presented the results of our print positioning research at the Worldwide Readership Symposium in Boston we laid out the path for future research. We stated our intention to take the ad recall work a stage further, focusing on understanding the consumers’ readership experience and specifically their engagement with commercial messages. This path is by no means complete and like any journey it has consisted of a series of steps. The genesis of our print engagement work can be traced back to the Starcom Print Positioning Study which we carried out in 2002. The insights gleaned from this research fueled our desire to define, measure and quantify print engagement more comprehensively. But measurement in and of itself is only part of the challenge; we also had to make our engagement insights actionable and accountable within the agency planning process. While the path has not been completed, we are well on our way and recognize that more work needs to be done.
Symposium: 2005: Prague, Session 3 - The Advertisers Perspective
Authors: Bahary, Judy
Organisations: Starcom Worldwide
Topics: Advertising Effects, Quality of Reading