MRI Starch Ad-Engagement Reports: The Best of Holiday Ads 2008

Keys to Success Include Vivid Product Shots and Recipes, Recipes, Recipes

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NEW YORK (AdAge.com) -- Which print ads performed best during the 2008 holiday season? MRI Starch Communications, a specialist in print-advertising research, has developed an "engagement score" to help identify the best performing print ads out there. The score combines the percentage of readers who noticed a given ad and the percentage who read at least half of it.

For this look at the Best of Holiday Ads 2008, MRI Starch considered 2,232 one- and two-page magazine ads that appeared in November and December issues. All selected ads were thoroughly read by more than half of those who initially noticed the ad.

See what marketers such as Kraft, Hershey, Ghirardelli and Campbell did to get people to pay attention to their holiday ads. One common thread: recipes, recipes, recipes.

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Michal Galin is senior VP at MRI Starch, part of the GfK Group, which specializes in measuring print-ad effectiveness. For more information, visit MRI Starch.

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