Which print ads were the top performers in 2008? 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 print ads of 2008, MRI Starch considered 8,076 one-page and two-page ads that appeared in 202 magazine issues. It then selected the top ads in each of 10 major categories. All the selected ads were thoroughly read by more than half of those who initially noticed them.
See what marketers such as Pepperidge Farm, Cartier, Estee Lauder and LG Electronics did to get people to pay attention to their ads. The best ads caught reader attention with concise, thought-provoking headlines and eye-grabbing product shots.
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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 on MRI Starch and ad effectiveness, visit MRI Starch.