|See what marketers like Barilla, Burt's Bees, Lowe's and Sony did to get people to pay attention to their ads in this slide show.|
The index combines the percentage of readers who noticed a given ad and the percentage that read at least half of it. For this look at the first quarter of 2008, Starch considered 389 one-page and two-page ads with a minimum of 50 words of text. It then selected the top ads in each of 12 major categories.
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Phil Sawyer is senior VP at GFK Starch, part of the GfK Group, which specializes in measuring print-ad effectiveness.