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GfK Starch Finds the Top Creative From the First Quarter

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NEW YORK ( -- GfK Starch Communications, a specialist in print advertising research, has developed an "engagement index" to help identify the best-performing print ads out there.

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.
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