Gruner, Ephron to study print ad creative

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Gruner & Jahr USA Publishing and research company Ephron Papazian Ephron will conduct a study to determine the effectiveness of the creative portion of print ads. Erwin Ephron, partner at Ephron Papazian Ephron, said TV regularly pre-tests ads for effectiveness, but print rarely does. Gruner & Jahr is also in the process of building and refining a proprietary Advertiser Ad Information Database, or AdAid, with detailed information on the effectiveness of specific advertisers' creative.

Copyright November 1998, Crain Communications Inc.

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