Abstract:

This paper describes a second UK project designed to extend our understanding of how print advertisements and television commercials interact with each other, in communication terms. A previous study along the same lines was the subject of a paper which I had the pleasure of giving at the Esomar Media Research Seminar in April 1986. This earlier research was subsequently given an award by the International Federation of Periodical Publishers as the best research project that year for the promotion of magazine advertising. The new study covers a total of 12 mixed print and television campaigns, the print element being provided by either magazines or newspapers, or both. The basic research design involved inviting respondents into a hall- interviewing situation and showing them print and television advertisements in a pre-determined sequence. Two research companies undertook the work, using the same basic research design but with different questions and analysis procedures. These two approaches are described and sample results given for one campaign from the work of each company. An overall summary of the conclusions drawn from the results for all 12 campaigns is also given.