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AdAge: See What Print Ads Worked Best This Summer

MRI Starch Rates the Most Engaging Magazine Ads

By Michal Galin

Published: September 16, 2008

See why these were the most engaging print ads this summer in this slide show.
NEW YORK (AdAge.com) — 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 that read at least half of it.

For this look at the Best Ads of Summer 2008, MRI Starch considered 694 one-page and two-page ads with a minimum of 50 words. It then selected the top ads in each of 12 major categories. All selected ads were thoroughly read by over half of those who initially noticed the ad.

See what marketers like Avon, HP, Bayer and Honda did this summer to get people to pay attention to their ads.

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Michal Galin is senior VP at MRI Starch, part of the GfK Group, which specializes in measuring print-ad effectiveness.


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