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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
Reader Involvement and Acceptance Another important feature of
newspapers is consumers’ level of acceptance and involvement with papers and the
ads they contain. The typical daily newspaper reader spends time each day reading the
weekday newspaper and even more time reading the Sunday paper. Most consumers
rely heavily on newspapers not only for news, information, and entertainment but also
for assistance with consumption decisions.
Many consumers actually purchase a newspaper because of the advertising it contains.
Consumers use retail ads to determine product prices and availability and to see
who is having a sale. One aspect of newspapers that is helpful to advertisers is readers’
knowledge about particular sections of the paper. Most of us know that ads for
automotive products and sporting goods are generally found in the sports section,
while ads for financial services are found in the business section. The weekly food
section in many newspapers is popular for recipe and menu ideas as well as for the
grocery store ads and coupons offered by many stores and companies. Exhibit 12-21
shows how the San Diego Union-Tribune promotes various sections of the paper to
potential advertisers.
The value of newspaper advertising as a source of information has been shown in
several studies. One study found that consumers look forward to ads in newspapers
more than in other media. In another study, 80 percent of consumers said newspaper
© The McGraw−Hill
Companies, 2003
Exhibit 12-21 Ads can be
run in various sections of
most newspapers
419
Chapter Twelve Evaluation of Print Media