The importance of the mechanical features of an advertisement

Abstract

43 men and 55 women were interviewed and required to select advertisements that they remembered from a previous day's issue of the only local paper. The size ratio (number of columns multiplied by the length of the advertisement in inches) was judged with attention value and showed no relationship. No preferred position for advertisements was found. Advertisements appearing on Thursday and Friday had higher attention value, and women read advertisements more thoroughly than men. (PsycInfo Database Record (c) 2025 APA, all rights reserved)