The influence of reading matter upon the effectiveness of adjacent advertisements

Abstract

85 students in three groups, after reading one article in an issue of the Saturday Evening Post and leafing through the entire magazine, were tested for their recognition of advertisements appearing in that issue. Results showed significantly higher recognition of advertisements adjacent to the assigned reading matter. The author concludes that "an otherwise inferior location in a medium may prove to be a superior one if the story of a popular author is continued beside the poorly placed ad." (PsycInfo Database Record (c) 2025 APA, all rights reserved)