Smit, E.G., Neijens, P.C., & Heath, R. (2013). The differential effects of position, ad and reader characteristics on readers’ processing of newspaper ads. International Journal of Advertising, 32(1), 65-84. doi: 10.2501/ija-32-1-065-084

Abstract: Building on previous research on the processing of newspaper ads, this comprehensive field study, with 26,556 newspaper readers and 290 unique advertisements, investigated the combined effects of position in the newspaper, ad characteristics and reader characteristics.

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