Updated research from Newsworks in the UK examines the differences between price-based ads and image-based ads in print newspapers in a recent study using data from RAMetrics.
Print newspapers fulfill a number of roles in the consumer buying journey. Brand advertising helps shape perceptions before the journey even begins, creating awareness, challenging assumptions and conveying a sense of stature and importance. More tactical communications – which include most price-based ads – aim to shortcut the decision-making process and provoke immediate action.
Newsworks finds that image-based have the edge in terms of moving the most brand metrics and building brand health — they’re more memorable, engaging and create emotional connections. Image-based ads trigger more intermediate actions, while price-based ads are slightly more likely to spur shop visits.