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ACE The Advertising & Communication Effectiveness Program For The Publishing Industry Why advertise? Why advertise in your magazine? Does advertising in your magazine really work? Now, Leonard Kirsch Research provides you and your staff with powerful documentation that advertising in your publication works. Advertising & Communication Effectiveness (ACE) programs are custom designed to evaluate the performance of printed communications. ACE programs may be conducted by mail, telephone or personal interview. Each study contains basic demographic questions and identifies the reader's purchase responsibilities by product category. This allows the publication to measure advertising performance among the prime prospects-the purchase decision makers. The following questions are typically asked for each advertisement studied:
Norms are developed for each issue by type of advertisement (color, black & white, partial page, full page, multi page, and position in magazine) and product category. Results are tabulated in total and among purchase decision makers for each advertisement. Editorial elements are evaluated by their ability to attract and hold reader's interest (attracted attention, began to read, read half or more). Services included in the typical ACE program when a mail methodology is used:
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