By Michael Kazan
#f8981d" title="PirateLatitudes" src="http://www.versoadvertising.com/inverso/wp-content/uploads/2010/04/PirateLatitudes.jpg" alt="PirateLatitudes" width="285" height="518" srcset="http://www.versoadvertising.com/inverso/wp-content/uploads/2010/04/PirateLatitudes.jpg 285w, http://www.versoadvertising.com/inverso/wp-content/uploads/2010/04/PirateLatitudes-165x300.jpg 165w" sizes="(max-width: 285px) 100vw, 285px" />We all agree that in order for an ad to be effective, it must first be seen or read. Verso and HarperCollins had a unique opportunity to learn, through the magic of actual consumer research, just what kind of impact a specific print ad had on readers.
On December 9, 2009 HarperCollins ran a full page four color ad for Michael Crichton’s novel Pirate Latitudes in The Wall Street Journal. As luck would have it, the ad was running in an issue that had been designated a “Starch” issue. Simply put, this meant that our ad would be part of a consumer survey conducted by Starch Research in which Journal readers who agreed to cooperate would be asked about their reactions to each of the ads in the designated issue. It is not often that we are able to participate in this kind of study and so we anxiously looked forward to what might be revealed to us. As it turned out, we had to wait a couple of months for the completion of interviews and compilation of the information, but we were delighted with the results.