U.S. likes print; U.K. doesn't.

UNITED Kingdom; UNITED States; FRANCE

This article reports on the results of a Video Storyboard Tests study regarding print advertising in the U.S., France and Great Britain. British consumers have better recall of print advertisements, but they are harder to please. The French are more positively inclined toward print advertisements but they are harder to persuade. The U.S. consumers, on the other hand, are the easiest targets. They find print advertisements to be more relevant and likable than do Europeans. The research company compared the effect of eight different executions of a major print campaign on 800 consumers in each of the three countries.