"The NMA effectiveness project is important, not least for its determination to provide real substance, in a realistic context and transparent manner.
The rigour of the process gives it a unique authority, and it's the first time we've ever really understood how individual media work - this understanding is what the industry has been demanding, quite rightly, for years and hopefully will help media thinking and planning in the future." - Mike Hall
Mike Hall is Group Chairman and Creative Director of Hall & Partners, the specialist brand and communications research agency he founded 12 years ago.
In 1991 he developed the Framework model of the different ways that advertising words to build brand relationships, a theory of how advertising works that is now almost universally accepted and which led to the shift from ad tracking to brand tracking.
"I am delighted to be involved with this important and groundbreaking research. For too long newspaper advertising has been shrouded in myths and hearsay.
"Now at last real hard evidence of effectiveness is being made available in the public domain!" - Tim Broadbent
Recommended to the project by the IPA (Insitute of Practitioners of Advertising) Tim Broadbent became the technical research consultant.
Advertising effectiveness is his 'special subject'. He is the only person to have won two Grand Prix in the IPA Effectiveness Awards.
He has also served as convener of judges of the Awards, editor of Advertising Works, and chair of the IPA Value of Advertising Committee. He has also judged other industry effectiveness competitions in the USA, Europe and Australia.
"This research provides us with really valuable learning on the role of newspapers in the mix and how best to take advantage of the power of the medium." - Sue Moseley, Initiative 
Read three case studies
