RT Journal Article SR Electronic T1 Is An Advertisement Worth The Paper It's Printed on? JF Journal of Advertising Research JO J Advert Res FD WARC SP 118 OP 127 DO 10.2501/JAR-52-1-118-127 VO 52 IS 1 A1 Stefan Hampel A1 Daniel Heinrich A1 Colin Campbell YR 2012 UL http://www.journalofadvertisingresearch.com/content/52/1/118.abstract AB Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.