The effectiveness of newspaper ROP ads can be greatly increased by ad size and the use of color. Four-color ads have a tendency to result in greater pay-off to advertisers than two-color or black and white ads. In fact, four-color ads have the ability to hold the attention of readers 62% more than black and white ads and 40% more than two-color ads. In addition, ad size can translate into the dominance of an ad, with larger ads enabling advertisers to establish page dominance and increase the readership of the ad. Studies show that full page ads are remembered 40% more than quarter page ads. This information is beneficial to advertisers when planning ROP runs…the bigger and more colorful the ad, the better the response rate should be.