The organisations questioned more than 2,000 adults in the UK on various different aspects of advertising and 30% said newspaper adverts had an impact on them.

This was second only to television advertising, which 56% of those polled said had an impact. However, other printed mediums, such as magazine adverts and posters, took the third and fourth slots, with magazines boasting 17% and posters 15%.

Meanwhile, new media adverts, such as banner advertising, online video advertising and iphone adverts, appealed to less than 5% of respondents.

When asked to think of a memorable advertising campaign, television was way ahead with 52% of responses. However, newspapers were the only other format to reach double figures with 10% of respondents, while the third top answer named an outdoor poster campaign.