A method of evaluating advertising is disclosed based on analysis of user behavior in a market focused directory. A display processor is provided for initiating generation of data representing an image element for presentation in a displayed image. Thereby, a symmetric property of a complimentary signal can be retained. The analyzing section is configured to analyze printing data to determine a file format of the printing data, and operate the display section to display a print setup screen thereon, where the print setup screen depends on the file format of the printing data.