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The research evidence - Irish and international

The research evidence - Irish and international. A. The case for magazine advertising B. Advertising in a recession Guy Consterdine Guy Consterdine Associates 24 February 2009. Ad agencies. Newspaper publishers. Magazine publishers: consumer & b2b. Media research consultancy.

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The research evidence - Irish and international

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  1. The research evidence -Irish and international A. The case for magazine advertising B. Advertising in a recession Guy Consterdine Guy Consterdine Associates 24 February 2009

  2. Ad agencies Newspaper publishers Magazine publishers: consumer & b2b Media research consultancy

  3. The Case For Magazine Advertising

  4. Objective • To provide research evidence which supports the arguments for using magazine advertising • Consumer & b2b • Seven key points

  5. Two reports www.ppa.ie

  6. 1. Readers develop • a personal relationship • with their magazines

  7. Matching a magazine’s personalityto reader’s personality • ‘The Reader’s Perspective’ • National Magazine Company, UK • Sample: readers of 8 magazines • Measured: readers’ attitudes to their chosen magazines

  8. Attitudes to chosen magazines • 1) Reader has own perception of what type of person he/she wishes to be • 2) When a magazine’s personality chimes with self-image, high level of identification. ‘This is my magazine’, an informed friend • 3) Reader feels ‘my magazine helps me become the type of person I want to be’ • 4) Reader has a powerful, trusting relationship with ‘my’ magazine

  9. Magazines are most tailored to audience Source: Smurfit/UCD for PPAI, Ireland

  10. Readers develop a personal relationship with their magazines Source: Smurfit/UCD for PPAI, Ireland

  11. Easy Food reader survey:inspiration & emotional reassurance • 99% of readers agreed ‘Easy Food provides inspiring meals for my family & myself’ • 94% agreed ‘Following a recipe’s instructions gives me confidence’ • 99% agreed ‘I intend to cook something from Easy Food’

  12. You & Your Money:personal friend with reliable advice Advice from financial institutions is biased, and confusing Y&YM is impartial, trusted “For people like me” Emotional closeness symbolised by Eddie Hobbs: “Eddie” Eddie, and Y&YM, are like personal friends

  13. Other reader studies? • Other editorial research?

  14. 2. Magazines are well read

  15. Extensive reading time:twice that of newspaper supplements Source: Quality of Reading Survey, PPA

  16. It’s a multi-tasking media world • Consumers are increasingly using more than one medium at a time • Magazines less likely to be used at same time as other media

  17. Using 2+ media simultaneously Source: ‘Magazine Experiences Europe’, Germany/France, UK, Time/Fortune

  18. It’s a multi-tasking media world • Consumers are increasingly using more than one medium at a time • Magazines less likely to be used at same time as other media • When they are, likely to capture the prime focus of attention • You can’t read a publication without focusing on it

  19. Multi-tasking:magazines attract primary attention Source: Middletown Media Studies, Ball State University, USA

  20. 3. Readers are receptive to the advertising

  21. The ads are relevant Source: Smurfit/UCD for PPAI, Ireland

  22. Readers are receptive to the advertising Source: Smurfit/UCD for PPAI, Ireland

  23. Lowest ad avoidance for magazines Source: Smurfit/UCD for PPAI, Ireland

  24. 4. Magazine advertising influences the purchase decision-making process

  25. Magazine ads helpful as a buying guide Source: Smurfit/UCD for PPAI, Ireland

  26. Magazine ads >> purchase Source: Smurfit/UCD for PPAI, Ireland

  27. Image reader survey:action triggered by ads • 82% of readers bought a product advertised in Image • 81% tried new health & beauty services featured • 88% considered the advertising in Image is useful

  28. Magazines are effective at all stages of the ‘purchase funnel’ • Brand awareness • Ad awareness • Understood message • Favourable impression • Intention to buy • Buy

  29. Dynamic Logic’s CrossMedia studies (MPA/USA) • 32 campaigns using TV + magazines + internet • 5 measures of ad impact • ‘Exposed’ group compared with non-exposed control group • (a) Comparison of TV + magazines: • TV: its impact on own • Magazines: additional impact, on top of TV

  30. Magazines add substantial impact to TV Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

  31. Dynamic Logic’s CrossMedia studies • (b) Comparison of TV + magazines + internet • TV: its impact on own • Online ads: additional impact, on top of TV • Magazines: additional impact, on top of TV & online

  32. Magazines add substantial impactto TV & online Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

  33. Dynamic Logic’s CrossMedia studies:conclusions • On all 5 measures, magazines added substantial impact in addition to what TV and online achieved • Magazines’ added impact was especially impressive for purchasing intent

  34. Marketing Evolution(MPA/USA) • 20 campaigns using TV + magazines + online • Comparison of pre- & post-campaign scores • 3 measures of impact: • Brand awareness • Brand familiarity • Intention to purchase

  35. Magazines add to TV & online:Brand awareness Source: Marketing Evolution for MPA, USA

  36. Magazines add to TV & online:Brand familiarity Source: Marketing Evolution for MPA, USA

  37. Magazines add to TV & online:Intention to purchase Source: Marketing Evolution for MPA, USA

  38. Marketing Evolution: conclusions • On all three measures: • Adding magazines to TV improved the impact considerably • Adding magazines achieved more than adding online instead • Best strategy is to use print & online in combination

  39. 5. Magazines make digital media and buzz work harder

  40. Magazines drive online searching Source: Simultaneous Media Usage Survey 9, BIGresearch USA

  41. Magazines > online > purchase Source: In-Market Media Usage Survey, Jupiter Research, USA

  42. Marketing campaigns should use bothmagazines & online Source: ‘Engagement Counts’, Future Publishing Ltd, UK

  43. Among ‘Influentials’magazines create more buzz Source: Roper Center for Public Opinion Research, USA

  44. 6. Magazine advertising creates sales: • a) Magazines used on own

  45. Magazine advertising sales www.ppamarketing.net

  46. ‘Sales Uncovered’ • TNS Superpanel in UK: • household purchases, media consumption • 20 brands • Week-by-week sales examined • Analysed against week-by-week mag exposures • Among: • - Exposed to mag advertising • - Not exposed to mag advertising (control)

  47. Magazine advertising increased salesby an additional 11.6% Source: ‘Sales Uncovered, TNS for PPA, UK

  48. £1 £2.77 Return on investmentMedium term (12 months) Source: ‘Sales Uncovered, TNS for PPA, UK

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