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Magazines bring power to advertising

Magazines bring power to advertising. Aikakausmedia Powercases. Advertising effectiveness proven in studies! tripod research oy as research partner M3 Research Oy high quality panel Six convincing examples, more to come!. Case Elovena Product discontinued, case not shown in full.

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Magazines bring power to advertising

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  1. Magazines bring power to advertising

  2. Aikakausmedia Powercases • Advertising effectiveness proven in studies! • tripod research oy as research partner • M3 Research Oy high quality panel • Six convincing examples, more to come!

  3. Case Elovena Product discontinued, case not shown in full • Campaign goal • To launch Elovena snack • To launch Elovena toast • To tell, that Elovana is not just oatmeal • Media agency Toinen • Advertising agency Family • tripod research oy carried out the study in M3 panel • Ad hoc 1.-15.12.2010 • Response rate 48% • Target group: women 25-54, interested in health • Number of respondents N=300

  4. Case Skoda • Campaign goal • To showcase Skoda models • Media agency Dagmar • Advertising agency Adsek • tripod research oy carried out the study in M3 panel • Ad hoc 10.-20.3.2011 • Response rate 55% • Target group those considering to purchase a new car (within the next 2 yrs) • Number of respondents N=449

  5. Case Skoda • Newspapers and evening press: • Ilta-Sanomat • Iltalehti • Helsingin Sanomat • Turun Sanomat • Aamulehti • Websites • Iltasanomat.fi • Mtv3.fi • Iltasanomat.fi/autot • Magazines: • Tekniikan Maailma • Tuulilasi • Moottori • Me Naiset • Anna • Kotiliesi • Kodin Kuvalehti • Kaksplus • Seura • Suomen Kuvalehti • TV-channels • MTV3 • Nelonen • Sub • Liv

  6. Case Skodamedia reach in campaign considering to buy a new car (within the next 2 yrs) Magazines reached 54% TV reach 96% Newspapers and evening press reach 85% Websites reach 83%

  7. Case Skoda60% noted having seen at least one of the adsconsidering to buy a new car (within the next 2 yrs) +21% improvement in noting for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +23% improvement in noting for those that both watched TV AND read magazines thanthose that onlywatched TV +28% improvement in noting for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  8. Case Skoda50% of all said their notion improvedconsidering to buy a new car (within the next 2 yrs) +19% more those thannow have a better notion for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +28% more those thannow have a better notion for those that both watched TV AND read magazines thanthose that onlywatched TV +30% more those thannow have a better notion for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  9. Case Skoda15% are likely to purchase after having seen advertisingconsidering to buy a new car (within the next 2 yrs) +35% more puchase intent for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +35% more puchase intent for those that both watched TV AND read magazines thanthose that onlywatched TV +41% more puchase intent for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  10. Case Fanta • Campaign goal • To tell, that Fanta uses no preservatives Media agnecy PMI Advertising agency Skandaali tripod research oy carried out the study in M3 panel • Ad hoc 26.-31.5.2011 • Response rate 55% • Target group all in the age of 15-24 plus 25-49 grocery buyers • Number of respondents N=300

  11. Case Fanta • Outdoor • TV • Nelonen • Sub • Liv • Jim • TV5 • Magazines: • Seura • Anna • Kotiliesi • Kaksplus • KG • Deko • Websites • Mtv3.fi • Katsomo • Riemurasia • Irc galleria • Aku Ankka • Demi • Peliplaneetta • Motot • Habbo • Mesta • Petsie • Kavereita.net

  12. Case Fantamedia reach in campaign (age of 15-24 plus 25-49 grocery buyers) Websites reach 72% Magazines reach 23% TV reach 92%

  13. Case Fanta60% noted having seen at least one of the ads(age of 15-24 plus 25-49 grocery buyers) +32% improvement in noting for those that both watched TV AND read magazines thanthose that onlywatched TV +33% improvement in noting for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  14. Case Fanta56% of all said their notion improved(age of 15-24 plus 25-49 grocery buyers) +25% more those thannow have a better notion for those that both watched TV AND read magazines thanthose that onlywatched TV +31% more those thannow have a better notion for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  15. Case Fanta45% are likely to purchase after having seen advertising(age of 15-24 plus 25-49 grocery buyers) +41% more puchase intent for those that both watched TV AND read magazines thanthose that onlywatched TV +53% more puchase intent for those that bothvisited websitesAND read magazinesthan those that onlyvisited websites

  16. Case Danone • Campaign goal • To tel that Danone supports Mannerheim League for Child Welfare • Media agency Happi Mindshare • Advertising agency Wunderman • tripod research oy carried out the study in M3 panel Ad hoc 12.8 – 19.8.2011 • Response rate 52% • Target group 18-50y female,with children,grocery buyer • Number of respndents N=219

  17. Case Danone • TV • MTV3 • Sub • Nelonen • Liv • Subjuniori • Ava • Magazines: • Kodin Kuvalehti • Me Naiset • Meidän Perhe • Helsingin Sanomien Kuukausiliite

  18. Case Danonemedia reach in campaign(18-50y female,with children,grocery buyer) TV reach 96% Magazine reach 48%

  19. Case Danone66% noted having seen at least one of the ads(18-50y female,with children,grocery buyer) Magazines did not improve noting

  20. Case Danone 43% of all said their notion improved(18-50y female,with children,grocery buyer) +58% more those thannow have a better notion for those that both watched TV AND read magazines thanthose that onlywatched TV

  21. Case Danone32% are likely to purchase after having seen advertising(18-50y female,with children,grocery buyer) +17% more puchase intent for those that both watched TV AND read magazines thanthose that onlywatched TV

  22. Case Eurokangas • Campaign goal • To tell, that Eurokangas provides not only materials but also planning and sowing services • Media agency Voitto • Advertising agency Folk! tripod research oy carried out the study in M3 panel • Ad hoc 20.4. - 27.4.2012 • Response rate 45 • Target group women 25-54 • Number of respondents N=200

  23. Case Eurokangas • Magazines: • Anna • Kotivinkki • Koti ja keittiö • Divaani • Avotakka • Deko • Me Naiset • Talo & Koti • Newspapers • Kärkimedia • TV • MTV3 • Nelonen • Liv

  24. Case Eurokangasmedia reach in campaign(women 25-54) Newspapers reach 75% TV reach 95% Magazies reach 53%

  25. Case Eurokangas48% noted having seen at least one of the ads(women 25-54) +73% improvement in noting for those that read both newspapers AND magazines compared to the ones that read only newspapers +51% improvement in noting for those that both watched TV AND read magazines thanthose that onlywatched TV

  26. Case Eurokangas50% of all said their notion improved(women 25-54) +63% more those thannow have a better notion for those that read both newspapers AND magazines compared to the ones that read only newspapers +28% more those thannow have a better notion for those that both watched TV AND read magazines thanthose that onlywatched TV

  27. Case Eurokangas42% are likely to purchase after having seen advertising(women 25-54) +61% more puchase intent for those that read both newspapers AND magazines compared to the ones that read only newspapers +46% more puchase intent for those that both watched TV AND read magazines thanthose that onlywatched TV

  28. Case Nestlé • Campaign goal • Nestlé Fitness cereals new packagign • Media agency Mediacom • Advertising agency McCann tripod research oy carried out the study in M3 panel • Ad hoc 20.6. - 25.6.2012 • Response rate 45 • Target grout women 25+ • Number of respondents N=200

  29. Case Nestlé • Magazines: • KG • Cosmopolitan • Eeva • Elle • ET-lehti • Evita • Iiris • Kodin Kuvalehti • Kotiliesi • Olivia • Trendi • Yhteishyvä • TV • MTV3 • Nelonen • Liv • Jim • Fox

  30. Case Nestlémedia reach in campaign (women 25+) Magazines reach 76% TV reach 96%

  31. Case Nestlé33% noted having seen at least one of the ads(women 25+) +28% improvement in noting for those that both watched TV AND read magazines thanthose that onlywatched TV

  32. Case Nestlé41% of all said their notion improved(women 25+) +31% more those thannow have a better notion for those that both watched TV AND read magazines thanthose that onlywatched TV

  33. Case Nestlé31% are likely to purchase after having seen advertising(women 25+) +6% more puchase intent for those that both watched TV AND read magazines thanthose that onlywatched TV

  34. Magazinesgive a boost to your campaign, intensify the effects and increase sales. Brand notion +31% Purchase intent +31- 43% Purchase intent +46-61% Brand notion +32% Noting +32-33% Brand notion +58%

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