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The Case For Magazine Advertising

The Case For Magazine Advertising. The research evidence - Irish and international Guy Consterdine Guy Consterdine Associates 24 February 2009. Objective. To provide research evidence which supports the arguments for using magazine advertising Seven key points. 1. Readers develop

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The Case For Magazine Advertising

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  1. The Case For Magazine Advertising • The research evidence - • Irish and international • Guy Consterdine • Guy Consterdine Associates • 24 February 2009

  2. Objective • To provide research evidence which supports • the arguments for using magazine advertising • Seven key points

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

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

  5. 2. Magazines are well read

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

  7. 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

  8. Using 2+ media simultaneously Source: ‘Magazine Experiences Europe’, Time/Fortune

  9. 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

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

  11. 3. Readers are receptive to the advertising

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

  13. High attention to the advertising Source: Smurfit/UCD for PPAI, Ireland

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

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

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

  17. 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

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

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

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

  21. 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

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

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

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

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

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

  27. Magazine advertising sales www.ppamarketing.net

  28. ‘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)

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

  30. £1 £2.77 Return on investmentMedium term (12 months) Source: ‘Sales Uncovered, TNS for PPA, UK

  31. Magazine advertising creates sales: • b) Magazines used with TV

  32. Magazine achievement similar to TV’s… Source: ‘Sales Uncovered, TNS for PPA, UK

  33. …but at a third of the cost Source: ‘Sales Uncovered, TNS for PPA, UK

  34. Budget implications TV Effectiveness Magazines Expenditure

  35. Budget implications TV Effectiveness Magazines Expenditure

  36. 7. Magazines are a vital ingredient • in b2b marketing campaigns

  37. Importance of industry-specific media:magazines, websites, face-to-face Source: Forrester Research/ABM

  38. Usage of traditional b2b media Source: Forrester Research/ABM

  39. Usage of digital b2b media Source: Forrester Research/ABM

  40. Combining b2b media • Each kind of industry-specific b2b medium has its own strengths • Effectiveness maximised by using combination of magazines, online & face-to-face • “The three legs of b2b publishing” Source: Forrester Research/ABM

  41. Sell advertising on multiple platforms • 91% of decision makers agreed: • “It is easier for me to recognise or remember a company’s brand or products/services when I see messages about it in multiple media such as magazines, online, or at events”

  42. Two reports Summary report Full research report

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