Effectiveness of magazine advertising Summary of adspend trends & international research Guy Consterdine Guy Consterdine Associates & Research Consultant,

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Presentation transcript:

Effectiveness of magazine advertising Summary of adspend trends & international research Guy Consterdine Guy Consterdine Associates & Research Consultant, FIPP Athens, 20 February 2009

Agenda Recent trends in adspend Why magazine advertising is effective Magazine advertising influences the purchase decision-making process Magazines create sales: used on own, or in combination with other media Magazines are a vital part of cross-media strategies

Recent trends in magazine adspend for all countries with US$ 1+ billion in 2008 Source: ZenithOptimedia

Magazine adspend (US$ m) Source: ZenithOptimedia is forecast

Magazine adspend (US$ m) Source: ZenithOptimedia is forecast

Magazine adspend (US$ m) Source: ZenithOptimedia is forecast

Magazine adspend (US$ m) Source: ZenithOptimedia is forecast

Number of consumer magazines in Greece Source: FIPP World Magazine Trends

‘World Magazine Trends’

Why magazine advertising is effective

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

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

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

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

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

Magazine advertising influences the purchase decision-making process

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

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

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

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

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

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

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

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

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

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

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

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

Magazine advertising creates sales: 1. Magazines used on own

Magazine advertising sales

‘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)

Magazine advertising increased sales by an additional 11.6% Source: ‘Sales Uncovered, TNS for PPA, UK

Magazine advertising creates sales: 2. Magazines used with TV

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

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

Budget implications Expenditure Effectiveness Magazines TV

Budget implications Expenditure Effectiveness Magazines TV

Further sources

Summary Personal relationships, intense reading >> receptive to ads Magazine advertising influences the purchase decision-making process Magazines create sales: used on own, or in combination with other media Magazines are a vital part of multi-channel communication strategies Summary