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Drives action
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MAGAZINES DRIVE ACTION
A number of studies have shown magazines’ undisputable ability to bring consumers closer to brands. The journey to bring brands and people closer together may involve a number of actions which we explore here. Data is sourced from the PPA Magnify study which investigated the actions of 18,000 consumers in respect to 3100 adverts and 400 editorial spreads.
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63% 66% MAGAZINE CONTENT SPUR READERS INTO ACTION
ANY ACTION TAKEN Magazine readers are nearly as likely to be spurred into action by advertising as they are by editorial 63% 66% Advertising Editorial Source: PPA Magnify 2011 – GfK Any action taken as a result to exposure to a specific ad
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ACTIONS TAKEN SPAN THE ENTIRE CONSUMER JOURNEY
Engagement Reference Actions Impact Actions Purchase actions To extent to which the message is consumed Steps taken to retain or discover product information Shift in brand perceptions and willingness to share knowledge Intention to purchase or actual product purchase Source: PPA Magnify 2011 – GfK
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MAGAZINE ADS GENERATE ACTION ACTROSS ALL PHASES
25% 7% Read most Cut out ad Recommended the product Visited brand website 16% 14% 9% Purchased Have a more favourable opinion 45% 18% Gathered more info 19% Considering purchase 22% Read Any Engagement Reference Actions Impact Actions Purchase Actions Source: PPA Magnify 2011 – GfK Individual actions taken following exposure to a specific ad. Ads n=3100
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ADS PERFORM ON PAR WITH EDITORIAL CONTENT
25% 7% Read most Cut out ad Recommended the product Visited brand website Advertising 16% 14% 9% Purchased Have a more favourable opinion 45% 18% Gathered more info 19% Considering purchase 22% Read Any Engagement Reference Actions Impact Actions Purchase Actions 18% Discussed/ referred 19% Considering purchase 12% 50% Used for ideas Read Any Editorial Visited brand website 11% 4% Passed to someone Purchased 13% 33% 7% Cut out ed Read Most Source: PPA Magnify 2011 – GfK Individual actions taken following exposure to a specific ad. Ads n=3100, Editorial n=400
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