ppa ireland. agenda brief update on ppa ireland research objectives methodology key findings
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PPA IRELAND
Agenda
• Brief update on PPA Ireland
• Research
• Objectives
• Methodology
• Key Findings
PPA Ireland
• Formed in 1999
• 40 Publishers; 150 magazines across all category sector
• Our mission – to encourage, promote & raise professional standards amongst our members.
• Our recent activities have included:– PPA Ireland Magazine Awards
– Code of Verification of Circulation
– Industry Specific Training Programmes
– Research & Marketing
Research - Background & Objectives
• Research already exists (TGI/JNRR/PPA UK/MPA)
• “Dig Deeper” about magazines in an ‘Irish’ context
• Understand better the relationship between consumers & their media and also between consumers & their magazines.
• Invest in our industry and prove to you what we believe to be true– that advertising in magazines works
Research - Methodology
• In-depth interviews with media directors.
• 400 face-to-face in-depth questionnaires with consumers on the island of Ireland.
• Representative sample in terms of gender/age/ region/occupation.
• All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD.
Research Criteria
• Wide ranging questionnaire encompassing:
– Consumer relationship to each media– Effects of advertising in each media.
– Specific magazine and print media.
Consumer Relationship to
Each Media
As A Primary Source of Information
Media as Primary Source of
Information (First Preference)
48
18
14
8
41 1
0
5
10
15
20
25
30
35
40
45
50
%
Internet Magazines TV Newspapers Radio Direct Mail Outdoor
Media That is Tailored to Meet My
Individual Needs
Media That is Tailored to Meet My Individual Need (First Preference)
35
19
14
12
6
3 1
0
5
10
15
20
25
30
35
%
Mags Internet Newspapers TV Radio D.M Outdoor
Media That Best Reflects Personal Beliefs and
Attitudes
Media That Best Reflects Personal Beliefs and Attitudes (First Preference)
30
15
8 8
4 1 1
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
%
Mags Newspapers TV Radio Internet Direct Mail Outdoor
A Media with Content that I am mostly
interested in
A Media with Content that I am mostly interested in
32
20
18 18
7
1 1
0
5
10
15
20
25
30
35
%
Magazines Newspaper TV Internet Radio Direct Mail Outdoor
Observations
• Compared to other media, magazines have a
closer,
more personal,more individualRelationship with their customers
“It’s a huge selling point. Magazines are consumed at a much more personal moment of your time.”
Media Director
Effectiveness of Advertising in
Each Media
Media That I Almost Always Actively Avoid
The Advertising
Media That I Almost Always Actively Avoid The Advertising
5
7 7
1112
25
33
0
5
10
15
20
25
30
35
%
Magazines Outdoor Newspapers TV Radio Internet Direct Mail
Media I Find Most Helpful as a Guide Before Purchasing
Media I Find Most Helpful as a Guide Before Purchasing (First Preference)
33
19
18
14
5 1 1
0
5
10
15
20
25
30
35
%
Mags Npapers Internet TV Radio Direct Mail Outdoor
Media Where I Am Most Likely to Purchase as a
Direct Result of Advertising
Media Where I Am Most Likely to Purchase as a Direct Result of Advertising
35
20
14
10
42
1
0
5
10
15
20
25
30
35
%
Magazines TV Newspapers Internet Radio Direct Mail Outdoor
Media Where I Find Advertising Most
Relevant
Media Where I Find Advertising Most Relevant
43
16
13
87 2
1
0
5
10
15
20
25
30
35
40
45
%
Magazines Newspaper TV Internet Radio Direct Mail Outdoor
Observations
• Compared to other media, advertising in magazines is shown to be morecredibleand relevant.
• It can have a strong influence on the purchase decision.
• Compared to other media, magazines contain little or no advertising waste.
Specific Magazine & Print Information
Proportion Read
Proportion of Newspapers Read
% of Newspapers Read
2
6 6
12
2019
14
10
4
7
0
2
4
6
8
10
12
14
16
18
20
%
10 20 30 40 50 60 70 80 90 100
35% of Readers read more than 70% of a newspaper
Proportion of Magazine Read
12
34
1011
1516
11
27
0
5
10
15
20
25
30
%
10 20 30 40 50 60 70 80 90 100
69% of Readers read more than
70% of a Magazine
% of Magazines Read
Where Read?
Magazines vs Newspapers (Where Read)
80
70
8
17
7 6 58
0
10
20
30
40
50
60
70
80
%
Home Work Travelling Other
Magazines Newspapers
Time Referred to Current Issue
Magazines vs Newspapers (Time Referred to Current Issue)
78
37
0
10
20
30
40
50
60
70
80
%
2+Times
Magazines Newspapers
Observations
• In relation to newspapers, magazines:
– Are significantly read more from cover to cover.
– Are “referred back” more often and therefore advertising works harder.
– Are read in a relaxed environment.
Summary
• Compared to other media, magazines have a closer, more personal, more individual relationship with their customers.
• It is the medium that respondents felt best reflected their personal beliefs and attitudes.
• Advertising in magazines is shown to be more credible and relevant.
• Magazines can have a strong influence on the purchase decision.
(continued)
• Compared to other media, magazines contain little or no advertising waste.
• In relation to newspapers, magazines:
– are significantly read more from cover to cover
– are ‘referred back’ more often and therefore advertising works harder
Please consider these qualitative issues when planning your advertising media
budgets.
Thank you.
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