effectiveness of magazine advertising summary of adspend trends & international research guy...
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Effectiveness of magazine advertisingEffectiveness of magazine advertising
Summary of adspend trends &international research
Guy Consterdine
Guy Consterdine Associates&
Research Consultant, FIPP
Athens, 20 February 2009
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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
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Recent trends
in magazine adspend 2000-2008
for all countries with US$ 1+ billion in 2008
Source: ZenithOptimedia
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Magazine adspend 2000-2008 (US$ m)
Source: ZenithOptimedia. 2008 is forecast
0
5,000
10,000
15,000
20,000
25,000
30,000
2000 2001 2002 2003 2004 2005 2006 2007 2008
USA
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Magazine adspend 2000-2008 (US$ m)
Source: ZenithOptimedia. 2008 is forecast
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2000 2001 2002 2003 2004 2005 2006 2007 2008
Germany
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Magazine adspend 2000-2008 (US$ m)
Source: ZenithOptimedia. 2008 is forecast
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2000 2001 2002 2003 2004 2005 2006 2007 2008
Japan
UK
France
Italy
Brazil
Netherlands
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Magazine adspend 2000-2008 (US$ m)
Source: ZenithOptimedia. 2008 is forecast
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2000 2001 2002 2003 2004 2005 2006 2007 2008
Japan
UK
France
Italy
Greece
Brazil
Netherlands
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Number of consumer magazinesin Greece
0
500
1000
1500
2000
2500
3000
3500
2002 2003 2004 2005 2006 2007
Source: FIPP World Magazine Trends 2008-2009
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‘World Magazine Trends’
www.fipp.com
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Why magazine advertising is effective
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Readers develop a personal relationship with their magazines
'This medium best reflects my personal beliefs and attitudes'
1%
1%
4%
8%
8%
15%
30%
Outdoor
Direct mail
Internet
Radio
TV
Newspapers
Magazines
First preferences
Source: Smurfit/UCD for PPAI, Ireland
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Using 2+ media simultaneously
Extent of multi-tasking while using each medium (Index: Magazines = 100)
193
140
100
While watching TV While using internet While reading magazines
Source: ‘Magazine Experiences Europe’, Time/Fortune
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Multi-tasking:magazines attract primary attention
Of multi-media time spent with medium, % where it receives primary attention
15%
17%
35%
59%
79%
TV
Radio
Internet
Newspapers
Magazines
Source: Middletown Media Studies, Ball State University, USA
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The ads are relevant
'This medium generally has advertising that I find relevant'
1%
2%
7%
8%
13%
16%
43%
Outdoor
Direct mail
Radio
Internet
TV
Newspapers
Magazines
First preferences
Source: Smurfit/UCD for PPAI, Ireland
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Readers are receptive to the advertising
'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'
1%
1%
3%
5%
13%
18%
47%
Outdoor
Direct mail
Internet
Radio
Newspapers
TV
Magazines
First preferences
Source: Smurfit/UCD for PPAI, Ireland
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Magazine advertising influences the purchase decision-making
process
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Magazine ads helpful as a buying guide
'Advertising in this medium is helpful as a buying guide'
1%
1%
5%
14%
18%
19%
33%
Outdoor
Direct mail
Radio
TV
Internet
Newspapers
Magazines
First preferences
Source: Smurfit/UCD for PPAI, Ireland
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Magazine ads >> purchase
'I sometimes purchase a product or service as a direct result of the advertising in…'
1%
2%
4%
10%
14%
20%
35%
Outdoor
Direct mail
Radio
Internet
Newspapers
TV
Magazines
First preferences
Source: Smurfit/UCD for PPAI, Ireland
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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
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Magazines add substantial impact to TV
Incremental effect of magazines added to TV: Av. % point increase over Control (Unexposed)
7.69.8
3.9 2.94.6
5.0
7.8
6.9
9.3
2.9
Aided brandawareness
Advertisingawareness
Messageassociation
Brandfavourability
Purchaseintent
Magazines
TV
Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA
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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
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Magazines add substantial impactto TV & online
Incremental effect of online & mags added to TV: Av. % point increase over Control (Unexposed)
7.63.9 2.9
3.7
4.4
1.71.6
1.0
5.7
8.3
3.47.0
4.6
9.8
7.3
Aided brandawareness
Advertisingawareness
Messageassociation
Brandfavourability
Purchaseintent
Magazines
Online
TV
Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA
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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
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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
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Magazines add to TV & online:Brand awareness
Source: Marketing Evolution for MPA, USA
Index of pre/post change(TV only=100)
100
138
153
182
TV only TV + online TV + mags TV+mags+online
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Magazines add to TV & online:Brand familiarity
Source: Marketing Evolution for MPA, USA
Index of pre/post change(TV only=100)
100104
135
161
TV only TV + online TV + mags TV+mags+online
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Magazines add to TV & online:Intention to purchase
Source: Marketing Evolution for MPA, USA
Index of pre/post change(TV only=100)
100 101
144
151
TV only TV + online TV + mags TV+mags+online
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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
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Magazine advertising creates sales:
1. Magazines used on own
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Magazine advertising sales
www.ppamarketing.net
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‘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)
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Magazine advertising increased salesby an additional 11.6%
Percentage increase in sales £: pre-post change
10.0
21.6
Non-exposed Exposed
11.6% additional increase
Source: ‘Sales Uncovered, TNS for PPA, UK
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Magazine advertising creates sales:
2. Magazines used with TV
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Magazine achievement similar to TV’s…
Percentage increase in sales (£)Magazine & TV weights
3.9
26.328.9
Light/non mags & TV Heavy mags, light/non TV Heavy TV, non mags
Source: ‘Sales Uncovered, TNS for PPA, UK
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…but at a third of the cost
Average budget split
22%
70%
8%
TV
Magazines
Other
Source: ‘Sales Uncovered, TNS for PPA, UK
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Budget implications
Expenditure
Eff
ect
ive
ne
ss
Magazines
TV
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Budget implications
Expenditure
Eff
ect
ive
ne
ss
Magazines
TV
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Further sources
www.fipp.com
www.ppa.ie
www.consterdine.com
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www.ppa.ie
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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
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