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Magazines & Brand Metrics The impact of investment Econometrics & ROI

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Background TO UNDERSTAND HOW MAGAZINE INFLUENCE THE CONSUMER JOURNEY TO ESTABLISH BEST PRACTICE FOR MEASURING MAGAZINES TO CALCULATE THE ROI OF MAGAZINES TO START CHANGING INCORRECT PERCEPTIONS ABOUT MAGAZINE EFFECTIVENESS TO SHOW ADVERTISERS HOW TO GET THE MOST OUT OF MAGAZINES

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Background THE ORIGINAL COMMUNITY MEDIA WE SERVE THEIR PASSION POINTS WE AID THEIR LIFESTAGE DEVELOPMENT WE SELECT, EDIT AND PRESENT CONTENT OF INTEREST WE ACT AS FRIENDS & ADVISERS

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Background RELEVANCE ASSOCIATION WITH CONSUMER INTEREST A HOSPITABLE ADVERTISING ENVIRONMENT FOCUSSED ATTENTION OPPORTUNITY TO PRESENT DETAIL

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Background

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UNDERSTAND CONSUMERS RELATIONSHIP WITH OWN BRAND UNDERSTAND CONSUMERS RELATIONSHIP WITH COMPETITOR BRANDS HELPS DEVELOP FOCUS POINTS TO IMPROVE BRAND RELATIONSHIPS IDENTIFY KEY STRENGTHS/WEAKNESSES BY TARGET MARKET USED IN MEDIA PLANNING TO SELECT CHANNELS WHICH CAN DELIVER AGAINST OBJECTIVES

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Background 453 000835 000 414 000 1 435 000 2 386 0001 690 000 1 700 000 5 202 000

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Background 13591113 15 7 1.182.233.094.635.356.05 6.73 3.88

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Background PRE & POST CAMPAIGN BRAND TRACKING ECONOMETRIC MODELLING Short term Individual campaigns measured Reading before campaign Reading after campaign Contribution of each channel Impact on Brand Metrics Long term Quarterly/Monthly/Weekly dips Bauer Media Tracker: 20+ years Focussed on long term brand prognosis Impact of a number of campaigns Focus on understanding brand position relative to competitors Long or short term focus Modelled data Measure drivers of sales Looks at all factors impacting sales, not just media Frequently used to determine future channel usage

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Background CAMPAIGN LEVEL: DID OUR MESSAGE RESONATE WITH CONSUMERS? COMPETITOR LEVEL: WHAT ADVANTAGE HAVE WE GAINED? ROI LEVEL: HOW DID THE CAMPAIGN AFFECT SALES/BRAND MEASURES? CHANNEL LEVEL: WHICH CHANNELS WORKED BEST? DECISION MAKING: DID OUT CAMPAIGN FULFIL ITS OBJECTIVES? WHAT SHOULD BE OUR KEY FOCUS POINTS MOVING FORWARD? WHICH MEDIA CHANNELS ARE GOING TO WORK BEST?

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Background TO UNDERSTAND HOW MAGAZINE INFLUENCE THE CONSUMER JOURNEY TO ESTABLISH BEST PRACTICE FOR MEASURING MAGAZINES TO CALCULATE THE ROI OF MAGAZINES TO SHOW ADVERTISERS HOW TO GET THE MOST OUT OF MAGAZINES TO START CHANGING INCORRECT PERCEPTIONS ABOUT MAGAZINE EFFECTIVENESS

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Magazines & Brand Metrics The impact of investment Econometrics & ROI

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Magazines & the Customer Journey - MAGNIFY Magazines & Brand Metrics The impact of investment Econometrics & ROI

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Understanding the consumer journey AWARENESS RESEARCH & FAMILIARITY OPINION & SHORT LIST CONSIDERATION PURCHASE PRE-AWARENESS PURCHASE INTENT TRIGGER

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ADVERTISING EDITORIAL WELCOME ADVERTISING EDITORIAL SOURCE: MAGNIFY 1 Magazine Influence

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Purchase actions How magazines drive consumer behaviour EngagementReference actions ADVERTISING EDITORIAL FAMILIARITYRESEARCH CONSIDERATION & PURCHASE Impact actions BRAND ACTIVISM SOURCE: MAGNIFY Read most Read Any Read Most Gathered more info Visited brand website Cut out ad Used for ideas Gathered more info Cut out ed Visited brand website Have a more favourable opinion Recommended the product Discussed/ referred Passed to someone Considering purchase Purchased Considering purchase Purchased 1

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Magazines & Brand Metrics The impact of investment Econometrics & ROI 2 3 4

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What is ROI? 2

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Brand Pyramid Brand Lifestage Typology Brand Voltage MINDSHARE/BRANDZ Brand Personality 2

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MINDSHARE/BRANDZ 2

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7 2 79 88 73 55

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Magazines & Brand Metrics MINDSHARE/BRANDZ 2

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BrandZ Analysis 136 brands a COMPREHENSIVE UNDERSTANDING OF MEDIA vs BONDING SCORE MINDSHARE/BRANDZ 2

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