Transcript What makes magazines effective?

Guy
Consterdine
Magazine advertising
effectiveness:
the research-based evidence
Guy Consterdine
Guy Consterdine Associates
FIPP Research Consultant
Warsaw, 18 March 2005
Agenda
What makes magazines an effective medium
Evidence that magazine-only sells products
Magazines’ role in mixed-media campaigns:
- Improved targeting
- More powerful communication
Evidence that magazines+TV outperforms TV only
What makes magazines effective?
Readers are active – choosing, using
The reader is in control
Well adapted to readers’ requirements
Each magazine has a unique positioning
Strong relationship between mag & readers
Readers trust the magazine
“It’s like talking to a friend”
Reinforce reader’s own self-image
What makes magazines effective?
Readers give commitment to their magazine
Time spent reading is substantial
Copies are read thoroughly
QRS: average page looked at 2.5 times
Read in highly receptive mood
Benefits to advertisers
Right frame of mind to absorb advertising
Mags’ brand values rub off onto ads
Endorsement of the advertising
Relevant advertising is valued
Ads are screened like the editorial
Readers take action
after seeing magazine ads
Purchasing
Discussing a prospective purchase
Picking up ideas
Following advice given
Magazine-only campaigns sell
‘Proof of Performance’
UK’s Periodical Publishers Association (PPA)
TNS SuperPanel: household purchasing
5 magazine-only brands
Brand shares measured month by month
Months divided into advertising / non-advertising
months
‘Proof of Performance’:
Sales brand share (index)
Months with no advertising:
All households
100
‘Proof of Performance’:
Sales brand share (index)
Months with no advertising:
All households
100
Months with moderate advertising:
All households
108
‘Proof of Performance’:
Sales brand share (index)
Months with no advertising:
All households
100
Months with moderate advertising:
All households
Heavy magazine readers
108
111
Mixed-media campaigns
Magazines & TV complement each other:
1) Targeting: better distribution of ad exposures
2) More powerful communication
1) Distribution of ad exposures
Many people are light viewers of TV
Light viewers do read magazines
Combining TV & magazines improves coverage
Better targeting
Distribution of ad exposures
25 developed countries
2) More powerful communication
Due to differences in the way magazines
and TV are experienced
Many research studies describe these
differences
‘Absorbing Media’
PPA
UK
2002
‘The media moment’
Typical set of circumstances in which the medium
is consumed
Compare TV and magazines
The television moment
Window on the world
TV sets are frequently left on
Most watching is on a casual basis
Low engagement except certain programmes
During ads, focus on other activities
Lack of control over what’s available to view
Multi-channel homes, with specialised TV
channels, are somewhat different
The magazine moment
Intensely personal experience
Reader is absorbed
Cocooned from external intrusion
Read in relaxed situation; treasured
Active input liked: selecting, dipping in
Controlled by user: read in an order and pace
which suits the individual
Conclusions from ‘Absorbing Media’
TV & magazines communicate in different but
complementary ways
The communication delivered by TV can be
enhanced by using magazines too
Direct research into synergy
Research into communication synergy between
magazines and TV:
•Began 1987 (‘Multiplying The Media Effect’, UK)
•10+ further studies: UK, Germany, Finland,
Canada, Italy, US, Australia, India (2004)
75+ brands covered
Clearcut overall conclusion:
Well-integrated TV+print campaigns communicate
more effectively than TV-only campaigns
(assuming equal exposures)
‘The Media Multiplier’ (UK)
12 mixed-media campaigns
Consumers shown TV & print ads
Described their response to:
•TV ad, before & after being shown print ad
•Print ad, before & after being shown TV ad
Identified the effects of TV alone, print alone,
both media together, and 2nd TV ad after
seeing a print ad
‘The Media Multiplier’ (UK)
Print can:
Lead people to perceive TV commercial in new
ways, and look for details
Encourage more response to the commercial
Add extra information or messages
Re-inforce the TV message
Expand the TV message
Help understanding of the TV message
‘The Media Multiplier’ (UK)
Print can:
Strengthen brand identification
Make the product more accessible
Focus more on product-oriented messages
Create a more positive feeling towards product
Benefits heightened by building creative links
Benefit is two-way
‘The Multiplier Effect’ (Germany)
12 brands
TV and magazine executions tested
Conclusion:
1 TV ad + 1 magazine ad
communicates better than
2 TV ads
Example: Ford Cougar car
TV: drivers of Cougar and motorcycle meet, and
later pass each other on the road
4 key messages: spontaneous comprehension
was tested:
1 TV ad
2 TV ads
1 TV + 1 mag ad
89%
98%
118%
+9%
+29%
Example: Ford Cougar car
TV: drivers of Cougar and motorcycle meet, and
later pass each other on the road
Spontaneous comprehension of 4 messages was
tested:
1 TV ad
2 TV ads
1 TV + 1 mag ad
89%
98%
118%
+9%
+29%
1
3
Example: Ford Cougar car
Spontaneous recall for each message
‘Measuring Magazine Effectiveness’
MPA (Magazine Publishers of America)
MMA (Media Marketing Assessment)
Database of sales & marketing info
186 brands, in 13 product categories
1994-2000
Econometric analysis
Assessed ‘effectiveness’
MMA’s measure of ‘effectiveness’
The sales effect of each dollar:
•Modelled a ‘base’ volume of sales (would
have been achieved without any marketing)
•Additional sales were due to new marketing
•Each medium’s contribution modelled
•Compared with % of expenditure
•30% contribution / 30% of budget = 1.0
Sales effectiveness of 3 media
Effectiveness index
1.2
0.8
0.7
Magazines
TV
Radio
TV’s own effectivess increases
when more magazines are used
TV effectiveness index
1.1
0.8
0.6
0-4%
4-10%
10-61%
% of marketing budget spent in magazines
John Philip Jones (US)
Sales data for large numbers of brands
-Television advertisers
- Magazine advertisers
Market share among
households exposed to advertising
indexed on
Market share among
households not exposed to advertising
Short Term Advertising Strength (STAS)
Represents gain in market share (of sales)
Short Term Advertising Strength
Television:
Nielsen, 78 brands
Average index = 118
Magazines:
Starch Research Company, 73 brands
Average index = 119
Short Term Advertising Strength
The short term effect of advertising (per exposure)
is the same for television and magazines
Short Term Advertising Strength:
Denmark
Gallup’s weekly tracking study:
Brand purchasing
Exposure to advertising
23 brands
Short Term Advertising Strength
TV
Print
222
286 (29% higher)
For 20 out of 23 brands: print had higher index
than TV
Timing
Should magazines be used at same time as TV, or
to fill gaps between bursts of TV advertising?
High overlap is best for both media
Effectiveness index
1.5
1.1
0.9
0.6
Magazines
TV
0.6
0.4
Substantial
Minimal
None
Degree of overlap between TV & magazines
[Source: MMA/MPA]
Research evidence
Many more examples exist
New ones published from time to time
e.g. media multiplier study in India
Further information
‘Take A Fresh Look At Print’ 2nd edition
Further information
‘Take A Fresh Look At Print’ 2nd edition:
www.fipp.com/assets/downloads/taflap.pdf
Further information
‘Take A Fresh Look At Print’ 2nd edition:
www.fipp.com/assets/downloads/taflap.pdf
FIPP’s website: updates on global research
www.fipp.com/researchnews
Summary: 1
People love to read
Readers are in control of their exposure
Relationship of trust & involvement with
magazine
This rubs off onto the advertising
Magazines are effective on their own
Magazines are as effective as TV, per
exposure
Summary: 2
Magazines improve performance of other
media
Magazines+TV performs better than TV-only
Better targeting
Better communication
Improved software for evaluating mixed-media