Cumulative Media Drive Purchase Intent
A new guide from Magazine Publishers of America announced by Ellen Oppenheim, Executive Vice President/Chief Marketing Officer, MPA, aggregates new findings from marketing research and consulting companies Marketing Evolution and Dynamic Logic, along with the latest research from other third-party sources, to offer a comprehensive view of the role of media in influencing consumer purchase decisions and online behavior
The report analyzes cross-media accountability data from 32 studies to determine each medium's effectiveness through the purchase funnel. The overall findings indicate that:
Index of Cumulative Effects of Different Media Combinations Pre/Post Point Change (Index Versus TV Alone)
Aided Brand Awareness
TV + Online
TV + Magazines
TV + Magazines + Online
Results, an aggregate of 15 studies, reflect the impact of different media combinations expressed as an index with TV as the base medium.
Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007
Presented in MPA's accountability guide, Marketing Evolution's analysis of nine client-commissioned studies examines, among other things, how magazine ads contributed to building web traffic. Specifically, the study compares the number of online visits among consumers who saw magazine ads to those of consumers who read different issues of the same magazines without any exposure to the ads.
Key findings include:
"Quantifying the significant impact print magazine ads have on driving on web usage confirms multiple surveys that document the vital role magazines can play in this digital age," said Ms. Oppenheim. "The study reinforces that marketers looking to boost their website traffic or prompt searches on their products would benefit from leveraging magazines as part of their media plans."
Additional web-related findings cited in the accountability guide include:
Ms. Oppenheim noted, "The latest findings from Dynamic Logic echo the range of conclusions from other independent researchers that magazines play a prominent role in influencing consumers' buying decisions, especially in the area of purchase intent... "
The Executive summary in the report concludes that the third-party findings, gathered in Accountability II: How Media Drive Results and Impact Online Success, offer insights on purchase funnel dynamics and consumer online behavior that can have profound ramifications for advertisers looking to maximize their return on marketing investment.
And, Bob Liodice, President, Association of National Advertisers, said in September, 2007 "In my mind, the primary objective of ‘marketing accountability' is to improve the productivity of the entire marketing supply chain to better discern what works and what doesn't work, so that we can build brand equity, drive short-term business results, enhance long-term performance potential, streamline and increase the productivity of the marketing process, (and) improve the marketing decision-making process across all platforms."
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