Magazine Accountability

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Managing Mix In A Soft Economy
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If You Build It They Will Come
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Except when.

• Disposable Income
• Stock Market
• Employment Levels
• Consumer Confidence
• Google Click-Thrus

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Consumers Forced to Make Choices
What I need
What I want
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The Struggle Within

• Soft Economy
• Ill drive my old car
• Ill buy Dunkin
• Ill buy store brands
• Ill shop Wal-Mart
• Im staying put

• Strong Economy
• I want a new car
• I want Starbucks
• I want the best brands
• I want Target
• I want to move

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With The Economy in Retreat Whats Important
Becomes Even More So
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Welcome to the Persuasion Red-Zone
Purchase Funnel
Brand Awareness
Ad Recall
Brand Imagery
Brand Familiarity
Purchase Intent
Drive to Web
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• Are You Maximizing Impact in the Persuasion
  Red-Zone

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The Basis For An Answer

• Third Party Data Sources
• 52 Advertiser Funded Cross-Media Accountability
  Studies
• Multiple Industry Funded Digital Studies
• Media Neutral Formatting
• Let The Data Speak For Itself

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Patterns of Persuasion In The Red Zone
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Media Impact Throughout the Purchase Funnel
Average Percentage Point Increases versus Control
Aided Brand Awareness
Brand Favorability
Purchase Consideration
Source Dynamic Logic. 32 Cross-Media
Accountability Studies, 2004-2007
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Media Impact on Overall Purchase Intent
Average Percentage Point Increases versus Control
TV
Dynamic Logic
Marketing Evolution
Base 32 Studies Source Dynamic Logic/Millward
Brown, 20042007
20 Studies Source Marketing Evolution, 2006
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Auto and CPG
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Media Impact on Automotive Purchase Intent
Average Percentage Point Increases versus Control
Automotive Purchase Intent/ Consideration
Source Marketing Evolution. 4 Automotive
Cross-Media Accountability Studies, including
Asian, U.S. and European nameplates, 2004-2006
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Media Impact on CPG Purchase Intent
Average Percentage Point Increases versus Control
CPG Purchase Intent/ Consideration
Source Dynamic Logic. 14 CPG Cross-Media
Accountability Studies, 2004-2007
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The Relationship Between Purchase Intent and
Drive to Web
Harvesting the Crop

• Planting
• the Seed

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On-Line Search
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Best Medium In DrivingOnline Searches
What medium influences you to start a search For
merchandise online?
Source BIGresearch In-Market Media Usage Survey
among 15,000 adults, ages 18 to 65, 2007
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By Gender and Age
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Initiating Searches by Gender and Age
What medium influences you to start a search
for merchandise online? ( By Medium)
Source BIGresearch In-Market Media Usage Survey
among 15,000 adults, ages 18 to 65, 2007
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Qualified Searches
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Best Medium at Initiating Qualified Online
Searches
Percent Who Made Purchase After Seeing an Ad and
Conducting A Search
Source JupiterResearch In-Market Media Usage
Survey, 2007
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Digital Platforms
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Websites That Are Effective Platforms for Video
Ads
Source Eyes On The Internet, Online Publishers
Association, June 2007
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Why?
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That Answer Starts With The Consumer

• Engages on Your Time
• Ads Part of the Experience
• Readers Opt In

• Time Compressed
• Push Back on Ads
• Catch me if you can

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Conclusions

• Marketplace Momentum is no longer a given
• More than ever, marketers will have to create
  momentum for their brands
• The Persuasion Red Zone will be key
• Advertisers who manage mix to this new reality
  will be at an advantage
• Magazines can help create that advantage

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Thank You!