Guy Consterdine

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GuyConsterdine
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Magazine advertising effectivenessthe
research-based evidence
Guy Consterdine Guy Consterdine Associates FIPP
Research Consultant Warsaw, 18 March 2005
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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 magazinesTV outperforms TV only

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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
• Its like talking to a friend
• Reinforce readers own self-image

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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

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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

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Readers take action after seeing magazine ads

• Purchasing
• Discussing a prospective purchase
• Picking up ideas
• Following advice given

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Magazine-only campaigns sell

• Proof of Performance
• UKs 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

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Proof of PerformanceSales brand share (index)

• Months with no advertising
• All households 100

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Proof of PerformanceSales brand share (index)

• Months with no advertising
• All households 100
• Months with moderate advertising
• All households 108

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Proof of PerformanceSales brand share (index)

• Months with no advertising
• All households 100
• Months with moderate advertising
• All households 108
• Heavy magazine readers 111

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Mixed-media campaigns

• Magazines TV complement each other
• 1) Targeting better distribution of ad exposures
• 2) More powerful communication

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1) Distribution of ad exposures

• Many people are light viewers of TV
• Light viewers do read magazines
• Combining TV magazines improves coverage
• Better targeting

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Distribution of ad exposures

• 25 developed countries

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2) More powerful communication

• Due to differences in the way magazines and TV
  are experienced
• Many research studies describe these differences

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Absorbing Media

• PPA
• UK
• 2002

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The media moment

• Typical set of circumstances in which the medium
  is consumed
• Compare TV and magazines

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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 whats available to view
• Multi-channel homes, with specialised TV
  channels, are somewhat different

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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

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Conclusions from Absorbing Media

• TV magazines communicate in different but
  complementary ways
• The communication delivered by TV can be enhanced
  by using magazines too

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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 TVprint campaigns communicate
  more effectively than TV-only campaigns (assuming
  equal exposures)

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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

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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

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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

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The Multiplier Effect (Germany)

• 12 brands
• TV and magazine executions tested
• Conclusion
• 1 TV ad 1 magazine ad
• communicates better than
• 2 TV ads

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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 89
• 2 TV ads 98 9
• 1 TV 1 mag ad 118 29

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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 89
• 2 TV ads 98 9 1
• 1 TV 1 mag ad 118 29 3

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Example Ford Cougar car

• Spontaneous recall for each message

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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

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MMAs 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 mediums contribution modelled
• Compared with of expenditure
• 30 contribution / 30 of budget 1.0

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Sales effectiveness of 3 media

• Effectiveness index

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TVs own effectivess increases when more
magazines are used

• TV effectiveness index
• of marketing budget spent in magazines

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John Philip Jones (US)

• Sales data for large numbers of brands
• -Television advertisers
• - Magazine advertisers

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• 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)

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Short Term Advertising Strength

• Television
• Nielsen, 78 brands
• Average index 118
• Magazines
• Starch Research Company, 73 brands
• Average index 119

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Short Term Advertising Strength

• The short term effect of advertising (per
  exposure) is the same for television and magazines

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Short Term Advertising Strength Denmark

• Gallups weekly tracking study
• Brand purchasing
• Exposure to advertising
• 23 brands

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Short Term Advertising Strength

• TV 222
• Print 286 (29 higher)
• For 20 out of 23 brands print had higher index
  than TV

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Timing

• Should magazines be used at same time as TV, or
  to fill gaps between bursts of TV advertising?

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High overlap is best for both media

• Effectiveness index
• Degree of overlap between TV magazines
  Source MMA/MPA

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Research evidence

• Many more examples exist
• New ones published from time to time
• e.g. media multiplier study in India

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Further information

• Take A Fresh Look At Print 2nd edition

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Further information

• Take A Fresh Look At Print 2nd edition
• www.fipp.com/assets/downloads/taflap.pdf

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Further information

• Take A Fresh Look At Print 2nd edition
• www.fipp.com/assets/downloads/taflap.pdf
• FIPPs website updates on global research
• www.fipp.com/researchnews

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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

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Summary 2

• Magazines improve performance of other media
• MagazinesTV performs better than TV-only
• Better targeting
• Better communication
• Improved software for evaluating mixed-media

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Thank you for listening!