How to harness the power of magazine advertising

Does magazine advertising work and how should it be used? The author draws on Millward Brown research - specifically IPC Adtrak '94 - to show how to get the best from the medium.

How to harness the power of magazine advertising

Does magazine advertising work and how should it be used? Andy Farr draws on Millward Brown research - specifically IPC Adtrack '94 - to show how to get the best from the medium

Andy Farr
WE HAVE ALL seen print ads that have influenced us, either to try a product or alter the way we think about a brand. However, many marketers remain sceptical about the effectiveness of the medium. Why is this? It is possible that advertisers and researchers are looking for the wrong type of effect.

HOW...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands