Proof of performance. Magazine advertising sells, but integrated magazine and television advertising is even more powerful
Alan Smith International Federation of the Periodical Press, United Kingdom
INTRODUCTION
This report is based on an analysis of two years of purchase records provided by the 10,000 household panel members on the Taylor Nelson AGB Superpanel for 20 packaged goods brands, primarily foodstuffs. Half of them were advertising in magazines only and half in both magazines and television.
The purpose of the work was to examine the extent to which it could be demonstrated that likely exposure to the magazine advertising was...