Effectiveness in individual media: Magazines

 

Engagement is not just something that distinguishes one media vehicle from another: consumers have experiences with ads in the same way that they have experiences with editorial content, and advertise ...

This paper addresses the perennial big question about media, at least among online, magazines, and print: 'Which medium is most involving?' However this question is framed in a more meaningful way by ...

A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed. Advertising standardisation is investigated in the Arab world, a culturally s ...

This paper details the various different factors which can influence the effectiveness of print advertising. Design, content and placement, among others, are of central importance, as is the type of p ...

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingl ...

Guy Consterdine, research consultant to the Periodical Publishers Association, reports on a new study investigating the sales effectiveness of magazine advertising by using time-specific data from the ...

Darran Snatchfold, advertising marketing manager at IPC Prospector, puts the case for innovative advertising in magazines. He argues that magazines when used creatively can appeal to each of the five ...

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses ...

Jack Kliger, president and CEO of Hachette Filipacchi Media US, is a passionate believer in the future of magazines. In this article he considers the problems and opportunities facing the industry and ...

Consumer purchase decisions often require reliance on various information sources. Although prior research on information seeking has focused on the number of information sources used, the types of so ...

This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements. It also analyzes the extent of integration between websites and print ad ...

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualita ...

It seems to be the prerogative of the older generation to shake their heads and sigh and tut that the teenagers of today have 'never had it so good' and that they don't know how lucky they are. But wh ...

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate ove ...

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad edito ...

New Zealand society has changed dramatically in the last 50 years and so has food advertising. This paper argues that some developments in advertising appear to directly counter social and economic t ...

This is a version of a speech given at the Periodical Proprietors Association. In it Christine Walker demonstrates that the magazine sector had performed better than any other media type in 2001 comp ...

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are ...

With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; adver ...

This is a review of newspapers and magazines. In much of the world the two sectors show different trends with newspaper circulations and readerships slowly falling, though the share of ad spend remai ...

The author recently analyzed the local delivery of national magazine schedules in concert with proposed purchases of local Internet media weight on a Designated Market Area basis. The purpose of the a ...

The author, from Reader's Digest, describes how magazine issues can be customised into targeted, quantifiable marketing events. These can assist marketers with a wide range of marketing problems - fr ...

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on ...

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. The ...

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whethe ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

The culminating achievement of Daniel Starch's illustrious advertising research career was NetAPPs, a twenty-year survey research program focussed on measuring NetAd Produced Purchases. From 1944 to 1 ...

Argues that print media, especially magazines, should be taken more seriously by media planners. Print is both under-used and badly used as a message delivery system, because of outdated traditional a ...

Welcome to the age of accountability. Today, more than ever before, advertisers and their agencies are demanding a measurable return on their advertising investment, and challenging media to provide q ...

Describes how Millward Brown in the US have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys. The includ ...