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A content analysis study of the use of celebrity endorsers in magazine advertising
George E. Belch and Michael A. Belch, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 369-389
This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising.
This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising. Advertisements appearing in 37 different magazines representing eight major classification categories were analysed to gain insight into the prevalence of use of celebrity endorsers in magazine advertising. Only 10% of the magazine ads run during the time period analysed contained a celebrity, which is much lower than estimates of their use often reported in the media. The findings show that the use of celebrities varies by magazine type with their use being highest for sports and teen publications. The use of celebrities also varies by product/service category as does the type of celebrity utilised, such as athletes, actors/actresses, entertainers and supermodels. Celebrity use was based primarily on the source characteristics of popularity/likeability followed by physical attractiveness. Celebrity use based on expertise occurs primarily for athletic products.
Media research: Magazines make their mark
Jim Jarrett, Marcos Perreira and Marius Cloete, Admap, April 2013, pp. 27-29
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment.
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment. The reader relationship has always been at the heart of the business argument for magazines as it crosses over into the reader's relationship with the magazine's advertising. However, there has been little empirical evidence of this claim, leaving unanswered questions about how this translates into return on investment and how the medium's performance compares with other media. To prove the real value of the reader relationship, the Professional Publishers Association engaged several metrics, designed to account for the unique way that consumers engage with magazines. The key finding demonstrated that magazines offer the highest ROI of any media channel.
Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
Sara Rosengren and Micael Dahlén, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 61-70
This article explores how changes in advertising content can lead to different perceptions of a media vehicle.
This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.
Research Note: Sample size in content analysis of advertising: the case of Chilean consumer magazines
Rodrigo Uribe and Enrique Manzur, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 907-920
In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type.
In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type. This article specifically examines the cases of three Chilean consumer magazines: Qué Pasa (a weekly news magazine), Cosas (a bimonthly celebrity/interview magazine), and Paula (a monthly women’s magazine). Results show that the most efficient sample size depends on the magazine type/frequency (ranging from 6 to 12) and that stratified random sampling is more efficient than the use of a simple random method.
Digging for “Spanish Gold”: How to Connect with Hispanic Consumers
Cynthia Rodriguez Cano and David J. Ortinau, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 322-332
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising.
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising. The findings challenge the effectiveness of multicultural advertisements that are intended to reach multiple ethnic groups simultaneously by featuring various ethnicities’ models together. Although this non-adaptation communication strategy is mainstream in the United States, the findings suggest that it may be ineffective in connecting with strong Hispanic identifiers.
Creators in their own 'write': How Meredith Corporation empowered readers to create and contribute to a new Ladies' Home Journal
Manila S. Austin and Britta C. Ware, ESOMAR, Congress, Atlanta, September 2012
Traditionally, trusted magazines were sources of professionally verified information which helped consumers find answers to personal worries, although this role is being challenged by digital and socially-generated media.
Traditionally, trusted magazines were sources of professionally verified information which helped consumers find answers to personal worries, although this role is being challenged by digital and socially-generated media. This paper claims that magazine publishers must determine how to compete for and connect with consumers in this new environment. Specifically, it focuses on how US media and marketing company Meredith Corporation undertook this challenge by utilising its online community in order to evolve its iconic 'Ladies' Home Journal' brand.
How people use tablets and the issue of specific issues: Insights from the 2011 Print and Digital Research Forum
Manfred Mareck, Event Reports, Print and Digital Forum, October 2011
The 2011 Print and Digital Research Forum, held in San Francisco is a bi-annual event jointly sponsored by Ipsos MediaCT and Kantar Media.
The 2011 Print and Digital Research Forum, held in San Francisco is a bi-annual event jointly sponsored by Ipsos MediaCT and Kantar Media. Topics covered in this report include measurement of specific issues of publications, the measurement of print, online and mobile platforms, neuroscience and readership research, and issues concerning online sampling.
Understanding magazine audiences
Andrew Green, Warc Best Practice, September 2011
For years, television and newspapers dominated marketing campaigns worldwide, with magazines playing, effectively, third fiddle.
For years, television and newspapers dominated marketing campaigns worldwide, with magazines playing, effectively, third fiddle. In 2009, the medium moved one more place down the rankings when it was also overtaken by internet advertising. While magazine adspend is in the decline, it is still forecasted that it accounts for 9% of global adspend. They are amongst the most fragmented of media but 'fragmented' can also be re-written as 'segmented': there is a magazine for almost every conceivable interest and hobby. The medium as a whole may arguably be under less threat from new ad avoidance technologies than its rivals. However the proliferation of new formats for magazine brands has brought with it new challenges. Like all papers in the Warc Best Practice Series, it includes a list of related articles and items for further reading, many of which are available on Warc.
The future of magazine research: insights from Condé Nast’s Scott McDonald
Geoffrey Precourt, Event Reports, ARF Re:think, July 2011
This report from the ARF's Re:Think conference covers the contribution of Scott McDonald, Condé Nast's SVP of research and insights.
This report from the ARF's Re:Think conference covers the contribution of Scott McDonald, Condé Nast's SVP of research and insights. He is speaking at a panel session entitled "50 Years of Advertising Research", staged to mirror the 50th anniversary issue of the Journal of Advertising on a similar theme. McDonald argues for a switch in the focus of research from the comparability of individual media to reflect the reality that all print media are now also consumed digitally. He also calls for a move away from language like "campaigns" and "targeting" to reflect a more collaborative approach to advertising, or risk consumers using technology to avoid ads completely. He highlights the importance of verifying research insights with corroborative evidence before acting upon them, and cites the social, behavioral and brain sciences as fruitful sources of learning for researchers.
Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.
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