Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Vinicius Silva and Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how technology brand General Electric improved its brand perception in Brazil by creating strategic points of contact using different types of media.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian female fashion brand Marisa engaged the male consumer market with its irreverent Strip Commerce ad.


Case Study

Amarok: Wi fi ad
Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Volkswagen developed an innovative print ad for its new off-road vehicle, Amarok, to help make buyers in Brazil aware of the car's high-technology specification.


Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.


Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand. The study result suggests that people exposed to non-gay-themed ads had more positive attitudes towards the brand than did people exposed to gay-themed ads.

Michel Laroche, Marcelo Vinhal Nepomuceno and Marie-Odile Richard, International Journal of Advertising, Vol. 33, No. 4, 2014
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of humorous print ads from China, the United States and France.

Michael Lee and Bryan Jago, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes a campaign by Lincoln Motor Company to introduce the all-new Lincoln MKZ and its defining character attributes to its core target audience in the US, via intensely personal and immersive tablet experiences across selected paid digital magazine subscriptions.

WARC RECOMMENDS


WARC BRIEFING

Magazine Effectiveness

Magazine marketing theory and practice


BEST PRACTICE

Measuring Magazine Audiences

Practical tips, examples and recommended reading


RECOMMENDED CASES

Magazines

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


TRENDS

The New Newsstand

How small publishers crack the digital monetisation issue


ARTICLE FOCUS

Magazines make their mark

Using 'magonomics' to analyse brands' magazine investments