Magazine reader involvement improves ROI

Britta C. Ware

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 over the best ingredients for the Index, along with lingering questions as to the quantifiable impact of reader involvement on ad recall.

Magazine Reader Involvement Improves ROI

Examining the correlation between reader involvement and advertising recall

Britta C. Ware Reader's Digest

Introduction

Is your advertising getting consumers' attention? How can you be sure? As consumers become more and more overloaded with media choices and brand noise, a single, overriding question keeps marketers up at night:...

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