The buyer action measure for magazine readers

Lung Huang
Arbitron

BACKGROUND

Pacific Magazines, Australia's second largest magazine publisher approached McNair Ingenuity Research to help them establish a program that would demonstrate the audience reaction to advertising that occurs in magazines. Ultimately their aim was to prove that magazine advertising had real return on investment for advertisers that resulted in actual purchase of the advertised products.

Advertisers will often talk about advertising effectiveness, but what does this mean? While readership measurements tell us the proportion of people who may have the opportunity to see advertising, the missing piece in the puzzle is whether they act on the advertising. Will the dollars ring at the cash register? Hence, there are 3 steps in the process of showing how advertising works: