Do Consumers Read Magazine Ads?
Methods for Selecting Magazines for High Probability Brand
The traditional method of selecting magazine
vehicles is based on syndicated data. Planners use computer
systems, typically optimizers developed by advertising agencies
or third party organizations, for data analyses. These
computer-based data analysis programs are useful in selecting
vehicles to efficiently reach the target audience. However, these
vehicle selection methods, emphasizing cost efficiency, contain
the following two problems:
Optimal combinations of vehicles for target audience defined by demographic characteristics do not necessarily cover highly involved audiences for the advertised product categories and/or brands.