Do Consumers Read Magazine Ads?
Methods for Selecting Magazines for High Probability Brand Message Absorption

Kazuya Kusumoto,
DENTSU Inc.

INTRODUCTION

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:

Problem 1
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.