fipp.com Q4 2008 | Magazine World | 19
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abelled ‘Under the Influence of Magazines’,
the advertising campaign has been
designed to highlight the strong role that
magazines play in driving purchase intent and
online behaviour. Produced by advertising agency
Toy New York, the campaign launched with three
vibrant ‘tongue-in-cheek’ print ads and seven
online ads.The launch ads reveal consumers
KEY FINDINGS
surrounded by an over abundance of products
they have purchased as a result of seeing the
>> For brand familiarity and purchase intent, magazines generate a
ads, demonstrating that magazine ads really do
superior cost per impact (CPI) than either TV or online
sell products. Independent research facts from
>> For brand awareness, TV leads in cost effi ciency, and the effi ciency of
companies including BIGResearch, Dynamic
magazines is a close second
Logic, Roper Reports and Marketing Evolution
>> Magazines most consistently generated a favourable ROI throughout the
have been used to demonstrate the connection
purchase funnel, followed by TV
between magazine ads and consumer action.
Nina Link, president of MPA, said: “Marketers
want to know that their advertising
Above: The online ads
efforts will pay off, and that
are appearing on
desire is being exacerbated by the
publishers’ websites.
challenges of today’s soft economy.
Left: New research
The new magazine industry ad
that is driving the
campaign combines a fun approach
campaign.
and hard-hitting third party research to
demonstrate that magazine brands play a
critical part in helping advertisers achieve
their goals.”
The efficient medium
The campaign features products from MPA’s
Kelly Award winners Adidas, Häagen-Dazs
and MINI Cooper, all of which have positive
results from their magazine ad campaigns.
The advertising will run across magazine and
online properties of advertising trade press
and in complimentary copies of MPA member
magazines.
To compliment the new campaign, Marketing
ROI research and consulting company Marketing
Evolution released a new study to show that
magazines are the most efficient medium at
key stages of the purchase funnel, delivering a
superior cost per impact (CPI) than either TV or
online for brand familiarity and purchase intent.
Evolution’s conclusions from a previous analysis
Magazines drive results about the importance of using multiple media in
The findings are the result of Marketing the mix and the valuable role that magazines play
Evolution’s independent analysis of 38 client in driving results.
Results from the current
commissioned cross-media accountability Ellen Oppenheim, executive vice president and
study can be viewed at
studies. Marketing Evolution focused on CPI as chief marketing officer at MPA, said: “The tough
www.magazine.org/
a measure of return on investment, a key metric economy reinforces advertisers’ need to seek
for advertisers today. Their analysis offers new more bang for the buck, and the results from
accountability.
insights and the potential for a more results- Marketing Evolution provide yet another piece of
oriented, efficient approach to media planning. independent, concrete evidence that magazines
These latest insights reinforce Marketing fulfil this valuable role.”
“The launch ads reveal consumers surrounded by an
over abundance of products they have purchased as a
result of seeing the ads, demonstrating that magazine
ads really do sell products.”
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