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| New Study Finds That Magazines Deliver Superior Advertising ROI |
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| Results Suggest New Model for Media Planning |
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Leading marketing ROI research and consulting firm Marketing Evolution released a new study today at the American Magazine Conference in San Francisco, showing 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.
The findings are the result of Marketing Evolution's independent analysis of 38 client commissioned cross-media accountability studies. Marketing Evolution focused on CPI as a measure of return on investment, a key metric for advertisers today. Their analysis offers new insights and the potential for a more results-oriented, efficient approach to media planning.
Key findings from the new research confirm that:
- For brand familiarity and purchase intent, magazines generate a superior cost per impact (CPI) than either TV or online
- For brand awareness TV leads in cost efficiency, and the efficiency of magazines is a close second to that of TV.
- Magazines most consistently generated a favorable ROI throughout the purchase funnel, followed by TV.
- While each category that Marketing Evolution examined (auto, entertainment, electronics, and pharmaceuticals) showed a unique profile, the overall pattern held across the individual categories.
These latest insights reinforce Marketing Evolution's conclusions from a previous analysis about the importance of using multiple media in the mix and the valuable role that magazines play in driving results.
Based on these results, Marketing Evolution recommends an important change to media planning. They advocate utilizing an "impact-based' approach that starts with allocating the most efficient medium based on ad impact, rather than beginning with the most cost- efficient medium based on exposure. Results indicate that "impact-based" media planning would generally cause magazines to be the first medium allocated to a media buy, followed by TV, and then online.
"This study provides another proof point for marketers who care about accountability," said Rex Briggs, CEO, Marketing Evolution. "Our findings show that to optimize results, advertisers should allocate media based on the ROI of media impact instead of using traditional exposure metrics. More often than not, when they change their approach, advertisers will find that magazines should play a larger role in their overall media mix."
"The tough economy reinforces advertisers' need to seek more bang for the buck, and the results from Marketing Evolution provide yet another piece of independent, concrete evidence that magazines fulfill this valuable role," said Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, Magazine Publishers of America.
Results from the current study, "Measuring Media Efficiency," as well as Marketing Evolution's 2006 cross-media accountability study can be viewed at /accountability.
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| MARKETING EVOLUTION |
| Marketing Evolution, www.marketingevolution.com, a leading marketing ROI research and consulting firm, helps companies better understand and quantify the role different media play in moving a prospect through the funnel to "buy" in the increasingly complex world of media-planning and investment. Marketing Evolution has a client list that reads as a "Who's Who" of A-list brands. |
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| MAGAZINE PUBLISHERS OF AMERICA |
| It's the industry association for consumer magazines. Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate members.
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