First Magazine Ad Effectiveness Data Show Power of Print in China
"Many advertisers, particularly in luxury and high-end categories, know that magazines in China are one of the most effective ways to reach a growing audience of affluent consumers -- and these early findings demonstrate the strong engagement consumers have with magazine ads," said Lee Risk, Commercial Director Media, APAC at GfK.
"Advertisers now have metrics to more accurately measure return-on-investment and to make more precise media planning and spending decisions."
"We are pleased to be spearheading this exciting new research initiative," said Mr. Wen Zhiwu, chairman of board at Sinomonitor. "It represents a major enhancement to the readership measurement metrics that we have long provided to the marketplace."
GfK StarchMetrix recently launched similar surveys in Hong Kong.
About GfK StarchMetrix
StarchMetrix is the industry standard for print advertising metrics. For more than 85 years, Starch Advertising Research has been the most trusted source of market intelligence about magazine advertising effectiveness in the United States. GfK StarchMetrix is a syndicated service available in Asia-Pacific that provides detailed return-on-investment metrics for magazine advertisements in issues of top consumer magazines. Using a rigorous and consistent methodology, GfK StarchMetrix enables advertisers and magazines to prove the full impact of magazine advertisements in national -- and international -- media schedules.
StarchMetrix is owned by The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with 11,500 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK's sales amounted to EUR 1.37 billion.
For further information on GfK, visit our website: www.gfk.com.