Magazine Ads Make Sales: MPA's Ellen Oppenheim on the independent study that proves advertisers need print
Independent, client-commissioned studies are proving that magazine ads are essential to improving consumer attitudes toward a brand, convincing consumers to buy, and generating positive return on investment from those campaigns. Those are the results of the latest Dynamic Logic aggregation of the results of 39 client-commissioned studies of cross media advertising accountability.
"Overall, magazines drove consumer behavior more effectively and efficiently than television or online among consumers who were reached by each medium," according to the results released in Assessing Ad Impact: How TV, Online and Magazines Contribute Throughout the Purchase Funnel. Dynamic Logic, which specializes in advertising accountability research, aggregated the studies as part of its ongoing research into how TV, online and magazine ads impact consumers throughout the five stages of the consumer buying process—aided brand awareness, ad awareness, message association, brand favorability and purchase consideration/intent. The new aggregation revealed that magazines performed consistently well across all stages of the buying process, and in fact had far greater and more efficient impact on the late stages of brand favorability and purchase intent than the other media.
Ellen Oppenheim, executive vice president/chief marketing officer of the Magazine Publishers of America, spoke to Publishing Executive Inbox about the results and what they mean for the magazine publishing industry.
INBOX: What do you find most impressive about these results?
ELLEN OPPENHEIM: I think two things are really impressive. Number one, Dynamic Logic does its own aggregation of client-commissioned studies. This is the third one they've done [previous studies were compiled in 2005 and 2007], and with all the changes in the media environment [over that time], magazines remain the leading driver of the very important stages of the purchase funnel—of brand favorability, which is where attitudes shift, and purchase intent, which gets people to buy.
So I think the consistency is one. The other is that this is the first time Dynamic Logic has done anything studying ROI. And when they released that, [it became clear that advertising campaigns] couldn't win with ROI if magazines weren't in the mix.