This paper will summarise the progress made so far in measuring the effect of magazine advertising in the AdTrack study, and will then examine the benefits a major client has received from participation in the study. It has been found that magazines can generate advertising awareness cost-efficiently in their own right or in addition to television in a mixed media scenario, and the study has also shown advertisers how to unlock the potential of magazines by establishing principles of copy rotation, readership build and relationship to product field interest.
This paper will focus on the results of an ethnographic study, including a sample of womens magazine readers. Ethnographic studies are a qualitative and in-depth approach, in which research analysts go through a period of close contact with the consumers in their habitat. A total of forty-two ethnographic interviews were conducted leading to the construction of this typology. In 1997 this study was updated through the conduction of new interviews with readers with the same profiles.
This essay is about the strategic thinking, intuitive feelings and analytical work behind the launch of one of Swedens most successful weekly magazines. It describes in steps the combination of factors which led to Amelias success. In short, you can follow the thinking process from the idea to the launching of the magazine.
This paper is a general postulation of the Internet as the newest medium of advertising. It discusses brief comparisons to traditional forms of advertising and the expected role of the Internet in the future. In addition, it exerts the importance of the Internet as an effective means of advertising and industry-to-consumer marketing.
It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertisements were tested among readers of womens magazines. Print ads containing positive emotional stimuli or humour were shown to arouse significantly more positive emotions than neutral ads. Emotion also plays an important role in the editorial content of magazines. Interviews with editors uncovered the various ways in which ah emotional editorial environment is provided, be it pleasure, the enjoyment of life, feelings of recognition or feelings of surprise and indignation.
This paper concerns the creation and use of a readers panel for Gruner + Jahrs three monthly womens magazines in Spain: Dunia, Cosmopolitan and Marie Claire.
This report is based on a study of month-by-month brand share movements for twenty leading packaged goods brands - consisting of ten top magazine-only and ten top mixed magazine and television advertisers - over a two year period, and used an analysis approach which focuses on a comparison of actual against expected brand shares, averaged across brands and grouped for sets of months according to the level of magazine advertising support for each brand individually.
This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondly, it addresses global issues from the perspective of publishers as transnational media vehicles. Finally, it will attempt to look into a crystal ball and look at the new challenges and opportunities facing publishers in times of rapid social, technological and media change.
This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying individuals who have a high potential for developing the brand; and doing so with the least possible waste in the titles available. Single source scanned data allows a third stage of the process: the confirming of marketing target after the campaign. It shows how targeting is crucial: the sooner we integrate the purchase behaviour and identify the best people to reach, the more efficient the campaign is. And targeting with precision and without waste is a key strength of magazines.
This paper describes the research dilemmas business titles have to face, with particular reference to the Financial Times. It shows how the Financial Times attempts to add value to the research it buys, how it goes about choosing which studies to invest in and gives a brief analysis of the strengths and weaknesses of some of the readership research on offer. The paper also gives some pointers on how the research business should market itself to potential clients and some suggestions about what media clients may be looking for from the research community in the future.
The paper describes the work that has been carried out in the field of electronic new media auditing by the Audit Bureau of Circulations, ABC //electronic and the International Federation of Audit Bureaux of Circulations (IFABC).