Abstract:

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.