This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
The character of media research is undergoing substantial change. The development and maturation of innovative tools and techniques contribute to this change, as does the emergence of the Internet as an alternative media option. From the perspective of one media type, print, this work examines some of the implications of two of these tools and techniques, in particular multi-media reach/frequency optimization and data fusion. Further, the consequences for traditional print of the inclusion of Internet media vehicles in multi-media reach/frequency optimization are explored.
This paper outlines and discusses the research implications of a new Print ad sales effectiveness brochure published in May 1999 and sponsored by publisher associations and publishers from many different countries. It is argued that collectively the material in the brochure makes the case for print advertising in a far more powerful manner than any Previous publication. The twenty-two research projects summarised show Print the winner in every case usually in combination with television and preference to television-only advertising. a print sales tool and for advertisers and agencies seeking to determine their best broad media strategies the material will be of great value. However it is argued that it actually underestimates the strength of the case for the print medium and makes only a limited contribution to our ability to make more informed planning decisions. The research tools are now in place to make it possible to move ahead on both these fronts.
This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention because they are directly under the control of the agency and brand manager. These two factors are considered in some detail, with special reference to print. The author proposes that when evaluating print campaigns much greater attention should be paid to various dimensions of them than is customary today.
The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising synergy, with sufficient advertising support, that were losing market share. Investigating this phenomenon led us to new insights into the way print advertising works, not least of which was that frequency was probably more important than reach or size in determining ad. effectiveness. The issue of frequency per se versus frequent exposure but using different creative treatments is explored with case studies supporting the thesis. The way forward is also briefly discussed with some suggestions.
At the end of 1993, Audipress, the Italian national readership institute, launched an experimental survey which, in addition to the main focus of the survey, readership habits, also examined general buying habits. The results have been available since the end of 1995 and were presented to users and advertising agencies in the spring of this year. This is the first official media-product based survey in Italy, and analysis of the results have indicated two important opportunities: - An improved awareness of print media in general, through a more detailed profile of readers, confirmation that big readers are also big and qualified consumers; - the possibility of new approaches to planning - thanks to a precise definition of the relationship between the reader and his behaviour with respect to products, the definition of more clearly focused targets for marketing objectives is possible.
In the last two years the amount of published diagnostic information on effective frequency has increased considerably. Most of this work, which challenges much current established thinking, has been concerned solely with television, but in itself this concentration of effort on a competitive medium is significant for publishers. A number of key studies of this type, with their conclusions, are described briefly. The recent work by Millward Brown for IPC Magazines Ltd is also concerned with frequency, but it focuses attention on the extent to which the impact of magazine campaigns can be increased by ensuring that individual creative treatments do not become over- exposed. This work is described and the conclusions drawn so far described. This Millward Brown work is breakthrough and very positive research for publishers, but it is argued that it needs to be seen as only the start of a programme of sales related experimental studies designed to explore the mechanics of print advertising campaigns. It is suggested that print has much to gain from such greater knowledge.
The paper will briefly present the electronic testmarket GfK-BehaviorScan. Two cases will show, how print advertising and TV advertising integrated in a media mix and enbedded in a complex marketing mix scenario, supported the market success of both a new and an established brand. The next part is concerned with the overview on a new technique in media research: the single-source-use of consumer behaviour and TV-audience data. The single-source- instrument MediaScan offers media planners the opportunity to analyse the media behaviour of different target groups. With the help of this combination, media planning can be optimized by using the TV contents of the environment that buyers of a brand actually prefer. The paper will finish with an outlook of the chances that the instrument offers for the application in the area of magazines.
The idea that a combination of print and television makes an advertising budget work harder than does television on its own has been well supported by a number of research studies in recent years. These research studies were drawn together under the auspices of FIPP in 1991 and published in a brochure titled The Media Multiplier: Increasing Sales Worldwide. This brochure has now been translated into 11 languages and has been widely circulated throughout the world. The benefit from mixed print and television advertising arises in two ways - from a) better targeting, that is spreading the advertising effort more evenly, especially against those people most likely to respond positively, and from b) an increase in the power of the communication achieved by the media mix. This paper briefly outlines these two factors, presents the limited information currently available on their relative importance and considers what further information is required to throw more light on this balance. It concludes with the suggestion that the findings of this further work could have very considerable implications for both the media selling strategies of publishers and the development of advertising and media research.
In 1991 The New York Times Company Women's Magazines released the Family Circle Study of Print Advertising Effectiveness. This was the first fruit of a joint effort begun two years earlier with Citicorp's POS Information Services Division, which had developed a unique and sizeable scanner generated database recording purchase behavior by household, and Simmons Market Research Bureau. The study used Citicorp's database to measure differences in actual purchase behavior between two groups of demographically matched households. The first group was known to have purchased, either through subscription or single copy sales, the April 21 1990 issue of Family Circle. The second group, though demographically matched to the first, was not known to have purchased the magazine. The study demonstrated a clear and marked relationship between magazine advertising and increases in sales of the advertised product. While definitive exposure to the advertising in Family Circle was the single variable in the study, the extent to which the Family Circle audience duplicates that of other magazine audiences is known from syndicated audience measurement. Hence we were able to calculate approximate magazine GRP's delivered to the two groups during the test period. On average, the test group received three times-the magazine weight as the control group, allowing us to fashion a compelling case for the use of effective magazine weight levels to impact product sales. As an outgrowth of the Family Circle Print Effectiveness Study, which looked at the short term effects of advertising on sales, we wanted to use the Citicorp database to look at the longer term effects of advertising schedules on sales. It is this study, The Family Circle Study of Schedule Impact, upon which this paper reports. This is actually the third in a series of studies undertaken jointly with Citicorp POS and Simmons. The second study, which essentially replicated the first, was completed earlier this year. The results of this study clearly demonstrate that the substantial volume effects of magazine advertising can be sustained over a prolonged period of time with continued magazine advertising
The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's viewpoint, has been a growth of sales promotion spending. This paper discusses the nature of these changes, with reference mainly to evidence from the UK. It considers how they are affecting media owners, and pays special attention to the opportunities which will arise for print advertising if the publishers adopt appropriate strategies.
This paper is a sample of five different approaches from a recent survey that I conducted, under the financial support of the Generalitat of Valencia (Spain), among some world leading experts on international electronic media.The electronic newspaper of the future will be the Screen Paper. Using technology already available, the Screen Paper opens new worlds of possibilities for both advertisers and journalists alike. The Screen Paper, says Roger Fidler, consist in a flat, flexible, touch-sensitive screen which receives digital information (from text or sound to animated graphics), displays it, and lets the user manipulate it according to his needs and interests.