HOW MAGAZINE ADVERTISING WORKS

8/8/2019 HOW MAGAZINE ADVERTISING WORKS.....

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CASE PRESENTATION ON PROVING THAT

MAGAZINEADSWORKS?

Group members :

Ketan chauhan 906

Nilesh Chitroda 907


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GIST OF CASE STUDY

For many years magazine focused most of their

attention on selling ads in their magazines and

devoted less attention to proving the ads were

effective.

So many media options are available, marketers now

want tangible proof that magazine advertising is

effective and can build brand awareness, help position

a brand, or actually deliver sales.

Magazine have typically promised advertisers

exposure or aces to well defined audience such asfashion conscious young women, sports obsessed men,

or automotive buffs.

Advertisers want proof that seeing an ad of Calvin

Kevin jeans in Cosmo makes readers more likely to

spend $80 to buy them.


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COND..

Magazine Publishers of America (MPA) spenthalf a million dollars investigating ways to prove

magazine effectiveness.

Studies found that boosting ad spending in

magazines increased short-term sales of products

and also generated more sales over time.

Improve sales combination of television and

magazine.

As Chris Miller, the head of marketing ,notes :

One of the most important questions for this

industry is the bottom line question does it

drives sales.????


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THE READER RELATIONSHIP

Magazines are an active medium with the reader

in control.

Different categories of magazines fulfill different

needs, they work in different ways. More than 90% of all pages are opened by the

typical reader.

The average page in a magazine is looked at 2.5

times by each reader.


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9 BASIC MEDIA NEEDS


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PEX (PAGE EXPOSURE CONCEPT)

PEX measures of the number of times the averagepage in a magazine is read or looked at by theaverage reader.

In effect, this means the average number of times areader will see a typical advertisement.

Thus the three questions that make up the PEXscore ask:

The number of different days on which any issuesof a named magazine were read or looked at, withinthe publishing interval (e.g. 7 days for weekly).

The number of separate issues read or looked aton the last day on which any issues were read.

The proportion ofpages opened on the last dayon which an issue was read (the proportion of thelast issue read if two or more issues were read that

day)


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READERSHIP ACCUMULATION

THROUGH TIME


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THEADVERTISER RELATIONSHIP

The intimacy between reader and magazine benefits

advertisers.

The stronger the reader's affiliation with the magazine as

a brand, the higher the level of endorsement that the

advertising receives from the magazine's personality.Advertising is seen as an integral part of magazines.

Relevant advertising is valued by the reader and

consumed with interest.

Readers screen advertisement in the same way as theyscreen the Editorial looking for items that interest,

catch the eye, entertain and inform.


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HOW READERS USE MAGAZINES

ADVERTISEMENTS


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CONTD..

Because advertisement are relevant and valued clutter isnot a problem in magazines.

Targeting with precision and without wastage is a keystrength of magazines.

Creative formats such as gatefolds ,textures, special

papers, samples and so on can create additional impactand interaction.

But it is wise to pre-test the creative executions so thatthey can communicate the intended message.

(about 60% of TV commercials are tested qualitatively andabout 30% are tested quantitatively. By contrast, only

about 30% of magazine campaigns are testedqualitatively and about 15% are tested quantitatively.)


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EVIDENCE THAT MAGAZINE

ADVERTISING SELLS PRODUCTS

Ad track survey proved that magazines can

generate movement in willingness to consider

buying the advertised brand. PPAsales uncovered data showed that

magazine was associated with an 11.6 % uplift in

sales of FMCG products, in money terms and

18.1 % in volume.


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% increase in sales


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CHANNEL PLANNING : POSITIONING

MAGAZINES WITHIN THE TOTAL MEDIA

ENVIRONMENT

Channel planning is a fresh way of looking at the

planning of communication campaigns.

In comparisons between six media: magazines,

newspapers, newspaper supplements, TV, radioand websites magazines lead in terms of

providing interesting information and being

tailored to users needs.

Advertising in magazines is seen more positively

then advertising in other media.

Magazines followed by the websites are the most

action oriented of the 6 media.


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ATTITUDES TOWARDS ADVERTISING IN EACH

MEDIUM


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SHARE OF ATTENTION


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MAGAZINES AND WEBSITES ARE ACTION

ORIENTED


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EXPERIENCING THE ADVERTISING


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What this demonstrates is that the internet has not displaced magazines,

even for information about computers and digital products.The new medium has come alongside computer magazines and added

new attributes, but words and images printed on paper and published in

magazine format still have something unique to contribute.


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MIXED MEDIA ADVERTISING

TV+ Magazine strategy will be more effective than a TV onlycampaign.

Magazines campaign create awareness at the very similarlevel of TV.

The AdTrack Study showed that the average awarenessachieved by 100 gross rating points in TV was 13 % and inmagazines the average was exactly the same.

When TV and magazines are being used together, it pays toput at least 25%-30% of the budget into magazines, according

to several studies. Television and magazine advertisements should run together

rather than at different times, so the messages can interactfor maximum synergy.

In times of recession, it pays to maintain or even increase

ones advertising instead of cutting it.


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MEDIA MULTIPLIER


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SALES EFFECTIVENESS OF TV +

MAGAZINES

Increase in sales


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BUDGET BETWEEN TV AND MAGAZINES


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VOLKSWAGEN PASSAT

The two media facilitated the transfer of ideas

from one medium to the other.

Exposure to print ads was able to increase

significantly the number of new thoughtsgenerated while seeing the TV commercial for the

2nd time.

Readers were able to pick up detailed

information such as : large interior space, the

engine power, the mileage etc.


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CASE STUDY : TOP GEAR &

MAZDA


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TOP GEAR AND MAZDAFAVOURITE DRIVES

"The BBC Top Gear Creative Solutions team

designed an engaging campaign that delivered

results. Top Gear was the perfect vehicle to target

our audience and the creativity and response to

the campaign proves how well the team knows its

audience.

Mel Sroczynski, Marketing

Communications Manager, Mazda


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THE CHALLENGE

The Top Gear Creative Solutions team was set the

task of creating a campaign that would launch the

new Mazda MX5 in the UK and also change the

perception of the car which suffered from identity

issues Top Gear creative team came up with an engaging

cross-media campaign to get Top Gear readers

interacting with the Mazda brand

Campaign centred on reader-generated advertorials

in Top Gear magazine, a purpose-built micro-site as

well as online display activity on topgear.com.

Addition to this, Top Gear magazine was distributed

to test drivers via Mazda dealers and at the show.


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THE BIG IDEA

It was also important to the client to get users

interacting with the Mazda brand and to

demonstrate the driving experience of the Mazda

MX5 Roadster.

This was achieved through reader-generated

advertorials in Top Gear magazine based on

Favourite Drives asking Top Gears audience to

submit their favourite driving routes in the UK.


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The campaign was shortlisted at the PPA, Media Week

and Campaign Awards


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INDIAN EXAMPLES


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Documents

HOW MAGAZINE ADVERTISING WORKS