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INTRODUCTION
MAGAZINES
Mediamark Research Inc. (MRI) found magazine readers spend an average of 45 minutes examining each issue.
They also found that the top 25 magazines reach more adults than the top 25 television programs.
“HEY, DID YOU SEE THAT COOL AD?”
OBJECTIVE
Leverage equity of “curious strength” but differentiate it slightly to launch the new Altoids “Sours” product.
RESULTS
Within the first four weeks of the launch, advertising drove more than 500,000 visits to gonesour.com.
PRINT ADS
PRINT ADS
OBJECTIVE
Increase brand awareness and sales. Position Boeri as the experts and educate target without being preachy.
RESULTS
Campaign helped make Boeri, the smallest company in the category, the #1 brand in the snow industry.
PRINT ADS
OBJECTIVE
Create a soft spot for its rugged brand, increase awareness and grow sales.
RESULTS
Total brand awareness increased 14% among the key target group and net sales increased 4.7%.
OBJECTIVE
Launch an entirely new car company, a new car segment in the U.S., and sell two models. Be unique and focus on attributes that MINI could own.
RESULTS
Sales exceeded all expectations: 24,590 cars sold in the U.S. in 2002 -- 4,590 more than allotment.
PRINT ADS
Cahners Advertising Research found that the “remember seeing index” for
inserts was 54% greater than traditional ROP ads.
AD INSERTS
More consumers report that they purchase products as a direct result of
magazine advertising than any other media measured.
AD EFFECTIVENESS
Consumers cite magazines as the advertising medium they are least likely to ignore.
AD EFFECTIVENESS
Contrary to popular belief, people don’t mind getting these prolific pieces in the mail.
Research proves it.
SPECIAL DELIVERY
Americans who shop from catalogs spend an average $135 per order.
In 2003, catalog sales in the U.S. were estimated at $133 billion.
CATALOGS
DIRECT MAIL
REGULAR MAIL 76%
EMAIL 8%
TELEPHONE 7%
IN-PERSON VISIT 6%
NO ANSWER 4%
DIRECT MAIL
The DMA reported that in 2002, direct mail sales reached $634 billion.
Guess it’s not all junk mail after all.
CORPORATE COMMUNICATIONS
CORPORATE COMMUNICATIONS
The Lexus customer magazine goes out to more than a million Lexus customers
worldwide. 73% of readers share the publication with family or friends.
CORPORATE COMMUNICATIONS
CONCLUSION
“BUT WAIT, THERE’S MORE.”
Nothing engages like print.
And no one understands how important paper is to that experience better than Sappi.
