Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword or section
Like this
2Activity

Table Of Contents

EXECUTIVE SUMMARY
PEOPLE’S INTERESTS VARY
NINE BASIC MEDIA NEEDS
(A)THE READER RELATIONSHIP
1.PEOPLE HAVE A VARIETY OF INTERESTS AND NEEDS
TRUST: A FRIEND AND ADVOCATE
SUPPORT: HELP IN MANAGING OUR LIVES
STATUS: OUR SENSE OF POSITION, BELONGING AND CONFIDENCE
3.FOUR WAYS IN WHICH MAGAZINES DELIVER ENGAGEMENT
PARTICIPATION: A BRIDGE TO INTERACTIVITY
4.THE DRIVERS OF MAGAZINE READING
5.DIFFERENT TYPES OF MAGAZINE WORK IN DIFFERENT WAYS
6.THE PERSONAL CHARACTER OF INDIVIDUAL TITLES
MAGAZINES AS BRANDS
SELECTING A MAGAZINE THAT EXPRESSES ONE’S OWN SELF
EXAMPLES OF CLOSE RELATIONSHIPS
7.CLOSE RELATIONSHIP BETWEEN READERS AND THEIR CHOSEN MAGAZINES
EVOLUTION: KEEPING THE RELATIONSHIP FRESH
8.THE ‘MAGAZINE MOMENT’
THE READER’S REPERTOIRE OF MAGAZINES
SELECTING FROM THE REPERTOIRE TO MATCH THE MOOD
9. MATCHING THE MAGAZINE TO THE MOOD
PROPORTION OF ISSUE READ
SIMILAR PATTERNS IN OTHER COUNTRIES
11.REPEAT READING
PAGE EXPOSURES (PEX)
12.READERSHIP ACCUMULATION THROUGH TIME
13.HOW READERS USE MAGAZINE ADVERTISEMENTS
EFFECT OF INTEREST IN THE PRODUCT FIELD OR BRAND
WHAT AD NOTING MEASURES, AND ITS LIMITATIONS
14.ADVERTISEMENT NOTING
INDICES OF AD NOTING, BY SIZE, COLOUR AND OTHER FACTORS
AD CLUTTER IS NOT A PROBLEM IN MAGAZINES
EYES OPEN IN FRONT OF PAGE: THE REAL MEASURE OF NET AUDIENCE TO ADS
ADVERTISING: ESSENTIAL AND ENJOYABLE
15.ADVERTISERS BENEFIT FROM THE READER-MAGAZINE RELATIONSHIP
WOMEN’S STYLE/FEATURE MONTHLIES
WOMEN’S DOMESTIC MONTHLIES
WOMEN’S WEEKLIES
TELEVISION WEEKLIES
16.THE ‘PRESENTER EFFECT’
17.TARGETING IS A KEY STRENGTH OF MAGAZINES
18.CREATIVE EXECUTIONS TO MATCH THE MAGAZINE
DOUBLE PAGE SPREADS
PRINT TECHNOLOGY, TEXTURES AND SPECIAL PAPERS
SAMPLES, VOUCHERS AND GIFTS
SPONSORSHIP AND SUPPLEMENTS
ADVERTISEMENT FEATURES (‘ADVERTORIALS’)
19.CREATIVE FORMATS: IMPACT AND INTERACTION
INSERTS NOT LINKED TO AN AD
20.ACTION AS A RESULT OF SEEING MAGAZINE ADVERTISEMENTS
THE NEED FOR PRE-TESTING
INITIAL GUIDELINES FOR CREATING EFFECTIVE MAGAZINE ADVERTISEMENTS
21.PRE-TESTING MAGAZINE AD CREATIVE WORK
(C)EVIDENCE THAT MAGAZINE ADVERTISING SELLS PRODUCTS
WHAT ADTRACK DID
RESULTS FOR AWARENESS
22.AWARENESS AND PURCHASE CONSIDERATION: IPC’S AD TRACK
RESULTS FOR PURCHASE CONSIDERATION
HOW THE ANALYSIS WAS DONE
11.6% UPLIFT IN SALES VALUE
23.SALES UPLIFT AND ROI : “SALES UNCOVERED”:
18.1% UPLIFT IN SALES VOLUME
UPLIFT IN MARKET SHARE
WINNING NEW CUSTOMERS: BRAND PENETRATION AND WEIGHT OF PURCHASE
ROI: RETURN ON INVESTMENT OF £2.77
INTERNATIONAL EVIDENCE
24.MORE CASE HISTORY EVIDENCE THAT MAGAZINE ADVERTISING SELLS
25.‘CHANNEL PLANNING’ REPRESENTS A FRESH PERSPECTIVE
IPA TOUCHPOINTS
BMRB’S ‘COMPOSE’: 26 CHANNELS
26.INTEGRATED COMMUNICATION: THE RESEARCH NEEDS
IMPLICATIONS FOR MAGAZINE PUBLISHERS
27.ATTITUDES TO MEDIA: INFORMATION CONTENT AND TAILORING TO USERS’ NEEDS
28.ATTITUDES TO THE ADVERTISING IN EACH MEDIUM
ATTITUDES TO THE ADVERTISING IN EACH MEDIUM
29.OTHER ACTIVITIES WHILE USING MEDIA
SHARE OF ATTENTION
30.ACTIONS TAKEN
31.MAGAZINES FOR COURTSHIP
32.MEDIA EXPERIENCE STUDY: IDENTIFYING MAGAZINE ATTRIBUTES
EXPERIENCING THE MEDIA
EXPERIENCING THE ADVERTISING
THE WEBSITE EXPERIENCE
MAGAZINES AND WEB CROSS-REFERENCING EACH OTHER
DIGITAL MAGAZINES AND THE INTERNET
33.MAGAZINES AND THE INTERNET
SOURCES OF INFORMATION ABOUT COMPUTERS AND DIGITAL PRODUCTS
IMPROVING BRAND EQUITY
34.CUSTOMER MAGAZINES
INFLUENCING BRAND IMAGE
HOW PROFITABLE ARE PROMOTIONS?
35.MAGAZINES AND PROMOTIONS
37.TV+MAGAZINES: IMPROVED DISTRIBUTION OF ADVERTISING EXPOSURES
BENEFITS OF TV + PRINT, IN TERMS OF EXPOSURE AND TARGETING
‘MULTIPLYING THE MEDIA EFFECT’
38.TV+MAGAZINES COMMUNICATE BETTER THAN TV-ONLY
‘THE MEDIA MULTIPLIER’
A GERMAN MEDIA MULTIPLIER STUDY: FORD COUGAR
THE SYNERGY IS WORLD-WIDE
IPC'S AD TRACK
MPA'S 113-BRAND TRACKING STUDY
39.MAGAZINES EQUAL TV FOR CREATING AWARENESS – BUT DO SO AT LESS COST
40.MARKET TESTS: SALES EFFECTIVENESS OF TV + MAGAZINES
USA: “MEASURING MAGAZINE EFFECTIVENESS” (MMA/MPA)
UK: CUSSONS CAREX HAND WASH
UK: NIELSEN’S ‘STRATEGIES OF SUCCESSFUL BRANDS’
UK: KENCO FREEZE DRIED INSTANT COFFEE
GERMANY: BAUER AND HASSLOCH BEHAVIOURSCAN PANEL
USA: STAS of television and magazines
41.TV & MAGAZINE CAMPAIGNS: RECENCY PLANNING
THE SIGNIFICANCE OF THE NRS READERSHIP ACCUMULATION DATA
DIMINISHING RETURNS TO REPETITION
NIELSEN DATA ANALYSED BY JOHN PHILIP JONES
RE-PRESENTATION OF COLIN MCDONALD’S DATA
CARAT’S PENRITH PROJECT
ANDREW ROBERTS’ ANALYSIS OF SUPERPANEL
ARE ONE (OR TWO) TV EXPOSURES A WEEK ENOUGH?
CONSUMER BUYING BEHAVIOUR: CONTINUOUS
“MEASURING MAGAZINE EFFECTIVENESS” (MMA/MPA)
“THE 30/30 SYNERGY STUDY”: SOUTH AFRICA
42.HOW TO SPLIT THE BUDGET BETWEEN TV AND MAGAZINES
HASSLOCH BEHAVIOURSCAN PANEL
43.HOW TO FLIGHT THE TWO MEDIA
44.ADVERTISING IN A RECESSION
45.WEBSITE FOR ‘HOW MAGAZINE ADVERTISING WORKS’
REFERENCES
INDEX
ABOUT THE AUTHOR
0 of .
Results for:
No results containing your search query
P. 1
HMAW5

HMAW5

Ratings: (0)|Views: 95 |Likes:
Published by rtatya

More info:

Published by: rtatya on Nov 04, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

12/12/2012

pdf

text

original

You're Reading a Free Preview
Pages 4 to 22 are not shown in this preview.
You're Reading a Free Preview
Pages 26 to 77 are not shown in this preview.
You're Reading a Free Preview
Pages 81 to 114 are not shown in this preview.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->