Sales

Proof of performance II
Examination by Taylor Nelson AGP of the impact of magazine advertising on purchasing behaviour.

Measuring Media Effectiveness - Comparing media contribution throughout the purchase funnel
To better understand the way media work together and the respective roles and effectiveness of each medium in motivating people to purchase products and services, Magazine Publishers of America (MPA) asked Marketing Evolution to examine existing cross-media accountability results and report its findings.

Market tests: sales effectiveness of TV + magazines
‘Sales Uncovered’
“Proof of Performance”: TV + magazines
USA: ‘Measuring Magazine Effectiveness’, MMA/MPA
UK: Cusson's 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

Awareness and purchase consideration: IPC’s Ad Track
What Adtrack did
Results for Awareness
Results for Purchase Consideration
Conclusion