The case for magazines and TV
The contribution that magazines could make to your existing TV advertising performance is significant.
In using a mixed schedule of magazines and TV you are likely to reach more consumers in an absolute sense, and to reach more of them when they are actually in your market and ready to buy your brand.
You are likely to communicate with them more effectively and over a longer period of time. Consequently, you will generate a significant increase in advertising awareness that in turn is likely to generate measurable uplift in sales.
And, all of these advantages are available to you without the need to increase your advertising investment.
More information on this topic.
Take a Fresh Look at Print
A collection of case histories and other evidence that supports the argument that print advertising should play a central role in all intergrated marketing communications. Published by the International Federation of the Periodical Press (FIPP).
The case for magazines - mixed media scheduling of magazines and television
- Increased effective reach of target market
- Communication benefits
- Consistency of advertising presence
- Improved advertising awareness
- Product sales
Magazines and TV
Of particular interest to magazine publishers are two competing media strategies: using TV only, versus combining TV with magazines.
TV+Magazines communicate better than TV-only
'Multiplying the Media Effect’
The Media Multiplier’
A German media multiplier study: Ford Cougar
The synergy is world-wide
Magazines equal TV for creating awareness – but do so at less cost
IPC's Ad Track
MPA's 113-brand tracking study
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
