Word of mouth
Now, more than ever before, consumers are relying on people they know and trust to advise them on what to buy.
The role of magazines as a trusted agent, acting on behalf of the consumer by helping them edit choice within their lives, means that magazines have the strongest media influence on purchasing behaviour and act as a catalyst for personal recommendation.
Magazines readers are likely to generate 2-3 times more word of mouth recommendations than the average UK adult and these recommendations are more likely to convert into action than from the population at large (Ipsos Mori).
More information on this topic.
Targeting influentials - A study of Word of Mouth
This research tests hypotheses that have been formed as a result of worldwide findings into Word of Mouth (WOM) and the role that media plays in driving it. In total the research covers 11 different product categories using a mixture of BMRB Omnibus surveys and TGI WOM analysis. The methodology used will be provided to agencies allowing them to replicate the PPA Marketing work for their own clients.
Passion and Power
This booklet forms part of PPA’s Revolution initiative – to give new help to planners faced with the challenges of getting brand messages across effectively in an era of growing advertising dilution.
Close relationship between readers and their chosen magazines
Magazines as brands
Selecting a magazine that expresses one’s own self
Examples of close relationships
Weak relationship: newspaper colour supplements/sections
Evolution: keeping the relationship fresh
Magazines and the internet
Experiencing the media
Experiencing the advertising
