Studies give 'thumbs up' to mags for ad awareness

Morris, Lindsay
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, ps16
Trade Publication
This article reports on the findings of the studies commissioned by the Magazine Publishers of America on the effectiveness of magazine advertising, released as of August 1999. Research companies Millward Brown and ACNielsen Corp. conducted the advertising effectiveness studies and released in Spring 1999. Millward Brown compared the effectiveness of TV and magazines alone, and then how they fared when used together to determine the amount of advertising awareness generated per dollar spent. ACNielsen examined purchase behavior of consumers exposed to specific magazine advertising campaigns compared with a group with no exposure to the print campaigns. The exercise was meant to determine if the advertisements actually generated product recognition and ultimately influenced consumers to buy. According to Christine Miller, executive vice president-marketing for MPA, the studies were initiated after advertisers challenged MPA to back its claims that magazines could build sales awareness. She said that both studies prove that magazines are a better buy for increasing consumer awareness.


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