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CASE PRESENTATION ON PROVING THAT
MAGAZINEADSWORKS?
Group members :
Ketan chauhan 906
Nilesh Chitroda 907
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GIST OF CASE STUDY
For many years magazine focused most of their
attention on selling ads in their magazines and
devoted less attention to proving the ads were
effective.
So many media options are available, marketers now
want tangible proof that magazine advertising is
effective and can build brand awareness, help position
a brand, or actually deliver sales.
Magazine have typically promised advertisers
exposure or aces to well defined audience such asfashion conscious young women, sports obsessed men,
or automotive buffs.
Advertisers want proof that seeing an ad of Calvin
Kevin jeans in Cosmo makes readers more likely to
spend $80 to buy them.
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COND..
Magazine Publishers of America (MPA) spenthalf a million dollars investigating ways to prove
magazine effectiveness.
Studies found that boosting ad spending in
magazines increased short-term sales of products
and also generated more sales over time.
Improve sales combination of television and
magazine.
As Chris Miller, the head of marketing ,notes :
One of the most important questions for this
industry is the bottom line question does it
drives sales.????
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THE READER RELATIONSHIP
Magazines are an active medium with the reader
in control.
Different categories of magazines fulfill different
needs, they work in different ways. More than 90% of all pages are opened by the
typical reader.
The average page in a magazine is looked at 2.5
times by each reader.
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9 BASIC MEDIA NEEDS
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PEX (PAGE EXPOSURE CONCEPT)
PEX measures of the number of times the averagepage in a magazine is read or looked at by theaverage reader.
In effect, this means the average number of times areader will see a typical advertisement.
Thus the three questions that make up the PEXscore ask:
The number of different days on which any issuesof a named magazine were read or looked at, withinthe publishing interval (e.g. 7 days for weekly).
The number of separate issues read or looked aton the last day on which any issues were read.
The proportion ofpages opened on the last dayon which an issue was read (the proportion of thelast issue read if two or more issues were read that
day)
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READERSHIP ACCUMULATION
THROUGH TIME
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THEADVERTISER RELATIONSHIP
The intimacy between reader and magazine benefits
advertisers.
The stronger the reader's affiliation with the magazine as
a brand, the higher the level of endorsement that the
advertising receives from the magazine's personality.Advertising is seen as an integral part of magazines.
Relevant advertising is valued by the reader and
consumed with interest.
Readers screen advertisement in the same way as theyscreen the Editorial looking for items that interest,
catch the eye, entertain and inform.
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HOW READERS USE MAGAZINES
ADVERTISEMENTS
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CONTD..
Because advertisement are relevant and valued clutter isnot a problem in magazines.
Targeting with precision and without wastage is a keystrength of magazines.
Creative formats such as gatefolds ,textures, special
papers, samples and so on can create additional impactand interaction.
But it is wise to pre-test the creative executions so thatthey can communicate the intended message.
(about 60% of TV commercials are tested qualitatively andabout 30% are tested quantitatively. By contrast, only
about 30% of magazine campaigns are testedqualitatively and about 15% are tested quantitatively.)
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EVIDENCE THAT MAGAZINE
ADVERTISING SELLS PRODUCTS
Ad track survey proved that magazines can
generate movement in willingness to consider
buying the advertised brand. PPAsales uncovered data showed that
magazine was associated with an 11.6 % uplift in
sales of FMCG products, in money terms and
18.1 % in volume.
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% increase in sales
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CHANNEL PLANNING : POSITIONING
MAGAZINES WITHIN THE TOTAL MEDIA
ENVIRONMENT
Channel planning is a fresh way of looking at the
planning of communication campaigns.
In comparisons between six media: magazines,
newspapers, newspaper supplements, TV, radioand websites magazines lead in terms of
providing interesting information and being
tailored to users needs.
Advertising in magazines is seen more positively
then advertising in other media.
Magazines followed by the websites are the most
action oriented of the 6 media.
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ATTITUDES TOWARDS ADVERTISING IN EACH
MEDIUM
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SHARE OF ATTENTION
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MAGAZINES AND WEBSITES ARE ACTION
ORIENTED
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EXPERIENCING THE ADVERTISING
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What this demonstrates is that the internet has not displaced magazines,
even for information about computers and digital products.The new medium has come alongside computer magazines and added
new attributes, but words and images printed on paper and published in
magazine format still have something unique to contribute.
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MIXED MEDIA ADVERTISING
TV+ Magazine strategy will be more effective than a TV onlycampaign.
Magazines campaign create awareness at the very similarlevel of TV.
The AdTrack Study showed that the average awarenessachieved by 100 gross rating points in TV was 13 % and inmagazines the average was exactly the same.
When TV and magazines are being used together, it pays toput at least 25%-30% of the budget into magazines, according
to several studies. Television and magazine advertisements should run together
rather than at different times, so the messages can interactfor maximum synergy.
In times of recession, it pays to maintain or even increase
ones advertising instead of cutting it.
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MEDIA MULTIPLIER
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SALES EFFECTIVENESS OF TV +
MAGAZINES
Increase in sales
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BUDGET BETWEEN TV AND MAGAZINES
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VOLKSWAGEN PASSAT
The two media facilitated the transfer of ideas
from one medium to the other.
Exposure to print ads was able to increase
significantly the number of new thoughtsgenerated while seeing the TV commercial for the
2nd time.
Readers were able to pick up detailed
information such as : large interior space, the
engine power, the mileage etc.
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CASE STUDY : TOP GEAR &
MAZDA
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TOP GEAR AND MAZDAFAVOURITE DRIVES
"The BBC Top Gear Creative Solutions team
designed an engaging campaign that delivered
results. Top Gear was the perfect vehicle to target
our audience and the creativity and response to
the campaign proves how well the team knows its
audience.
Mel Sroczynski, Marketing
Communications Manager, Mazda
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THE CHALLENGE
The Top Gear Creative Solutions team was set the
task of creating a campaign that would launch the
new Mazda MX5 in the UK and also change the
perception of the car which suffered from identity
issues Top Gear creative team came up with an engaging
cross-media campaign to get Top Gear readers
interacting with the Mazda brand
Campaign centred on reader-generated advertorials
in Top Gear magazine, a purpose-built micro-site as
well as online display activity on topgear.com.
Addition to this, Top Gear magazine was distributed
to test drivers via Mazda dealers and at the show.
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THE BIG IDEA
It was also important to the client to get users
interacting with the Mazda brand and to
demonstrate the driving experience of the Mazda
MX5 Roadster.
This was achieved through reader-generated
advertorials in Top Gear magazine based on
Favourite Drives asking Top Gears audience to
submit their favourite driving routes in the UK.
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The campaign was shortlisted at the PPA, Media Week
and Campaign Awards
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INDIAN EXAMPLES
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