At the 1999 Worldwide Readership Research Symposium in Florence, Italy, the Magazine Publishers of America (MPA) presented the results of the first three initiatives in its advertising effectiveness research series, launched on behalf of the consumer magazine industry in the United States. The presentation included top-line findings from studies that quantified magazines’ ability to generate advertising awareness across a variety of product categories (Millward Brown), increase sales for packaged goods advertisers (ACNielsen), and produce a return on advertising investment for pharmaceutical marketers (Perq/HCI).
The following paper presents the top-line findings of the latest MPA initiative designed to measure magazine advertising effectiveness, and how magazine advertising works in a real-world media mix. The effort, in partnership with Media Marketing Assessment (MMA), is a comprehensive analysis that documents the volumetric impact and effectiveness of magazines on incremental sales using the latest marketing mix modeling techniques.

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