Magazines: The best place for advertising.
Marketing Evolution's preformed a study that showed how using magazine advertising was more effective then TV or online advertising. Their study showed that by using magazines the consumers had more brand awareness, more brand familiarity, more brand imagery, and higher intent to buy then they did with TV and online advertising. This study shows that it is more worth while to put your advertising budget primarily towards magazine advertising instead of TV advertising.
I do understand how this does work. If you think about it with the Tivo and DVRs some people do miss the commercials. Even without that, people tend to do other things during the commercials just so they don't miss part of the show. So I see how some money would and is lost by using TV advertising.
Online ads can be just plain annoying. There are those that just pop up on your screen and you never can find the close button. Or you have the ones flashing and distracts you from what you're really on that site to do. These things can turn a consumer off on whatever product the advertiser is shoving into their face. There also is money lost there.
In magazines though, the consumer knows the ads will be there. The advertiser needs to learn to create an eye catching ad to get the consumer to actually stop and look or even just glance at the ad to get the gist of it. Also magazines are usually around for a while. They always seem to be everywhere. But with TV and online ads they change very frequently it can be hard to find that as again if you don't know the product name or company name.
I do agree with this research. I feel that, by looking at the research results, magazine advertising is a great way to spend your advertising budget. It produces the most results in terms of the consumer remembering anything about your product. Also magazines are longer lasting, so the consumer can go back and find the ad at a later time with a lot less ease then with trying to find a TV or online ad.
posted by heatherweaver @ 9:34 PM
2 Comments
2 Comments:
I completely agree that it makes sense to use magazines when it is so obvious from your post that the effect on the audience is much greater. The thing that is perplexing to me, however, is that magazine ads do not show the functionality of the product (in most cases). Ergo, I feel that magazine ads are a much better option for products that consumers are already familiar with, which allows them to use the medium to build a brand image, rather than any newer products that require an explanation on its purpose and proper use.
Good post. Of course, the consumer's interest in the magazine advertising has to be weighed against HIGH cost -- that's the problem. So it can't be the answer to everything. Also, duplication within any genre of magazines will be high. So, for the people who read a magazine, the ads will work. But reaching your universe will be difficult, so you'll need to balance with other media. Unless, of course, you can reach everyone in your universe with one magazine, which is pretty unlikely. But maybe Modern Ferret...
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