A new guide from Magazine Publishers of America offers a comprehensive view of the role of media in influencing consumer purchase decisions and online behavior. The report analyzes cross-media accountability data from 32 studies to determine each medium's effectiveness through the purchase funnel. The overall findings indicate that:
* Media synergy is important. Three media were better than two, and two media were better than one in generating results
* The combination of TV and magazines provided significantly more lift than did TV plus online
* TV and magazines produced the greatest lifts in ad awareness, with each medium contributing significantly more impact than online
* Magazines were by far the most effective in increasing purchase intent, with a significantly greater point increase compared to the next highest ranking medium in both studies
* Magazines were the most consistent performer in producing positive results in the most campaigns at all stages of the purchase funnel
Cumulative Media Drive Purchase Intent
Posted by jnelson under NewsFrom http://blogs.mediapost.com 6040 days ago
Made Hot by: on October 31, 2007 3:34 pm
Who Voted for this Story
Subscribe
“In the ever-evolving landscape of Search Engine Optimization (SEO),...”
“Rachel: Great to hear! Thanks for your kind words! :)
All the Best,
Martin...”
“Thank you, Martin. That's a fantastic motto... and I couldn't agree more!...”
“Lisa: Good to hear! Thanks for your response....”
“For sure, I know I did years ago when I was working for others....”
Comments
1362 days ago