Mixed Media Planning

1
The Case for Consumer Magazines
2
The Nature of the Medium

• the targeted nature of magazines typically
  results in a close relationship between the
• magazine and the reader and inspires a high
  degree of active reader involvement.
• Henley Centre

Outdoor
Video
Public
Magazines
ME
No choice
Newspapers
Passive
Radio
Cinema
TV
3
The Close Relationship

• The reader has his or her own perception of what
  type of person he or she wishes to be.
• When a magazine closely chimes in with this
  self-image there is a high level of
  identification with the chosen magazine.
• There is a feeling of ownership, that this is my
  magazine, an informed friend.

The Research Business / National Magazine Company
4
The Close Relationship

• There grows a sense that My magazine helps me to
  become the type of person I want to be.
• Magazines are thus aspirational, enabling.
• The reader feels I therefore have a powerful
  trusting relationship with my magazine.

The Research Business / National Magazine Company
5
Advertiser Benefits

• The affinity between readers and their chosen
  magazines greatly benefits advertisers.
• The editorial / reader relationship is a
  one-to-one conversation, and in time it
• creates a bond of trust, of belief, expectation
  and empathy.
• It is through the quality of this relationship
  that an aperture or opening to the
• readers mind and heart is created, through which
  we advertisers can establish
• communication.
• Advertiser with Readers Digest.

6
The PPA Case for Magazines

• The case for mixed media scheduling of Magazines
  and Television.
• Benefits
• Increased effective reach of target market
• Communication benefits
• Consistency of advertising presence
• Improved advertising awareness
• Product sales

7
Complementary Media
8
Complementary Media
TV Commercial Impact Profile Vs Magazine
Readership Profile Magazines and Television are
highly complementary in their nature.
63
58
47
42
42
37
33
30
25
23
ABC1 C2DE 15-34 35-54
55
Female magazine readers / ITV viewers BARB /
NRS
TV
Magazines
9
Complementary Media

• The heaviest spenders are concentrated in the
  subgroups that see the
• least advertising with TV only strategies
• All Grocery shoppers
• Pop ITV Mags
• Heavy spenders 35 58 77 111
• Medium spenders 26 24 105 99
• Light spenders 39 18 121 79

TGI Heavy users of medium vs HW grocery shoppers
10
Improved Delivery
11
Improved Delivery

• More balanced schedule.
• Reduction in campaign cost per rating point.
• Coverage of more purchase cycles.

12
Magazine and TV Delivery
Source BRMB Mercury
13
Magazine TV Delivery

• Magazine cost per rating indexed against
  terrestrial TV cost per rating

ABC1 Main Shoppers
All Main Shoppers
Source Various buying agencies.
14
Magazine and TV Delivery
Source BRMB Mercury
15
Improved Delivery

• If the final 25 of the TV budget is redeployed
  in Magazines substantial additional coverage is
  delivered. 1 coverage added

Weight of ITV viewing
16
Improved Delivery

• The Implications
• More coverage
• More frequency
• 25 (minimum) increase in ratings (400-493)
• 90 increase in ratings vs light TV viewers
  (163309)
• Increase in coverage of Purchase cycles
• No additional costs

17
Communication
18
Communication

• Print magnifies the message.
• Over the last 20 years Multiplying studies have
  been undertaken to establish the benefit
• that a mixed media schedule of TV/Magazines
  brings to communication.
• We now have analysis of over 70 brand campaigns
  that broadly conclude print can..
• .

19
Communication

• ..Encourage more response to the TV commercial
• Lead people to view the TV in different ways
• Add extra information or messages
• Strengthen brand identification
• Focus on product oriented messages
• The Page and Screen nourish each other.

20
Communication

• Multiplying the Media Effect
• Intention of Action

PPA and Communication Research Ltd.
21
Communication

• Multiplying the Media Effect
• Relevance to consumer

PPA and Communication Research Ltd.
22
Communication

• Both media performed most effectively when used
  with the highest level of overlap.
• Communication drives this result.

Source MMA 2001 Econometric study into 186
brands over 7 year period
23
Communication

• Roger Sperry, the Nobel Prize laureate,
  introduced the concept of the two hemispheres
• of the brain, with their very specific functions

24
Communication

• The best communication stimulates both sides of
  the brain.
• TV and Magazines complement each other.

Still images Moving images
25
Magazines and Advertising Awareness
26
Magazines and Advertising Awareness

• IPC Adtrack
• It sought to establish a key principle
• The ability of magazine advertising to generate
  advertising awareness

27
Magazines and Advertising Awareness

• Adtrack and Ad Awareness.
• Magazines generate an average of 13 ad awareness
  per 100 ratings
• Exactly the same as TV!

28
Magazines and Advertising Awareness

• The Effectiveness of Magazines in the
• Media Mix.
• Magazines were discovered to generate ad
  awareness 3 times more costefficiently than
  television.

Source Millward Brown USA 2001
29
Return on Investment
30
Proof of Performance

• Analysis of 10 brands over a 24 month period
  advertised in magazines and TV.
• Purchase and media exposure data was from AGB
  Superpanel.
• TV TV and
• only Magazines (125k)
• Heavy Readers 103 114
• Light Readers 106 107
• Non Readers 104 100
• Total panel 104 108
• Readers of magazines increased by an average of
  11.

PPA/AGB Superpanel
31
Magazines Sell Product

• Gfk Hassloch BehaviourScan panel.
• In Germany a single source panel of 3,000
  households was used to track product sales
• recorded through scanner technology in local
  stores.
• Two media strategies tested over 12 months
• 100 Television
• 68 Television 32 Magazines

32
Magazines Sell Product

• The mixed media area outsold the
• TV-only strategy by 16.
• Most of the increase was due to weight of
  purchasing rather than greater market
  penetration.
• This was attributed to more powerful
  communication of the advertisers message.

33
Other examples

• Starcom Mediavest (2001) Print was shown to
  deliver 4 times the volume sales return
• per 100 GRPs compared to TV.
• JWT Magazines and TV areas outperformed TV only
  by 14 volume sales.
• John Philip Jones produced a measure of the
  ability of each medium to generate shifts
• in brand share. He discovered that households
  exposed to TV or Magazine advertising in
• the seven days prior to purchase accounted for
  18/19 more brand share in the week of
• exposure.

34
What could this mean to you?
35
What could this mean to you?

• An example of a TV only advertiser
• Millward Brown relationship between ratings
  delivered and awareness created
• Analysed the potential advertising awareness over
  a 12 month period
• Compared TV only to Magazines and TV

36
10 weeks / 800 ratings
37
16 weeks / 1,000 ratings
38
Awareness ROI
39
Conclusion

• What does this mean to you?
• More consumers see your advertising when they
  are ready to buy.
• They are exposed to your advertising more often
  across the year.
• Your brand is protected over more purchase
  cycles
• You generate more advertising awareness
• Your sales increase
• At no additional cost

40
The Case for Consumer Magazines
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