Patrick Hermie

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PatrickHermie
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(No Transcript)
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• Warsaw - March 18, 2005

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the magazines are losing
the situation
Trend Market Share Magazines
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Doelstelling
It is our mission to speak with one voice to
communicate assertively the shared know how
regarding magazines intrinsic values as an
advertising medium
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actionplan 2005

• MAGlab sales presentation
• MAGlab workshop
• Magazine facts
• Febelma B-to-B Ad Campaign
• MAGlab website
• MAGlab war planning tool
• MAGlab deals

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why magazines?
Communication power
Return on investment
Reach Continuity
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why magazines?
Communication power
Return on investment
Reach Continuity
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communication power
clutter in Belgium

• Average number of different campaigns running
• Per month
• Per week

800
300 to 400
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communication power
getting the attention

• AIDA is dead
• Attention? Interest? Desire? Action is no
  longer valid
• Welcome to the ATTENTION ECONOMY
• too many information sources
• too much advertising clutter
• the consumer is in command

gt NO INTEREST NO ATTENTION
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communication power
Belgian consumers attitude towards advertising
Source GFK WW Survey Belgium october 2003
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communication power
interest drives attention, not intrusiveness

• Upcoming trend
• 90 of PVR-users always or usually skip
  TV-advertising
• Only 16 of traditional TV-viewers claim to watch
  commercials
• Intrusiveness of the medium is no longer an
  argument? most effective

Source WARC Adweek, 14 October 2004, research
by MPG Nielsen Media Research (USA)
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communication power
magazines get the attention

• Multi-tasking
• What happens when people use two media at the
  same time?
• Guess which medium gets the attention!

Magazines Radio
Magazines Television
Source MediaTime study, Vlerick Leuven Gent
Management School, 2002
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communication power
magazines get the attention proof

• Using Magazines
• Cutting through the clutter

Source Medialogue, Stop/watch
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the nature of the medium
Outdoor
Video
Magazines
ME
Newspapers
Radio
Cinema
TV
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.
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MAGAZINES the LOVEmedium
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why magazines?
Communication power
Return on investment
Reach Continuity
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can advertising sell?

• Advertising can have a short term effect on sales
  (John Philip Jones, 1995)
• A single exposure can strongly influence which
  brand is purchased.
• A single exposure in the week before purchase
  has a far greater effect on sales than what is
  added by more exposures.

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can advertising sell?

• Its the facts of life that creates needs(Erwin
  Eprhon, 1998)

Its what happens to people, an empty cereal
box, a broken dishwasher, a nasty cough, that
gets them to make a purchase, not the
advertising. Ready to buy is more important
than number of messages
The consumer will only be interested when in
the market for the advertised product
Source Talking paper - The Ephron Letter
november 2003 (www.ephrononmedia.c
om)
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can advertising sell?
when to advertise?
Ready-to-buy is more important than the number
of messages !
durables
semi-durables
fast-moving
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can advertising sell?

• Reaching people who are ready-to-buy choose
  continuity over bursts
• Every week purchases happen, so plan for as many
  active weeks as possible
• Gaps between bursts are windows of opportunity
  for competitors to attack

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can advertising sell?
choose continuity

• Frequency planning
• Emphasis on repetition in a short period
• gt Bursting
• Recency planning
• Reaching the consumers that are in the market
• gt Reach Continuity

Source Talking paper - The Ephron Letter
november 2003 (www.ephrononmedia.c
om)
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can advertising sell?

• Reaching people who are ready-to-buy choose
  continuity over bursts

• choose more reach over more repetition
• No one knows which consumers are ready to buy,
  so try to reach as many different consumers as
  possible
• One exposure is enough to convince people who
  are ready-to-buy (open for your message)

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can advertising sell?
choose reach
9 Belgians out of 10 read Magazines
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Plan for maximum continuityand maximum
reachinmagazines
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magazines are
the ideal continuity medium

• Magazine build up audience over time
• One insertion in a magazine is seen by different
  people in several weeks

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magazines
the mattress model

• Reaching people who are ready-to-buy choose
  continuity over bursts choose more reach over
  more repetition

? use magazines as your safety mattress
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magazines
the mattress model
300
250
200
GRP
150
100
Safety Mattress
50
0
0 1 2 3 4 5 6 7 8 9
10 11 12 w
weeks
magazines
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magazines
the mattress model

• Use frequency burst for other goals product
  launches short term promotions or events

? use magazines as your spring mattress
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magazines
the mattress model
300
250
200
GRP
150
100
50
Safety Mattress Spring Mattress
0
0 1 2 3 4 5 6 7 8 9
10 11 12 w
weeks
Magazines Short Term Media
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conclusion
The new role of magazines

• MAGAZINES are the ideal medium for recency
  planning

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why magazines?
Communication power
Return on investment
Reach Continuity
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le ROI is the KING

• ROI Return on Investment
• An advertiser will only invest (part of) his
  communication budget in magazines if he can be
  assured that there will be an effect on
  awareness, image,and most important on SALES !

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effect on ad awareness
the NIVEA haircare case
Source. Medialogue, Media Mix Measurement 2003
Personal Care
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effect on sales
the Belolive case
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effect on sales
the Belolive case
magazines
magazines
television
television
Source. Nielsen CIM MDB
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magazineADVERTISING sells
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actionplan 2005

• MAGlab sales presentation
• MAGlab workshop
• Magazine facts
• Febelma B-to-B Ad Campaign
• MAGlab website
• MAGlab war planning tool
• MAGlab deals

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the WAR planning tool
whats in a name?

• Weekly Average Page Reach

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the WAR planning tool
the ARF research model
Vehicle distribution
Vehicle exposure
Advertising exposure
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the WAR planning tool
existing media planning tools do not show reality
Planning period

• Plan evaluation shows results as if all
  opportunities to see happen within the week of
  publication
• This does not help media planners to plan the
  mattress and understand the impact and effects
  of a magazine campaign

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the WAR planning tool
show real distribution of contacts
Delayed contacts helps continuity
Planning period

• Showing advertisers the results they can expect
  each week makes the evaluation of magazine
  campaigns more tangible

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the WAR planning tool
what about the NRS?

• WAR will NOT replace the National Readership
  Survey (CIM)
• The National Readership Survey (CIM) how many
  people read the magazine in an average week?
• WAR when and how do these readers read the
  magazine?

? OTS Opportunity to See
? PTS Probability to See
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MAGlab

• A new drive
• New sophistication
• A new offer

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• Warsaw - March 18, 2005

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