Phil Cutts

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PhilCutts
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Print sells!Magazine campaigns can sell products

• Dr. Adrian Weser
• Bauer Media KG, Research Media Marketing
• VDZ/FIPP Research Committee
• Warsaw 17 / 3 / 2005

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Print sells!Magazine campaigns can sell products
Phil Cutts PPA Marketing Director PPA/FIPP
Research Committee Warsaw 17 / 3 / 2005
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Dr Adrian Weser
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Me
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Contents

• Introduction
• Case Study
• German experience Learnings for successful
  marketing

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The image problem of magazine advertising

• TV "need to have"
  effectiveness, moves people via
  emotion, TV sells
• Magazines "nice to have"
  awareness, image, target groups, "soft factors"
• Source VDZ / Emnid 2000

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The Message

• Magazines offer the complete performance spectrum
  for advertising
• Advertising in magazines works
• Especially Print sells!

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(No Transcript)
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Examples from other countries
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RegioTest Zewa - Casestudy
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• RegioTest Model

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Advertising effectiveness
Model

• Market position
• Product quality
• Price policy
• Distribution

• Advertising awareness
• Brand awareness, image
• Intention to buy

• Media spendings
• Media strategy
• Media mix (TV,PM)
• Creative Concept

• Sales
• Turnover
• Market share

• Competitors

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Advertising effectiveness
Model

• Advertising awareness
• Brand awareness, image
• Intention to buy

• Market position
• Product quality
• Price policy
• Distribution

• Media spendings
• Media strategy
• Media mix (TV,PM)
• Creative Concept

• Sales
• Turnover
• Market share

• Competitors

RegioTest factors have an effect on sales /
factors vary during the campaign / data available
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Thesis Print sells!
Model

• Sales effects
• Fast moving consumer goods
• Modelling

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Test- and control area
Model
Test area
Control area
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• The paper towel market

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Buying potential

• Paper towels are used widely in German
  households. 91 of households purchase paper
  towels and this means 32 million purchasers!
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• Were talking here about an obvious price-war
  market. Whats standing in the foreground is
  
  
• 79 ( 25 Mil.) lower prices
• 21 ( 7 Mil.) quality and brands
• Source VA 2004

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Market share 2003/2004


The market
other 4
Brand C 4
Brand B 9
Zewa 10
Trademarks 73

• Basis Value, July 2003 June 2004, total 396
  Mil.
• Source AC Nielsen CATCOM Trade panel

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• The Zewa Wisch Weg Campaign

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TV national budget
Campaign

2003
2004
Source Nielsen Media Research
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TV and Print budget-Zewa / Test region (North)
Campaign

Print share 28
2004
Source Nielsen Media Research
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Print motive
Campaign
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Magazine placements
Campaign
Period June - September 2004 Target group
results Women, 25 to 55 years of age Coverage
54 OTS 5.1 GRP 279
auf einen Blick 7x Fernsehwoche 7x TV Hören und
Sehen 7x TV klar 7x tina 7x bella 7x Laura
7x TV Movie 3x tv14 3x Maxi 2x

• Titel Frequenz

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• Results
• - Analysis Test / Control area
• Magazines ( price distribution
  competitors)
• - National-level analysis
• TV ( price distribution
  competitors)

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Analysis test- / control areaeffect of factors
Explained variance 68
Spendings print Zewa
Distribution Zewa
Price Zewa
Price brand B
Distribution brand C
Price brand C