Magazines -- are we cool, or what?
Best-selling marketing guru Rex Briggs says that magazines are the most consistent of all media in delivering both brand awareness and purchase intent. You don't get much better news than that.
According to a story in Ad Age, Briggs, the CEO of Marketing Evolution and co-author of the controversial new book What Sticks, told the American Magazine Conference that he set out to determine just which parts of their media mix were working for his clients (Ford Motor Co., Kraft Foods, Philips, Astra Zeneca and Procter & Gamble), and how each of the media worked together to deliver a marketer's goals.
His conclusion, after looking at 19 different studies his firm had conducted for various industries?
According to a story in Ad Age, Briggs, the CEO of Marketing Evolution and co-author of the controversial new book What Sticks, told the American Magazine Conference that he set out to determine just which parts of their media mix were working for his clients (Ford Motor Co., Kraft Foods, Philips, Astra Zeneca and Procter & Gamble), and how each of the media worked together to deliver a marketer's goals.
His conclusion, after looking at 19 different studies his firm had conducted for various industries?
TV was dominant in as a way to increase brand awareness. But magazines proved to be more effective at both brand awareness and purchase intent. Magazines were superior to both TV and online in driving purchase intent.
posted by D. B. Scott at
2:18 pm
0 Comments:
Post a Comment
Subscribe to Post Comments [Atom]
<< Home