Tuesday, October 13, 2009

Magazine ads outpace TV and online in driving consumer behaviour and attitudes

Magazine advertising is more effective at driving consumer behaviour and changing attitudes than TV or online, according to a study by the Dynamic Logic. As reported by Folio:, the new white paper says that magazines are the most cost-effective medium throughout the "purchase funnel" (def. the purchase process) when considering cost per person and the people influenced per dollar spent. Brand favourability is influenced more by magazines than online and TV, it added.

 The data was the result of a series of online surveys conducted by Dynamic Logic; the white paper aggregates the results  of 39 studies from 2004 to 2009, 10 of which have data on return on investment.

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