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Marketers that want to influence consumer behavior may do well to reconsider the amount of spend they’re putting into print advertising.
According to a new study of magazine advertising ROI by Marketing Evolution, magazines are more cost-effective than TV and even the internet to influence consumers, writes MediaPost.
In terms of brand awareness, magazines were almost even with TV in terms of effectiveness, with 100 people per $1,000 of ad spending coming to be aware of the existence of a particular brand via TV and 91 people becoming aware of a new brand via magazines. In terms of brand familiarity, magazines were almost twice as effective as TV and online in number of people reached per $1,000 spent.
Magazines were also tops in terms of purchase intent, influencing 145 people per $1,000 of ad spend compared to 100 for TV and just 68 for online.
The Marketing Evolution study is an ongoing meta-study, culled from 38 different studies commissioned by various clients over the past several years.
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