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September 2004 | |
| Editor's note: You are receiving our newsletter, which provides research insights focusing on cross-media advertising. Dynamic Logic's "What's In The Mix" newsletter will highlight cross-media advertising "news you can use" and insights about multi-media campaigns. We welcome your feedback and hope you pass it along. |
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Comparing TV, Magazine and Internet Advertising Shows Incremental Impact and Specific Strengths
Dynamic Logic has conducted over 60 CrossMedia studies examining the branding impact of advertising campaigns utilizing multiple media. This body of
research includes over 15 studies that included magazine advertising in the mix. 
As seen in the accompanying graph, all three media-television, magazines, and Internet -are effective in increasing consumer awareness, preference,
and purchase intent. The figure above indicates the incremental contribution of each medium to five brand metrics. The Internet increase represents
the additional impact of online advertising on top of TV alone. The magazine increase denotes the change in each metric produced by adding magazine
advertising to TV and Internet.
These findings (from various product categories including Household, Consumables, Health & Beauty, and Automotive) are based on a small sample of
studies, which may affect the stability of the results. As more data become available, it will become possible to analyze the impact of media at a
greater level of detail, such as by product category or by the cost and relative return (as is done in Dynamic Logic's Cost Effectiveness Studies).
By Wayne Eadie In this contribution to industry learning, Dynamic Logic has analyzed advertising campaigns across varied consumer categories where magazines, Internet and TV are in the mix. Each medium's impact on branding is shown for several stages of communications process. The findings are consistent with a growing body of evidence that challenges how advertisers have allocated their funds. Importantly, they show that advertising has a positive contribution to the results, that media mix is valuable, and that magazines increase advertising ROI. The Dynamic Logic results support prior studies that speak to how magazines add value to the mix, specifically in their ability to influence purchase behavior. In this analysis, while television and Internet (defined as online advertising vs. the use of web sites for information gathering) are equally strong in aided brand awareness, and magazines hold their own with television in ad awareness at a level nearly twice that of the Internet, the real strength of magazines is shown in the difficult and critical area of purchase intent/consideration. Here, magazines' incremental effect is shown to be nearly twice as powerful as television and the Internet combined! Dynamic Logic's analysis provides additional evidence that magazines do not get the credit that they deserve, based on their ability to impact results. Wayne Eadie is Senior Vice President/Research for Magazine Publishers of America (MPA). He is responsible for initiating and implementing new research programs and methodologies for measuring the impact of magazines in the multimedia mix.
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