The Role of Media in Influencing Consumer Purchases
An article from the Center for Media Research covers a new guide from Magazine Publishers of America that offers "a comprehensive view of the role of media
in influencing consumer purchase decisions and online behavior" by analyzing data from 32 studies to
determine each medium's effectiveness through the purchase funnel.
The overall findings indicate that:
The overall findings indicate that:
- Media synergy is important - three media were better than two and two media were better than one in generating results
- The combination of TV and magazines provided significantly more lift than did TV plus online
- TV and magazines produced the greatest lifts in ad awareness, with each medium contributing significantly more impact than online
- Magazines were by far the most effective in increasing purchase intent, with a significantly greater point increase compared to the next highest ranking medium in both studies
- Magazines were the most consistent performer in producing positive results in the most campaigns at all stages of the purchase funnel
Key findings relating to the contribution of magazine ads to building web traffic:
- Magazine ads had a major impact on building web traffic, with a lift of more than 40% over the control group, on average
- Magazine ads generated web traffic at each stage of the purchase funnel, especially purchase intent
- Including a URL address in magazine ads significantly increased web visits. When the URL was included, the percent change in visits tripled
Posted by Universal Ad
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