By studying the importance of ads in consumer purchase decisions, it was found that magazines by and large generate the strongest impact per dollars spent.
For example, Mark Baltazar, VP of BrandSpark International, says even with fewer dollars being spent on magazine advertising than television, magazines still had a bigger impact, particularly in consumer beauty product decisions, food purchases and auto purchases.
Television garners 61% of marketing dollars spent by the auto industry , while only 16% gets spent on magazine advertising. Yet magazines proved to be the most efficient channel, meaning that the per dollar magazine spend had significantly higher impact than the per dollar television spend.
Across all categories, advertising in magazines is an extremely efficient way for marketers to impact purchase intent.
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This research was gathered by BrandSpark International from a Cross-Media Connections Audit with Magazines Canada.