Magazines are read when the readers want to relax, get inspiration and know more. But do magazines and the adverts included generate action? Do readers e.g. go to stores more often, do they open the Internet for additional information?
They main result of Magaz!nes can research was that adverts in magazines activate readers to a great extent. As many as 66 % go to the store and buy the product advertised in the magazine, as many as 34 % buy it from the Internet, and as many as 68 % open the product’s home page in the Internet to obtain more information after they have notices the advert in the magazine.
Magaz!nes can research studied:
The research was carried out in an Internet panel that was recruited by telephone in May 2009. N = 3000.
The research unravelled how the use of money will change during 12 months in nearly 30 product categories:
|Food purchases: workdays||Food pruchases: festive and pampering||Going to restaurants|
|Clothing and accessories||Shoes and bags||Jewels, watches|
|Cosmetics||Beauty services||Amusements (moovies, theatre etc)|
|Furniture||Garden, patio, balcony access.||Decorating textiles and access.|
|Home appliances||Entertainment electronics||Services bought to the home, e.g. cleaning serv.|
|Sports wear and shoes||Sports gear||Investments, deposits|
|Cruises||Holidays abroad||Short weekend vacations|
|Holidays in Finland||Spa holidays in Finland||Exercise services|
The role of the magazine was studied from three angles: emotion, information and action.
Emotion studied the readers’ opinion of the magazine, e.g. is the magazine profound, does it offer relaxation and does it boost the readers’ spirits.
Information studied does the magazine provide new perspectives, are the people presented interesting and does the magazine offer also good news.
Action studied does the magazine offer tips and advice dealing with everyday life, is it inspiring and does it provide tips and advice for purchases and major acquisitions.
In addition, the reactions aroused by advertising and editorial content were widely studied.
For more information, please contact our research depertment.
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