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Smiles & Faces - The art and science of magazine marketing

18 DESIGN SERVICES BY LUSH DESIGN, CONTACT US TODAY: website:www.lushdesign.biz telephone:+44 (0)1494 430617 PHARMACEUTICAL: MAGAZINES PROVIDE HEALTHY AD RESULTS AND ARE A KEY HEALTH RESOURCE Marketing Evolution found that magazines’ average cost per impact for purchase intent- phrased as an intention to talk to a doctor/physician - was almost half that of TV. To see how magazines produced the lowest cost per impact throughout the purchase funnel across 38 cross-media accountability studies. Magazines are a leading source of healthcare information according to a recent study from MediaVest. Among those who used each medium once a week or more for health and wellness information, 37% used magazines compared with 33% who used the internet. TELEVISION TELEVISION MAGAZINES MAGAZINES ONLINE NOT SIGNIFICANT ONLINE NOT SIGNIFICANT 100 56 $19.05 $10.67 MAGAZINES INTERNET 33% 37% PHARMACEUTICAL COST PER IMPACT Intent to talk to doctor/physician TV = 100. lower Index = Better Performance. Aggregate of 2 studies. PERCENT USING EACH MEDIUM ONCE A WEEK OR MORE OFTEN FOR HEALTH & WELLNESS INFORMATION 100 56 $19.05 $10.67 MAGAZINES INTERNET 33% 37% MAGAZINES UNDERSTAND AND MEET CONSUMERS’ NEEDS ✔ Magazines are seen as a trusted friend. ✔ Magazines are kept and referred to. ✔ Magazines are viewed as long term companions. Source: MPA Magazine Handbook 2010/2011 (USA) Source: 10 Things to Love About Magazines from The Professional Publishers Associaion (PPA) PRINT MAGAZINES: JUST WHAT THE DOCTOR ORDERED Source: MPA Magazine Media Factbook 2013/2014 (USA) 149 132 69 122 95 134 129 60 120 87 132 140 58 113 96 129 125 72 122 102 PRESCRIPTION DRUGS PHYSICAL FITNESS HEALTHY LIFESTYLE HEALTHCARE MAGAZINES INTERNET TV RADIO NEWSPAPERS Base: Top quintile of usage for each medium, adults 18+ *Includes internet magazine activity


Smiles & Faces - The art and science of magazine marketing
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