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Accountability II: How Media Drive Results and Impact Online Success

By Magazine Publishers of America (MPA)


"This study shows that print ads are consistent performers --- with magazines adding an important influence to all segments of the purchase funnel, especially the most noteworthy category of purchase intent."

Date: 2007

Type of Promotional Material/Activity Tested: Magazines, Television, Internet, Newspapers

Methodology:  A sequel to Accountability: A Guide to Measuring ROI and ROO Across Media, this MPA paper presents an aggregation of cross-media accountability studies (performed by third-party firms such as Dynamic Logic/Millward Brown, Marketing Evolution, JupiterResearch, BIGresearch and others).

Top Line Results:

Complexity rating: 1 out of 3 (Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)

Source: MPA, Accountability II:  How media drive results and impact online success