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Measuring Media Effectiveness: Assessing Media ROI throughout the Purchase Funnel

By Commissioned by Magazine Publishers of America (MPA) and conducted by Marketing Evolution


"Magazines dominate two crucial stages of the purchase funnel: brand familiarity and purchase intent."

Year: October 2008

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

Methodology: An aggregation of 38 advertiser-commissioned cross-media accountability studies from late 2004 to mid-2008 (this study builds on Marketing Evolution's 2006 analysis by adding 18 new studies). The studies measure media impact across select stages of the consumer purchase decision-making process, focusing on big categories, including automotive, entertainment, electronics and pharmaceuticals.

Metrics: Return on Investment (ROI).  Marketing Evolution’s ROI-based model examines impact and efficiency calculated via three interrelated measures: the average number of people influenced by an ad, the number influenced per $1,000 of advertising spending, and the cost per individual impact.

Independent Variables:
  • Online ads (banners and rich media)

  • Note: Television was the dominant element in the advertising mix. Overall, the average budget allocation consisted of 80% in television, 15% in magazines, and 5% in online.

    Dependent variables:


    Top Line Results:

    Brand Awareness (how consumers become aware, via ad exposure, of the existence of a particular brand):

    Brand Familiarity (the degree to which advertising increases the percentage of consumers who say they know a brand):

    Purchase Intent (the most important stage of the purchase funnel where the consumer indicates how likely he or she is to purchase a product or service): 

    Across the Funnel:

    Take Aways:



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

    Source:  MPA's Measuring Media Effectiveness: Assessing Media ROI throughout the Purchase Funnel.