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Qualitative Effects of Media on Advertising Effectiveness
Bobby J. Calder and Edward C. Malthouse
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The way a person experiences a magazine or newspaper can affect the way they react to advertising in the publication.
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Source:
Paper presented at ESOMAR/ARF Worldwide Audience Measurement (WAM), Geneva, Switzerland, June 13–18, 2004.
Type of Promotional Materials/Activity:
Magazines, newspapers
Sample Population:
4,347 magazine readers and 4,444 newspaper readers weighted to US Census using age, race, and gender.
Methodology:
Predictive modeling analysis of multi-scaled mailed survey.
Metrics:
Qualitative experiences reading a magazine/newspaper and attitudes towards an ad that is relatively “generic” and is not reflective of that magazine's or newspaper’s content.
Dependent variable:
Independent variables:
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44 newspaper and 39 magazine experience factors (thoughts and feelings)
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Bottled water consumption
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General interest in advertising appearing in magazine/newspaper
Top Line Results:
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Readers who expressed positive experiences with a magazine or newspaper also held favorable views towards the advertising in the publication; Positive experiences like “it makes me smarter” and “it keeps me up to date on things I try to keep up with” resulted in more favorable attitudes towards the bottled water advertisement.
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The results indicate a meaningful association between magazine and newspaper reading experiences and attitudes towards the advertisements featured within.
Take-Away:
To quote the authors: “This research demonstrates that the way a person experiences a magazine or newspaper can affect the way the person reacts to advertising in the publication. For example, people who find the stories in a magazine more absorbing also have more positive reactions to the advertising in the magazine. Therefore, other things being equal, an advertisement in a magazine that absorbs its readers is worth more to the advertiser than the same ad in a magazine that does not absorb its readers as much.”
Complexity rating of the original source: 2
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
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