|
Source:
Journal of Advertising Research, September 2007, 47(3), pgs. 313-325.
Type of Promotional Material/Activity Tested:
The relationship between consumer engagement across media (television, magazines, and the Internet), purchase intent and, ultimately, advertising receptivity using data from Simmons Market Research "National Multi-Media Engagement Study Wave 1" (October 9, 2006 - December 17, 2006). Simmons calculates where each media vehicle stands by asking consumers to react to a battery of about 40 statements.
Sample Population:
29,044 interviews with US adults were performed -- 12,361 from the television survey, 8,813 from the magazine survey, and 7,870 from the Internet survey. Then, a total of 16,610 respondents were interviewed with 41% completing one media survey and nearly 30% completing 3+ media surveys (in addition to a mandatory demographic survey).
Methodology:
Multivariate regression analysis of Simmons survey data.
Metrics:
Independent variables:
- Qualitative and emotional value of consumers involvement with a TV program, magazine or Internet site (Simmons' Global Engagement Dimensions):
o Inspirational – This media vehicle inspires me; I have an emotional connection.
o Trustworthy – This media vehicle is truthful; it does not sensationalize things.
o Life Enhancing -- I learn about new things from this media vehicle, helping me make better decisions.
o Social Interaction – This media vehicle provides conversation fodder.
o Personal Timeout -- The time I spend with this media vehicle is enjoyable and “time just for me”.
o Ad Attention/Receptivity – I am open to the ads displayed in this media vehicle for they are interesting and relevant.
Dependent variables:
Top Line Results
-
There exists a strong, positive relationship between media engagement -- the ability of a medium to help get consumers to notice and remember the advertising it carries -- and the reported likelihood of purchasing products advertised within a media channel.
-
Despite television, magazines, and websites inherent differences (content, presentation, style), engagement dimensions tend to follow the same fundamental pattern cross media. The authors note, “This provides some initial evidence that the link between engagement and purchase likelihood operates similarly across different media channels."
-
Overall Engagement and Purchase Likelihood shows a pronounced positive relationship across media channels. Magazines slightly edge out the Internet as the most engaging medium when it comes to purchase intention, while television displays a somewhat lower overall engagement, translating to a lesser purchase likelihood of advertised brands (Fig. below).
-
Similar to the results for Overall Engagement and Purchase Intent, the study demonstrates a relationship between Overall Engagement and Advertising Receptivity across the media channels. Magazines are the most engaging medium as related to consumer receptivity to advertising (Fig. below).
Take Aways:
The Simmons data analyzed in this paper is unique in that it evaluates consumer engagement levels across multiple media channels, thus lending itself to a fuller understanding of overall media channel synergies. Recognizing the correlation between positive consumer engagement with a media vehicle's content, and the increased likelihood of purchasing advertised products, is a key point for marketers with mixed-media strategies to take note of.
Magazines lead the way as the most engaging medium when it comes to advertising attention, receptivity, and purchase intent. The study also shows that engagement and purchase likelihood follow the same fundamental pattern across media channels.
Complexity rating: 2 out of 3 (complex statistical analysis scale: 1=none, 2=moderate, 3=difficult)
Freely available full-text of this article is not available.
|
