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What Makes Magazine Ads Successful For Entertainment Advertisers?

What Makes Magazine Ads Successful For Entertainment Advertisers?. Analysis of higher and lower performing magazine ads in field experiments (ROMO studies) in the entertainment category. . In market field experiments show the difference in magazine ad performance in entertainment.

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What Makes Magazine Ads Successful For Entertainment Advertisers?

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  1. What Makes Magazine Ads Successful For Entertainment Advertisers? Analysis of higher and lower performing magazine ads in field experiments (ROMO studies) in the entertainment category.

  2. In market field experiments show the difference in magazine ad performance in entertainment • Weak Performing Magazine Ad • NOT - High contrast of text and background. • Network Logo NOT well placed and stands out. • Clear day date and time call out… maybe. • No Headline capturing the essence of the story line • The stars (or subject matter) that define the show. Yes, but would have been better in competition uniform Strong Performing Magazine Ad High contrast of text and background. Network Logo well placed and stands out. Clear day date and time call out Headline capturing the essence of the story line The stars (or subject matter) that define the show | Background | Marketing Environment | Campaign Results | ROMO Analysis | Recommended Mix | Descriptive Analysis |

  3. Strong Print Creative Drove Increases in Purchase InterestIn Market field experiments (results not shown below) and ad diagnostics (shown below) both confirmed that “Manolos” ad performed better. “Manolos” creative outperformed “Some Like it Haute” across Ad Diagnostics • As with online, the use of iconic imagery in print creative can be a strong driver of Purchase Intent. Since the movie is about the friendship of the four women, the “Manolos” ad may be more successful in part because the four women together = Sex In the City in the mind of the consumer. • A more pronounced view of the DVD and Street Date may improve Awareness and Street Date Recall Date is buried “Manolos” “Some Like it Haute” Sample: US Females 18-49 | Orange Shading indicates significant differences

  4. How would you rate this magazine ad? • High contrast of text and background? (yes/no) • Network Logo well placed and stands out? (yes/no) • Clear day date and time call out? (yes/no) • Headline capturing the essence of the story line? (yes/no) • The stars (or subject matter) that define the show (yes/no) Answer: This ad performed well. The only weak spot is the day, date and time.

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