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Can journal advertising increase message retention (and sales)? |
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The addition of journal advertising to the marketing process is an extremely effective mechanism for
driving up message retention (and sales) for the brand being promoted…especially when a uniform campaign
is in place.
A uniform campaign is one in which the sales aid and journal ad complement each other, i.e., they share similar graphics and copy, and each prominently features one unique message which is believable and relevant. When all of these factors are in play, journal advertising can be an extremely effective medium for driving up message retention for the brand being promoted. This is clearly demonstrated in the media mix analysis shown below. For example, only 3% of the physicians who did not receive any promotion at all correctly linked Product X's message with the brand. However, among the MDs exposed to "print only", message retention jumped to 40% for a gain of +37 points when compared to "no promotion" at all. We also see an extremely large gain in message retention when print is added to "detailing only" ... +35 points. However, the most significant increase occurs when print is overlaid on "detailing with a sales aid" ... +43 points. ) Click on image for larger view The second example (Product Y) had a sales aid, journal ad and message that lacked synergy. Further, not only was the main message not presented in its entirety in either the aid or ad, it had to compete with other statements that were shown more prominently (and frequently) in both the aid and the ad. The end result was that the message scored low across the entire "Media Mix" spectrum. In addition, the increases obtained in message retention when print was added to the marketing mix were minor. The problem was not the medium (print), but rather a disconnect in the overall promotional campaign. ) Click on image for larger view |
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