ACNielsen HCI

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What's the most effective way to communicate a message to consumers...magazine ads or TV?

For the money spent, magazine ads communicate a product message better than TV.

The media mix analysis shown below indicates that magazine ads communicate a message better than TV. A review of 22 DTC campaigns evaluated and conducted by ACNielsen HCI shows that on average 15% of consumers correctly linked the message with the brand being advertised in magazines, while only 9% could connect the message with the product being promoted when exposed to just the TV commercial. However, message retention is at its peak (25%) when magazine and TV promotion are combined.

Of note, is that the average ad spend (22 campaigns) for those who just saw magazine ads was $6.8 million, while the average TV spend for consumers who just saw TV was $7.9 million. The average spend for those who saw both print and TV was $21.3 million.

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Do's and Don'ts

*Do's*
		Coordinate graphics and message across magazines, TV, radio and internet promotion.
		Consider DTC promotion to grow a market, especially if you are #1 in market share.
		Consider DTC TV when the target audience is large enough to provide a positive return-on-investment (ROI) with a 2% increase in product usage.

*Don'ts*
		Don't overuse TV if you are third or fourth in market share.

Sources of Information Core Messages Sales Effort
Professional Advertising Promotional Campaigns Consumer Advertising
ROI/Maximizing Promotional Efficiency FAQs Main Page


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