Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Doesn't TV have the biggest bang for the buck? Even though TV may deliver far more GRPs, magazine ads achieve higher reach for less money than TV commercials to condition sufferers when reach is defined as campaign awareness. While DTC spending in magazines is considerably less than half that observed with TV commercials, magazines generate greater campaign awareness with less money. The table below, which is based on 22 consumer campaigns (22,000 sufferers), shows that a $15 million expenditure in consumer magazines generates higher campaign awareness than a $35 million budget for TV. However, the combination achieves greater awareness than either magazines or TV do on their own. Click for a larger image Do's and Don'ts  Do's   Include magazines in your DTC promotional program to generate high campaign awareness.  Dont's   Avoid campaigns in which magazine ads and TV commercials don't complement each other. Sources of Information  Core Messages  Sales Effort Professional Advertising  Promotional Campaigns  Consumer Advertising ROI/Maximizing Promotional Efficiency  FAQs Main Page Copyright© 2008 The Nielsen Company

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