More Media = More Results

October 25, 2007 on 7:44 am | In Advertising, Branding, Marketing, Media, Online, Promotion | No Comments

A new study from the Magazine Publishers of America reveals a blinding glimpse of the obvious to me. The study shows that a multimedia approach to marketing increases effectiveness. Duh.

Now the interesting part of this story is in the math, particularly when it comes to magazine advertising:

Magazine ads had a major impact on building web traffic, with a lift of more than 40% over the control group, on average

Including a URL address in magazine ads significantly increased web visits. When the URL was included, the percent change in visits tripled

For the Automotive category in particular, magazine ads had significant impact in driving traffic to the auto brands’ websites-with an average increase of seven points, representing an 85% lift, over the control group

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