ppa ireland. agenda brief update on ppa ireland research objectives methodology key findings
TRANSCRIPT
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PPA IRELAND
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Agenda
• Brief update on PPA Ireland
• Research
• Objectives
• Methodology
• Key Findings
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PPA Ireland
• Formed in 1999
• 40 Publishers; 150 magazines across all category sector
• Our mission – to encourage, promote & raise professional standards amongst our members.
• Our recent activities have included:– PPA Ireland Magazine Awards
– Code of Verification of Circulation
– Industry Specific Training Programmes
– Research & Marketing
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Research - Background & Objectives
• Research already exists (TGI/JNRR/PPA UK/MPA)
• “Dig Deeper” about magazines in an ‘Irish’ context
• Understand better the relationship between consumers & their media and also between consumers & their magazines.
• Invest in our industry and prove to you what we believe to be true– that advertising in magazines works
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Research - Methodology
• In-depth interviews with media directors.
• 400 face-to-face in-depth questionnaires with consumers on the island of Ireland.
• Representative sample in terms of gender/age/ region/occupation.
• All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD.
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Research Criteria
• Wide ranging questionnaire encompassing:
– Consumer relationship to each media– Effects of advertising in each media.
– Specific magazine and print media.
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Consumer Relationship to
Each Media
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As A Primary Source of Information
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Media as Primary Source of
Information (First Preference)
48
18
14
8
41 1
0
5
10
15
20
25
30
35
40
45
50
%
Internet Magazines TV Newspapers Radio Direct Mail Outdoor
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Media That is Tailored to Meet My
Individual Needs
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Media That is Tailored to Meet My Individual Need (First Preference)
35
19
14
12
6
3 1
0
5
10
15
20
25
30
35
%
Mags Internet Newspapers TV Radio D.M Outdoor
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Media That Best Reflects Personal Beliefs and
Attitudes
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Media That Best Reflects Personal Beliefs and Attitudes (First Preference)
30
15
8 8
4 1 1
0
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
%
Mags Newspapers TV Radio Internet Direct Mail Outdoor
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A Media with Content that I am mostly
interested in
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A Media with Content that I am mostly interested in
32
20
18 18
7
1 1
0
5
10
15
20
25
30
35
%
Magazines Newspaper TV Internet Radio Direct Mail Outdoor
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Observations
• Compared to other media, magazines have a
closer,
more personal,more individualRelationship with their customers
“It’s a huge selling point. Magazines are consumed at a much more personal moment of your time.”
Media Director
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Effectiveness of Advertising in
Each Media
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Media That I Almost Always Actively Avoid
The Advertising
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Media That I Almost Always Actively Avoid The Advertising
5
7 7
1112
25
33
0
5
10
15
20
25
30
35
%
Magazines Outdoor Newspapers TV Radio Internet Direct Mail
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Media I Find Most Helpful as a Guide Before Purchasing
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Media I Find Most Helpful as a Guide Before Purchasing (First Preference)
33
19
18
14
5 1 1
0
5
10
15
20
25
30
35
%
Mags Npapers Internet TV Radio Direct Mail Outdoor
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Media Where I Am Most Likely to Purchase as a
Direct Result of Advertising
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Media Where I Am Most Likely to Purchase as a Direct Result of Advertising
35
20
14
10
42
1
0
5
10
15
20
25
30
35
%
Magazines TV Newspapers Internet Radio Direct Mail Outdoor
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Media Where I Find Advertising Most
Relevant
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Media Where I Find Advertising Most Relevant
43
16
13
87 2
1
0
5
10
15
20
25
30
35
40
45
%
Magazines Newspaper TV Internet Radio Direct Mail Outdoor
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Observations
• Compared to other media, advertising in magazines is shown to be morecredibleand relevant.
• It can have a strong influence on the purchase decision.
• Compared to other media, magazines contain little or no advertising waste.
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Specific Magazine & Print Information
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Proportion Read
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Proportion of Newspapers Read
% of Newspapers Read
2
6 6
12
2019
14
10
4
7
0
2
4
6
8
10
12
14
16
18
20
%
10 20 30 40 50 60 70 80 90 100
35% of Readers read more than 70% of a newspaper
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Proportion of Magazine Read
12
34
1011
1516
11
27
0
5
10
15
20
25
30
%
10 20 30 40 50 60 70 80 90 100
69% of Readers read more than
70% of a Magazine
% of Magazines Read
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Where Read?
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Magazines vs Newspapers (Where Read)
80
70
8
17
7 6 58
0
10
20
30
40
50
60
70
80
%
Home Work Travelling Other
Magazines Newspapers
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Time Referred to Current Issue
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Magazines vs Newspapers (Time Referred to Current Issue)
78
37
0
10
20
30
40
50
60
70
80
%
2+Times
Magazines Newspapers
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Observations
• In relation to newspapers, magazines:
– Are significantly read more from cover to cover.
– Are “referred back” more often and therefore advertising works harder.
– Are read in a relaxed environment.
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Summary
• Compared to other media, magazines have a closer, more personal, more individual relationship with their customers.
• It is the medium that respondents felt best reflected their personal beliefs and attitudes.
• Advertising in magazines is shown to be more credible and relevant.
• Magazines can have a strong influence on the purchase decision.
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(continued)
• Compared to other media, magazines contain little or no advertising waste.
• In relation to newspapers, magazines:
– are significantly read more from cover to cover
– are ‘referred back’ more often and therefore advertising works harder
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Please consider these qualitative issues when planning your advertising media
budgets.
Thank you.