More than 20 brands from a variety of sectors including food, drink and toiletries will be measured to work out the relationship between the time of exposure to a magazine ad and when a sale actually takes place.
Using new reader acculmulation data from National Readership Survey, TNS will determine the average return on investment for magazine advertising.
The resulting data will be analysed to provide an average sales uplift as a benchmark for what magazine advertisers can expect from their advertising. The research will also reveal how using magazines alongside point-of-sale material affects sales.
Ultimately, the research will endeavour to draw conclusions as to how magazines can generate sales and insight into what makes a successful ad campaign.
Phil Cutts, director of marketing and communications at PPA Marketing, said: "When it comes to proving that magazines can sell products we are not short of research or indeed case studies. Magazines categorically sell.
"What we don't have, however, is a comprehensive study that gives advertisers complete confidence in magazines as an advertising medium. Therefore, PPA has commissioned this research, which will provide advertisers with proof that magazine advertising is effective -- reassurance that is crucial to agencies and their clients."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
