A recent study by the Newspaper Marketing Agency found that advertising in national newspapers as well as with TV commercials helps cultivate more brand loyalty. The two-year study found that advertising in national newspapers is an effective and “underused” medium for brands.
The NMA, in partnership with brand communications research agency Hall & Partners, carried out 13 extensive, multimedia, in-market case studies across seven different categories for the £14m study.
The study found that brand commitment more than doubled when advertising on TV was coupled with newspaper advertising campaigns.
The campaign case studies were also linked to an analysis of purchase data from 13 million Tesco ClubCard holders, which showed that newspapers successfully drove an average sales increase of 6.3% during the campaign period. Higher exposure to the ad campaigns produced purchase increase figures as high as 14%.
"As the media environment changes and becomes more competitive advertisers are increasingly looking for hard evidence on the effects of different advertising mediums," said Maureen Duffy, the chief executive of the NMA,
"This study provides a tool-kit to re-evaluate their assumptions about the role of newspapers in brand advertising campaigns."
The research is the largest and most comprehensive brand study into ad effectiveness of newspapers ever undertaken in the UK.
The report may ease some industry worry in the search for concrete evidence that advertising in print is still a valuable endeavor in a market where an increasing amount of advertising is moving online.
Source: Media Guardian [Registration required]