G+J’s Success Barometer shows mix of TV and magazine media creates superior involvement
Gruner + Jahr has developed a research tool that measures the advertising effect across multiple media. The Success Barometer study, Investigating effectiveness – a customer journey with the G+J Success Barometer, (Frank Vogel and Christoph Danne, G+J, 2013), measures the advertising effect across multiple media . It studies the customer journey from initial contact with the advertising through to purchase, and links this to the media exposure within each market segment.
The broad conclusion from campaigns studied so far is that a mix of television and magazine media (print and digital) creates superior involvement with a brand compared with television on its own.
Read the G+J’s synopsis: Investigating effectiveness – a customer journey with the G+J Success Barometer