The Print Campaign Analysis 

The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These advertiser-generated data also reveal that when advertisers used print magazine in combination with other platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital platforms work best when they are connected to powerful traditional media, such as print.

Publication: 
Magazine Publishers Assn.
Author: 
Millward Brown
Document Type: 
Research
Paywall: 
Free

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