{"id":255,"date":"2016-07-26T08:22:17","date_gmt":"2016-07-26T07:22:17","guid":{"rendered":"http:\/\/www.magazinemedia.be\/research-magonomics-2\/"},"modified":"2016-08-22T09:29:02","modified_gmt":"2016-08-22T08:29:02","slug":"research-magonomics-2","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/research-magonomics-2\/","title":{"rendered":"&lsquo;Bonding&rsquo;, le secret d\u2019une publicit\u00e9 efficace"},"content":{"rendered":"<p>Les magazines et leurs lecteurs\u00a0: c\u2019est et \u00e7a reste une relation extraordinaire et \u2013 pour les annonceurs \u2013 particuli\u00e8rement lucrative. L\u2019\u00e9tude Magonomics (effectu\u00e9e par Mindshare, Ohal et la PPA) a davantage creus\u00e9 le lien entre un p\u00e9riodique et son lecteur. Chose plus importante encore\u00a0: on a pris sous la loupe l\u2019impact de ce lien sur les ventes. Conclusion\u00a0: les campagnes magazines cr\u00e9ent du \u2018bonding\u2019 (de l\u2019attachement) avec la marque promue. Plus que d\u2019autres m\u00e9dias.<\/p>\n<blockquote><p>\u00a0\u00bb Le \u2018bonding\u2019 est capital lorsqu\u2019un consommateur passe \u00e0 l\u2019achat. \u00a0\u00bb<br \/>\n<span style=\"font-size: 12px;\">Marius Cloete, Head of Strategy de la PPA<\/span><\/p><\/blockquote>\n<p>Voici quelques-uns des r\u00e9sultats les plus frappants\u00a0:<\/p>\n<p>Dans les magazines, les lecteurs remarquent tout aussi bien les annonces que les articles r\u00e9dactionnels\u00a0:<\/p>\n<ul>\n<li>ult\u00e9rieurement, 54 % d\u2019entre eux disent avoir vu certains contenus, que ceux-ci \u00e9manent de la r\u00e9daction ou d\u2019un annonceur.<\/li>\n<li>63 % des lecteurs passent \u00e0 l\u2019action (Net Action Score) apr\u00e8s avoir vu une annonce magazine.<\/li>\n<li>22 % envisagent d\u2019acheter un produit (contre 12 % face \u00e0 du contenu r\u00e9dactionnel).<\/li>\n<\/ul>\n<p>En outre, les magazines r\u00e9ussissent \u00a0\u00bb mieux que tout autre m\u00e9dia \u00a0\u00bb \u00e0 amener les consommateurs \u00e0 forger un lien avec les marques. C\u2019est un des facteurs primordiaux dans le processus de choix d\u2019un consommateur lors de l\u2019achat d\u2019un produit.<\/p>\n<p>Via le fameux outil BrandZ de Millward Browns, Magonomics d\u00e9montre en outre qu\u2019un investissement sup\u00e9rieur dans les magazines peut consid\u00e9rablement augmenter le \u2018bonding\u2019 sup\u00e9rieur. Les marques qui consacrent plus de 7 % de leur budget m\u00e9dia en moyenne aux magazines obtiennent des scores de \u2018bonding\u2019 sup\u00e9rieurs de 72 % \u00e0 ceux de marques disposant d\u2019un budget magazines inf\u00e9rieur.<\/p>\n<p><iframe src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/23193356\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les magazines et leurs lecteurs\u00a0: c\u2019est et \u00e7a reste une relation extraordinaire et \u2013 pour les annonceurs \u2013 particuli\u00e8rement lucrative. L\u2019\u00e9tude Magonomics (effectu\u00e9e par Mindshare, Ohal et la PPA) a davantage creus\u00e9 le lien entre un p\u00e9riodique et son lecteur. Chose plus importante encore\u00a0: on a pris sous la loupe&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9063,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&#039;Bonding&#039;, le secret d\u2019une publicit\u00e9 efficace - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"&#039;Bonding&#039;. 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