{"id":5721,"date":"2016-07-18T08:39:33","date_gmt":"2016-07-18T07:39:33","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=5721"},"modified":"2016-08-23T15:36:20","modified_gmt":"2016-08-23T14:36:20","slug":"des-etudes-dannonceurs-le-prouvent-la-publicite-print-augmente-le-plus-lintention-dachat","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/des-etudes-dannonceurs-le-prouvent-la-publicite-print-augmente-le-plus-lintention-dachat\/","title":{"rendered":"TV+online+magazines : l&rsquo;efficacit\u00e9 la plus \u00e9lev\u00e9e"},"content":{"rendered":"<p>La publicit\u00e9 fonctionne et les magazines engendrent la plus forte augmentation sur des \u2018param\u00e8tres de persuasion\u2019 comme la pr\u00e9f\u00e9rence de marque et l\u2019intention d\u2019achat. C\u2019est ce que conclut Millward Brown sur base d\u2019une analyse de plus de 100 \u00e9tudes d\u2019efficacit\u00e9 de campagnes.* C\u2019est plus pr\u00e9cis\u00e9ment en combinaison avec la t\u00e9l\u00e9vision et l\u2019on-line que les magazines sont extr\u00eamement efficaces. Les campagnes en ligne enregistrent de meilleures performances lorsqu\u2019elles vont de pair avec des m\u00e9dias traditionnels puissants comme les magazines (imprim\u00e9s) et la t\u00e9l\u00e9vision.<\/p>\n<p><a href=\"http:\/\/www.printpower.eu\/UK\/Analysis-of-100-ad-studies-print-media-amplify-effectiveness\" target=\"_blank\"><img decoding=\"async\" class=\"alignnone wp-image-9180\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/10\/Graph_Print_media_analysis-1024x736.png\" alt=\"Graph_Print_media_analysis\" width=\"633\" height=\"455\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/10\/Graph_Print_media_analysis-1024x736.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/10\/Graph_Print_media_analysis-300x216.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/10\/Graph_Print_media_analysis.png 1028w\" sizes=\"(max-width: 633px) 100vw, 633px\" \/><\/a><\/p>\n<p>Compar\u00e9e \u00e0 d\u2019autres m\u00e9dias, la publicit\u00e9 magazine (print) a le plus grand impact positif sur les \u2018param\u00e8tres de persuasion\u2019 tels que la pr\u00e9f\u00e9rence de marque et l\u2019intention d\u2019achat. En moyenne, l\u2019augmentation due aux magazines est sup\u00e9rieure de 7 % \u00e0 celle due \u00e0 l\u2019on-line et de 3 % \u00e0 celle due \u00e0 la t\u00e9l\u00e9vision. Il s\u2019av\u00e8re par ailleurs qu\u2019en magazines il n\u2019existe aucune diff\u00e9rence d\u2019efficacit\u00e9 entre hommes et femmes.<\/p>\n<p>G\u00e9n\u00e9ralement, la combinaison magazines imprim\u00e9s, t\u00e9l\u00e9vision et Internet obtient les meilleurs r\u00e9sultats. En moyenne, les magazines print associ\u00e9s \u00e0 la t\u00e9l\u00e9vision g\u00e9n\u00e8rent plus d\u2019impact que la t\u00e9l\u00e9vision combin\u00e9e \u00e0 l\u2019on-line. Mieux encore\u00a0: ajouter du print \u00e0 une campagne t\u00e9l\u00e9vision permet de cr\u00e9er un meilleur lien entre le message publicitaire et la marque (attribution de marque).<\/p>\n<p>Alors qu\u2019en t\u00e9l\u00e9vision et en ligne le point de rendement d\u00e9croissant est atteint apr\u00e8s 4 contacts (ce qui implique que l\u2019efficacit\u00e9 de chaque contact ult\u00e9rieur est inf\u00e9rieure au pr\u00e9c\u00e9dent), l\u2019efficacit\u00e9 des contacts magazine ne cesse de cro\u00eetre. La pr\u00e9f\u00e9rence de marque, l\u2019intention d\u2019achat et l\u2019association au message croissent aussi en cas de fr\u00e9quence de contact plus \u00e9lev\u00e9e (5+). Cela signifie que les annonceurs peuvent am\u00e9liorer leur ROI en misant plus fortement, dans leur plan m\u00e9dia, sur les magazines imprim\u00e9s.<\/p>\n<p>Plus d\u2019info <a href=\"http:\/\/www.magazine.org\/sites\/default\/files\/MPA-PRINT-KEY-facts_1.pdf#overlay-context=print-campaign-analysis-key-findings\" target=\"_blank\">ICI<\/a>.<\/p>\n<p>D&rsquo;autres articles sur\u00a0ROI et effectivit\u00e9\u00a0:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/ne-lisez-pas-ceci-le-roi-des-magazines-savere-encore-le-plus-eleve\/\" target=\"_blank\">Ne lisez pas ceci : le ROI des magazines s\u2019av\u00e8re encore le plus \u00e9lev\u00e9<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/print-magazine-sales-guarantee-non-vendu-rembourse\/\" target=\"_blank\">Print Magazine Sales Guarantee : non vendu ? Rembours\u00e9 !<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/pourquoi-la-publicite-magazine-fonctionne-t-elle-mieux\/\" target=\"_blank\">Pourquoi la publicit\u00e9 magazine fonctionne-t-elle mieux ?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">Ce que la neuroscience nous apprend sur la publicit\u00e9 magazine<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/de-mauvaises-donnees-perturbent-la-modelisation-du-mix-media-des-agences\/\" target=\"_blank\">De mauvaises donn\u00e9es perturbent la mod\u00e9lisation du mix m\u00e9dia des agences<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/academy\/topic\/roi\/\" target=\"_blank\">Vous voulez du ROI ? Vraiment ?<\/a>\u00a0(Academy)<\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/media-planning-schwarzkopf-plus-de-media-magazine-plus-de-roi\/\" target=\"_blank\">Media planning Schwarzkopf : plus de m\u00e9dia magazine, plus de ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/a-la-recherche-du-mix-media-optimal\/\" target=\"_blank\">A la recherche du mix m\u00e9dia optimal<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/magazines-media-minutes-roi\/\" target=\"_blank\">Magazine Media Minute: ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/ne-gaspillez-pas-de-budget-publicitaire\/\" target=\"_blank\">Ne gaspillez pas de budget publicitaire<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La publicit\u00e9 fonctionne et les magazines engendrent la plus forte augmentation sur des \u2018param\u00e8tres de persuasion\u2019 comme la pr\u00e9f\u00e9rence de marque et l\u2019intention d\u2019achat. C\u2019est ce que conclut Millward Brown sur base d\u2019une analyse de plus de 100 \u00e9tudes d\u2019efficacit\u00e9 de campagnes.* C\u2019est plus pr\u00e9cis\u00e9ment en combinaison avec la t\u00e9l\u00e9vision&#8230;<\/p>\n","protected":false},"author":3,"featured_media":9749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-5721","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>TV+online+magazines : l&#039;efficacit\u00e9 la plus \u00e9lev\u00e9e - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"La combinaison magazines imprim\u00e9s, TV et Internet obtient les meilleurs r\u00e9sultats. 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