{"id":5717,"date":"2016-07-18T08:35:46","date_gmt":"2016-07-18T07:35:46","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=5717"},"modified":"2016-08-23T15:33:44","modified_gmt":"2016-08-23T14:33:44","slug":"studies-van-adverteerders-bewijzen-print-advertising-verhoogt-aankoopintentie-het-sterkst","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/studies-van-adverteerders-bewijzen-print-advertising-verhoogt-aankoopintentie-het-sterkst\/","title":{"rendered":"TV+online+magazines: hoogste effectiviteit"},"content":{"rendered":"<p>Reclame werkt en magazines veroorzaken de hoogste stijging op &#8220;overtuigingsmetrics&#8221; als merkvoorkeur en aankoopintentie. Dat concludeert Millward Brown uit een analyse van meer dan 100 campagne-effectiviteitsonderzoeken.* Juist\u00a0in combinatie met tv en online zijn\u00a0print magazines zeer effectief. Online campagnes presteren dan ook beter samen met krachtige traditionele media als (print) magazines en tv.<\/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=\"679\" height=\"488\" 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: 679px) 100vw, 679px\" \/><\/a><\/p>\n<p>Magazinereclame (print) heeft de grootste positieve invloed op &#8220;overtuigingsmetrics&#8221; als merkvoorkeur en aankoopintentie vergeleken met andere media. <strong>Gemiddeld was de stijging\u00a0door magazines 7%\u00a0hoger dan bij online en 3%\u00a0hoger dan bij\u00a0tv<\/strong>. Er bleek overigens geen verschil te zijn van de effectiviteit van magazines tussen mannen en vrouwen.<\/p>\n<p>De combinatie print magazines, tv en internet scoorde in de meeste gevallen het beste. Print magazines met tv\u00a0had gemiddeld meer impact dan tv plus online. Meer zelfs: wie print toevoegt aan een tv-campagne zorgt voor een betere link tussen reclameboodschap en merk (merkattributie).<\/p>\n<p>Terwijl het punt van afnemende meeropbrengst na 4 contacten met tv en online bereikt wordt (d.w.z. dat de efficiency van elk volgend contact lager is dan het vorige), blijft de effectiviteit van magazinecontacten stijgen. Merkvoorkeur, aankoopintentie en associatie met de boodschap groeien, ook bij hogere, 5+ contactfrequenties. <strong>Dat betekent dat adverteerders hun ROI kunnen verbeteren door print magazines zwaarder in te zetten in het mediaplan. \u00a0<\/strong><\/p>\n<p>Meer info <a href=\"http:\/\/www.magazine.org\/sites\/default\/files\/MPA-PRINT-KEY-facts_1.pdf#overlay-context=print-campaign-analysis-key-findings\" target=\"_blank\">HIER<\/a>.<\/p>\n<p><em><span style=\"font-size: 12px;\">*\u00a0Millward Brown, gespecialiseerd in reclame-onderzoek, analyseerde\u00a0hun wereldwijde database van\u00a0resultaten uit adverteerdersonderzoek in de periode 2007-2015. De ruim 100 studies staan voor meer dan 250.000 respondenten.<br \/>\n<\/span><\/em><br \/>\nAndere artikelen over ROI en reclame-effectiviteit:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/lees-dit-niet-roi-magazines-blijkt-weer-de-hoogste\/\" target=\"_blank\">Lees dit niet: ROI magazines blijkt weer de hoogste<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/print-magazine-sales-guarantee-niet-verkocht-geld-terug\/\" target=\"_blank\">Print Magazine Sales Guarantee: niet verkocht? Geld terug!<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/waarom-werkt-magazinereclame-beter\/\" target=\"_blank\">Waarom werkt magazinereclame beter?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">Wat zegt neuroscience over magazinereclame?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/slechte-data-verstoren-mediamix-modelling-van-bureaus\/\" target=\"_blank\">Slechte data verstoren mediamix modelling van mediabureaus<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/academy\/topic\/roi\/\" target=\"_blank\">U wilt ROI. Echt?<\/a>\u00a0(Academy)<\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/schwarzkopf-mediaplanning-meer-magazine-media-meer-roi\/\" target=\"_blank\">Schwarzkopf mediaplanning: meer magazine, meer ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/roi-en-magazines-op-zoek-naar-de-optimale-mediamix\/\" target=\"_blank\">ROI en magazines: op zoek naar de optimale mediamix<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/magazines-media-minutes-roi\/\" target=\"_blank\">Magazine Media Minute: ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/nl\/gooi-geen-reclamebudget-weg\/\" target=\"_blank\">Gooi geen reclamebudget weg!<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reclame werkt en magazines veroorzaken de hoogste stijging op &#8220;overtuigingsmetrics&#8221; als merkvoorkeur en aankoopintentie. Dat concludeert Millward Brown uit een analyse van meer dan 100 campagne-effectiviteitsonderzoeken.* Juist\u00a0in combinatie met tv en online zijn\u00a0print magazines zeer effectief. Online campagnes presteren dan ook beter samen met krachtige traditionele media als (print) magazines&#8230;<\/p>\n","protected":false},"author":3,"featured_media":9749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[131,846,79],"class_list":["post-5717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-effectiviteit","tag-millward-brown","tag-roi"],"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: hoogste effectiviteit<\/title>\n<meta name=\"description\" content=\"Juist in combinatie met tv en online zijn print magazines zeer effectief. 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