Unveiled by the Newspaper Marketing Agency. A three-year study conducted by research company Millward Brown into the effectiveness of national newspaper advertising shows that the combination of television and national newspaper advertising is a more powerful method of building brand image than either television or newspapers alone.
Oh really?
And it took a three year study to work that out?
But there is more
The study used neuroscience techniques to measure the brainwave patterns of respondents as they were exposed to newspaper and television advertising. This rather Orwellian-sounding stuff can best be described as a way of identifying the brain's unconscious point of recognition - the "a-ha" moment; 23,000 such moments were picked up during the study
Quantative, its like a mantra.
The language of aggression
So the bold conclusion that adding newspapers to television more than doubles the increase in brand commitment scores is a startling one. Brand impact increased by 72% and advertising impact by 200% on average across the whole study. These are not insubstantial rises and even the most hardened agency planners will find the results difficult to ignore.
I don't want to be "impacted" or "cut through" I want to be engaged!
The advertising industry has already started to believe that using media in combination can be more effective than using them on their own.
You just shake your head in disbelief.
Remember there are twice as many mobile phones in the world than there are TV sets. And if you want a sledgehammer rebuff on why this is a mephisto waltz read Rupert Murdoch addressing his peers Big media vs. The people. Rupert tells it how it is
Comments