Newsweek Media Research Index

Intermedia Research: Media Effectiveness Research

1960-LIFE MAGAZINE - A CASE STUDY OF ADVERTISING EFFECTIVENESS FOR LIFE

For a new brand, an equal expenditure in each medium produced brand awareness scores of 7% for TV, 14% for newspapers and 25% for magazines.

1962 - AUDITS & SURVEYS FOR CBS TV NETWORK - TAKING THE MEASURE OF TWO MEDIA

A comparison of the advertising effectiveness of TV and magazines by measuring the audience response under normal conditions of exposure to parallel magazine ads and TV commercials for 13 products. The study showed that for all measurements TV outperformed magazines by a ratio of two or three to one.

1962 - AUDITS & SURVEYS FOR LOOK MAGAZINE - A STUDY OF ADVERTISING COMMUNICATION

Look subscribers and television viewers showed similar average levels of recall of advertising after potential exposure the day before interview. However, recall of specific copy points was different for the two media.

1963 - ABC-TV, LTD. - INTER-MEDIA COMPARISON

A British study to measure the recall of a magazine ad and television commercial for the same product, showing higher levels for TV.

1963 - AUDITS & SURVEYS FOR LOOK - COMMERCIAL REACH OF LOOK AND NETWORK TV

This is the first study to report 24-hour advertising recall figures for both subscribers and non-subscribers to a major magazine. The study showed slightly higher recall for ads in Look than for commercials on prime time TV.

1963 - DODDS I. BUCHANAN, U. OF COLORADO - HOW INTEREST IN THE PRODUCT AFFECTS RECALL: PRINT ADS VS. COMMERCIALS

Interest in the product significantly affected recall of magazine ads, but not recall of television commercials.

1963 - FOOTE, CONE & BELDING - EFFECTS OF TELEVISION VS. PRINT ADVERTISING ON ATTITUDES TOWARD A GROCERY STORE PRODUCT

Housewives were interviewed by phone the day after exposure to the advertising. Print and TV generated equal share-of-mind, but exposure to both media beat either medium by itself.

1965 - ABC RADIO NETWORK - THE YANKELOVICH REPORT

A study to determine patterns of radio listening, elements associated with effective radio commercials, the relative effectiveness of radio and television commercials and magazine ads.

1965 - W.R SIMMONS FOR LIFE - A STUDY OF ADVERTISING MEMORABILITY AMONG READERS OF LIFE MAGAZINE AND VIEWERS OF PRIME TIME TELEVISION PROGRAMS

Among total adults, net retention of television commercials (18%) was slightly higher than for magazine ads (15%). Among adults with household income of $8,000 +, this pattern was exactly reversed.

1966 - BMRB FOR J. WALTER THOMPSON (LONDON) - THE RELATIONSHIP BETWEEN PURCHASING PATTERNS AND ADVERTISING EXPOSURE

The first attempt to measure, day-by-day, housewivesÕpurchasing patterns and multimedia exposure by means of a diary, kept over 13 weeks. The study showed a cause and effect relationship between purchases and opportunities-to-see.

1966 - TRENDEX FOR NBC RADIO - IMAGERY TRANSFER

This study showed that over 70% of radio listeners could recall the video portion of TV commercials after hearing only the audio portion.

1967 - FOOTE, CONE & BELDING - EFFECTS OF DIFFERENT MIXES OF TELEVISION AND PRINT ADVERTISING

A mix of 75% TV/25% print was tested against a 50/50 mix. Awareness and attitude measures were higher for the 50/50 mix.

1967 - HERBERT E. KRUGMAN, MARPLAN - THE MEASUREMENT OF ADVERTISING INVOLVEMENT - THE PUBLIC OPINION QUARTERLY, WINTER 1966-67

Report of several small-scale studies concerning advertising involvement, including comparison of magazines vs. television.

1969 - DON BOWDREN ASSOCIATES - VERIFIED RECALL OF ADS IN FAMILY WEEKLY AND COMMERCIALS ON TELEVISION

The study indicated that ads in Family Weekly could do as well as, if not better than, commercials on TV.

1969 - HOOPER - RECALL OF TV COMMERCIALS AND MAGAZINE ADS

A telephone coincidental study that showed unaided recall of magazine ads averaged 34%; newspaper ads, 28%; prime TV commercials 19%; and radio commercials 14%.

1970 - GENERAL FOODS - TELEVISION VS. MAGAZINE ADVERTISING FOR FIVE BRANDS

For four brands, 1/3 of their TV budget was replaced by magazines ( 100% for a fifth). Sales, awareness, attitude and trial increased for three of five brands; it was a standoff for a fourth, and TV won for the fifth. Magazines tested were Life, Look and Reader's Digest. A landmark research study.

1969/1970 - GRUDIN/APPEL/HALEY FOR LIFE - ADVERTISING RECALL IN LIFE VS. TELEVISION - A SUMMARY OF THREE STUDIES

Next-day proven recall averaged 18% for magazines and 11% for TV.

1971 - INSTITUTE OF OUTDOOR ADVERTISING FOR GENERAL FOODS - A SALES EFFECTIVENESS TEST OF OUTDOOR ADVERTISING AND SPOT TELEVISION

When outdoor was substituted for spot television, with network TV remaining constant, brand share increased in the markets over the control markets.

1971 - MICHAEL L. RAY, ALAN G. SAWYER AND EDWARD C. STRONG - FREQUENCY EFFECTS REVISITED - JAR, FEB. 1971

Copy theme, color, shopping habits, knowledge of the brand, competitive advertising, can all affect the rat rate at which advertising is forgotten.

1971 - TELE RESEARCH FOR ABC, CBS & NBC NETWORKS - ACTION SPEAKS LOUDER THAN WORDS

In a test of 12 matched pairs of TV commercials and magazines ads, it was found that TV had an 82% advantage over magazines in product purchases per 100 shoppers.

1972 - HERBERT E. KRUGMAN, GENERAL ELECTRIC - WHY THREE EXPOSURES MAY BE ENOUGH - JAR, DEC. 1972

A paper suggesting that only three exposures are needed for advertising to be effective: the first arouses curiosity; the second, recognition; and the third, decision.

1973 - ROBERT C. GRASS, DAVID W. BARTGES AND JEFFREY L. PIECH FOR DU PONT - MEASURING CORPORATE IMAGE AD EFFECTS - JAR, DECEMBER 1972/JANUARY 1973

A report on the effect of Du Pont's TV and print advertising in changing the corporate image among people of up-scale demographics and among the rest of the population.

1973 - W.R. SIMMONS FOR GOLDEN WEST BROADCASTERS - COMMERCIAL IMPACT STUDY

A measurement of the relative commercial effectiveness (recall) of different kinds of radio and television stations. It was found that there is a difference by radio format and between radio and TV.

1974 - ROBERT C. GRASS AND WALLACE H. WALLACE FOR DU PONT - ADVERTISING COMMUNICATION: PRINT VS. TV - JAR, OCT. 1974

This study suggests that television is more effective at communicating an advertising message than print for consumer products, because of the amount of attention a person pays to advertising carried with each medium.

1975 - RUSSELL L. ACKOFF AND JAMES R. EMSHOFF - ADVERTISING RESEARCH AT ANHEUSER-BUSCH, INC. (1963-1968) - SLOAN MANAGEMENT REVIEW,WINTER 1975

Report of research program concerning advertising weight, scheduling and intermedia comparisons conducted over five year period for Budweiser beer. Test-control, multi-market design; evaluated by sales measures.

1975 - JACK D. HILL, OGILVY & MATHER - WHY THREE EXPOSURES MAY NOT BE ENOUGH - ANA, FEBRUARY 1975

A partial refutation of Herbert Krugman's three-exposure theory. Hill postulates that an "opportunity-to-see" is not a delivered exposure and that there are more delivered than received exposures.

1976 - ALAN SAWYER AND SCOTT WARD - CARRYOVER EFFECTS IN ADVERTISING COMMUNICATION: EVIDENCE AND HYPOTHESES FROM BEHAVIORAL SCIENCE - MSI REPORT (76-122)

Review of advertising and behavioral science literature concerning processes underlying carryover effects of advertising and factors affecting duration of effects, such as media type and schedule.

1977 - ALVIN A. ACHENBAUM - EFFECTIVE FREQUENCY - FROM ANA WORKSHOP, FEBRUARY 1977

Discussion of effective frequency concept in media planning. Review of relevant studies.

1977 - HERBERT E. KRUGMAN, GENERAL ELECTRIC - MEMORY WITHOUT RECALL, EXPOSURE WITHOUT PERCEPTION - JAR, AUG. 1977

Describes the functions of the right-brain (perception of images) and left-brain (reading ang and speaking) in advertising exposure, and argues that perception is very close to exposure. Krugman also reacts to Hill's 1975 article.

1977 - WILLIAM T. MORAN, ADMAR RESEARCH - MEDIA SCHEDULING PATTERNS: WHEN TO RUN, WHEN TO STOP AND FLIGHT - FROM AM ANA ADVERTISING WORKSHOP, MARCH 1977

Discussion of alternative media scheduling patterns, particularly pulsing vs. continuous advertising. Description of ADEFF media scheduling model to evaluate schedule alternatives, including case study example for one brand showing increased brand awareness after pulsing.

1977 - EDWARD C. STRONG - THE SPACING AND TIMING OF ADVERTISING - JAR, DECEMBER 1977

Discussion of advertising scheduling model related to brand seasonality. Based on analysis of data from two field experiments.

1978 - AMRB & BMRB FOR NEWSWEEK - A PROPOSAL TO STUDY THE RELATIONSHIP OF PROBABLE ADVERTISING EXPOSURE TO PURCHASE ACTIVITY - PREPARED BY STEPHEN A. DOUGLAS, TIMOTHY JOYCE, DON MCGLATHERY AND COLIN MCDONALD

Proposal to measure media exposure in magazines, newspapers, radio and TV, and product purchase by daily diary for twelve weeks. To examine short-term effects of advertising exposure on purchase behavior, under various media exposure conditions particularly magazines vs. other media.

1978 - OTMAR ERNST - NEW EVIDENCE ON HOW ADVERTISING WORKS AD MAP, FEBRUARY 1978 - FROM THE 1977 ESOMAR CONFERENCE, BERLIN

Findings concerning advertising frequency and single vs. multi-media advertising.

1978 - RUSSELL I. HALEY - SALES EFFECTS OF MEDIA WEIGHT - JAR, JUNE 1978

Discussion of matched checkerboard design for conducting media weight tests, illustrated by review of nine tests. The results of increased weight tests showed that the effects of the increase are felt immediately if at all and then level off; concludes this finding argues for more use of flighted or pulsed media schedules.

1978 - DON SUNOO AND LYNN Y.S. LIN - SALES EFFECTS OF PROMOTION AND ADVERTISING - JAR, OCTOBER 1978

Review of research program conducted by a major manufacturer for one of its leading consumer product lines. Based on purchase diaries from two panels of 1,000 households each over 18 month period. Analysis indicated consumer promotion was the most important factor affecting product sales; the net effect of advertising was substantial, but relative to consumer promotion was small.

1979 - JACQUES C. BOURGEOIS AND JAMES C. BARNES - DOES ADVERTISING INCREASE ALCOHOL CONSUMPTION? - JAR, AUGUST 1979

Analysis of various marketing and non-marketing variables and their relationship to alcohol consumption in Canada, 1951 to 1974, based on published data. Marketing variables included advertising expenditures in the major media. Concluded little evidence to support the claim that the amount of alcohol consumption per capita is influenced by the amount of advertising for alcoholic products.

1979 - GALLUP & ROBINSON - THE IMPACT OF COMPETITION ON ADVERTISING EFFECTIVENESS - ANA MEDIA WORKSHOP, MARCH 1977

Analysis of G&R scores for magazine ads and TV commercials, related to clutter in each medium. Findings: Lack of product protection in magazines is only a low-order influence on ad recall for most products. In television, lack of product protection is more of a negative than in magazines.

1979 - HARSHARANJEET S. JAGPAL, EPHRAIM F. SUDIT, AND HRISHIKESH D. VINOD - A MODEL OF OF SALES RESPONSE TO ADVERTISING INTERACTIONS - JAR, JUNE 1979

Paper concerning models of the cumulative effects of advertising. Includes results of test of MNH (multiplicative nonhomogeneous) models vs. more commonly used distributed-lag models; showing better fit with the MNH models.

1979 - MICHAEL J. NAPLES - EFFECTIVE FREQUENCY: THE RELATIONSHIP BETWEEN FREQUENCY AND ADVERTISING EFFECTIVENESS - ANA PUBLICATION

Comprehensive review of studies and case histories concerning advertising frequency and itits effects.

1979 - NEURO-COMMUNICATION RESEARCH LABORATORIES - FOR RADIO ADVERTISING BUREAU - BRAIN-WAVE MEASUREMENTS OF RADIO/TV COMMERCIALS

Study using brain wave measures to evaluate 18 radio commercials and two television commercials (pairs for two of the radio commercials). Conducted among a sample of 100 persons 12 years of age and over. Findings: radio commercials scored in the "high evaluation region"; for the two paired radio and TV commercials, radio scored higher than TV on Beta activity and the same on cortical evoked potential (CEP); radio had higher left hemisphere Beta and CEP measures, while TV had higher right hemisphere CEP measures.

1980 - JOHN R. ROSSITER - POINT OF VIEW: BRAIN HEMISPHERE ACTIVITY - JAR, OCTOBER 1980

Critique of Weinstein, Appel and Weinstein study of brain-activity generated by magazine ads vs. television commercials.

1980 - M.M. METWALLY - SALES RESPONSES TO ADVERTISING OF EIGHT AUSTRALIAN PRODUCTS - JAR, OCTOBER 1980

This paper develops a model in which sales are postulated to be related nonlinearly to advertising.

1980 - SIDNEY WEINSTEIN, NEUROCOMMUNICATION RESEARCH LABS, VALENTINE APPEL, SMRB AND CURT WEINSTEIN - BRAIN ACTIVITY RESPONSES TO MAGAZINE AND TELEVISION ADVERTISING - JAR, JUNE 1980

Report of experiment concerning the amount of brain activity generated by magazine advertising vs. television advertising, and the location of brain activity in the left and right hemispheres. Conducted with a sample of 30 women. Study used eight print ads and eight television commercials. Results confirmed that magazine ads generated more brain activity than TV commercials. Hypotheses that magazines generate more left-brain activity and higher message recall were not clearly confirmed.

1981 - TIMOTHY JOYCE - ATTITUDE RESEARCH AS A MEASURE OF MEDIA VALUES - ADMAP, DECEMBER 1981

Discussion of attitudes-toward-media measures and their relationship to advertising effectiveness. Review of relevant studies.

1982 - JACK Z. SISSORS - CONFUSIONS ABOUT EFFECTIVE FREQUENCY - JAR, DECEMBER 1982/JANUARY 1983

Discussion of media vehicle frequency vs. advertising frequency. Confusion of these concepts illustrated by 11 effective frequency studies; some measuring advertising exposure, some advertising communication, some vehicle exposure.

1982 - ARCH G. WOODSIDE AND LLKKA A. RONKAINEN - TRAVEL ADVERTISING: NEWS-PAPERS VERSUS MAGAZINES - JAR, JUNE/JULY 1982

Study comparing ad effectiveness of newspapers versus magazines for a national campaign promoting tourism in North Carolina. Based on ad inquiries and on follow-up survey to ad inquiries. Concluded newspapers outperformed magazines.

1983 - GFK TESTMARKET PANEL FOR HORZU (WEST GERMAN MAGAZINE) - PLUS PRINT

Study comparing effectiveness of television only vs. television plus print media schedules for three test brands. Measured by supermarket scanner data. Study concluded that addition of print advertising in Horzu increased market share for the three test brands through reaching new target individuals. (Also reported by Rolf Speetzen, Axel Springer Verlag, Hamburg. Fed. Rep. of Germany at 1984 ESOMAR Conference.)

1984 - BUSINESS DECISIONS INC. FOR NEWSWEEK - COMPARISON OF TELEVISION AND PRINT ADVERTISING: THE EFFECTS OF SINGLE EXPOSURE

Study to evaluate the relative effects of a single exposure to advertising in print vs. single exposure in television. Also includes comparison with combined effect of print plus television exposure. For four test ads. By mall intercept interviews in eight markets. Concluded that print alone was more effective than TV alone on most message-related criteria, and that print advertising contributes considerably to making the combination of media more powerful.

1987 - ROBERT GALEN, RADIO ADVERTISING BUREAU - MEASURING THE COMPARATIVE IMPACT OF RADIO AND TV COMMERCIALS - RAB PRESENTATION

Summary of findings based on commercial test scores for 322 television and 235 radio commercials tested by the Pretesting Company in 1986. Analysis showed that use of more effective radio commercials (selected based on pre-testing) yields performance (brand recall and brand choice) comparable to TV.

1987 - HORZU MAGAZINE, GERMANY - MEDIA MIX AND ADVERTISING EFFECTIVENESS

This report describes the second television plus print effectiveness study sponsored by Horzu. (See 1983 Plus Print study.) Brand advertising exposure for 43 brands with mixed media schedules was estimated based on a national media survey and advertising expenditures data for the 15-17 months prior to the survey. Effectiveness measures were unaided and aided brand awareness and "potential buying." Effectiveness was compared for three respondent segments based on their estimated exposure to brand advertising: (1) mostly print; (2) mostly television; (3) both print and television. The analysis indicated that television plus print was more effective than either medium by itself.

1988 - MARKET RESEARCH AFRICA FOR THE NEWSPAPER PUBLISHERS UNION, SOUTH AFRICA - MEDIA IMPERATIVES. A REPORT ON THE EFFECTS OF ADVERTISING IN DIFFERENT MEDIA

Study conducted in South Africa to examine the relationship between levels of advertising exposure and media mix on the brand awareness, brand interest, brand choice and interest in advertising message for eight brands. Interviews were conducted with 2,000 adults 16 and over in a probability sample in March and April 1988. Advertising exposure levels in each medium (press, television and radio) were estimated by the "Adexpose" technique based on claimed recognition of test brand ads. Respondents were grouped into four ad exposure levels for each medium. Effectiveness scores were higher in the higher exposure level and mixed media segments.

1988 - THE PRETESTING COMPANY FOR SPORTS ILLUSTRATED - TELEVISION AND PRINT STUDY

Test comparing television plus print versus television only for eight brands. Conducted among 300 men at four locations across the U.S. For each brand, the test compared: (1) no advertising; (2) two TV exposures; (3) one TV plus one print exposure. Commercials were shown in sports program context; print ads, in a special issue of Sports Illustrated covering the same sports events. Results: Two TV exposures yielded higher brand name recall and content playback; however, competitive imagery, the key measure, was higher for TV plus print.

1989 - CANADIAN FACTS FOR MACLAREN-LINTAS, CHATELAINE, READER'S DIGEST AND TV GUIDE - THE MULTIPLIER EFFECT - CANADIAN RESEARCH INTO THE COMMUNICATION SYNERGY BETWEEN TELEVISION AND MAGAZINES

Canadian advertising effectiveness study comparing television-only versus television-plus-print. Designed to extend the 1987 British research. Advertising for four test brands was shown to respondents under forced exposure conditions, in a matched sample design. For each brand, the test compared the effects of: (1) one print ad; (2) one television commercial; (3) one print plus one television ad. Sample size was 127 per cell. Respondents were recruited by mall intercept. Effectiveness was evaluated by four ad communications measures: recognition of main message, thoughts generated by ad, credibility of ad, and rating of information given. Results indicated that the combination of television plus print was better than television alone for three of the four test brands. The report recommends further work for other brands and larger sample sizes.

1989 - NIPO AND CENTRUM FOR ADMEDIA AND LINTAS: AMSTERDAM - MULTI-MEDIA EFFECT

Study concerning the interaction of magazine and television advertising for 11 brands. Modeled after 1987 British study. y. Respondents were shown ads for 11 campaigns under forced-exposure conditions. Interviews were conducted in April 1989 in shopping centers, town squares, and in respondents' homes. Total sample size was 1,700, including men and women. Effectiveness measures included: thoughts/feelings while viewing ad; playback of ad message; playback of information about brand; brand perceptions. Conclusion: Magazines and television combined have a greater impact than they do separately.

1990 - GORDON S. BLACK, CORPORATION FOR THE MEDIA -ADVERTISING PARTNERSHIP FOR A DRUG-FREE AMERICA - 4A'S REPORT - WHAT WE'VE LEARNED ABOUT ADVERTISING

Summary report of three-year (1987-1989) tracking study to evaluate the effectiveness of an anti-drug campaign running on television and print. Based on 6,000-7,000 interviews per year with children, teens and adults, across the U.S. Comparison of 1989 to 1987 attitude and usage measures shows "substantial movement" against illegal drugs, particularly among pre-teenage children and adults. The observed changes were statistically greater in higher ad exposure markets versus other markets.

1990 - COMMUNICATIONS RESEARCH LTD. AND THE RESEARCH BUSINESS FOR THE PRESS RESEARCH COUNCIL, LONDON - THE MEDIA MULTIPLIER

British study concerning the interaction of print and television advertising for 12 brands. Advertising for each brand was shown to 100 respondents under forced-exposure conditions; half (the control sample) saw television advertising only, the other half (the test sample) saw television plus print. Print included newspaper, supplement and magazine ads, depending on the brand. Measures included: thoughts/feelings while viewing ads, description of ad content, playback of ad message, brand recall, brand perceptions. Conclusion: the use of print with television versus television alone yields communications benefits. For example, print can add new information, and it can also make television work better. A list of 12 ways print can help television to work better is suggested. Results are presented for each brand separately. (Also published in November 1989 draft report entitled "Multiplying the Media Effect.")

1990 - EXPLORER RESEARCH FOR ARNOLDO MONDADORI EDITORE, ITALY - MULTIPLYING THE MEDIA EFFECT - FIRST ITALIAN EXPERIMENT "TV/PERIODICALS"

Italian study concerning the interaction of television and print advertising. Television commercials and print ads for eight test brands were shown to women respondents under forced-exposure conditions. For each test brand, the test compared: (1) two television exposures; (2) one television plus one print exposure; (3) two television plus one print. Comparisons for each test brand were based on matched samples of 50 women each; total sample size was 400 women. Effectiveness was measured by "spontaneous replies." Sponsors concluded that the test confirmed the positive interaction between the two media.

1990 - THE PRETESTING COMPANY FOR MAGAZINE PUBLISHERS OF AMERICA - THE RESEARCH STUDY WAVE 1. THE ADVERTISING IMPACT OF MAGAZINES IN CONJUNCTION WITH TELEVISION

Report of the first wave of MPA research program designed to evaluate the synergistic effects of print and television combined. Conducted in February/March 1990 in eight markets. Respondents were exposed to advertising for three test brands (Kraft, Miracle Whip, Reynolds Plastic Wrap and e.p.t.) by simulated natural-exposure method. Total sample size was 800 women, 200 in each of four cells, as follows: (1) no advertising; (2) 2 print exposures; (3) 2 TV exposures; and (4) 1 print and 1 TV exposure. Effectiveness measures were: brand recall, brand selection and competitive brand imagery. Results: mix of print and television was more effective than either print or television alone based on both brand selection and competitive brand imagery measures, for the three brands. Results based on brand recall varied by brand. (Wave 2 of this research program will measure the effects of advertising for three male-oriented brands; to be reported in 1991.)

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