Research from PPA Marketing examining campaigns by 20 brands including Whiskas, Sunsilk, Domestos and Tropicana has uncovered how magazine advertising is associated with a number of positive sales effects. Full details can be found in the attached report.

The objectives were sales-related, such as boosting sales, winning new customers, supporting below-the-line promotion and delivering a positive return on investment.

The intimacy between reader and magazine benefits advertisers. The magazine environment delivers a reader in the right frame of mind to be receptive to the advertising. Advertising is seen as an integral part of magazines. Relevant advertising is valued by readers, and is consumed with interest and consequently readers take action as a result of seeing advertising in magazines.

The study included brands such as Whiskas, Daz Tablets, Sunsilk, Domestos, Kenco Really, Flora Pro-Active, Laughing Cow and Tropicana.

The key lessons are that magazines can be used to: Boost sales by more than 11% on average. Build market share and penetration by boosting market share volumes by more than 8%, for example. Win new customers by delivering more than 8% additional market penetration on average - and, in addition, boost average weight of purchase. Give positive support to below-the-line promotion by adding 7% more market value share on average. Delivered a positive return on investment by generating an average return of more than two-and-a-half times the investment, over the course of a year