Study: Newspaper advertising has the highest contact potential
In its latest study, «Advertising Reception,» the German Newspaper Marketing Association (ZMG) puts forward the following thesis: Both usage habits and the changing moods and states of mind of the audience have a decisive impact on the perception and effectiveness of advertising.
In the current study "Advertising Reception", the German newspaper marketing company ZMG examined the primary usage habits for the daily news media. The thesis: both usage habits and the changing moods and dispositions of recipients have a decisive impact on the perception and effect of advertising. As the study shows, the outstanding contact qualities of the newspaper in conjunction with an above-average buying and information impulse give newspaper advertising a particularly high impact potential.
What is new about the study is that the emotional states of the users were also surveyed along with their usual activities during the course of the day. It was found that this has a decisive influence on the reception of advertising. It is decisive for the potential impact when and in what state advertising reaches the consumer, whether they are in an active or passive mood, in phases of daily planning or relaxation. The degree of consumer activation thus becomes a key criterion for evaluating media performance. ZMG even goes so far as to question the strong focus of media planning on the contact price.
Adapting advertising to the course of the day Over the course of the day, advertising meets different basic moods. In the morning, the majority of people structure their daily routine and prepare decisions - for 98% of Germans, this phase is completed by 12 noon. This is followed by the transition to a relaxation phase, which half of the population is in after 7 pm. This corresponds to a certain media usage curve: daily newspapers are mainly used in the active mood of the morning, radio more in the afternoon and television in the evening. The contact qualities of the advertising media are also different. As newspapers reach concentrated readers who are in a phase of active daily planning, they are also considered to have the highest credibility and impact in an intermedia comparison. Accordingly, the impulse to buy and information provided by a newspaper is stronger than that of other daily media.
What is new about the study is that the emotional states of the users were also surveyed along with their usual activities during the course of the day. It was found that this has a decisive influence on the reception of advertising. It is decisive for the potential impact when and in what state advertising reaches the consumer, whether they are in an active or passive mood, in phases of daily planning or relaxation. The degree of consumer activation thus becomes a key criterion for evaluating media performance. ZMG even goes so far as to question the strong focus of media planning on the contact price.
Adapting advertising to the course of the day Over the course of the day, advertising meets different basic moods. In the morning, the majority of people structure their daily routine and prepare decisions - for 98% of Germans, this phase is completed by 12 noon. This is followed by the transition to a relaxation phase, which half of the population is in after 7 pm. This corresponds to a certain media usage curve: daily newspapers are mainly used in the active mood of the morning, radio more in the afternoon and television in the evening. The contact qualities of the advertising media are also different. As newspapers reach concentrated readers who are in a phase of active daily planning, they are also considered to have the highest credibility and impact in an intermedia comparison. Accordingly, the impulse to buy and information provided by a newspaper is stronger than that of other daily media.
