The Print Campaign Analysis


The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These advertiser-generated data also reveal that when advertisers used print magazine in combination with other platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital platforms work best when they are connected to powerful traditional media, such as print.

Click Here for The Print Campaign Analysis Prepared for MPA by Millward Brown.
Click Here for Key Findings

Watch the webinar review of The Print Campaign Analysis by Scott McDonald, President, Nomos Research