ERIC Number: ED203338
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
Market Research and Magazine Circulation Promotion: A Case Study.
Van Tubergen, G. Norman
When a major national news magazine decided to advertise on television to increase circulation, market researchers had to design research procedures that would assess the effectiveness of various advertising options. The system was designed around the toll-free telephone number given in the advertisement, with the receiving operator recording the time of day the order was received, and where the customer had seen the subscription offer. A second data base contained time of day, program environment, and whether the program was local, syndicated, or network. The original application of the system considered the variables of creative execution of the commercial, the length of the subscription term, a bonus gift for incentive, and the effectiveness of other promotional efforts. The analysis of a ten-week campaign showed that the late morning to prime time period was the best daytime advertising period, and sports programs and movies were the best advertising environments. The smaller though less expensive markets were not cost effective, as were the larger initially more costly ones. The strategy indicated by the system, a fast-paced, hard-hitting commercial for the longer subscription period, was the one adopted by the magazine for its campaign. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Market Research
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).