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TNS to explore the ‘Power of Print’

02-August-2005
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TNS to explore the ‘Power of Print’

In a cluttered media environment, advertising becomes crucial for the marketers to reach out to their consumers. Well, everyone vies with each other to get the maximum reach through television as it has a visual appeal, but do we really introspect on how vital advertising on print can be.

TNS, one of the leading global market information providers, has been appointed to conduct a study on print advertising. Titled ‘Power of Print’, the study has been conceived and designed to help media professionals in Asia to understand the role and effectiveness of print advertising.

The project, the first of its kind in Asia, is being sponsored by a consortium of print titles, including The Economist, Financial Times, International Herald Tribune, Newsweek, Reader’s Digest, TIME and Yazhou Zhoukan and the Society of Publishers in Asia (SOPA).

The study will examine the performance of print advertising both as standalone campaigners and also in conjunctions with other media through in market advertising campaigns appearing across a portfolio of newspapers and magazines in Hong Kong and Singapore.

Stephen Yap, Associate Director, TNS, Hong Kong, said, “We are delighted to have been selected to carry out this challenging study. For many years, advertising professionals in Asia have been calling for research to help broaden the base of knowledge on the role of print within the media mix. While there is no shortage of audience profiling and targeting information already available in the market, there is an identified need for greater depth of insight into advertising effects and how consumers interact with different media. This is a long overdue initiative and we are thrilled that this group of leading publications have now come together with SOPA to make it happen.”

A wide range of measurements will be implemented in the study, including campaign recall, impact on brand perception, as well as reader attitudes toward print media and advertising.

Elucidating further on the study, Yap said, “This study will be conducted online with a combination of random sampling across a pre-defined target profile that matches an attractive advertiser target plus quota samples of readers of print titles. Interviewing will be conducted online. A basket of in-market print advertising campaigns will be tested across a variety of metrics such as awareness and involvement. Comparisons across different sample groups will be made to explore the impact of exposure to print advertising as well as advertising in other channels.”

“We will also be exploring readers’ relationship with and expectations of print media with a view to furthering the understanding of how the print medium can be best utilised in brand building,” he added.

Fieldwork for the study will take place later this year in Hong Kong and Singapore via the TNS 6thdimension online access panels. Results are expected to be announced in the fourth quarter of 2005.

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