Print advertising strengthens brands – as proven by a current BCN campaign for Henkel accompanied by Burda’s market research unit Media Market Insights (MMI). The effect of an advertisement was examined in the course of the campaign for Henkel’s new ‘Nature Box’ beauty series. High-affinity Burda media such as freundin, InStyle, ELLE and BUNTE as well as TV Spielfilm published the eye-catching full-page ad.
"Print media can make a significant contribution to supporting the launch of a product in all relevant influencing parameters. The study results demonstrate that quite clearly."
The Burda media panel conducted an online survey of 799 Burda magazine readers aged 20 years and up to determine the print advertising effect. Here, the researchers compared a control group without contact (the readers had not read the edition with the ad) to a group of qualified advertising contacts (the readers had contact with the corresponding edition of the magazine and were also able to actively recall the ad or to recognise it).
"This analysis convincingly showed how well print advertising works in the media mix,” says Marina Kalweit, Head of Marketing Hair Care at Henkel. “It is exciting to note that magazine advertising, aside from image factors and awareness, can also boost consumer acceptance. Print advertising will play a greater role in our future planning as a result.“
The study clearly showed how brand popularity was boosted considerably with print advertising. Compared to people who had no advertising contact, the brand popularity increased from 43 per cent (control group without contact) to 72 per cent (group with qualified advertising contact) due to the campaign. Advertising recall increased from 18 to 61 per cent in these two comparison groups and recognition of the ‘Nature Box’ was fully 83 per cent compared to the control group at 15 per cent.
The brand appeal was considerably improved through print communication as well. In the group with qualified advertising contact, 58 per cent found the ‘Nature Box” brand ‘extremely appealing’ or ‘very appealing’. By way of comparison, this figure was only 39 per cent in the control group without advertising contact.
Henkel’s core message is that ‘Nature Box’ as a modern brand uses natural ingredients and that the products are especially well tolerated. The campaign was particularly effective in communicating the message regarding the ingredients and their tolerance. People with advertising contact rate the attractiveness of the products higher and consider the price/performance ratio to be considerably higher than people without contact. Trust in the brand and its credibility are boosted as well.
Would the readers buy ‘Nature Box’ products? Thanks to print advertising, they are included in the ‘relevant set’ for 47 per cent (control group: 32 per cent). In terms of buying, while 20 per cent of readers in the control group are ‘extremely likely’ or ‘very likely’ to buy the products, consumer acceptance is much higher in the group with qualified advertising contact at 42 per cent.