Magazine Advertising Visual Impression Value

〈 Publication Date: October 15, 2010 〉

This time, we conducted joint research with the Design Psychology Laboratory (Professor Haruo Hibino, Assistant Professor Shinichi Koyama) in the Department of Design Science, Graduate School of Engineering, Chiba University, to verify the unique value of magazine advertising. We report the results below.

■ Research Objective

It is said that magazines enhance product impressions through the premium feel and design qualities of paper. Therefore, we conducted an experiment aimed at quantifying (numerically measuring) the degree to which magazine advertisements elevate the visual impression value of products.

■ Research Method

【Willingness to Pay】 This experiment quantifies a product's visual impression value by determining "the maximum amount a consumer is willing to pay for a product." For example, if the amount a consumer is willing to pay for Product A differs by ¥120,000 and ¥100,000 when viewing its magazine ad versus its web ad, it indicates that the magazine ad increased Product A's impression value by 20% compared to the web ad.

■ Experiment Overview

Group Questionnaire Method

Subjects:
① 184 unmarried female office workers aged 20-39 residing in Tokyo and three neighboring prefectures
② Average daily TV viewing time: 1 to less than 4 hours
③ Purchasing an average of 1 to 5 magazines per month & purchasing women's fashion magazines
④ Disposable income (monthly allowance) of ¥20,000 to ¥100,000

Advertising Materials:
13 high-end advertising materials (cosmetics, notebook PCs, portable music devices, etc.)

Presentation Method:
① Magazine ads: Distribute actual magazines to each target individual
② Web ads displayed on participants' personal computers
③ TV commercials displayed on large TV monitors

Questionnaire:
A "standard price" is set for each product, with several price ranges above and below it added as options. Respondents select the price range they feel they would be willing to pay.

■ Survey Results

(Note) These joint research findings are part of an industry-academia collaboration project re-evaluating media value, representing a quantitative extraction of one specific aspect of magazines' unique value.
Therefore, the impact perceived from the area of an advertisement within a person's field of vision differs depending on the medium, such as television, magazines, or computers. Furthermore, media like the web possess entirely different values, such as allowing access to a site by clicking on an ad. Consequently, the results of this joint research do not fully explain the value of all media.