New effectiveness standards for magazines media planning

The press is considered as a ‘traditional’ medium and, due to influence and experience, it has long proven its effectiveness in
terms of public perception of brands and general brand likeability.
Various approaches have led to common conclusions about the effectiveness of this medium:
· The supremacy of pressure variables to accentuate buying intentions and marketing variables to create a link with the
brands
· An effectiveness that is proportional to GRP pressure and higher when there is a homogenous delivery of GRP each
week
· The positive effect of persistence over time
Today’s objective, which is also the theme of this presentation, is to take the use of effectiveness results a step further by
providing an operational media planning response, particularly in terms of the optimal level of exposures.

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