BBC

Big Britain

www.bigbritain.com

Last year, the Big Britain study identified a substantial group of 20 million adults, brought together by shared values rather than demographics. This group collectively holds the power to significantly influence key changes in British society and business.

Big Britain 2 provides insight into the actions and behaviours of Britain’s mainstream consumer, looking at what motivates their purchasing decisions and the communication strategies that will engage them most effectively.

As more and more advertisers search for effective ways to communicate with increasingly conscientious consumers, Big Britain phase 2 offers some valuable insights into getting this communication strategy right.

Based on our findings, we predict that the successful brands of 2010 will be those whose clients listened and engaged with Big Britain in 2007.

Download Big Britain Research

(ppt) 16.23Mb

Communication

www.ppa.co.uk

The individuality and personality of each magazine means that readers can readily feel a close relationship with the particular magazines they choose to read. It is very similar to feeling close to a friend, and indeed in qualitative research informants often use phrases such as “reading this is like talking to a friend”. And just as one enjoys being in the company of a real friend because that friend reflects and brings out one’s own personality, so it is with a favourite magazine. The magazine reinforces the reader’s identity; the magazine plays back to the reader the values with which he or she identifies.

This presentation looks at the relationship between magazines and readers and how it communicates with them, the key point areas of the presentation looks at:-

• The changing nature of effective communication
• The role of magazines with consumers
• The consumer view of magazine advertising
• The evidence that communication in magazines works

Download Communication Research

(ppt) 3.11Mb

Return to Spender

www.ppa.co.uk

This presentation explores how the use of magazines can contribute to a variety of sales-related campaign objectives.

The key lessons are that magazines can be used to:

• Boost sales by more than 11% on average
• Build market share and penetration by boosting market share volumes by more than 8 percent, for example
• Improve sales performance further by increasing magazines’ share of the budget
• Win new customers by delivering more than 8% additional market penetration on average – and, in addition, boost average weight of purchase
• Give positive support to below-the-line promotion by adding 7% more market value share on average
• Work effectively with television advertising by contributing to a 30% overall increase in sales when used with TV
• Generate similar sales levels as TV but at substantially lower cost
• Deliver a positive return on investment by generating an average return of more than two-and-a-half times the investment, over the course of a year.

Download Return to Spender Research

(ppt) 2.66Mb

Word of Mouth

www.ppa.co.uk

It is becoming more apparent that consumers are relying on people they know and trust to advise them on what and where to buy.

Magazines play an important part in this area due to their role as a trusted agent. They act on behalf of the consumer by helping them edit choice within their lives. This means that magazines have the strongest media influence on purchase behaviour.

Magazine readers are likely to generate 2-3 times more word of mouth recommendations than the average adult and these recommendations are more likely to convert into action than from the population at large (Ipsos Mori).

Download Word of Mouth Research

(pptx) 2.1Mb