1+1=3?
En studie om kundtidningars värde för varumärkesinnehavare
Breaking through the clutter and getting consumers? attention is a constant battle for marketers. Could consumer magazines be the solution to the problem? It is not a new marketing method but consumer magazines do not look like traditional marketing and they offer consumers value. Since these are qualities that could increase consumers? will to take part of commercial messages, it might be a method that deserves more attention. In this quantitative study an article from a consumer magazine was compared to a traditional ad. The study?s purpose was to investigate how both methods are perceived and how they affect consumers? attitude, intentions, associations and attention. If it turns out that the consumer magazine has the same or better effect than a traditional ad and if it is also perceived as, as trustworthy as an editorial magazine then it might furthermore be a combination of advertising and pr. A second aim of the study was to investigate if the consumer magazine can be seen as a successful combination of advertising and pr and it was examined how the consumer magazine is perceived compared to an editorial magazine. The study shows that the traditional ad on several aspects has an advantage over the consumer magazine despite the magazine?s qualities. For instance, the respondents had a more positive attitude toward the ad and it was perceived as more trustworthy. The consumer magazine cannot either be called a successful combination of advertising and pr since the study generally could not show significant differences regarding how the two magazines were perceived.