A new study from Dynamic Logic found that magazine advertising remains effective in influencing consumer behavior and plays an important role in the marketing mix:

When it comes to advertising effectiveness, a new study finds, magazine advertising remains especially effective in enhancing consumers' impressions of the product and their intent to purchase that product.

The study found that adding magazines to a TV and internet advertising campaign significantly boosts the success of the campaign, and in some key areas the contribution of magazines outweighed that of TV.

The study analyzed 32 cross-media campaigns from 10 different types of companies, including consumer goods, automotive, electronics, apparel and financial services.

Media Life magazine has published the details of research:

In this study, the researchers found that the three different media worked best when used together. Both online advertising and magazines added significantly to the impact of the advertising when used along with TV.

Further, each media contributed in a different way.

“The different media are working most strongly at different points in the purchase process,” says Havlena. “The results confirm the strengths of all the media working together in a way that we hadn’t seen before.”

Looking at the data shows that TV worked strongly in generating brand and advertising awareness. In those categories the other two media built strongly on the initial impact of TV.

For instance, in terms of brand awareness, TV added 7.6 percentage points to the original percentage of people who were aware of the brand. The internet added another 3.7 points to the level of awareness. Finally magazines added another 5.7 percentage points (see chart, below).

In terms of advertising awareness, TV provided a bump of 9.8 percentage points. The internet, which performed strongest in the same categories as TV, added another 4.4 points.

Surprisingly, magazines also performed strongly in building advertising awareness, adding 8.3 points.