magazine reader in park

Brandspark honoured by FIPP for path-to-purchase study

Toronto-based company gets recognition for a 2013 study that showed the “vital role” magazines play in influencing consumers

Global magazine media association FIPP has recognized the Toronto-based marketing research firm Brandspark International for last year’s “Media Connections Study.”

The FIPP Research Awards recognized the best research studies published in 2013 that promote the use of magazines as an advertising medium.

Conducted in partnership with Magazines Canada, the study linked magazines and other media in consumers’ path to purchase. According to FIPP, the results demonstrated that magazines play a “vital role” in connecting, informing, inspiring and influencing consumers throughout many aspects of their lives.

It also shed light on how magazine media—both print and digital—creates relationships with consumers, engenders receptivity to advertising, and persuades consumers to act.

Findings also showed magazines’ strength in reaching early adopters and category influencers, while generating trust that translates into action.

In a release, Magazines Canada CEO Mark Jamison said that the study “credibly raised” the advertising industry’s understanding of how magazine media works through the path to purchase.

“Making the case for the effectiveness of advertising with magazine media has never been more demanding,” said FIPP president and CEO Chris Llewellyn in the release. “In a world of big data and ever more granular metrics, the challenge to magazine media researchers and national magazine media associations is to come up with solutions that cut through the complexity and deliver insightful conclusions that demonstrate the unique qualities of our brands and the medium.”

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