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ACP's Unique Magazine Research

07 Feb 2011

A study, which was carried out by Neuro-Insight, as part of the ACP 'I Love Magazines' trade campaign, measured the brain activity of participants in the areas of engagement, immersion, response and memory encoding. The conclusion, magazine readers provide advertisers with a highly engaged audience.

The online study of 2,500 magazine readers included 11 titles and 64 brands, and covered 40 individual advertisements.

ACP said the neuroscience research showed that from the very first page readers were connected with the magazine and immediately engaged with the content.

It also revealed that along with engagement, the content was immediately encoded into long term memory and sustained for the entire reading experience.

Brand salience pre-exposure was 15 per cent higher in the magazines than the Neuro-Insight global average. After reading, brand salience improved even further, increasing by an average of 7.3 per cent. 95 per cent of advertised brands tested saw their brand salience improve.

Source: AdNews

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