When you think of effective magazine advertisements, advertorial spreads of controversially-posed, half-nude models spring to mind.But just because a print ad incites blogosphere buzz, does not mean that it performs well and engages readers with the product.
The most effective ads of 2011, as determined by GfK MRI Starch, defy the sex sells mantra.
Michal Galin, the exec VP of the print-ad effectiveness research firm, explained to Ad Age:
We at GfK MRI’s Starch Advertising Research considered more than 87,000 one-page and two-page ads appearing in national consumer magazines between January and December. To identify the best-performing ads, we developed an “Engagement Score” combining the percentage of readers who read, or “noted,” a given ad and the percentage who took any action as a result of seeing the ad.
They found that the most effective ads knew their audience, used incentives, and got straight to the point. It kind of makes you wonder if Madison Ave. is wasting millions on their shock-value print ads.
2. WWE Summer Slam Event; Engagement Score: 182; Appeared in the WWE Magazine (talk about hitting your target audience)
3. Xbox Halo: Combat Evolve Anniversary; Engagement Score: 181; Again went straight to the fans in the Official Xbox Magazine
4. Bed Bath & Beyond; Engagement Score 180; Ran in Better Homes & Gardens (who doesn't love a coupon)
9. American Airlines; Engagement Score: 176; Ran in American Way (ads are effective when you have your consumer trapped on a plane)
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