Research Shows Popularity Of Magazine Ads

IPC Magazines’ Young Women’s Group has announced the release of “The Ultimate Guide To Girls”, a new survey which found that magazines offer the best and most authoritative environment in which to advertise to young women.

More than 700 young women aged 14-19 were questioned about their attitudes to advertising. The survey used both qualitative research, conducted by the YWG with the help of IPC Magazines’ SouthBank Ad Marketing Department, and quantitative research conducted by NSM, a research house. The three key areas covered were: opinions regarding work, studies and socialising; magazines in their own right and in relation to other media; and reaction to twelve advertising campaigns.

The twelve ads for which responses were sought included Tampax, Clean and Clear, Salon Selectives and Midland Bank. The ad for Boots 17 was the best all-round ad in the research. A huge 89% said they liked the ad with the major influence being the male model at the end. Respondents commented that they looked forward to the new Boots 17 ads coming out.

Other results showed that 57% of young women liked the Midland ad and 64% liked the Clean and Clear campaign.

90% of respondents would be likely to buy a product they had seen advertised in a magazine and 76% would be more likely to buy a product if a magazine had recommended it. 80% of respondents said they considered magazines their best source of information on sex, relationships and issues such as aids, abortion and alcohol.

Joanne O’Hara, advertisement controller of IPC Young Women’s Group, commented: “We interviewed girls in their bedrooms rather than in the confines of a research house and it was very effective. By being in a comfortable environment they were much more forthcoming with their thoughts on sex, drug taking and other controversial issues they confront day-to-day.”

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