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See the Most Effective Magazine Ads of 2010

The Magazine Ads That Best Moved Readers Toward Purchase, According to GfK MRI Starch Advertising Research

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Which magazine ads best inspired readers to buy or consider buying last year?

To find out, GfK MRI Starch Communications, a specialist in print-advertising research, looked at reader responses for nearly 90,000 one- and two-page ads that appeared in 187 consumer titles we measured last year. We wanted to find the ads in a selection of advertising categories that did the best job of moving consumers, as a result of seeing the ad, toward purchase.

Of course it's easier to inspire consideration or actual purchase when the stakes for consumers are relatively low. None of the top-scoring ads promoted expensive products, such as automobiles, vacations or home appliances -- purchases that typically require much thought. Most top-scoring ads were for mass-marketed products such as food, toiletries and household items.

An exception to this general rule was an Apple iPad ad that appeared in the August issue of Macworld, just a few months after the iPad's launch. Despite the device's relatively high cost, 60% of Macworld readers who viewed the ad said it inspired them to buy or consider buying the iPad -- the best result in the computer category last year.

Here, then, is a selection of 2010 magazine ads, by advertising category, that inspired readers to purchase or consider purchasing the product or service advertised.



ABOUT THE AUTHOR
Michal Galin is senior VP at GfK MRI Starch Advertising Research. For more information on GfK MRI Starch and ad effectiveness, please visit Starch.
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