Chrysler’s Jeep division and advertising agency PHD, in partnership with Magazine Publishers of America, selected Dynamic Logic, a leading market research firm, to conduct research on the effectiveness of the media—alone and in combination—that was used in an integrated advertising campaign for the launch of the Jeep Compass. Chrysler and PHD asked Dynamic Logic to determine overall advertising effectiveness. Analysis included:

• Examining overall campaign impact

• Comparing the influence that TV, magazines and online—alone and in combination—had on consumers at each stage of the automotive purchase decision-making process (a.k.a. “purchase funnel”)

• Quantifying the cost efficiency of each medium and combinations of media

• Evaluating how exposure frequency of magazines and magazines with other media affected results across the purchase funnel

Overall Conclusions

• The advertising plan produced positive results, raising brand metrics at each stage of the purchase funnel, from brand awareness, advertising awareness, message association, and brand favorability through to purchase consideration.

• The combination of all three media generally yielded the greatest impact. Magazines plus online or magazines plus TV generated nearly the same or greater results as the combination of all three media did.

• When looking at which medium most often improved results, magazines alone or
magazines working synergistically with other media—usually online—most
consistently yielded positive results across the purchase funnel.

• Magazines on their own or magazines plus online demonstrated the best cost
efficiency at all stages of the purchase funnel.

• Overall, the higher the number of exposures to magazines, the better the results
were when looking at magazines in isolation or magazines plus TV plus online.