September 1, 2009 Entry 5

Avon Finds Magazines Work for Young-Skewing Brand

Study Finds People More Likely to Pay Attention to Print Ads

by Nat Ives 
Published: April 01, 2009

       

NEW YORK (AdAge.com) -- Avon introduced its young-skewing Mark brand six years ago with a heavy focus on print advertising. Then it brought online into the mix. Avon wondered recently whether it should still market Mark in print at all.

The study confirmed that the web is clearly better for fast, customized information, but people still tend to trust print more.

But happily for print publishers, a study designed to answer that question actually reinforced Avon's commitment to print. "This study helped show it wasn't about one or the other but following your target audience," said Maria Givens, senior manager for global media at Avon, in a presentation Tuesday during the annual Re:Think convention presented by the Advertising Research Foundation.

Find Full article here: http://adage.com/mediaworks/article?article_id=135701