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A new guide from Magazine Publishers of America offers a comprehensive view of the role of media in influencing consumer purchase decisions and online behavior. The report analyzes cross-media accountability data from 32 studies to determine each medium's effectiveness through the purchase funnel. The overall findings indicate that:
* Media synergy is important. Three media were better than two, and two media were better than one in generating results
* The combination of TV and magazines provided significantly more lift than did TV plus online
* TV and magazines produced the greatest lifts in ad awareness, with each medium contributing significantly more impact than online
* Magazines were by far the most effective in increasing purchase intent, with a significantly greater point increase compared to the next highest ranking medium in both studies
* Magazines were the most consistent performer in producing positive results in the most campaigns at all stages of the purchase funnel