Consumer engagement with advertising has emerged as a key discussion point in the ongoing effort to improve advertising accountability. Research has shown that creative quality is the most important factor in affecting advertising results, although media engagement also plays a role.* Therefore, Magazine Publishers of America (MPA) wanted to know: Can learning from magazine engagement research be used to strengthen the effectiveness of magazine advertising creative? And if so, how?

In tackling this topic, MPA first examined the impact of magazine engagement on advertising effectiveness, including whether findings would be broadly applicable across ad categories and magazine genres. Then MPA explored how learning could be applied to creative development.

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