Submitted by: Ulbe Jelluma 30/08/2017
Food shoppers’ confidence in a brand is weakening. French research shows print magazines have the power to raise trust and brand preference up to 7 points when used in a multimedia campaign. This is because, print magazines convey quality perception, feelings of relevance and proximity which result in consumer trust.
One of the big issues facing brands today is finding advertising context that will affirm their credibility in the eyes of the consumer instead of damaging it, whilst also ensuring brand safety. This is particularly imperative for food brands in light of the recent scandals and negative publicity related to the sector. Print magazines may be the only channel for reinstating brand trust, according to the Food Brand Trust research by Ipsos in France.
Big advertisers have started taking serious action to guard their brand safety and ROI, slashing digital budgets and pushing the internet giants to up their game. Meanwhile, consumers are seeking trustworthy sources that will give them relevant information and a positive media experience. New research confirms that this is exactly what print media has to offer.
Written press most reliable
A recent study in Germany by the Institut für Demoskopie Allensbach reported that majority of the population (69%) believe in print media, magazines and newspapers more than social media when confronted with contradictory information. According to the EBU- Trust in Media 2017 report, trust in the written press increased by 12% in the past four years. People also appreciate the respectful and decent way key issues are discussed in print, in contrast to internet comments which they sometimes find aggressive, unqualified and not worthy. This in turn allows print ads to reign for most trusted form of advertising, (source: Rakuten Marketing).
Print equals quality, relevance and proximity
Delving deeper into food shopping and the position of big brands in the shopping cart, the French research by Ipsos found that less than one in four French food shoppers believe a big brand name holds a quality guarantee. This opens up opportunities for private labels. Price is the number one criteria while origin (local, biological) and taste is growing factor of importance. The trust in food quality in general has fallen considerably in the past ten years, with 53% of consumers believing the quality of food products has declined.
Ipsos France concluded from their analysis of 4,000 media experiences that there are four pillars of consumer trust for food brands: proximity, relevance, quality perception and recommendation. The combination of these elements raises consumer trust and brand preference. The research finds that print magazine brands excel in activating all four elements.
Television mostly impacts recommendation and equals print for quality perception. Print magazines in a multimedia campaign with digital or television can grow brand preference by up to 7 points. The qualitative editorial context which magazines offer boosts the credibility of the advertised brands and increases feelings of trust, proximity and relevance. The research based Food Brand Trust project by the three major French publishing houses, offers food advertisers (a.o.) tailor made branded content and editorial cooperation in their 33 magazine brands thus giving them a chance to reinstate trust in the hearts and mind of their consumers. More information on the Food Brand Trust study can be found here (in French).
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