Advertising: Engage all Five Senses

IPC Media is one of UK's leading consumer magazine publisher, with an unrivalled portfolio of brands, selling over 350 million copies each year.
Combining case studies from their magazines and using theory, IPC has produced the Five Senses Roadshow--the ultimate guide to appealing to consumers' senses.
Here are the highlights of the presentation:

1) Magazines are undoubtedly the medium of engagement. Often regarded as a close friend they offer entertainment, information and advice, just like a close friend should.
2) Advertising benefits from this engaging framework but it is possible to improve your advertising conection even further by producing 'connectable' advertising. Advertising which stirs the five senses, ignites emotions and leaves a lasting impact on readers minds.
3) Active purchase of magazines and mental processing of reading means magazines command fullest attention. eye-tracking technology shows print gains up to 7 times the attention levels of TV.
4) No other medium provides their audience with more targeted advertising than magazines. relevant content in relevant surroundings means the ads become fully ensconced in the magazine experience.

To find many more arguments in favour of print advertising and to get new ideas to engage the five senses, you can download the presentation from ipcadvertising.com.