5 August 2009 A new toolkit of more than 25 case studies has been released by the UK magazine industry, demonstrating the accountability of magazines and the results they deliver for advertisers. The PPA Magazine Advertising Effectiveness Toolkit presents strategies and results of magazine (print/online) and mixed-media campaigns, spanning a variety of product categories; Food & Drink, Health & Beauty, Automotive, Leisure & Entertainment, Government & Social, Technology and Fashion & Retail. The presentation includes the 2008 winner of the PPA Magazine Advertising Awards – FAB Lollies (Nestle and R&R), which produced a significant sales increase and ROI of 3.35 pounds for each 1 pound spent. Other case studies include: - Wilkinson Sword Xtreme3 Shaver – sales uplift of 23 percent. - Daz (P&G) Laundry Detergent – 150 percent increase in positive purchase behaviour among magazine readers. - T-Mobile 'Top-Up Friday' campaign – brand consideration doubled to 25 percent and the online game was played 310,000 times. - Comfort Concentrate Campaign 2007 – sales rose 48 percent among the magazine exposed group vs. 39 percent for non-readers. - Corsodyl (GSK) – market share was 8 percent ahead of target by end of 2007. For more details go to www.ppa.co.uk