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Recall is an important indicator as it often correlated with efficiency Recalling an ad is considered a necessary (but not sufficient) condition for further effectiveness Recall Millward Brown identifies a clear-cut relation between highly recalled campaigns and their subsequent sales effectiveness
The Beta ( β ) coefficient is an accepted measure to assess recall of a media Developped in the 70’s by A. Morgensztern Beta = probability of recalling a given ad after 1 contact, based on post-tests Beta coefficient What is this ? Forecasts the « recalling power » of a media ‘ beta’ measures exists for different media: impact comparison possible Benchmark Why is it used ?
Validation on survey methodology and « beta » calculation
Bpost business ( β ) of Direct Mail
Establishing a beta value* for DM Average DM beta value = 67,4% out of 89 B2C cases Invidividual B2C campaign recall % * « Business to consumer » value
Establishing a beta value for DM Average DM beta value = 67,4% out of 89 cases (DM Barometer post-tests, B2C) After one DM campaign 2 out of 3 exposed consumers are likely to recall the advertised brand
Beta value* per category Campaign recall % per category Avg= 67,4% * « Business to consumer » value
Beta value* per DB type Avg= 67,4% Campaign recall % per type database * « Business to consumer » value (= prospection) (= loyalty, upgrade; prospection on own data)
DM = second best beta value !!!!! Medium Format Avg beta value Cinema 30" 0,700 DM DM shot 0,674 TV 30" 0,220 Newspapers 1/4 p 0,200 Magazines 1/1 p FC 0,210 Internet Banner 0,110 Radio 30" 0,070 Outdoor 2 m² 0,041 8 m² 0,058 16 m² 0,085 20 m² 0,079 21 m² 0,123 36 m² 0,182 38 m² 0,184
Direct Mail is a highly impactfull media: on average 2 out of 3 people will recall your message
It’s the second most performing media in terms of recall
It makes the audience really ‘captive’, almost as much as cinema
From recall to Beta coefficient Developped in the 70’s by A. Morgensztern Beta = probability of recalling a given ad after 1 contact, reconstructed, based on post-tests Beta coefficient Recall after 1 contact determines recall after « n » contacts Beta may be used as a model parameter for recall building and decay Source:
Beta = source for modelling recall Recall build-in End active period
From campaign to medium Principally, each campaign has its own strength (= beta). As a forecasting tool average beta value is often derived per medium Average beta per medium + It allows intermedia comparisons (see further) - Not every campaign has the « average » Impact value Source:
BETA DM: assumptions Average beta coefficient DM Based on recall as given by the post campaign measurements * Frequency considered equal to 1 * No decay factored since the first exposure * Averaged across target groups * Same assumptions as in France (see further) Source:
BETA DM based on an impact questionnaire Recall DM - spont Aided Recall DM: product category Aided Recall DM: DM description Opening (Y/N)? Recall content (describe) Yes No Evaluation (score on 7 points scale) Liking, convincing, inciting, relevant for me, original, interesting, informative, give a positive image of the brand, increases knowledge on brand Aided Recall DM: Brand prompted Action taken (will go to the shop, call, use coupon,…) Intention to buy (score 5 points scale) Reading type : open not read, partially, normally, completely Use DM after reading - thrown away, kept, given to someone else - Information discussed or seen by others: Y/N Action after reception Thrown away, kept for reading later, given to someone else Demographics: Age, social class, language Brand awareness category (spont.) Base for beta coeff.
In France also DM second best in beta value * Source: OMG Source: Medium Belgium France * Format Avg beta value Format Avg beta value Cinema 30" 0,70 « Average format » 0,75 DM DM shot 0,67 DM shot 0,59 TV 30" 0,22 30 0,17 Newspapers 1/4 p 0,20 ¼ p FC 0,12 Magazines 1/1 p FC 0,21 1/1 p FC 0,10 Internet Banner 0,11 « Average format » 0,11 Radio 30" 0,07 30 0,05 Outdoor 2 m² 0,04 Street furniture 0,01 8 m² 0,06 16 m² 0,09 4 X 3 0,06 20 m² 0,08 21 m² 0,12 36 m² 0,18 38 m² 0,18