Cinema Offers A Unique Destination For Housewives With Kids

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Cinema is a fun family event to treat their children and offers a rare chance to escape from the demands of everyday life. This is why family brands use cinema to reach the hard-to-reach housewives with children.

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  • Effective advertising cements or reinforces the relationship between the brand and customers. Building awareness such that consumers recognise the ad and understand the message is, of course, crucial to this bu t succeeding on these elements doesn’t necessarily mean it will have an effect. Effective advertising must say something about the brand in a way that is personally meaningful to customers. It must effectively position the brand in the mind of customers in a positive way so that it is selected in preference to others in the future. This is measured through Involvement and Motivation
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  • Cinema Offers A Unique Destination For Housewives With Kids

    1. 1. CINEMA, RADIO AND INTERNET HOUSEWIVES WITH KIDS DCM.CO.UK
    2. 2. REACHING HOUSEWIVES WITH CHILDREN MOST EFFICIENTLY THROUGH CINEMA, INTERNET AND RADIO Source : GB TGI Q3 2011 | Base : All 15+ Female Adults Target : Female Main Shopper with children in household * Index against all female adults CINEMA: THE QUALITY BROADCAST CHANNEL
    3. 3. Source notes:IPA Touchpoints 3 superhub data. Base: All adults. Target: HWK WHY CINEMA IS DIFFERENT… CINEMA: THE ULTIMATE BRAND EXPERIENCE INTERNET RADIO CINEMA <ul><li>Purchasing goods or services </li></ul><ul><li>Keep in touch with family and friends </li></ul><ul><li>Manage finances / bank account </li></ul><ul><li>Research a product or service </li></ul><ul><li>Purpose driven, mostly solus activity </li></ul><ul><li>With you throughout the day </li></ul><ul><li>On in the car with kids or travelling to work / </li></ul><ul><li>At home when cooking / getting things done </li></ul><ul><li>Background companion </li></ul><ul><li>Passive </li></ul><ul><li>Destination viewing </li></ul><ul><li>Opt-in activity </li></ul><ul><li>Quality family time </li></ul><ul><li>Chance to escape from everyday life </li></ul><ul><li>Actively engaged </li></ul><ul><li>Like and trust advertising </li></ul><ul><li>Dual viewing </li></ul>
    4. 4. FOR THEM... CINEMA IS A FUN FAMILY EVENT TO TREAT THEIR CHILDREN, A RARE CHANCE TO ESCAPE FROM THE DEMANDS OF EVERYDAY LIFE 1. Source : Touchpoints Superhub 3 2010 | Base : All 15+ Adults | Target : Female Main Shopper w/ children in household 2. Source : FAME 2011 | Base : All 15+ Cinemagoers | Target : Female Main Shopper w/ children in household CINEMA: THE QUALITY BROADCAST CHANNEL They trust the advertising they see at the cinema 1 Index 122 Quality time - 41% go to the cinema to spend time with friends / family 1 Index 125 Appointment to view - 41% decide their film a week before their cinema trip 2 Index 113 36% agree their children influence which films they see at the cinema 1 Index 214 25% go to the cinema as a treat / reward 1 Index 126 Sweets & treats, all part of the fun - 60% purchase Popcorn, Pic ‘n’ Mix Sweets or Soft drinks at the cinema 2 Index 126 Get in their seats early / ads part of the event – arrive before the ads and trailers start 1 Index 115
    5. 5. ECONOMETRICS: UNILEVER CINEMA DELIVERS A POSITIVE ROI ACROSS ALL MEDIA DCM.CO.UK
    6. 6. ACROSS THE UNILEVER FMCG PORTFOLIO CINEMA DELIVERED THE HIGHEST ROI OF ALL MEDIA AT £3.87 2 CINEMA: THE ULTIMATE BRAND EXPERIENCE Highest ROI achieved for channel Lowest ROI achieved for channel ROI (£) Channel UL FMCG Cases 16 39 66 14 104 Source: Mindshare Business Planning. Unilever FMCG database. November 2010. Average ROI for Ben & Jerry’s portfolio = £1.17
    7. 7. CASE STUDY: CO-OP ‘PASSIONATE PLEA’ EFFECT OF CINEMA IN THE MIX DCM.CO.UK
    8. 8. Source notes: TNS International INTRODUCING THE TNS AdEval SCORE CARD… <ul><li>‘ So what - just another ad’ </li></ul><ul><li>People aware of the brand only </li></ul><ul><li>No strong positive feeling </li></ul><ul><li>Have seen the execution </li></ul>AWARE <ul><li>‘ I liked that ad and I liked what it said’ </li></ul><ul><li>People like them would like to watch </li></ul><ul><li>Would like to see again </li></ul><ul><li>Brand comment worthwhile watching </li></ul>INVOLVED <ul><li>‘ Co-op’s great! I will go there tomorrow – and I’ll tell my friends’ </li></ul><ul><li>Increased interest in using the brand </li></ul><ul><li>Improved brand perceptions </li></ul><ul><li>Would mention in conversation </li></ul>MOTIVATED NO EFFECT PARTIAL EFFECT IDEAL EFFECT FOR MAXIMUM IMPACT YOU NEED AWARENESS…BUT MOST IMPORTANTLY INVOLVEMENT AND MOTIVATION
    9. 9. Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55) QA6a-f (Prompted) AdEval questions. *Sig test at 95% MOTIVATION LEVELS AMONGST CINEMAGOERS ARE SIGNIFICANTLY HIGHER THAN FOR TV ALONE… * MOTIVATION AMONGST THOSE RECOGNISING THE CAMPAIGN
    10. 10. Base: Respondents who recognized ad A6g (Key message – prompted) Control - TV only exposure Source notes: TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Base: All recognising the campaign (Cinema goers n=216; Control n=55).QA6g (Prompted) Agreement with statements. *Sig test at 95% * * Cinemagoers … WITH KEY MESSAGES ALSO RESOUNDING SIGNIFICANTLY BETTER AMONGST CINEMAGOERS AD DIAGNOSTICS AMONGST THOSE RECOGNISING THE CAMPAIGN * *
    11. 11. * * * CINEMAGOERS ALSO HAVE BETTER PERCEPTIONS OF CO-OP QUALITY, STOCK LEVELS AND PRICES CO-OP BRAND IMAGE Source TNS Research. Fieldwork 07-17.02.11. Co-op Case study. Sample Base: All aware of Co-op (inc Somerfield). * Sig test at 95% Q6 (Image/Personality Association) * *
    12. 12. THANK YOU Contact Sarah Cratchley E: sarah.cratchley@dcm.co.uk DCM.CO.UK

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