ResearchInfluence of online campaign to marketing indicators in Canada<br />VeronikaOrlovskaya<br />
Research Design<br />Online + Media 1<br />(Online Exposed)<br />Launch<br />Electronic Cookie Tracking<br />Media 1 Only<...
Red Bull<br />Attracting New Users Through Online<br />% Composition of Future Prospects by Media Exposure<br />Base: Tota...
Identifying Areas For Improvement<br />Key Metric Strengths Among Target MarketIndex – Target Market vs. Total Sample (100...
On Its Own, Online Impacts Message Association<br />Impact of Online AdvertisingIndex – Exposed vs. Control (100)<br />Sig...
TV Strengthens Future Purchase Intent<br />Future Purchase Intent – Red Bull                                              ...
Radio Helps Online Drive Awareness of Online Ads<br />Aided Online Advertising Awareness – Red Bull                       ...
Online Helps TV Enhance Brand Perceptions<br />Impact on Brand Equity Statement – Red BullIndex vs. Pre-wave (100)<br />Ba...
Online Supports Radio In Strengthening The Campaign<br />Significant difference vs. control<br />
Increased Online Frequency Drove Mentions Further<br />Unaided Mentions of Red Bull – First Mentions                      ...
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Orlovskaya canada online_influence

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Презентация о влиянии онлайн компании на маркетинговые показатели

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Orlovskaya canada online_influence

  1. 1. ResearchInfluence of online campaign to marketing indicators in Canada<br />VeronikaOrlovskaya<br />
  2. 2. Research Design<br />Online + Media 1<br />(Online Exposed)<br />Launch<br />Electronic Cookie Tracking<br />Media 1 Only<br />(Online Unexposed)<br />Control<br />Score<br />Pre-Launch<br />Month 1<br />Month 2<br />Month 3<br />
  3. 3. Red Bull<br />Attracting New Users Through Online<br />% Composition of Future Prospects by Media Exposure<br />Base: Total sample<br />Actual figures and prospect definition not shown to maintain confidentiality<br />
  4. 4. Identifying Areas For Improvement<br />Key Metric Strengths Among Target MarketIndex – Target Market vs. Total Sample (100)<br />Opportunity for Improvement<br />Strength amongst target<br />
  5. 5. On Its Own, Online Impacts Message Association<br />Impact of Online AdvertisingIndex – Exposed vs. Control (100)<br />Significant difference vs. control<br />
  6. 6. TV Strengthens Future Purchase Intent<br />Future Purchase Intent – Red Bull Index vs. Pre-wave (100)<br />Base: 18 to 34 year olds<br />Significant difference vs. control<br />
  7. 7. Radio Helps Online Drive Awareness of Online Ads<br />Aided Online Advertising Awareness – Red Bull Index vs. Pre-wave (100)<br />Base: 18 to 34 year olds<br />Significant difference vs. control<br />
  8. 8. Online Helps TV Enhance Brand Perceptions<br />Impact on Brand Equity Statement – Red BullIndex vs. Pre-wave (100)<br />Base: Energy Drink Users<br />Significant difference vs. control<br />
  9. 9. Online Supports Radio In Strengthening The Campaign<br />Significant difference vs. control<br />
  10. 10. Increased Online Frequency Drove Mentions Further<br />Unaided Mentions of Red Bull – First Mentions Index vs. Pre-wave (100)<br />As frequency increases<br />Significant difference vs. control<br />

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