Hierarchy of Advertising Effects Brand Awareness Measures the level of familiarity respondents have with the brand (aided and unaided) Message Association Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand Brand Favorability Measures the extent to which respondents have a positive or favorable opinion of the brand How do you measure where consumers are in the continuum? First, consumers need to be aware of a brand Then they need to understand the value to them, or what the product is used for The consumer forms an opinion about the brand Finally, the consumer decides whether he or she is likely to purchase the brand 1. 2. 3. 4. Purchase Intent Measures the likelihood of respondents to purchase the brand in the future Source: Dynamic Logic Best Practices 2009
Executed campaigns on Nick.com, CartoonNetwork.com and SIKids.com targeting kids 8-12 during Halloween and Holiday periods 2008.
Media included standard ROS Flash banners as well as Halloween Supersite Sponsorship and Games Roadblock on Nick.com, Pre-Roll Video and Games Roadblocks on CartoonNetwork.com and SIKIDS, and Scariest Athlete Photo Gallery Sponsorship on SIKIDS.
Delivered over 22MM impressions
Online ad campaign generated 58% of the visits to the Goosebumps game microsite ( www.goosebumpsvideogame.com ) developed by Scholastic Media
Cartoon Network 300 x 250 SI KIDS Pre-Roll Video Nick.com Halloween Supersite
FY11 Ad Budgeting Online Ad Planning - Complete FY11 Ad Request Form (include as much detail as possible) - Secure budget approval - Decide on ad types - Plan your offers - Draft creative brief - Begin design phase - Deliver creative/insertion order Need Help designing an ad? Call us and we can connect you with some designers who are versed in standard banners, rich media banners, peelbacks, video ads, etc (Good Atom, 70 Main, Fly, Maggie Goss, Lesley Marker)