Liuzzo
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Liuzzo

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    Liuzzo Liuzzo Presentation Transcript

    • Media Face-off The Battle of Effectiveness
    • Which Media Rises to the Top?
    • Methodology
      Media Campaign Runs in Various Channels
      Respondents Recruited and Asked Brand Metric Questions
      Have heard
      Have not heard
      Brand A
      Brand B
      Brand C
      Exposure Groups are Compared to Control Baseline to Determine Media Effect
      Control vs. Exposed
      Control vs. Exposed
      Control vs. Exposed
    • Brand Metric Comparison by Single Media Channel
    • Brand Metric Comparison by Single Media Channel
    • Brand Metric Comparison by Single Media Channel
    • Brand Metric Comparison by Single Media Channel
    • Brand Metric Comparison by Single Media Channel
    • Brand Metric Comparison by Media Channel Combinations
    • Brand Metric Comparison by Media Channel Combinations
    • Brand Metric Comparison by Media Channel Combinations
    • Brand Metric Comparison by Media Channel Combinations
    • Brand Metric Comparison by Media Channel Combinations
    • Cost Based Performance Analysis
      How the Average Cost of a Campaign by Channel tie into the Brand Metric Results
    • Cost Assumptions
      Television and Print are considerably more expensive than Online advertising, on average, while Mobile is the least expensive.
      Formula for Cost per Branding Effect
      Calculation for ROI:
      Delta * 1,000,000/ Avg. Freq = Number of people influenced
      Total Cost (CPM * 1,000,000 / 1000) / Number of people influenced = ROI
      *Note: 1,000,000 is arbitrary and allows removal of campaign size as a contributing variable
    • Cost per Branding Effect by Channel
      Television is considerably more expensive than online and print at driving awareness and persuasion shifts
    • Brand Metric Comparison by Single Media Channel
    • Holiday Shopping Tidbits
    • Anticipated Spending on Holiday Gifts
    • More Smartphone Owners Find Holiday Shopping Stressful
    • Is it Important for a Retailer to Have Information Available on Mobile?
    • Smartphone Owners: Mobile Phone or Salesperson First While in Store?
    • Smartphone Owners: Using Their Phone For Holiday Shopping
    • What Happens If The Store is Out of a Product You Want?
    • Smartphone Purchases on Mobile
    • Questions?