Liuzzo

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Liuzzo

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

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