Your SlideShare is downloading. ×
  • Like
Advertising Works   The Colouring Book
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Advertising Works The Colouring Book

  • 1,487 views
Published

This report has been compiled by Reed Business Information and has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is …

This report has been compiled by Reed Business Information and has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external sources about the role of B2B media. The second section details some specific case studies that are based around 3 key client advertising objectives; new launches, building brand awareness and creating & changing perceptions.

Published in Business , News & Politics
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,487
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
139
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Advertising Works The Colouring Book: a collection of research case studies that add colour to advertising in B2B media Proving advertising effectiveness
  • 2. 2 Contents Page Introduction 3 B2B media - B2B websites: What do business professionals think of them? 5 - B2B websites: The key elements of engagement 6 - B2B magazines: What do business professionals think of them? 7 - B2B magazines: The key elements of engagement 8 - B2B websites and magazines complement each other 9 - The importance of Marketing during a recession 10 - Marketing budget priorities 11 - References 12 Advertising Case Studies a) New launch 15 b) Building brand awareness 22 c) Creating and changing perceptions 37 Measuring the ROI of your campaign 46 Proving advertising effectiveness
  • 3. 3 Why have we produced this book? This report has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external sources about the role of B2B media. The second section details some specific case studies that are based around 3 key client advertising objectives; new launches, building brand awareness and creating & changing perceptions. All sources are listed on slide 12. Any additional detail of the research findings and case studies quoted in this report are available on request. RBI Research & UX Team rbinsight@rbi.co.uk Proving advertising effectiveness
  • 4. 4 B2B media Proving advertising effectiveness
  • 5. 5 B2B websites: What do business professionals think of them? % of businesses decision makers agreeing that B2B websites are engaging and innovative Business websites allow  B2B websites provide a dynamic environment me to get instant access for BDM (Business Decision Makers) to meet to inf ormation whenever I 69% need it work related information needs Using business websites 64%  97% of business decision makers use B2B save me time in my job websites for work and 74% use them at least once a week Business websites offer new and innovation ways 61% to access information  93% of business decision makers have taken an action as a result of visiting a B2B website Business websites provide more engaging content (e.g. followed a link to another website, and advertising than other 52% requested a quote) business information Business websites allow  59% believe that they are the best source for me to interact/network 45% business news updates with peers more ef ficiently Source : AOP B2B Digital Content Research 2008 Proving advertising effectiveness
  • 6. 6 B2B websites: The key elements of engagement 37% have increased their usage of B2B 61% of business decision makers use B2B 60% agree that B2B websites provide websites over the past 12 months websites at least 3 times a week information they cannot get elsewhere 82% use at least one digital delivery 60% agree that they spend more time reading 60% agree that B2B websites are an essential mechanism for work e.g. email newsletters business information on the internet nowadays source of information in their work 56% to inform business decisions B2B WEBSITE 61% agree B2B websites offer new and innovative ways to access information 54% keeping up-to-date with sector news 48% to find business opportunities ENGAGEMENT 52% agree that B2B websites provide more engaging content and advertising than other 40% to interact with people in their industry business information sources B2B websites is the main media used for 43% agree that they are more likely to respond 71% have followed a link through to another finding (61%) & sourcing suppliers (65%) to advertising on a B2B website than other media website as a result of visiting a B2B website B2B websites is the main media used for 53% more likely to do business with a company Over half have requested further information / a comparing (63%) & purchasing products (58%) if it has been advertised on a B2B website quote or bookmarked a website for future use Source : AOP B2B Digital Content Research 2008 Proving advertising effectiveness
  • 7. 7 B2B magazines: What do business professionals think of them? Attributes associated with B2B magazines  39% of business decision makers read B2B magazines for work Useful 66%  B2B magazines are used to research / inform decisions and to find business opportunities Authoritative 43% by one third of decision makers Accessible 40%  54% of business decision makers use B2B magazines at some stage in making a purchasing decision Trustworthy 39%  43% of business decision makers use information / reviews from newspapers or Insightful 34% magazines as a source of information in the purchasing decision making process Source : AOP B2B Digital Content Research 2008 Proving advertising effectiveness
  • 8. 8 B2B magazines: The key elements of engagement 67% read them within a few days Only 24% throw away after reading 92% think there will always be a place for hardcopy business magazines 87% look through the entire magazine Typical magazines is passed onto 5 others 78% can’t imagine a time when they won’t 79% pick up one or two times 76% have a lifespan beyond the owner bother with hardcopy magazines 88% use them to keep up with the latest industry news B2B MAGAZINE 80% find business magazines interesting 71% say it’s important for their job to read ENGAGEMENT 66% enjoy receiving business magazines business magazines 70% notice adverts in business magazines 79% read business magazines at their desk 75% of those reading online b2b magazines still get enjoyment from hardcopy 55% read business magazines when they have a break at work Source : Royal Mail - B2B Publishing, The Value of Hard Copy Proving advertising effectiveness
  • 9. 9 B2B websites and magazines complement each other Media sources used to research / inform purchase decisions  B2B websites and magazines are the top sources Business websites 55% of information for key business related activities including informing purchase decisions, sourcing Business magazines 33% sector news and conducting market analysis News websites 21%  56% of business decision makers agree that B2B websites and their magazine equivalents News magazines 12% complement each other National newspapers 12%  74% agree that they trust a website more if it comes Regional newspapers 11% from a source that they know of already (e.g. business publication, industry body) Television 10%  62% agree that a website is an important part of a Radio 6% publication’s offering Source : AOP B2B Digital Content Research 2008 Proving advertising effectiveness
  • 10. 10 The importance of Marketing during a recession “Market leaders market their way through a recession; all other companies try to save their way through a recession” (Mike Ganey, Senior Vice Presidenrt. Howard, Merrell. Source: Marketing Leadership Council Report 2002) UK market share change in first two years of recovery after  Historical data shows that companies maintaining or recession compared to advertising spend during recession increasing their marketing spend during a recession experienced higher sales than those who reduced Market Share Change (Percentage points) marketing spend  Companies curtailing their marketing spend damage their profitability when the economy recovers, whereas companies maintaining or increasing their 1.6 marketing spend gain a higher market share  During a recession the typical company will lose 1.0 customers due to factors beyond its control, but 0.7 maintaining marketing spend can grow market share by generating high levels of awareness amongst customers Cut Maintain Increase Source: Marketing Leadership Council Report: Advertising spend Justifying Marketing Expenditures in a Down Economy 2002 Proving advertising effectiveness
  • 11. 11 Marketing budget priorities If you received a substantial increase (+20%) in your A study amongst B2B marketing heads gave the marketing budget, where would you spend it following recommendations for investment priorities to help businesses survive economic downturns: Advertising, increasing awareness 11  Upgrade your web experience – can customers find Improving customer data 10 what they are looking for on your website? Does it tell them everything they need to know about you.? If not, Generating more leads / spend on programs 9 you could be missing huge potential for sales. Developing customer insight, intimacy 8  Deepen customer knowledge – it is much harder to Company website 7 recruit new buyers than to retain your current customers. The more you know about them the better Upgrade marketing infrastructure 7 you can develop retention strategies. Establishing thought leadership 6  Focus on measurement technology – measuring Product marketing / research 6 ROI becomes increasingly important when budgets Industry-specific marketing 5 are tight. It is vital to understand the impact of a campaign, see examples in the 2nd half of this report. Building our international business 4 Increasing influence / PR 4 Source: Forrester , B2B CMO Investment Priorities 2008 Proving advertising effectiveness
  • 12. 12 References AOP Digital Content Research 2008 Independent research conducted by the AOP amongst 751 business decision makers weighted to represent all business decision makers in GB. The aim was to measure the use of digital content and other information sources in the B2B arena B2B Publishing – The Value of Hard Copy An independent report commissioned by The Royal Mail and conducted by Quadrangle based on 250 interviews with UK Senior Decision Makers in a range of industry sectors, company sizes and job functions Marketing Leadership Council Report: Justifying Marketing Expenditures in a Down Economy Produced in 2002 by the MLC, this report brings together findings from a number of sources on the effects of marketing spend cuts and increases during a recession. B2B CMO Investment Priorities for 2008 A report compiled by Forrester based on interviews with 32 marketing heads at B2B firms to learn how they expected to invest in 2008. Companies involved included Hewlett-Packard (HP), Motorola and Symantec. Proving advertising effectiveness
  • 13. 13 Advertising Case Studies Proving advertising effectiveness
  • 14. 14 How were the case studies collected? • Each case study was collected using a quantitative survey amongst readers of the publication in which the advertisement appeared. • The research was conducted in 2 stages. Stage I took place at the beginning of the campaign (after the 1st insertion) and stage II took place at the end of the campaign. • Case studies are divided into the following advertising objectives: 1. New Launch (to prove sales growth and brand awareness) 2. Building Brand Awareness (to prove increase in brand awareness) 3. Creating & Changing Perceptions (to measure the change in brand perception) Proving advertising effectiveness
  • 15. 15 New Launch “the opportunity to tell the market about a new product or service” Proving advertising effectiveness
  • 16. 16 Case study 1: Background (new launch) Advertiser: Villeroy & Boch Product Advertised: La Scala tableware Media Used: Caterer & Hotelkeeper magazine Campaign details: 3 full page adverts Advertising dates: 3 months (January-March) Campaign objectives: To build awareness of a new product, a range of china tableware called La Scala Research Methodology: 100 interviews with hospitality decision makers: - stage I took place after first advert (January) - stage II took place after 3 adverts (April)
  • 17. 17 Case study 1: Key findings (new launch) Recall of advertising for new product  71% recall seeing advertising in industry (during 3 month period) publications for the advertiser (Villeroy & Boch) during the campaign period  Spontaneous awareness for the new product (La Scala) increased by 14% from 18% after one advert to 32% after 3 adverts  Prompted awareness for the new product (La Scala) increased by 22% from 18% after one advert to 40% after 3 adverts  After 3 insertions 60% claimed they had definitely seen the advert before, compared to 8% who said they had seen it after one insertion  The advertising campaign for the new product also helped to raise top of mind awareness of the advertiser by 12% from 40% to 52% (Base: All decision makers reading the magazine)
  • 18. 18 Case study 2: Background (new launch) Advertiser: Hellmann‟s Product Advertised: Extra Thick Mayonnaise Media Used: Caterer & Hotelkeeper magazine Campaign details: 3 full page adverts Advertising dates: 3 months (June-August) Campaign objectives: To raise awareness of a new product, Hellmann‟s Extra Thick Mayonnaise Research Methodology: 400 interviews with outlet & unit managers: - stage I took place before the campaign (May) - stage II took place after the campaign (September)
  • 19. 19 Case study 2: Key findings (new launch) How did you first find out about the new product?  Prompted awareness of the new product (Hellmann‟s Extra Thick Mayonnaise) (Extra Thick Mayonnaise) increased by 22% by the end of the campaign  At the end of the campaign, 23% of respondents stated that they were likely to purchase the new product (Extra Thick Mayonnaise)  The proportion saying that they would be likely to switch product brands (mayonnaise) increased by 9% by the end of the campaign  26% of respondents said they decided to try the product (Extra Thick Mayonnaise) as a result of seeing the advertising  At the end of the campaign, 45% of the sample expressed an interest in sample free packs and trial testing (Base: Those aware of the new product)
  • 20. 20 Case study 3: Background (new launch) Advertiser: Campbell‟s Product Advertised: Homepride wet cook-in sauces Media Used: Catering Update magazine Campaign details: 3 full page adverts Advertising dates : 3 months (September-November) Campaign objectives: To raise awareness of a new product range, Homepride wet cook- in sauces Research Methodology: 400 interviews with food purchasing decision makers: - stage I took place before the campaign (July) - stage II took place after the campaign (November)
  • 21. 21 Case study 3: Key findings (new launch) Spontaneous recall of new product  Spontaneous awareness of the new product (during 3 month period) (Homepride wet cook-in sauces) had increased by 13% by the end of the campaign  Awareness of the product’s details (availability of a catering size pack) increased by 6% by the end of the campaign. The main source of this information was catering magazines  A third of the decision maker sample said they had noticed the advertisement during the 3 month period  Usage of the product increased from 24% to 33% by the end of the campaign  The majority of decision makers (81%) said they were considering taking advantage of the offer (a free sample) that was detailed in the advert (Base: All decision makers)
  • 22. 22 Building brand awareness “the opportunity to be seen by customers and prospects and grow awareness” Proving advertising effectiveness
  • 23. 23 Case study 1: Background (building awareness) Advertiser: Iveco Ltd (previously known as Iveco Ford) Type of Advertising: Corporate Branding Media Used: Commercial Motor magazine Campaign details: 20 full page adverts Advertising dates : 7 months (June-December) Campaign objectives: Raise awareness of the brand and portray the image of the company as a more customer focused organisation. Research Methodology: 190 interviews with purchasing decision makers at the end of the campaign (November)
  • 24. 24 Case study 1: Key findings (building awareness) Recall of corporate advertising (at end of 7 month period)  Spontaneous awareness of the advertiser was 59%, 3rd highest of 11 competing brands  Over half of decision makers were aware of recent advertising for the advertiser, the highest of all brands  Over four fifths of decision makers correctly understood the messages being communicated in the advertising (the advertiser is customer focused company)  71% of the sample agreed that the advertisements would appeal to purchase decision makers (Base: All decision makers)
  • 25. 25 Case study 2: Background (building awareness) Advertiser: National Physical Laboratory (NPL) Type of Advertising: Corporate Branding Media Used: New Scientist magazine Campaign details: - A4 newsletter and pull-out posters - 2x outside back cover page - website competition and micro site Advertising dates : 5 months (March-July) Campaign objectives: Raise awareness of the NPL brand Research Methodology: 615 interviews with decision makers who are science professionals: - stage I pre campaign (March) - stage II post campaign (July)
  • 26. 26 Case study 2: Key findings (building awareness) Recall of corporate advertising (during 5 month period)  In stage I of the research the majority of respondents were able to recall no more than the advertisers name (NPL) or their logo  By stage II, 21% could specifically recall how they were aware of the advertiser (NPL) e.g. pull-out poster, supplement or leaflet  Over half of the decision makers believed it appropriate that NPL use magazine adverts, inserts and sponsored editorial articles as a method for raising awareness of the company (Base: All decision makers)
  • 27. 27 Case study 3: Background (building awareness) Advertiser: Air New Zealand Engineering Services (ANZES) Type of Advertising: Corporate Branding Media Used: Airline Business magazine Campaign details: 4 full page adverts Advertising dates: 4 months (August-November) Campaign objectives: Raise awareness of ANZES‟ design engineering capabilities Research Methodology: 106 interviews with Aerospace decision makers: - stage I took place after first advert (August) - stage II took place after 3 adverts (November)
  • 28. 28 Case study 3: Key findings (building awareness) Recall of corporate advertising (during 4 month period)  In stage I of the research 21% of respondents were able to name Air New Zealand as a provider of aviation design engineering  By stage II, association of Air New Zealand as a provider of aviation design engineering had grown to 38%  Over half of the decision makers considered the advertisement to be eye catching with a clear message which improves the image of ANZES (Base: All decision makers)
  • 29. 29 Case study 4: Background (building awareness) Advertiser: Vinci Service Advertised: Recruitment Campaign Media Used: Contract Journal magazine Campaign details: 4 months (September-December) - quarter page advert placed in one of 4 rotating positions Campaign objectives: To improve awareness of Vinci as a leading construction industry employer, raise awareness of Vinci‟s total construction capabilities, communicate the size and scale of the company and promote their ability to accommodate various career ambitions. Research Methodology: 100 interviews with construction industry professionals
  • 30. 30 Case study 4: Key Findings (building awareness) Awareness of the advertiser as an industry supplier (during 4 month period)  Recall of the advertisement in the industry publication (Contract Journal) grew throughout the campaign from 52% (at stage I) to 67% (at stage II)  As result of the campaign awareness that the advertiser (Vinci) was in a recruitment drive grew from 10% (at the beginning of the campaign) to 35% (at the end of the campaign)  The campaign helped to communicate to the majority of industry professionals (77%) that the advertiser (Vinci) was an employer offering international opportunities (Base: All decision makers)
  • 31. 31 Case study 5: Background (building awareness) Advertiser: Rotana Hotels Type of Advertising: Corporate Branding Media Used: Travel Weekly magazine Campaign details: 1 full page advert, 1 half page advert Advertising dates: 2 months (October – November 2006) Campaign objectives: Raise awareness of Rotana‟s Middle East properties Research Methodology: 100 interviews with travel industry decision makers: - stage I took place after first advert (October 2006) - stage II took place after 2 adverts (November 2006)
  • 32. 32 Case study 5: Key findings (building awareness) Recall of Rotana advertising (over a 2 month period)  In stage I of the research 46% of respondents were able to name Rotana as a hotel chain operating in the Middle East  By stage II, awareness of Rotana as a hotel chain operating in the Middle East had grown to 60%  Over three quarters of the decision makers considered the advertisement to be eye catching, informative and explaining something new (Base: All decision makers)
  • 33. 33 Case study 6: Background (building awareness) Advertiser: Snowdrop Systems Service Advertised: HR and Payroll Software Media Used: Pay Magazine Campaign details: 1 full page advert Advertising dates: 3 months (September – November 2007) Campaign objectives: Raise awareness of Snowdrop‟s services Research Methodology: Over 100 interviews with professionals working in payroll, personnel and finance: - stage I took place after first advert (September 2007) - stage II took place after 3 adverts (November 2007)
  • 34. 34 Case study 6: Key findings (building awareness) Recall of advertising for product / service (over a 3 month period)  In stage I of the research 52% of respondents were able to name the advertiser (Snowdrop) as a provider of HR and Payroll software  By stage II, awareness of the advertiser (Snowdrop) as a provider of HR and Payroll software had grown to 77%  Over 70% of the decision makers agreed that the advertisement made a visual impact, conveyed a clear message, was informative and improved the image of Snowdrop (Base: All decision makers reading the magazine)
  • 35. 35 Case study 7: Background (building awareness) Advertiser: Accor Services Service Advertised: Childcare vouchers Media Used: Personnel Today magazine Campaign details: ¼ page horizontal strip (6 insertions) Advertising dates: 23rd October to 27th November 2007 Campaign objectives: Raise awareness of Accor Services‟ childcare vouchers Reinforce Accor Services‟ positioning as easy to use and an approach that gives choice, both to the employer and their employees. Research Methodology: Over 200 interviews with HR professionals: - stage I took place after first advert (23rd October 2007) - stage II took place after 6 adverts (27th November 2007)
  • 36. 36 Case study 7: Key findings (building awareness) Recall of advertising for product / service (over a 6 week period)  In stage I of the research 48% of respondents recognised the name of the advertiser (Accor Services) as a provider of childcare vouchers  By stage II, awareness of the advertiser (Accor Services) as a provider of childcare vouchers had grown to 60%  Over 70% of the HR professional agreed that the advertisement made a visual impact, was easy to read and was informative  32% of HR professionals makers were motivated to find out more about the advertiser (Base: HR professionals)
  • 37. 37 Case study 8: Background (building awareness) Advertiser: Computer 2000 Service Advertised: HP Quad Core Servers Media Used: MicroScope magazine Campaign details: Various – full page to quarter (25 insertions) Advertising dates: 19th November 2007 – 26th May 2008 Campaign objectives: Raise awareness of HP Quad Core Servers Reinforce HP servers‟ positioning as a server which gives increased performance, is powerful and easy to control. Research Methodology: Over 200 interviews with IT professionals: - stage I took place after first advert (November 2007) - stage II took place after 25 adverts (June 2008)
  • 38. 38 Case study 8: Key findings (building awareness) Seen any of the ads (over the campaign period)  83% recall seeing advertising for HP servers in 57% the last 4 months  The proportion who 'definitely' recall seeing the ad during the campaign rose by +17% points from 13% at Stage 1 to 30% by the end of the campaign. 29%  The ads with the highest recall had strong visual imagery  The ad campaign was successful in communicating the powerful/high performance of HP servers Stage I (After first advert) Stage II (After 25 adverts) (Base: IT professionals)
  • 39. 39 Creating & changing perceptions “the opportunity to shift market perceptions” Proving advertising effectiveness
  • 40. 40 Case study 1: Background (changing perceptions) Advertiser: BT Service Advertised: Information & Communications Technology (ICT) Provider Media Used: Computer Weekly magazine and website Campaign details: 10 months (August-May) - SME Month (4 issues with exclusive SME features) - 4x 24 page colour A4 supplements (circulated to 35,000 SMEs) - 3 full page advertisements to promote supplements - ComputerWeekly.com & BT partnership micro site - online marketing promotions to SME circulation - 10x false front covers (1st issue of each month) Campaign objectives: To improve perceptions of BT as an ICT company to SMEs Research Methodology: 400 interviews with ICT decision makers: - stage I took at the start of the campaign (August) - stage II took place towards the end of the campaign (March)
  • 41. 41 Case study 1: Key Findings (changing perceptions) Agreement with perception statements (during 5 month period)  Significant improvements were apparent in 3 key perception areas for the advertiser (BT) as shown in chart left  Perception shifts were also seen on a number of other factors including the following: “Offers a high quality of account management, customer service & administration” (increase of 12% points in perception) “Provides IT & telecommunications products & services to other businesses like yours” (increase of 8% points in perception) “Is easy to do business with” (increase of 8% points in perception) (Base: All SME decision makers)
  • 42. 42 Case study 2: Background (changing perceptions) Advertiser: Pfizer Animal Health Product Advertised: Pneumonia Vaccine (Rispoval 4) Media Used: Farmers Weekly magazine Campaign details: 4 months (August-November) - 8 full pages of advertising - 7 half pages of vertical advertorials Campaign objectives: To promote the benefits of the Rispoval 4 vaccine including cattle growth rates, healthier stock and return on investment. Also to promote the issue of pneumonia prevention i.e. proactive treatment of pneumonia in cattle rather than the reactive use of antibiotics Research Methodology: 100 interviews with beef farmers responsible for deciding how their cattle is treated for pneumonia : - stage I took place after first advert (August) - stage II took place after 3 adverts (November)
  • 43. 43 Case study 2: Key Findings (changing perceptions) Messages communicated in the advertisement (during campaign period)  A perception shift was seen in several key benefits of the product (Rispoval 4) including avoiding damage to profits, reducing the risk of spreading disease and lower treatment costs  26% claimed they had seen the advert after 1 insertion, growing 2.5 times to 63% who said they had seen it by the end of the campaign (4 months)  The adverts message reinforced the product (Rispoval 4) as a pneumonia treatment that will help to prevent pneumonia (95% agreed), improve cattle growth rates (88% agreed) and save money (81% agreed) (Base: All beef farmers)
  • 44. 44 Case study 3: Background (changing perceptions) Advertiser: BP Service Advertised: Partnerships with Customers Media Used: European Chemical News magazine Campaign details: Colour double page spread Campaign objectives: To improve perceptions of BP as a company that works in partnership with its customers Research Methodology: 60 interviews with BP customers who are responsible for deciding which suppliers are used on behalf of their company
  • 45. 45 Case study 3: Key Findings (changing perceptions) Messages communicated in the advertisement (during campaign period)  65% of the sample recalled seeing the advertisement in the 16th June issue of European Chemical News  67% found the message communicated by the advertisement to be convincing  Readers are initially drawn into the advert by the centre colour panel and then look carefully at the weightlifter photograph to understand what it is saying  The adverts message reinforced the advertiser (BP) as a strong company that is committed to working with its customers (Base: All decision makers)
  • 46. 46 Case study 4: Background (changing perceptions) Advertiser: Pratt & Whitney Product Advertised: Aircraft Engines Media Used: Flight International magazine Campaign details: 3 months (April 2007 – June 2007) - 3 double page ads - 3 full page ads - 7 one-third page ads Campaign objectives: To improve recognition of the Pratt & Whitney brand and convey the full range of solutions that the manufacturers can offer under the overall branding of the „Eagle is Everywhere‟. Research Methodology: 100 interviews with aerospace professionals: - stage I took place after first advert (April 2007) - stage II took place after 14 adverts (June 2007)
  • 47. 47 Case study 4: Key Findings (changing perceptions)  The advertiser’s (Pratt & Whitney) association with the campaign theme (‘The Eagle is Everywhere) was strong and Proportion who definitely recall seeing the campaign had increased by 14% (from 48% to 62%) by the end of the campaign.  Prompted awareness of the campaign increased from 70% after 4 inserts to 96% after 14 inserts.  Perception shifts were seen on a number of factors relating to the campaign including: ‘They position Pratt & Whitney as a forward thinking and innovative company’ (increase of 11% in perception) (Base: All aerospace professionals) ‘They make a statement about the future business direction of Pratt & Whitney’ (increase of 10% in perception) ‘They define what the Pratt & Whitney eagle means & stands for’ (increase of 9% in perception)
  • 48. 48 We can help you to measure the ROI of your campaign Proving advertising effectiveness
  • 49. 49 RBI’s research service  Reed Business Insight is the independent market research division of Reed Business Information which provides business market expertise through innovative research solutions  The close relationship with market-leading brands gives us the ability to reach specialist segments of our extensive database of business decision-makers via a range of research techniques  Our team of market research professionals have a wealth of experience across all business markets and can help you gain a valuable insight into your market place, allowing you to make informed business decisions and keep you one step ahead of your competitors  Through our market-leading brands we can also provide access to research on industry trends and market intelligence within business markets  All research commissioned by clients is undertaken on a strictly confidential basis  The Reed Business Insight team believe passionately about the services we offer clients and take great pride in the research that we undertake to make sure that it is reliable, cost effective and actionable Proving advertising effectiveness
  • 50. 50 What are our values? Passionate about research We are an honest team that enjoy working in research and take pride in our projects B2B experts We have an in-depth knowledge of business markets and understand industry language Independent professional service We focus on flexible solutions through a reliable and professional service Voice of the customer We provide an insight into the minds of business users and end customers Actionable results We deliver meaningful findings and recommendations that can help businesses to grow Proving advertising effectiveness
  • 51. 51 What do we provide our clients?  Invest time to understand your company and listen to your business requirements  Recommend the most appropriate research solution for your business  Develop a clear proposal so you know exactly how the project will work  Formulate a questionnaire or discussion guide to give you the insight you need  Source a sample from our extensive databases of business decision-makers  Manage the research programme and communicate progress of the project  Analyse the data in order to interpret what the results mean for your business  Present the findings with clear recommendations and actions Proving advertising effectiveness
  • 52. AD EFFECTIVENESS What impact is your marketing campaign having on your customers? Your marketing campaign is fundamental to the success of your Brand business; it provides crucial information about a brand that can change Perception or shape opinions in an instant. To make sure you fully understand the Ad impact of your campaign on your customers, Reed Business Insight Effectiveness Customer offers specialist, objective and cost-effective Ad Effectiveness research. How much ROI is your Satisfaction campaign providing? We can help you better understand: - the impact your campaign has on awareness of your brand - the values associated with your campaign - the impact of your advert on the customer Web site Insight With a strong understanding of ad effectiveness you can: Buyer - develop future advertising campaigns, in line with brand values development - target your audience more successfully Behaviour - get your advertising message across more effectively Turn over for examples of how RB Insight can provide you with a Product Market tailored Ad Effectiveness business solution. Development Structure To find out how Reed Business Insight can help you to make better business decisions, please contact: Jan De Iulio, Key Account Manager Tel: 0208 652 8564 Email: jan.de.iulio@rbi.co.uk Web: www.rbinsight.co.uk business to business research specialists
  • 53. AD EFFECTIVENESS Overall rating On a scale of 1 to 10 the overall rating for this advertisement is 8.7 Example question areas: Q. Do you RECALL seeing the advertisement before? 2% 6% 10% 3% 18% 18% 24% 16% 2% 2% Q. Did you CLICK on the online advert? 1 2 3 4 5 6 7 8 9 10 Q. What is your OPINION of the advertisement? Q. What is your UNDERSTANDING of the advertisement? Q. How EFFECTIVE do you believe the advertisement is? Q. What is your PERCEPTION of the company after seeing the advert? Q. What VALUES do you associate with the advert? Q. What did you NOTICE about the advert? Q. What ACTIONS have you taken since seeing the advert? What impact does your campaign have on your Build up a knowledge of how your customer? marketing effects opinion and values What do the results look like? associated with your brand Values associated with the campaign Familiarity with the brand Is high quality 38% very familiar Has a good reputation Is elegant 40% somewhat familiar Is innovative Has classic designs Has a broad range 22% know name only Has styles to suit every occasion Is practical Is durable Is good value for money What impact does your campaign have on the awareness of your brand? How is your campaign effecting your Example advertisement tested customer‟s opinion of your brand?
  • 54. 54 Who do I contact? Reed Business Insight is the independent research & marketing services division of Reed Business Information. We provide a media effectiveness service to customers to help them improve and measure the performance of their advertising. To discuss the findings of this report in greater detail, or to find out more about our media effectiveness research services, please contact: Jan De Iulio Key Account Manager Reed Business Insight +44 (0)20 8652 8564 07795 838 253 jan.de.iulio@rbi.co.uk Or visit our website: www.rbinsight.co.uk Proving advertising effectiveness