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FORAG - Brand Effects - Hochland

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Wie erfolgreich ist die Kombination aus Online & Print Werbung? Für unseren Kunden Hochland untersuchen wir erstmals die Werbewirkung einer Online und Print Kampagne und beweisen damit: Doppelt hält besser!

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FORAG - Brand Effects - Hochland

  1. 1. Brand Effects Hochland
  2. 2. Studiendesign
  3. 3. Kontakte mit der Hochland-Kampagne werden mit Hilfe eines Cookies identifiziert und getrackt. Ablauf der Onsite-Befragung Kontakt Kurz nach Werbemittelkontakt wird jeder n-te User zur Befragung eingeladen. Das Setzen eines zweiten Cookies erfolgt, um mehrmaligen Kontakt mit dem Fragebogen zu vermeiden. Die Abfrage der Print-Kampagne erfolgte innerhalb der Onsite-Befragung. Einladung Der User kann entweder an der Umfrage teilnehmen oder weiter surfen. Teilnahme Seite 3 Brand Effects „Hochland“| 2014
  4. 4. Kampagnenbegleitende Layer-Befragung inkl. Nullmessung. Auswahl des n-ten Users, der Kontakt mit den Hochland-Kampagnen (Almette, Grünländer, Patros und Hochland) hat Print-Kontakte wurden innerhalb der Online- Umfrage abgefragt (Nutzung jeweiliger Zeitschrift). Kampagnen: Almette, Patros Kontroll- bzw. Testgruppe: (Testgruppe Print-Online) Gesamt n= 1.885 bzw. 2.234 (n=68) Gesamt: Kontrollgruppen 02.05.14 - 14.07.14 Testgruppen TG: 02.05.14- 31.10.14 Studiendesign Seite 4 Auswahlverfahren und Grundgesamtheit Methode Stichprobe nach Bereinigung Erhebungszeitraum Brand Effects „Hochland“| 2014
  5. 5. Funnelanalyse der Werbewirkungsindikatoren
  6. 6. 100 126 Kontrollgruppen Gesamt Testgruppen Gesamt Gestützte Werbeerinnerung – Gesamt Brand Effects „Hochland“| 2014Seite 6 „Und von welcher der folgenden Käse-Marken haben Sie in letzter Zeit ganz allgemein Werbung gesehen oder gehört?“ Nennungen für [Hochland Marke]*, Index gegen die Kontrollgruppe (100) AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG Durch den Kontakt mit den Online Kampagnen von Hochland konnte die gestützte Werbeerinnerung im Vergleich zur Nullmessung um 26 Prozent gestiegen werden. Kontrollgruppen Gesamt n=1.886; Testgruppen Gesamt n=2.235; *Durchschnittswert von mehreren Marken
  7. 7. 100 117 Kontrollgruppen Gesamt Testgruppen Gesamt Gestützte Markenbekanntheit – Gesamt Brand Effects „Hochland“| 2014Seite 7 „Hier sehen Sie einige Käse-Marken. Welche der folgenden Käse-Marken kennen Sie, wenn auch nur dem Namen nach?“ Nennungen für [Hochland Marke]*, Index gegen die Kontrollgruppe (100) Die Bekanntheit der Marken von Hochland wurde auch positiv durch die Online Kampagnen beeinflusst. Indexwert in den Testgruppen Gesamt ist 117. Kontrollgruppen Gesamt n=1.884; Testgruppen Gesamt n=2.235; *Durchschnittswert von mehreren Marken AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG
  8. 8. 100 118 132 Kontrollgruppen Gesamt Testgruppen Online Only Testgruppen (inkl. Print) Gestützte Markenbekanntheit – Gesamt (inkl. Print) Brand Effects „Hochland“| 2014Seite 8 „Hier sehen Sie einige Käse-Marken. Welche der folgenden Käse-Marken kennen Sie, wenn auch nur dem Namen nach?“ Nennungen für [Hochland Marke]*, Index gegen die Kontrollgruppe (100) Beim Vergleich der Online Only mit der Online+Print Kampagne zeigt sich eine stärkere Steigerung der Markenbekanntheit bei der Gruppe mit zusätzlichem Print- Kontakt. Kontrollgruppen Gesamt n=829; Testgruppen Gesamt n=988 bzw. 68; *Durchschnittswerte von mehreren Marken AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG
  9. 9. 100 101 108 Kontrollgruppen Gesamt Testgruppen Online Only Testgruppen (inkl. Print) Markensympathie – Gesamt Brand Effects „Hochland“| 2014Seite 10 „Bitte geben Sie an, wie sympathisch Ihnen [Hochland Marke] ist.“ Top 2*, Index gegen die Kontrollgruppe (100) Die Sympathie erreicht bei den Befragten mit zusätzlichem Print-Kontakt ein deutlich höheres Level. Kontrollgruppen Gesamt n=497; Testgruppen Gesamt n=700 bzw. 54; *Durchschnittswerte von mehreren Marken AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG
  10. 10. Aktivierung – Gesamt Brand Effects „Hochland“| 2014 100 100 100 100 147 128 104 108 Besuch der Homepage von [Hochland Marke]. Weitere Informationen über [Hochland Marke] einholen. [Hochland Marke] probieren. [Hochland Marke] kaufen. Seite 11 „Sie haben angegeben, dass Sie die [Hochland Marke] kennen. Wie wahrscheinlich ist es, dass Sie folgende Aktionen ausführen?“ Top 2*, Index gegen die Kontrollgruppe (100) Kontrollgruppen Gesamt n=1.884; Testgruppen Gesamt n=2.235; Filter: Markenkenner; *Durchschnittswerte von mehreren Marken AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG
  11. 11. Aktivierung – Gesamt (inkl. Print) Brand Effects „Hochland“| 2014 100 100 100 100 88 77 102 104 174 120 122 130 Besuch der Homepage von [Hochland Marke]. Weitere Informationen über [Hochland Marke] einholen. [Hochland Marke] probieren. [Hochland Marke] kaufen. Kontrollgruppen Testgruppen Online Only Testgruppen inkl. Print Seite 12 „Sie haben angegeben, dass Sie die [Hochland Marke] kennen. Wie wahrscheinlich ist es, dass Sie folgende Aktionen ausführen?“ Top 2*, Index gegen die Kontrollgruppe (100) Kontrollgruppen Gesamt n=1.884; Testgruppen Gesamt n=2.235; Filter: Markenkenner; *Durchschnittswerte von mehreren Marken AKTIVIERUNGMARKENSYMPATHIEMARKENBEKANNTHEITWERBEERINNERUNG
  12. 12. Ihre Ansprechpartner in der Marktforschung Sonja Knab Director Research & Marketing Tel.: 089/92 50-12 69 s.knab@tomorrow-focus.de ForwardAdGroup http://tomorrow-focus-media.de Mareike Pezzei Senior Research Manager Tel.: 089/92 50-31 58 m.pezzei@tomorrow-focus.de ForwardAdGroup http://tomorrow-focus-media.de Smaranda Dancu Research Manager Tel.: 089/92 50-29 76 s.dancu@tomorrow-focus.de ForwardAdGroup http://tomorrow-focus-media.de Seite 16 Brand Effects „Hochland“| 2014
  13. 13. Geschlecht KG Gesamt TG Gesamt Männlich 30,0 30,0 Weiblich 70,0 70,0 Soziodemographie – Gesamt Brand Effects „Hochland“| 2014 Alter Unter 14 Jahre 3,2 1,4 14 bis 19 Jahre 6,2 2,7 20 bis 29 Jahre 9,5 5,7 30 bis 39 Jahre 12,6 9,8 40 bis 49 Jahre 19,3 17,9 50 bis 59 Jahre 23,6 28,3 60 Jahre und älter 25,6 34,0 HHNE bis u. 1.000 € 10,7 11,1 1.001 bis 2.000 € 20,1 19,7 2.001 bis. 3.000 € 14,7 15,1 3.001 bis 4000 € 9,2 8,8 Über 4000 € 10,7 9,4 Keine Angabe 34,6 35,9 Seite 17 Gewichtet nach Geschlecht: 30% Männer, 70% Frauen
  14. 14. Vielen Dank! Verwendetes Bildmaterial: www.thinkstockphotos.de

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