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How CPA affects Brand Health
- 1. How CPA affects Brand Health Bank category
- 2. CPA How CPA affects Brand Health. Bank category.
- 3. CPA -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 Knowing Knowing How CPA affects Brand Health. Bank category.
- 4. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Trust Don’t Trust CPA 2011 2012 2013 Knowing Knowing How CPA affects Brand Health. Bank category.
- 5. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Trust Don’t Trust CPA 2011 2012 2013 Knowing Knowing Non CPA How CPA affects Brand Health. Bank category.
- 6. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing How CPA affects Brand Health. Bank category.
- 7. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 8. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 9. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 10. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 11. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 12. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.
- 13. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust The main Brand Health indicators constantly depends of the level of Knowing. Breaking of this constant is the result of the chosen strategy. In our example, during the first quarter of 2013, some amount of banks started to use CPA buying model. This lead to an increase of the level of Untrust faster than increasing of the level of Knowing. At the same time the level of Trust has increased lower than the level of Knowing has increased. To confirm this theory we have made the same research for the same number of banks, of the same bank category, but which didn`t used the CPA buying model in their communication strategy. Their results were absolutely opposite. This research confirms the approval that CPA kills Brand Health. How CPA affects Brand Health. Bank category.
- 14. 1. For introductory we took the fact that the CPA kills Brand Health. 2. We have compiled a list of banks that came out in 2013 with CPA campaigns. Among them we left 4 ones, which used CPA campaigns each quarter of the year. 3. Starting from the year of 2011, we measured the main Brand Health indicators of each bank, during each quarter, they are Knowing, Trust and Untrust. According to this massive of data the trending lines were plotted. The infographic compares the level of Knowing to the level of Trust (upeer part) and compares the level of Knowing to the level of Untrust (lower part). 4. For confirmation of the introduction theory we we conducted a similar research for banks, which didn`t used CPA buying model in their communication strategy. Methodology
Editor's Notes
- Для исследования были выбраны 4 наиболее активных игрока, использовавших СРА модель баинга в рамках своей интернет коммуникации. Они выходили в течении всего 2013 года.
- Для исследования были выбраны 4 наиболее активных игрока, использовавших СРА модель баинга в рамках своей интернет коммуникации. Они выходили в течении всего 2013 года.
- При помощи ТНС мы замеряли их уровень знания среди аудитории в течении последних 3-х лет.
- За основные показатели ВН были выбраны уровни доверия и не доверия. Эти показатели прямо зависят от уровня знания бренда. Т.е. кривые знания относительно ВН будут параллельны, при нейтральном отношении. Изменение этих кривых будет свидетельствовать о улучшении или ухудшении отношения к бренду.
- Аналогичное исследование были проведено с 4-мя банками, которые не использовали СРА в рамках своей коммуникации.
- Построили их уровень знания в тот же период.
- Построили кривые ВН. Подробно рассмотрим период старта СРА активностей (1-й квартал 2013 года).
- Построили кривые ВН. Подробно рассмотрим период старта СРА активностей (1-й квартал 2013 года).
- Рассмотрим подробно показатели ВН в этот период.
- У СРА банков уровень недоверия значительно возрос, при отсутствии роста в уровне доверия.
- У не СРА банков как раз наоборот – значительно возрос уровень доверия при отсутствии роста в уровне не доверия.