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Stopwatch

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Stopwatch

  1. 2. Chapter 1 From impact measurement to Stop/Watch Stop/watch -> Chapter 1: from impact measurement to stop/watch
  2. 3. Methodology <ul><li>Street recrutement </li></ul><ul><li>CAPI (15-20 minutes) </li></ul><ul><li>N = 100 (per test) </li></ul><ul><li>Flair Nl. + Flair Fr. </li></ul><ul><li>Libelle + Femmes d’Aujourd’hui </li></ul><ul><li>HUMO + Télé Moustique </li></ul><ul><li>Feeling + Gael </li></ul><ul><li>15 - 20 ads per magazine </li></ul><ul><li>2 magazines per test </li></ul><ul><li>16-20 tests per year </li></ul><ul><li>Fieldwork by TNS Media </li></ul>Stop/watch -> Chapter 1: from impact measurement to stop/watch
  3. 4. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  4. 5. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  5. 6. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  6. 7. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  7. 8. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  8. 9. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  9. 10. Chapter 2 Different weights, different measures Stop/watch -> Chapter 2: Different weights, different measures
  10. 11. Quantitative parameters <ul><li>Recognition (have you seen this ad?) total yes-answers / total sample </li></ul><ul><li>Attribution (do you know for which brand/product name this ad is for?) total correct answers / recognition </li></ul><ul><li>Effective score (recognition X attribution) number of readers that has seen the ad and correctly attributed the brand/product name / total sample </li></ul><ul><li>Branding Power (do you know for which brand/product this ad is for?) total total correct answers / total sample </li></ul>Stop/watch -> Chapter 2: Different weights, different measures
  11. 12. <ul><li>Like </li></ul><ul><ul><li>How much do you love this ad? /10 </li></ul></ul><ul><li>Original </li></ul><ul><ul><li>How original do you find this ad? /10 </li></ul></ul><ul><li>Informative </li></ul><ul><ul><li>How informative do you find this ad? /10 </li></ul></ul><ul><li>Suited </li></ul><ul><ul><li>To which degree do you find the ad suitable with …? /10 </li></ul></ul>Qualitative parameters Stop/watch -> Chapter 2: Different weights, different measures
  12. 13. Quantitative scores Stop/watch -> Chapter 2: Different weights, different measures
  13. 14. Qualitative scores Stop/watch -> Chapter 2: Different weights, different measures
  14. 15. Chapter 3 The importance of product attributes Stop/watch -> Chapter 3: The importance of product attributes
  15. 16. <ul><li>4118 ads tested </li></ul>Number of ads tested Stop/watch -> Chapter 3: The importance of product attributes Food 593 Beauty 428 Cars 409 Clothing, shoes 386 OTC 258 Beverages 208 Perfume 190 IT, Telecom 189 Media 185 House Hold 180 Personal care 173 Home furnishings 169 Miscell. organisations 163 Tourism, transport 162 Bank, insurance 143 Other 130 Accessories 56 Detergents 46 Hifi, TV 50
  16. 17. Sector differences average eff.score = 26,5% index = 100  average sector scores compared to overall average of effective score Stop/watch -> Chapter 3: The importance of product attributes
  17. 18. Advertising pressure – 3 months prior to test  It makes sense to spent money on advertising in magazines Stop/watch -> Chapter 3: The importance of product attributes
  18. 19. Advertising pressure – 3 months prior to test  larger budgets generate higher impact scores Stop/watch -> Chapter 3: The importance of product attributes
  19. 20. Product lifcycle – Case Belolive  the successful launch of a new brand via magazines Stop/watch -> Chapter 3: The importance of product attributes
  20. 21. Product lifecycle – Case Belolive Stop/watch -> Chapter 3: The importance of product attributes
  21. 22. Campaign lifecycle – Case Lactacyd  How a good concept works and goes on working… % Stop/watch -> Chapter 3: The importance of product attributes 0 10 20 30 40 50 60 70 jul-96 jul-97 jul-98 jul-99 jul-00 jul-01 jul-02 Effective Score Branding Power
  22. 23. Chapter 4 The importance of advertisement attributes Stop/watch -> Chapter 4: the importance of advertisement attributes
  23. 24. Size  The impact of size Stop/watch -> Chapter 4: the importance of advertisement attributes
  24. 25. Creative formulas  Creative formulas = impact boosters Stop/watch -> Chapter 4: the importance of advertisement attributes
  25. 26. Coupon (pop-up) Stop/watch -> Chapter 4: the importance of advertisement attributes
  26. 27. Left or right?  Left or right: no differences Stop/watch -> Chapter 4: the importance of advertisement attributes
  27. 28. Position in the magazine  the position in the magazine does not make much difference Stop/watch -> Chapter 4: the importance of advertisement attributes
  28. 29. Prima Posta (first ad after the second cover) Stop/watch -> Chapter 4: the importance of advertisement attributes
  29. 30. Editorial context  Clearly an added value Stop/watch -> Chapter 4: the importance of advertisement attributes
  30. 31. Proximity of ads  Next to another ad? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  31. 32. Competition with the sector  A competitor nearby? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  32. 33. Clutter  A lot of advertising? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  33. 34. Chapter 5 The importance of reader attributes Stop/watch -> Chapter 5: the importance of reader attributes
  34. 35. Gender* *Stop/watch only tested in TV weeklies Humo & Télé Moustique  Men and women: the clichés confirmed Stop/watch -> Chapter 5: the importance of reader attributes
  35. 36. About Venus and Mars… Stop/watch -> Chapter 5: the importance of reader attributes
  36. 37. Chapter 6 What tips the balance? Stop/watch -> Chapter 6: what tips the balance?
  37. 38. The basis: Recognition & Attribution Stop/watch -> Chapter 6: what tips the balance? Strong visual cases Succes cases Young cases Strong brand cases
  38. 39. The big box of building blocks RECOGNITION ATTRIBUTION Stop/watch -> Chapter 6: what tips the balance? LIKE: 80% LIKE: 51% Interest: 47% Sector: 27% Size: 12% Structure: 12% Placement: 2% Interest: 30% Sector: 45% Size: 14% Structure: 10% Placement: 1%
  39. 40. stop|watch in other countries Stop/watch -> stop|watch in other countries
  40. 41. Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 59 fax: +32 2 776 27 93

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