The sales effects of magazine advertising esther braspenning - fipp

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Studie naar sales effect van tijdschriften op basis van GFK panels

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The sales effects of magazine advertising esther braspenning - fipp

  1. 1. 1Esther Braspenning, Sanoma BelgiumTHE SALES EFFECTS OFMAGAZINE ADVERTISINGUSING THE GFK PANELS IN THE NETHERLANDS AND BELGIUM.THE SALES EFFECTS OFMAGAZINE ADVERTISINGUSING THE GFK PANELS IN THE NETHERLANDS AND BELGIUM.
  2. 2. 2The effect of media investment is until now oftenmeasured via effects on awareness, brand imageevolution, presence in evoked etc.Ads have proven effect on brand equity.But how is it with sales?Awareness Information ConsiderationPurchaseLoyaltyOpinionThe first moment of truth ishowever the purchase of theproduct. After the secondmoment of truth loyalty will bebuild which leads to possibleadvocacy.
  3. 3. 3Which medium can attribute the most to sales?
  4. 4. 4Single source measurement of purchase behavior and mediaconsumptionPurchases(In-homescanning)Media consumptionBackgroundinformationFoodBeveragesTobaccoPersonal careOTC drugsAnimal foodInternetCinemaAd taggingFrequencyOTS calculationbased on mediaplanPressRadioTV
  5. 5. 5BasesalesUpliftNot exposedMarketevolutionExposed Uplift thanksto campaignFOLLOWING HOUSEHOLDS OVER TIME ALLOWSFOR TRACKING SALES UPLIFTS CAUSED BYCAMPAIGNT1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T13 T14 T15 T16 T17 T18 T19 T20 T21During & after advertisingBefore advertising
  6. 6. 6Short term effect: Month by month sales upliftThe total market has grown over time. Both the number of buying households as theirspending has increased.The total market has grown over time. Both the number of buying households as theirspending has increased.Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE
  7. 7. 7Short term effect: Month by month sales upliftThe households that were not exposed to the campaign at all, however, spent less duringthe observed periods. Rexona even lost buying households among the group that did notcome in contact with the campaign.The households that were not exposed to the campaign at all, however, spent less duringthe observed periods. Rexona even lost buying households among the group that did notcome in contact with the campaign.Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE
  8. 8. 8Short term effect: Month by month sales upliftHence, the media pressure must have its effect on the households who were exposed toit. Households who saw the spot on TV reacted positively to it.Hence, the media pressure must have its effect on the households who were exposed toit. Households who saw the spot on TV reacted positively to it.Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE
  9. 9. 9Short term effect: Month by month sales upliftThe households that were exposed to the ad in the magazines reacted even better to it.Both recruitment and intensification of the households is better than among the group thatsaw the spot on TV.The households that were exposed to the ad in the magazines reacted even better to it.Both recruitment and intensification of the households is better than among the group thatsaw the spot on TV.Jun  July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE
  10. 10. 10Reaching the target group10% of the reach of print is within the target group of PRP’s of age 18-34y. TV slightlyperforms better. However, neither of both media stands out in reaching this age group.10% of the reach of print is within the target group of PRP’s of age 18-34y. TV slightlyperforms better. However, neither of both media stands out in reaching this age group.
  11. 11. 11Reach the target groupPrint reaches the female audience. Where the reach of TV consists for 80% of femalePRP’s, the reach of print contains 94% of female PRP’s.Print reaches the female audience. Where the reach of TV consists for 80% of femalePRP’s, the reach of print contains 94% of female PRP’s.
  12. 12. 12Benchmark with other mediaComparing the average sales uplifts of media mixes, we see that print is able to add thehighest value on a TV campaign.Comparing the average sales uplifts of media mixes, we see that print is able to add thehighest value on a TV campaign.
  13. 13. 13Print reaches thetarget group very wellPrint attributes most inthe mix with TVPrint ads increasesales on the shorttermConclusionsPrintworks!
  14. 14. 14Detailed viewThe current analysis consists of a few campaigns. This gives a very detailed and interestingview on those specific products and campaigns. The observed sales return on thosecampaigns are good achievements. The small base, however, does not allow to generalize thefindings.Short term viewThe current campaigns focus on month to month sales uplifts. This can be considered shortterm effects.Local viewThis research has been conducted in Belgium and The Netherlands. As different marketSuggestions for future researchEuropean, 50-100 campaigns, including long term effects.Discussion & suggestions for future research
  15. 15. 15Discussion & suggestions for future researchDetailed viewDetailed view The current analysis consists of a few campaigns. Thisgives a very detailed and interesting view on those specificproducts and campaigns. The small base, however, doesnot allow to generalize the findings.Short term viewShort term view The current campaigns focus on month to month salesuplifts. This can be considered short term effects. Animportant question is whether the new buyers were gainedsustainably.Local viewLocal view This research has been conducted in Belgium and TheNetherlands. The larger European markets such asGermany and UK are not present in this study.Taking this researchforwardTaking this researchforward• European scope: Include UK,• General findings on print advertising: large number ofcampaigns• Including long term effects
  16. 16. 16ContactMade by Sanne Van HoefDirk VandervekenDivision Director BelgiumT +32 2 5580 562 | M +32 478 456 279Dirk.Vanderveken@gfk.comMade by Sanne Van HoefEsther BraspenningTitlePhoneEmail

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