Advertising Works The Colouring Book

Advertising Works
The Colouring Book: a collection of research case studies that add colour to advertising in B2B media

Proving advertising effectiveness

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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


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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


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B2B media


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


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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



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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



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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


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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



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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


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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


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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.


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Advertising Case Studies


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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)


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New Launch

“the opportunity to tell the market about a
new product or service”


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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)

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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)

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Advertiser: Hellmann‟s

Product Advertised: Extra Thick Mayonnaise

Media Used: Caterer & Hotelkeeper magazine


Advertising dates: 3 months (June-August)

To raise awareness of a new product, Hellmann‟s Extra Thick
Mayonnaise

400 interviews with outlet & unit managers:
- stage I took place before the campaign (May)
- stage II took place after the campaign (September)

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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)

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Advertiser: Campbell‟s

Product Advertised: Homepride wet cook-in sauces

Media Used: Catering Update magazine


Advertising dates : 3 months (September-November)

To raise awareness of a new product range, Homepride wet cook-
in sauces

400 interviews with food purchasing decision makers:
- stage I took place before the campaign (July)
- stage II took place after the campaign (November)

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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)

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Building brand awareness

“the opportunity to be seen by customers and prospects
and grow awareness”


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Case study 1: Background (building awareness)

Advertiser: Iveco Ltd (previously known as Iveco Ford)

Type of Advertising: Corporate Branding

Media Used: Commercial Motor magazine


Advertising dates : 7 months (June-December)

Raise awareness of the brand and portray the image of the
company as a more customer focused organisation.

190 interviews with purchasing decision makers at the end of the
campaign (November)

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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


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Advertiser: National Physical Laboratory (NPL)


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)

Raise awareness of the NPL brand

615 interviews with decision makers who are science professionals:
- stage I pre campaign (March)
- stage II post campaign (July)

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 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


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Advertiser: Air New Zealand Engineering Services (ANZES)


Media Used: Airline Business magazine


Advertising dates: 4 months (August-November)

Raise awareness of ANZES‟ design engineering capabilities

106 interviews with Aerospace decision makers:
- stage I took place after first advert (August)
- stage II took place after 3 adverts (November)

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 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


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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

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.

100 interviews with construction industry professionals

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Case study 4: Key Findings (building awareness)

Awareness of the advertiser as an industry supplier
 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


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Advertiser: Rotana Hotels


Media Used: Travel Weekly magazine

Campaign details: 1 full page advert, 1 half page advert

Advertising dates: 2 months (October – November 2006)

Raise awareness of Rotana‟s Middle East properties

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)

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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


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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)

Raise awareness of Snowdrop‟s services

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)

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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)

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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

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.

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)

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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)

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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

Raise awareness of HP Quad Core Servers

Reinforce HP servers‟ positioning as a server which gives
increased performance, is powerful and easy to control.

Over 200 interviews with IT professionals:
- stage I took place after first advert (November 2007)
- stage II took place after 25 adverts (June 2008)

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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)

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Creating & changing
perceptions

“the opportunity to shift market perceptions”


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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)

To improve perceptions of BT as an ICT company to SMEs

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)

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Case study 1: Key Findings (changing perceptions)

Agreement with perception statements
 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”

“Is easy to do business with”

(Base: All SME decision makers)

42


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

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

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)

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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


Advertiser: BP

Service Advertised: Partnerships with Customers

Media Used: European Chemical News magazine

Campaign details: Colour double page spread

To improve perceptions of BP as a company that works in
partnership with its customers

60 interviews with BP customers who are responsible for
deciding which suppliers are used on behalf of their
company

45


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


46


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

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‟.

100 interviews with aerospace professionals:
- stage I took place after first advert (April 2007)
- stage II took place after 14 adverts (June 2007)

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 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’
‘They define what the Pratt & Whitney eagle means & stands
for’

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We can help you to measure the ROI
of your campaign


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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


50

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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


51

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 Analyse the data in order to interpret what the results mean for your business

 Present the findings with clear recommendations and actions


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

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

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


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