Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TVC Effectiveness Measurement Method

1,312 views

Published on

Do you ever have a question like this?
•How effective the TVC is?
•What is your strategy to maximize cost effectiveness improvement?
•Review the TVC by effect measurements.

W&S Group have that solution.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

TVC Effectiveness Measurement Method

  1. 1. TVC (TELEVISION COMMERCIAL) EFFECTIVENESS MEASUREMENT SURVEY August 2014
  2. 2. Do you ever have a question like this? 2 • How effective the TVC is? • What is your strategy to maximize cost effectiveness improvement? • Review the TVC by effect measurements. In consideration for the next TVC campaign, above questions could only be imagined
  3. 3. Research techniques to accurately measure the effectiveness of a TVC in Indonesia? 3 Problem Solution In orthodox survey technique: the "saw" and "remember" TVC group are used, and likely to overestimate purchase intention from TVC. Other evaluation from non-contact-with-TVC group should be considered besides evaluation of contact-with-TVC group as well. The results, therefore, would be more accurate as comparing insights of contact and non-contact with-TVC groups.
  4. 4. In survey with only contact persons, it is obvious that we CANNOT grasp the facts 4
  5. 5. How to correctly visualize the effectiveness of a TVC in Indonesia? Contact-with TVC group’s future purchase intention Non-contact –with-TVC group’s future purchase intention TVC advertising effectiveness is actual and apparent 5
  6. 6. Changes in the actual purchase intention are based on cases. In the following example, for those who are exposed to TVC, advertising effectiveness is 1.9% higher. In comparison of this group to the group that are not exposed to TVC, we can better understand the ads measurement. 6 TVC contact •Perception of Product…...........85.7% •Future purchase intention…….88.0% +2.3% TVC non-contact •Perception of Product...............85.7% •Future purchase intention…….88.0% +0.4% Difference 1.9% = 2.3% - 0.4% How to correctly visualize the effectiveness of a TVC in Indonesia? TVC-contact group TVC non-contact group Perception of product Future purchase intention 0% 100% 88.0% 85.7% 69.6% 80% 60% 40% 20% 70.0%
  7. 7. Example of survey design in measuring TVC effectiveness In order to compare the non-contact to the contact group, we need to set various indicators in basic communication media, perception and purchase intention 7 Screening questions In contact with media Non-contact with TVC Contact with TVC Future purchase intention Add metrics Perception at the time of contact To eliminate the influence of other media Basic Evaluation items Supplemental Evaluation Indicators • Perception of TVC upon contact • Creative rating • Key message recognition • Future purchase intention Quantitative evaluation • Goodwill and non-goodwill reasons • Perception evaluation • Reasons for use and non- use intention Qualitative Evaluation (FA) • Interests • Compatibility • Product and feature image • Emotional image • Taste image • Occasions (Scene) Actual Relationship revelation
  8. 8. Effectiveness Evaluation 8
  9. 9. • Purchase intention of TVC contacted group are higher 9 Subject Increment/ Decrement Description TVC contacted person +2.3% Since purchase intention of TVC-contacted group is higher than non-contacted group, TVC affects purchase intention. TVC non-contacted person +0.4% Effectiveness Evaluation • Purchase intention of TVC contact group remains the same, while non-contact group's decreases Subject Increment/ Decrement Description TVC contacted person ± 0.0% Since the purchase intention of TVC contacted group remains unchanged while non-contact group's is decreased, it can be said that TVC affects purchase intention by preventing purchase intention TVC non-contacted person - 0.4%
  10. 10. • Increment and decrement of purchase intention is the same 10 Subject Increment/ Decrement Description TVC contacted person +2.3% The increase of purchase intention in TVC non-contacted group is influenced by other media, which is varied seasonally; hence, TVC does not affect purchase intention TVC non-contacted person +2.3% Subject Increment/ Decrement Description TVC contacted person +0.4% Purchase intention of TVC contacted group is increased slightly due to TVCM effectiveness. However, TVC has no effect on the increment of non-contacted group. TVC non-contacted person +2.3% Effectiveness Evaluation • Purchase intention of TVCM non-contacted group are higher
  11. 11. Basic Package Study Schedule and Service content • It takes around 1.5 months from the starting date of survey creation until report submission 11 Pre- discussion Research design and Preparation Survey Implementation Data analysis and Report preparation Reporting 10 -15 days before survey starting date 5 - 10 days 4 - 6 business days 2 - 5 business days ・Indentify issues ・Clarify research objectives / purposes ・Specify schedule ・Research design ・Research analysis confirmation ・Deliverables (full report) ・Finalize delivery data ・Data collection ・Data process and analysis ・Confirmation on additional analysis (cross tabulation) ・Report with key findings ・Report of each item ・Overall recommendations
  12. 12. Sample Estimation Country Indonesia - Nationwide Sample Size 600ss (TVC contact and non-contact group) In case of evaluation on specific target, quota of age and gender will be kept. Deliverables (Full report) Raw data, GT, Crosstab Deliverables (report) Report of analysis Fee US$ 6,000 - Timing 1.5 months Remarks In case of conducting more than one wave, fresh sample will be prioritized 12
  13. 13. Deliverables Sample • In terms of purchase intention 13 0 20 40 60 80 100 Very likely to buy Somewhat likely to buy Neutral Somewhat unlikely to buy Very unlikely to buy Contact group Non-Contact group Output Image: Question. Purchase Intention
  14. 14. Cross-Media Measurement Research 14
  15. 15. By classifying the TOP 2 media channels exposure that affect purchase intention, advertising effectiveness will be revealed. 1. Impact of TVC exposure 2. Impact of outdoor advertising exposure 3. Impact of both TVC and SNS/Forum exposure 15 Cross-Media Measurement Research
  16. 16. Example of TOP 2 media channels exposure that affect purchase intention (TVC・SNS/Form・Outdoor advertising) With a focus on TVC, the advantage of this method is that it can measure the effectiveness of multiple media. Below illustrated image shows that the multiple media exposure has higher advertising effectiveness. 16 TVC 17.0% SNS/Foru m 17.2% Outdoor advertising 18.1% 20.2% (TVC & SNS/Forum) 31.5% (TVC & Outdoor advertising) 39.6% (3 media channels exposure) 23.0% (SNS/Form & Outdoor advertising) Average percentage of cross-media exposure ----------- Purchasers ----------- Measuring level of purchase intentions ----------
  17. 17. W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch– our actively managed over 100,000 members panel with various segmentations across Vietnam. FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address» 21H Grand Slipi Tower, Jl. S. Parman Kav 22- 24, Slipi, Jakarta Barat, Indonesia 11480 Office phone: (021) 29 022 227 Fax: (021) 29 022 365 » Email: info@nusaresearch.com » Website: http://nusaresearch.com/ The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).

×