Effectiveness of advertising

1. Evaluating the effectiveness of marketing
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
TA R G E T
P R O J E C T
Determining the effectiveness of the methods used to
communicate with target consumers
TA S K S
▪ Evaluating the effectiveness of advertising messages
▪ Assessing perception and awareness of promotions
▪ Assessing the effectiveness of channels for consumers to
receive information about promotions
G E P G R A P H Y
__________
O B J E C T S O F
R E S E A R C H
City residents doing
renovations or planning
renovations in the near
future
M E T H O D O F
R E S E A R C H
Online survey
S A M P L E S I Z E
1000 respondents
T I M E L I N E S
2
October 2023

3. E VA LUAT I N G T H E E F F E C T I V E N E S S O F
A D V E R T I S I N G M E S S A G E S

4. Number of contacts with advertising messages
4
➢ The majority of respondents (60.96%) have
seen advertisements for stores selling repair
products recently. Of them 45.87% They are
currently renovating apartement or house or
have recently completed it.
➢ The largest number of respondents who pay
attention to advertising live in_____ (67.06%),
the smallest – in_____ (49.14%).
67,06%
63,75%
49,14%
66,38%
60,96%
32,94%
36,25%
50,86%
33,62%
39,04%
Да Нет
Number of contacts with advertising messages from stores
N=1000
Yes No

5. Names of stores whose advertisements respondents
encountered
5
➢ Among those stores whose advertising
respondents have seen recently, “******” is most
often mentioned - 21.91%.
➢ The second most popular stores are “******” -
9.32% and"*********" - 9.07%.
➢ Advertising for “*********” stores was seen by
6.55% of respondents, “********” store - 1.26%,
“*******” - 0.50 %, and respondents did not
encounter “*********”.
Names of stores whose advertisements respondents have seen recently
1,01%
1,01%
1,26%
1,51%
1,51%
2,02%
2,02%
2,77%
3,27%
3,27%
3,53%
4,79%
5,54%
6,05%
6,55%
9,07%
9,32%
21,91%
N=1000

6. Names of stores whose advertisements respondents
encountered
6
Names of stores whose advertisements respondents have seen recently, by survey city
TOTAL City _____ City _____ City _____ City _____
_____ 87 21.91% 1 1.18% 25 31.25% 22 18.97% 39 33.62%
_____ 38 9.57% 38 32.76%
_____ 36 9.07% 36 42.35%
_____ 26 6.55% 1 1.18% 11 13.75% 14 12.07%
_____ 24 6.05% 24 20.69%
_____ 22 5.54% 22 27.50%
_____ 19 4.79% 5 5.88% 5 6.25% 3 2.59% 6 5.17%
_____ 14 3.53% 14 17.50%
_____ 13 3.27% 13 15.29%
_____ 13 3.27% 11 12.94% 2 1.72%
_____ 11 2.77% 11 12.94%
_____ 8 2.02% 8 6.90%
_____ 8 2.02% 8 6.90%
_____ 6 1.51% 6 5.17%
_____ 6 1.51% 6 5.17%
_____ 5 1.26% 5 4.31%
_____ 4 1.01% 4 5.00%
_____ 4 1.01% 4 3.45%
_____ 3 0.76% 3 3.53%
_____ 3 0.76% 1 0.86% 2 1.72%
_____ 3 0.76% 3 3.53%
_____ 2 0.50% 2 2.50%
_____ 2 0.51% 2 2.35%
_____ 2 0.51% 1 1.25% 1 0.86%
_____ 1 0.25% 1 0.86%
_____ 1 0.25% 1 1.25%
_____ 1 0.25% 1 1.18%
_____ 1 0.25% 1 1.18%
_____ 1 0.26% 1 1.25%
Other 18 4.52% 4 4.7% 2 2.5% 6 5.2% 6 5.2%
N=1000

7. Elements of store advertising remembered by
respondents
7
Stores What do you remember?
_____ Promotions, discounts, low prices 30
I don’t remember, I don’t want to remember 30
Certain product categories (linoleum, wallpaper, laminate, doors,
etc.) that are currently of interest
21
Great selection, great store 3
_____ Promotions, discounts, low prices 7
They don’t remember, they don’t want to remember 11
Certain product categories (linoleum, wallpaper, laminate, doors,
etc.) that are currently of interest
6
Great selection, great store 1
_____ Promotions, discounts, low prices 1
They don’t remember, they don’t want to remember 0
Certain product categories (linoleum, wallpaper, laminate, doors,
etc.) that are currently of interest
1
Great selection, great store 0
_____ Promotions, discounts, low prices 0
They don’t remember, they don’t want to remember 0
Certain product categories (linoleum, wallpaper, laminate, doors,
etc.) that are currently of interest
2
Great selection, great store 1
Logo, slogan, new name 2
_____ Promotions, discounts, low prices 11
They don’t remember, they don’t want to remember 12
Certain product categories (linoleum, wallpaper, laminate, doors,
etc.) that are currently of interest
9
Great selection, great store 3
Image of a girl 1
➢ When seeing advertising respondents pay attention first
of all to information about low prices, discounts and
promotions on various goods.
➢ Most often, respondents remember advertisements of
precisely those product categories that they need for
repairs at the moment.
➢ A significant number of respondents do not remember
the content of the advertising message or do not see the
need for it, since they buy in the store those goods that
they need, regardless of the availability of discounts and
promotions.
➢ Such respondents usually choose a store based on
criteria such as breadth of assortment, quality of goods
and convenient location.
N=1000

8. Mentions of advertising channels for each store
8
Outdoor
advertising
TV
Newspap
ers
magazine
s
Internet Radio SMS Leaflets
In the
shop
From
friends
_____ 7 12 11 1
_____ 31 43 23 4 2 2 8 2
_____ 11 19 11 1 1 2 2 1
_____ 2 1
_____ 3 2 1
_____ 1 4 3 1 1 1 1
_____ 1 1 1 1
_____ 1 2 2
_____ 6 9 7 2 4 3
_____ 7 2 2 2
_____ 3 2 5
_____ 1
_____ 6 2 2 3
_____ 1 2 2
_____ 6 5 2 3 2
_____ 1 2
_____ 6 7 3 1 2 1
_____ 1
_____ 8 3 3 1
Other 29 29 12 11 2 10 1 1
➢ The most popular advertising
channels remembered by
respondents are outdoor advertising
and television.
➢ In total advertising volume
respondents most often pay
attention to advertising of stores
“*********”, “*****” and “******”,
especially in channels: outdoor
advertising, television, newspapers
and magazines.
N=1000

9. Sources for finding information about stores
9
➢ When choosing a store for shopping, respondents
prefer to visit those stores they have visited before
(33.00%) or past which they often pass (29.47%).
➢ There is also a high level of trust in stores that
recommended by friends, familiar (11.08%).
➢ Among the advertising sources that respondents
prefer when searching for information about stores,
the most popular – _____(5.79%), outdoor
advertising (4.03%), Internet search (3.53%),
newspapers, magazines, store brochures (1.51%),
and TV advertising (1.26%).
0,25%
0,50%
1,26%
1,51%
3,53%
4,03%
5,29%
5,79%
11,08%
29,47%
33,00%
N=1000
Been there before
I'm driving, walking by
Friends and relatives told me
_____
I saw it occasionally
Outdoor advertising
Internet search engines
Newspapers, magazines, booklets
A television
Store website
_____

10. E F F E C T I V E N E S S O F A D V E R T I S I N G
P R O M O T I O N S I N S T O R E S

11. Channels for obtaining information about promotions
11
Respondents who has bonus cards see advertisements for
promotions of the “*****” chain of stores in the following
channels.
Channels for advertising promotions of Store 1
Often
Someti
mes
Never seen
A television 19.05% 42.86% 38.10%
Internet 4.76% 9.52% 85.71%
Outdoor advertising 23.81% 52.38% 23.81%
Channels for advertising promotions of Store 2
Often
Someti
mes
Never seen
A television 9.52% 38.10% 52.38%
Internet 4.76% 14.29% 80.95%
Outdoor advertising 33.33% 23.81% 42.86%
Often
Someti
mes
Never seen
A television 20.00% 38.00% 42.00%
Internet 8.00% 12.00% 80.00%
Outdoor advertising 44.00% 36.00% 20.00%
Channels for advertising promotions of Store 3
➢ Promotion advertising Store 1 is most often seen in outdoor
advertising (23.81%), less often on television (19.05%).
➢ Respondents most often see promotions for Store 2 in outdoor
advertising (33.33%), less often on the Internet (4.76%).
➢ Respondents also most often see advertisements for Store 3
promotions in outdoor advertising (44.00%) and on television
(20.00%).
N=1000

12. Ways to search for promotional products in a store
12
Inside the store, respondents usually find promotional
items using visual design (35.56%) or with the help of employees
(27.78%) (either they contact them themselves or employees
inform customers about ongoing promotions).
Store 1 Store 2 Store 3 TOTAL
Found using visual
design
42.86% 36.17% 27.27% 35.56%
Found with the help of
employees
28.57% 27.66% 27.27% 27.78%
Purposefully went to the
right department
9.52% 29.79% 18.18% 22.22%
Could not find 0.00% 2.13% 0.00% 1.11%
Other 19.05% 4.26% 27.27% 13.33%
➢ And 22.22% of respondents purposefully go to the right
department
➢ About 13% do not specifically search for products on sale
N=1000
Found using visual design;
35.56%
Found with the
help of
employees;
27.78%
Purposefully went to
the right department;
22.22%
Could not find;
1.11%
Other; 13.33%

13. Summary
13
✓ The majority of respondents (60.96%) have seen advertisements for stores selling repair products recently. Of these, 45.87% are currently renovating or have
recently completed it.
✓ Among those stores whose advertising respondents have seen recently, the most frequently mentioned is"_____” - 21.91%. Second most popular stores"_____” -
9.32% and"____” - 9.07%. Store advertising "____ “ 6.55% of respondents saw the store"_____ “ - 1.26%, "_____” - 0.50%, and "____” respondents did not meet.
✓ In advertising of all stores, respondents pay attention, first of all, to information about low prices, discounts and promotions on various goods. Most often,
respondents remember advertisements of precisely those product categories that they need for repairs at the moment.
✓ The most popular advertising channels remembered by respondents are outdoor advertising and television.
✓ When choosing a store for shopping, respondents prefer to visit those stores that they have been to before (33.00%) or that they often pass by (29.47%). There is
also a high percentage of trust in stores recommended by friends and acquaintances (11.08%).
✓ Among the advertising sources that respondents prefer when searching for information about stores, the most popular are: _____(5.79%), outdoor advertising
(4.03%), Internet search (3.53%), newspapers, magazines, store brochures (1.51%), and TV advertising (1.26%).
✓ Respondents most often named discounts on various product groups as promotions that would be more interesting. Also of interest among respondents are various
bonus systems, savings cards, discount coupons and volume discounts.
✓ A third of respondents (28.53%) know about thematic promotions (Floor Season, Overhaul Month, etc.) taking place in stores. Of these, 49.11% are currently
renovating or have recently completed it.
✓ When perceiving advertising about thematic promotions, respondents understand that as a result of participating in the promotion they will be able to save their
budget for repairs.
✓ Inside the store, respondents usually find promotional items using visual design (35.56%) or with the help of employees (27.78%)