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Chapter 1 From impact measurement to Stop/Watch Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
In practice Stop/watch  ->  Chapter 1: from impact measurement to stop/watch
Chapter 2 Different weights, different measures Stop/watch  ->  Chapter 2: Different weights, different  measures
Quantitative parameters ,[object Object],[object Object],[object Object],[object Object],Stop/watch  ->  Chapter 2: Different weights, different  measures
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Qualitative parameters Stop/watch  ->  Chapter 2: Different weights, different  measures
Quantitative scores Stop/watch  ->  Chapter 2: Different weights, different  measures
Qualitative scores Stop/watch  ->  Chapter 2: Different weights, different  measures
Chapter 3 The importance of product attributes Stop/watch  ->  Chapter 3: The importance of product attributes
[object Object],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
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
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
Advertising pressure – 3 months prior to test    larger budgets generate higher impact scores Stop/watch  ->  Chapter 3: The importance of product attributes
Product lifcycle – Case Belolive    the successful launch of a new brand via magazines Stop/watch  ->  Chapter 3: The importance of product attributes
Product lifecycle – Case Belolive Stop/watch  ->  Chapter 3: The importance of product attributes
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
Chapter 4 The importance of advertisement attributes Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Size    The impact of size Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Creative formulas    Creative formulas = impact boosters Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Coupon (pop-up) Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Left or right?    Left or right: no differences Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Position in the magazine    the position in the magazine does not make much difference Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Prima Posta (first ad after the second cover) Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Editorial context    Clearly an added value Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Proximity of ads    Next to another ad? No problem! Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Competition with the sector    A competitor nearby? No problem! Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Clutter    A lot of advertising? No problem! Stop/watch  ->  Chapter 4: the importance of advertisement attributes
Chapter 5 The importance of reader attributes Stop/watch  ->  Chapter 5: the importance of reader attributes
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
About Venus and Mars… Stop/watch  ->  Chapter 5: the importance of reader attributes
Chapter 6 What tips the balance? Stop/watch  ->  Chapter 6: what tips the balance?
The basis: Recognition & Attribution Stop/watch  ->  Chapter 6: what tips the balance? Strong visual cases Succes cases Young cases Strong brand cases
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%
stop|watch in other countries Stop/watch  ->  stop|watch in other countries
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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Stopwatch

  • 1.  
  • 2. Chapter 1 From impact measurement to Stop/Watch Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 3.
  • 4. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 5. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 6. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 7. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 8. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 9. In practice Stop/watch -> Chapter 1: from impact measurement to stop/watch
  • 10. Chapter 2 Different weights, different measures Stop/watch -> Chapter 2: Different weights, different measures
  • 11.
  • 12.
  • 13. Quantitative scores Stop/watch -> Chapter 2: Different weights, different measures
  • 14. Qualitative scores Stop/watch -> Chapter 2: Different weights, different measures
  • 15. Chapter 3 The importance of product attributes Stop/watch -> Chapter 3: The importance of product attributes
  • 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
  • 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
  • 19. Advertising pressure – 3 months prior to test  larger budgets generate higher impact scores Stop/watch -> Chapter 3: The importance of product attributes
  • 20. Product lifcycle – Case Belolive  the successful launch of a new brand via magazines Stop/watch -> Chapter 3: The importance of product attributes
  • 21. Product lifecycle – Case Belolive Stop/watch -> Chapter 3: The importance of product attributes
  • 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
  • 23. Chapter 4 The importance of advertisement attributes Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 24. Size  The impact of size Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 25. Creative formulas  Creative formulas = impact boosters Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 26. Coupon (pop-up) Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 27. Left or right?  Left or right: no differences Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 28. Position in the magazine  the position in the magazine does not make much difference Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 29. Prima Posta (first ad after the second cover) Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 30. Editorial context  Clearly an added value Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 31. Proximity of ads  Next to another ad? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 32. Competition with the sector  A competitor nearby? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 33. Clutter  A lot of advertising? No problem! Stop/watch -> Chapter 4: the importance of advertisement attributes
  • 34. Chapter 5 The importance of reader attributes Stop/watch -> Chapter 5: the importance of reader attributes
  • 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
  • 36. About Venus and Mars… Stop/watch -> Chapter 5: the importance of reader attributes
  • 37. Chapter 6 What tips the balance? Stop/watch -> Chapter 6: what tips the balance?
  • 38. The basis: Recognition & Attribution Stop/watch -> Chapter 6: what tips the balance? Strong visual cases Succes cases Young cases Strong brand cases
  • 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%
  • 40. stop|watch in other countries Stop/watch -> stop|watch in other countries
  • 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

Editor's Notes

  1. Deze advertentie voor Alldays Extra Long Plus werd getest in Flair Fr van 13-11-2003. Resultaten: Recognition = 75%, Attribution = 49%, Effective Score = 37%
  2. Deze advertentie voor Pantène Pro-V werd getest in Feeling van 26-10-2004. Resultaten: Recognition = 61%, Attribution = 72%, Effective Score = 44%
  3. Deze advertentie voor Pantène Pro-V werd getest in Feeling van 26-10-2004. Resultaten: Recognition = 61%, Attribution = 72%, Effective Score = 44%
  4. Deze advertentie voor Pantène Pro-V werd getest in Feeling van 26-10-2004. Resultaten: Recognition = 61%, Attribution = 72%, Effective Score = 44%
  5. Deze advertentie voor Pantène Pro-V werd getest in Feeling van 26-10-2004. Resultaten: Recognition = 61%, Attribution = 72%, Effective Score = 44%
  6. OK
  7. OK
  8. OK
  9. OK
  10. OK
  11. OK
  12. OK
  13. OK
  14. OK
  15. OK
  16. Opmerking: cijfers dateren van 2007! Editoriale context wordt niet meer opgenomen in stop|watch
  17. OK
  18. OK
  19. OK
  20. OK