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ABOUT RESEARCH. HLN.be & Het Laatste Nieuws HLN.be 16/09/2013 Barometer + BVC Het Laatste Nieuws 20/09/2013 Barometer.

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Presentation on theme: "ABOUT RESEARCH. HLN.be & Het Laatste Nieuws HLN.be 16/09/2013 Barometer + BVC Het Laatste Nieuws 20/09/2013 Barometer."— Presentation transcript:

1 ABOUT RESEARCH

2 HLN.be & Het Laatste Nieuws HLN.be 16/09/2013 Barometer + BVC Het Laatste Nieuws 20/09/2013 Barometer

3 ABOUT RESEARCH METHODOLOGY BRAND IMPRESSION AD EVALUATION AD EFFECT

4 ABOUT RESEARCH METHODOLOGY BRAND IMPRESSION AD EVALUATION AD EFFECT

5 ABOUT METHODOLOGY IMPACT STUDY − Measuring the impact of your ad − Quantitative parameters − Online questionnaire for Het Laatste Nieuws & HLN.be − 200 respondents per wave − Profile of the respondents = profile of the readers/visitors − Respondents have read or flipped through the newspaper / visited the website − Questionnaire is launched: Newspaper = day of publication Online = day after publication − Newspaper: Done by AQrate − Online: panel dPA BRAND VALUE CHECK − Add-on to impact barometer − Qualitative rating − Measuring and evaluating the advertising effects on brand perception − Online recruitment: panel dPA (N=200) − Surfers of HLN.be

6 ABOUT RESEARCH METHODOLOGY BRAND IMPRESSION AD EVALUATION AD EFFECT

7 ABOUT BRAND IMPRESSION COOL?DULL? “Vlaamse Havendag is a … initiative”

8 Dull Attractive Irresponsible Authentic Incredible Value for money Functional Arrogant Humble Dynamic Cool Unattractive Responsible Imitated Credible Expensive for what it is Makes me dream Charming Leading Stable ABOUT BRAND IMPRESSION “Vlaamse Havendag is an … initiative”

9 Dull Attractive Irresponsible Authentic Incredible Value for money Functional Arrogant Humble Dynamic Cool Unattractive Responsible Imitated Credible Expensive for what it is Makes me dream Charming Leading Stable ABOUT BRAND IMPRESSION “Vlaamse Havendag is an … initiative”

10 ABOUT RESEARCH METHODOLOGY BRAND IMPRESSION AD EVALUATION AD EFFECT

11 ABOUT AD EVALUATION IMPACT STUDY BRAND VALUE CHECK

12 ABOUT AD EVALUATION WHAT WE MEASURE Recognition Attribution Effective Score Branding Power* Have you seen this ad? % of the respondents who saw the ad For which brand did this ad appear? Pure attribution, open question (no suggestion of brand / sector) In reference to the respondents who remember the ad % of the respondents who saw the ad AND attributed the right brand In reference to the entire sample % of the respondents who attributed the right brand In reference to the entire sample *only for Online barometer

13 ABOUT Sector INFORMATION SECTOR DIFFERENCES - Newspapers Effective score

14 ABOUT Sector INFORMATION SECTOR DIFFERENCES - ONLINE Effective score

15 Sector differences - gender SECTOR DIFFERENCES – GENDER - NEWSPAPERS Effective score

16 Sector differences - gender SECTOR DIFFERENCES – GENDER - ONLINE Effective score

17 ABOUT THE AD FORMAT - NEWSPAPERS Bigger = higher impact

18 ABOUT THE AD FORMAT - ONLINE Bigger = higher impact

19 ABOUT BRAND INFORMATION BRAND AWARENESS - NEWSPAPER Better known = higher impact

20 ABOUT BRAND INFORMATION BRAND AWARENESS - ONLINE Better known = higher impact

21 ABOUT AD EVALUATION HLN.be Friday 16/09/2013 HPTO

22 IMPACT %TotalMV Recognition 47%51%42%52%54%27% Attribution 65%63%69%63%69%57% Effective score 31%32%29%33%38%16% Branding power 41%42%41%47%46%27% Initiative awareness 52%53%51%52%55%48% ABOUT AD EVALUATION Brand confusion: 0%

23 ABOUT AD EVALUATION Het Laatste Nieuws Friday 20/09/2013 Encart

24 IMPACT %TotalMV Spontaneous 2%3%0% Recognition 80%85%73% Attribution 84%82%86% Effective score 67%70%62% Initiative awareness 88%86%90% ABOUT AD EVALUATION Brand confusion: 0%

25 ABOUT AD EVALUATION – OVERVIEW Het Laatste Nieuws 100x4 col. Dag Allemaal 1/1 p. HLN.be Homepage takeover Het Laatste Nieuws Encart

26 ABOUT AD EVALUATION IMPACT STUDY BRAND VALUE CHECK

27 ABOUT AD EVALUATION HOW DO YOU LIKE THIS AD? Direct link with the campaign 4 parameters – Cognitive: Informative – Creative: lay-out/creation – Affective: emotion – Conative: call 2 action

28 ABOUT AD EVALUATION vs. Average Government C O G N I T I VE A F F E C T I VE Action!

29 ABOUT AD EVALUATION vs. Average Online C O G N I T I VE A F F E C T I VE Action!

30 ABOUT AD EVALUATION vs. Average Government (Online) C O G N I T I VE A F F E C T I VE Action! = clear + fits the brand + a lot of info ++ tells something new + nice layout ++eye catching ++ original = credible = appealing message + inspires me + makes me dream = reason to buy + boosts my interest + find out more + talk about

31 ABOUT AD EVALUATION vs. Average Online C O G N I T I VE A F F E C T I VE Action! = clear + fits the brand + a lot of info ++ tells something new + nice layout ++eye catching ++ original + credible + appealing message + inspires me + makes me dream = reason to buy + boosts my interest ++ find out more ++ talk about

32 ABOUT AD EVALUATION MOST IMPORTANT MESSAGE

33 ABOUT RESEARCH METHODOLOGY BRAND IMPRESSION AD EVALUATION AD EFFECT

34 ABOUT AD EFFECT “ In this ad de Vlaamse Havendag seems to be a initiative for … people” CAMPAIGN EFFECT ON THE BRAND

35 ABOUT AD EFFECT Energy Fun Enthusiasm Dominant Introvert GroupEgo Social Friendship Conviviality Engaged Recognition Power Status Materialism Warmth Security Protection Planning Extravert

36 ABOUT AD EFFECT Introvert GroupEgo Extravert

37 Introvert Extravert GroupEgo … like to play it safe … looking for security and warmth …like to take new challenges … spirited …people who are always well-prepared and have everything well planned …strive for perfection … impulsive … enthousiastic …looking for cosines and friendship … social …looking for recognition and status …want to stand out … dominant … quirky … care about others and about their environment … engaged ABOUT AD EFFECT

38 Introvert Extravert GroupEgo

39 Introvert Extravert GroupEgo

40 ABOUT RESEARCH IMPACT STUDY BRAND VALUE CHECK RECOGNITION ATTRIBUTION EFFECTIVE SCORE BRAND IMPRESSION AD EVALUATION COMMENTS 47% 65% Attractive Charming Credible 31% Strongest on the creative Like to take new challenges Enthousiastic Social HLH.be 13/09/2013

41 ABOUT RESEARCH IMPACT STUDY RECOGNITION ATTRIBUTION EFFECTIVE SCORE 80% 84% 67% Het Laatste Nieuws 20/09/2013

42 Katleen Deraymaeker Account Manager


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