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© 2013 Crain Communications Inc. May 20, 2013 ISOLATING SELECTIVE PERCEPTION EFFECTS Hypothetical example of Brand X selective perception. Post-test difference is from those with prior selectivity NO ADS ANY ADS Selective Perception
© 2013 Crain Communications Inc. May 20, 2013 ISOLATED ADVERTISING IMPACT EFFECTS Hypothetical example of Brand X with significant impact. Post-test differences are from the campaign and not the result of selective perception. ANY ADS NO ADS
© 2013 Crain Communications Inc. May 20, 2013 SELECTIVE PERCEPTION EFFECTS BY MEDIA TYPE Dollars in thousands.
© 2013 Crain Communications Inc. May 20, 2013 DIFFERENCES IN SELECTIVE PERCEPTION BY MEDIA TYPE AND BRAND CATEGORY Consumers who engage with CPG brands in social media are highly likely to be brand fans, more so than beverage or snack brands Television Traditional Digital Social Media
© 2013 Crain Communications Inc. May 20, 2013 IMPACT OF SOCIAL MEDIA AND TELEVISION ON BRAND ATTRIBUTE DIMENSIONS Taste Attribute A Taste Attribute B Television Social Media TV was more effective changing perceptions of a snack brand’s taste than social media.
© 2013 Crain Communications Inc. May 20, 2013 IMPACT OF SOCIAL MEDIA AND TELEVISION ON BRAND AFFINITY DIMENSIONS Social media was more effective at generating awareness for new flavors and line extensions Affinity Attribute A Affinity Attribute B Affinity Attribute C Television Social Media
© 2013 Crain Communications Inc. May 20, 2013 AD AWARENESS BY MEDIA TYPE TV still dwarves other channels for brand awareness Snacks Beverages Consumer Packaged Goods
© 2013 Crain Communications Inc. May 20, 2013 SOCIAL MEDIA AND TELEVISION ENGAGEMENT INTERACTIONS Social media effect stronger when used with TV With Television Without Television
© 2013 Crain Communications Inc. May 20, 2013 THE FUNNEL MODEL OF ADVERTISING Harness the strengths of each channel Brand Neutral Broad Loyalist Core Target Narrow
© 2013 Crain Communications Inc. May 20, 2013 CONTROLLING FOR SELECTIVE PERCEPTION Campaign impact on brand favorability Saw Ads Did Not See Ads PREPOST
© 2013 Crain Communications Inc. May 20, 2013 CONTROLLING FOR SELECTIVE PERCEPTION Campaign impact on brand favorability SOURCE: DIGITAS Saw Ads Did Not See Ads BENCHMARKREINTERVIEW
© 2013 Crain Communications Inc. May 20, 2013 LIKING AND SEEING Positive statements about a brand and probability of seeing an ad.
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