Copyright © D&D Research, 2010 Structured evaluation of the efficiency of POC project Complex quantitative research report March – April 2010.

copyright © D&D Research, 2010 2 Methodology. Objectives  Measurement of some attitudinal/behavioural general elements regarding outdoor;  Measurement of central elements of performance for POC:  notoriety  spontaneous and predetermined associations through lists of adjectives  appreciation / rejection, understanding, exposure parameters to the message (when, where, how often, how, etc.)  assessing overall efficiency;  Measurement of extensive demographic factors with an emphasis on access to and use of the Internet.

copyright © D&D Research, 2010 3 Methodology. Work frame  Research Structure  Two separate research modules differentiated mainly by the invested target audience:  (a) media specialists  (b) ordinary consumers  Data collection has been made from the fourth week of exposure to the message (from February 27th); the two research modules developed simultaneously.

copyright © D&D Research, 2010 4 Methodology. Work frame  (a) Media Specialists  Semi-structured interview conducted face to face (PAPI) by specialized operators. The interview developed on the basis of a special questionnaire consisting of dedicated quantitative and qualitative components.  Sample size: 44 specialists who could provide relevant information from the media industry.  (b) General Population  Face to face structured interview conducted by operators on the basis of a questionnaire specially made for this.  Sample size: 1103 respondents;  Sample characteristics: a nationally representative distribution, in the five largest cities in Romania (BUC, TM, CJ, IS, BV, CT), age 14-45, normal distribution by gender;the error projected for the sample is of maximum 3% for a confidence interval of 95%;  Sample total (population between 14-45 in the five cities): 2.308.735

copyright © D&D Research, 2010 6 Conclusions. End users  84% of survey participants have a positive attitude regarding outdoor advertising in general;  general positive attitude is defined by two key dimensions:  panels are a good, "useful" thing in some specific situations of life;  panels also have the role of "keeping in touch", to inform consumers about what's new on the market;

copyright © D&D Research, 2010 7 Conclusions. End users [cont.]  for 44% of survey participants, panels are a trigger that makes them remember also other advertisements for the product, seen for example on TV;  85% of respondents state that "some" or "more" panels on the street;  45% of survey participants observe the advertising panels while travelling with public transport;

copyright © D&D Research, 2010 8 Conclusions. End users [cont.]  64% of participants recognize the "POC" mark on the advertising panels; 87% from these ones have seen POC at least weekly;  22% of those who remember POC panel consider it interesting, having impact, or even funny, for the other 21% the panel induced the impression of novelty, "launching of a new product”;  POC induced sufficient curiosity to cause 15% of those who remember the panel to look for other further information about the "product";  71% of those who remember the panel stated that they liked POC posters (much and very much);

copyright © D&D Research, 2010 9 Conclusions. End users [cont.]  POC advertisement is considered to be especially one of "impact", "interesting" and "creative“  young people that do not have more then 20 years old are less attentive and see fewer of the panels in comparison with young adults (21-30 years);  adolescents up to 20 years old consider useful the advertisements on panels, especially for their effective role in social integration; young adults appreciate the predominant character purely informative of advertisement panels;

copyright © D&D Research, 2010 10 Conclusions. GENERAL  The general attitude of consumers accustomed to outdoor advertising is good and very good, focused on the idea of its utility.  Moreover, comparative demographic analysis of ordinary consumers attitudes and opinions show few significant differences between demographic categories.  This means that outdoor advertising is at this moment a milieu with global efficiency on all categories of individuals

copyright © D&D Research, 2010 11 Conclusions. GENERAL [cont.]  POC campaign had a strong impact reaching in five weeks "from 0" to (an assisted) level of recognition comparable with famous brands on the market.  Ordinary consumers liked POC advertisement and were touched by it not only on the perceptual level ("funny, interesting, etc.), but also behaviourally (“I have searched for more information”).

Copyright © D&D Research, 2010 Structured evaluation of the efficiency of POC project Complex quantitative research report March – April 2010.

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Copyright © D&D Research, 2010 Structured evaluation of the efficiency of POC project Complex quantitative research report March – April 2010.

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