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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 5 CONCLUSIONS End users General
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 12 “End-users”
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copyright © D&D Research, 2010 16 Top Of Mind
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copyright © D&D Research, 2010 19 N1-3.
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copyright © D&D Research, 2010 26 End-users” Split by demographics
copyright © D&D Research, 2010 27 A1. Age split Opinion on outdoor
copyright © D&D Research, 2010 28 A3. Age split Outdoor ads noticed
copyright © D&D Research, 2010 29 I2. Age split Catching attention
copyright © D&D Research, 2010 30 A1. Gender split Opinion on outdoor
copyright © D&D Research, 2010 31 A3. Gender split Outdoor ads noticed
copyright © D&D Research, 2010 32 I2. Gender split Catching attention
copyright © D&D Research, 2010 33 A1. Income Split Opinion on outdoor
copyright © D&D Research, 2010 34 A3. Income Split Outdoor ads noticed
copyright © D&D Research, 2010 35 I2. Income Split Catching attention
copyright © D&D Research, 2010 36 Thank you!
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