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Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information.

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Presentation on theme: "Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information."— Presentation transcript:

1 Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. IPSOS-ASI POLSKA Advertising Campaign Effectiveness Study – stage II Report compiled for Research report September 2008

2 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 2 Contents  OBJECTIVES AND SCOPE3  METHODOLOGY4  FINDINGS6  MAIN CONCLUSIONS24  DEMOGRAPHICS26

3 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 3 Objectives and scope of research  This report covers the findings from an effectiveness study of a social awareness advertising campaign – stage 1 and stage 2.  The first wave – conducted before the planned advertising campaign – was aimed at defining attitudes among pregnant women towards the consumption of alcohol during pregnancy.  With the second wave – conducted following completion of the advertising campaign – the goal was to check recall of the campaign, and to define changes that may have occurred in respondents' attitudes as a result.  The findings presented here cover the full scope of research ordered by Fabryka Komunikacji Społecznej, based on interviews conducted with respondents using questionnaires.

4 Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. Methodology

5 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 5 Methodology and sample structure n Survey before and after advertising campaign Methodology: Computer Assisted Personal Interviews (CAPI F2F) Sample profile: Pregnant women (quotas for women in each of the trimesters of pregnancy – n=3x100) Target group – N=300 Nationwide Polish urban sample Aged 20 – 35 Location: Cities – 100,000+ (selected locations – Warsaw, Gdańsk, Katowice, Poznań, Białystok, Kraków, Olsztyn, Łódź, Rzeszów, Gorzów Wielkopolski) Fieldwork dates: Wave 1: – Wave 2: – Number of interviews conducted: Wave 1: N=319 Wave 2: N=318 Interview length: Wave 1: about 7-8 minutes Wave 2: about minutes

6 Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. Findings

7 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 7 Most of the women interviewed were pregnant for the first time. When analysing the survey population for age, one sees that respondents in the youngest group (aged 20 to 24) were in their first pregnancy significantly more often than women in the other two age groups. The results of the two waves are consistent – with no significant differences. PREGNANCY S12 Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in % Is this your first pregnancy? Among women aged 20-24: 91% 25-29: 67% 30-35: 33% Among women aged 20-24: 94% 25-29: 68% 30-35: 31%

8 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 8 The vast majority of respondents claimed to refrain from drinking alcohol during pregnancy. After the campaign the number of women refrainig from drinking increased by 2%. DRINKING ALCOHOL WHEN PREGNANT A1 Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in % Do you ever drink alcoholic beverages during your pregnancy?

9 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 9 In the first survey wave respondents in their third trimester claimed less often to refrain from drinking alcohol during pregnancy than women in their second trimester. However, in the second wave no significant differences were noted between these results. DRINKING ALCOHOL WHEN PREGNANT – TRIMESTER OF PREGNANCY A1 N=106N=107N=106 Statistically significant difference at a confidence level of 95% N=108N=104 N=106

10 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 10 Respondent age made little difference to their declarations of whether they drunk alcohol during pregnancy. DRINKING ALCOHOL WHEN PREGNANT – AGE A1 N=101N=105N=113N=114N=106N=108

11 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 11 In the second wave a difference was noted in respondents' declarations of not drinking alcohol when pregnant between women pregnant for the first time, and those in their 2nd or later pregnancy. DRINKING ALCOHOL WHEN PREGNANT – FIRST OR LATER PREGNANCY A1/S12 N=201N=115 Statistically significant difference at a confidence level of 95% N=209 N=109

12 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 12 In both waves the group of respondents saying they occasionally drank alcohol when pregnant was very small. The answers given most often by these respondents were "less than once a month" or "once a month". FREQUENCY OF DRINKING ALCOHOL WHEN PREGNANT A2/A1 Base: Respondents who said they sometimes drink alcohol (Wave 1 N=36, Wave 2 N=27), in %

13 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 13 The vast majority of the respondents felt convinced that the consumption of alcoholic beverages by women during pregnancy is very harmful for the baby's healthy. The survey conducted after the campaign indicated that women's opinions in this area – although accepting alcohol's harmful influence – were less radical (a significant growth in number of respondents answering "quite harmful"). None of the women interviewed in either wave claimed that drinking alcohol had a clearly positive or quite positive impact on the baby's health, while the percentage believing alcohol to have no effect on the baby's health was low and steady. IMPACT OF ALCOHOL ON BABY'S HEALTH A4 Base: All respondents (Wave 1 N=319, Wave 2 N=318), in % Statistically significant difference at a confidence level of 95% Impact of alcohol on baby's health

14 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 14 Wave 2 stupidity 5 people unaware of the harm5 people addiction / habit 2 people problems at home 2 people The reasons given most often for consumption of alcohol by pregnant women were "for pleasure" and "drinking to socialise" (a significant rise in mentions in the 2nd wave). Being treated to alcohol as a reason for consuming such beverages during pregnancy was the third most common reason, but mentioned less often than the first two reasons by a statistically significant degree. In the survey after the campaign somewhat fewer women were unable to give any reason. MAIN REASONS FOR DRINKING ALCOHOL A5 Base: All respondents (Wave 1 N=319, Wave 2 N=318), in % Statistically significant difference at a confidence level of 95% Reasons for drinking alcohol

15 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 15 The circumstance given most often for drinking alcohol by pregnant women was parties at home. This was also the one mentioned most often regardless of age, place of living or the respondents' level of education. Drinking in solitude was the circumstance mentioned least often. No significant differences were noted between waves. MAIN CIRCUMSTANCES OF DRINKING ALCOHOL A6 Base: All respondents (Wave 1 N=319, Wave 2 N=318), in % Statistically significant difference at a confidence level of 95% Circumstances of drinking alcohol

16 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 16 In line with their earlier declarations, a large majority of respondents (67%) claimed that there is no permitted level of alcohol one can drink when pregnant. This group was slightly larger in the wave conducted after the campaign, and this time was larger than the group initially describing alcohol as very harmful for the baby's health (67% - A4). The size of the group describing a single glass of wine as permissible decreased significantly in wave 2. PERMITTED QUANTITY OF ALCOHOL A7 Base: All respondents (Wave 1 N=319, Wave 2 N=318), in % Statistically significant difference at a confidence level of 95% In your opinion, is there a permissible amount of alcohol one can drink when pregnant?

17 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 17 The high percentage of women claiming not to consult their doctor about whether one can drink alcohol during pregnancy was in both waves consistent with their non-acceptance of pregnant women drinking alcohol declared earlier. This is due to the respondents being convinced and knowing about the harmfulness of drinking, and not a result of what the doctor might recommend. Nevertheless, there was a slight rise in the percentage claiming to have approached the doctor for such consultation. CONSULTING THE DOCTOR A8 Base: All respondents (Wave 1 N=319, Wave 2 N=318), in % Did you consult your doctor on whether you could drink alcohol during your pregnancy?

18 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 18 ADVERTISING REACH – WEB A10/A12 N=34

19 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 19 ADVERTISING REACH – POSTER A13/A15 N=109

20 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 20 ADVERTISING REACH – RADIO A16/A18 N=39

21 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 21 ADVERTISING REACH The poster proved the campaign medium with the highest ratio of getting through to the target group of pregnant women. Recognition of the poster was 3 times as high as that for banners on web pages or radio ads. As for ratings for the message in the different channels – the respondents' assessment was explicitly positive in regard to the poster and radio. As for the web banner, the proportion of positive ratings was lower, with a higher percentage of answers suggesting that it did not stand out very well. A10/A18 Base: All respondents (Wave 2 N=318), in % Statistically significant difference at a confidence level of 95%

22 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 22 CAMPAIGN REACH Analysing the whole (regardless of used advertising medium) reach of „Lepszy Start” campaign, gain results are good. 43% of respondents declared theirs contact with the campaign (awareness of one source of contact with the whole campaign at least). A10/A18 Base: All respondents (Wave 2 N=318), in %

23 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 23 IMPACT OF CAMPAIGN A19 Base: All respondents (Wave 2 N=318), in % Statistically significant difference at a confidence level of 95% According to the declarations made by most respondents (77%), the campaign did not change their attitude towards the issue of alcohol consumption during pregnancy (in their own conscious perception); most women were already convinced about the harmfulness of alcohol. 11% of the respondents said their attitude had changed after encountering the campaign.

24 Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. Main conclusions

25 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 25 Main conclusions  The findings of the two survey waves are consistent. Regardless of the respondents' age, whether or not they had had babies before, their place of living or the trimester of their pregnancy, they – pregnant women – invariably claimed not to drink alcohol when pregnant.  According to most respondents, pregnant women refrain from drinking alcohol due to the harmful impact it has on the health of the unborn child, regardless of the amount drunk.  Recommendations by the doctor seen by respondents during pregnancy have no direct influence on the declared non-acceptance for alcohol consumption. The opinion that alcohol should not be drunk at this time was widespread among the respondents, requiring no further confirmation by a doctor's authority.  The reasons given most often for drinking alcohol by pregnant women were "pleasure" and "drinking to socialise", which is not linked to the general disapproval of alcohol consumption during pregnancy.  The awareness campaign changed respondent’s attitude towards the consumption of alcohol during pregnancy in 11% of the target group. This is due to the vast majority of them being steadily and invariably convinced that drinking is harmful during pregnancy

26 Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. Demographics

27 © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information. 27 Respondent profile – Wave % % % Age city from , % city from , % city over 500, % Hard to say 2.5% Size of city Higher (honours degree) 28.3% Higher (ordinary degree) 4.4% College 5.7% Secondary 61.6% Education company owner / person running independent business 3.8% management 1.6% liberal profession 3.5% specialist 6.9% white collar 36.5% services employee 18.9% manual worker 9.7% other 19.2% Occupation One 1.9% Two 38.1% Three 31.1% Four 18.2% Five 7.9% More 2.5% Refusal to answer 0.3% Number of persons in household Up to 500 PLN 0.9% PLN 4.4% PLN 8.8% PLN 8.5% PLN 10.1% PLN 14.8% PLN 15.7% PLN 5.7% Over 5000 PLN 3.5% Refusal to answer 21.1% I don't know, hard to say 6.6% Net household monthly income


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