We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byMarquez Strode
Modified about 1 year ago
© 2005 WAC Survey, Inc. All rights reserved. WAC Survey’s “A-P-PTest” ® - Testing the Effectiveness of the New Media for In-Venue Product Placement June 2005
2 © WAC Survey, Inc. All rights reserved. Why WAC Survey’s “A-P-PTest” ® ? ADVERTISERS ARE CHANGING THE WAYS IN WHICH THEY REACH THEIR CUSTOMERS. MANY OF THE LARGER ADVERTISERS (E.G., PROCTOR AND GAMBLE) HAVE EXPRESSED DOUBTS ABOUT THE EFFECTIVENESS OF TRADITIONAL TV ADVERTISING. DIGITAL RECORDERS SUCH AS TIVO HAVE MADE IT EASIER FOR VIEWERS TO SKIP PAST COMMERCIALS. LEISURE ACTIVITIES SUCH AS THE INTERNET AND VIDEO GAMES ARE INCREASINGLY COMPETING FOR CONSUMERS’ DISCRETIONARY LEISURE TIME. NEW ADVERTISING VENUES HAVE CRYSTALLIZED AND BECOME VIABLE OPTIONS FOR ADVERTISERS (IN-TV/RADIO PROGRAMS, IN- MOVIES, IN-GAME) AS BRANDED ENTERTAINMENT BECOMES A MORE POPULAR AND SOPHISTICATED MARKETING STRATEGY, ADVERTISERS WILL NEED TO MORE CAREFULLY PICK AND CHOOSE THE RIGHT VEHICLE TO MATCH THEIR BRAND'S TARGET AUDIENCE PROFILES. EVEN STILL, THERE'S NO HARD AND FAST GUARANTEE ABOUT WHAT THE END- RESULTS OF THE PRODUCT PLACEMENT ADVERTISING EFFORTS WILL BE. UP UNTIL NOW, THERE'S NEVER BEEN ANY MEASUREABLE RESULTS OF THE IMPACT OF PRODUCT PLACEMENT ON THE PLACED BRAND, IN TERMS OF INCREASING AWARENESS, CREATING FAVORABLE IMAGERY AND ENGENDERING BRAND SALES. NOW, THERE'S WAC SURVEY'S “A-P-PTest” ®. YOU CAN 'PREVIEW' A VENUE'S CAPABILITIES FOR YOUR BRAND PRIOR TO CONTRACTING WITH IT, AND, YOU CAN POST-TEST THE EFFECTS ON YOUR BRAND AFTER THE PLACEMENT EFFORT HAS RUN.
3 © WAC Survey, Inc. All rights reserved. “A-P-PTest” ® PROVIDES TIMELY DIRECTION YOU CAN QUICKLY HAVE 'MEASURABLE RESULTS' AT HAND TO PROVIDE SOME ASSURANCES ABOUT THE EFFORT BOTH BEFORE AND AFTER YOUR COMMITMENT. “A-P-PTest” ® WORKS FOR TV AND RADIO PLACEMENTS YOU'RE CONSIDERING OR HAVE ALREADY MADE—AND WORKS FOR MOVIES AND VIDEO GAMES (AFTER THEY HAVE INTRO’d) Before committing to a particular TV or Radio venue, you can pretest its effectiveness of that venue for other brands that have been placed After YOUR brand has been placed, you can measure the immediate impact of the effort “A-P-PTest” ® is a comprehensive, phone-based, day-after advertising recall system to measure visibility and memorability of brands placed. In addition, you can determine the degree to which the effort has impacted brand imagery and sales potential. The target program audience universe is web-identified. These are the most relevant target respondents who belong to your ad venue’s audience. Within 18 to 24 hours of the placement effort (or in-game experience), a minimum of 500 target respondents are surveyed via CATI to obtain key performance and impact measures. Target respondents answer a series of questions regarding brands they have seen or heard discussed on designated TV programs, movies, video games or radio programs.
4 © WAC Survey, Inc. All rights reserved. “A-P-PTest” ® METHODS AND MEASURES “A-P-PTest” ® is the soundest method for determining if a placement ‘buy’ will be or was intrusive enough to be noticed, remembered and sales-persuasive by your target audience. Why Test Day-After Advertising Recall? – It is difficult to estimate a brand’s ability to be noticed among many other brands and messages. “A-P-PTest” ® takes the guesswork out of product placement by providing a measure of the brand’s memorability and visibility by providing insight on how a brand will or did among an array of other brands and messages. –“A-P-PTest” ® Standard Measures among verified target audience: Unaided Brand Recall Aided Brand Recall Brand Registration Ad Recognition Brand Advertising Message Recall Brand images conveyed as a result of the placement Impact of placement on future brand purchase decision Whether respondent feels more or less positive about the brand Emotional response
5 © WAC Survey, Inc. All rights reserved. Why WAC Survey? WAC Survey is a recognized leader in strategic research and advertising testing. WAC Survey principals are ex-Ad Agency executives who have tested and evaluated over 2,500 different commercials and ads for foods, beverages, restaurants, packaged goods, HBA products, personal care, automotive brands, financial services, telecom brands, pharmaceutical products and tens of other categories over the past three decades. WAC Survey is THE leader in the development of analytical techniques to enhance data dimensionality from all types of market and advertising research studies.
6 © WAC Survey, Inc. All rights reserved. “A-P-PTest” ® COSTS Costs will vary depending upon various factors such as product category, incidence and degree of difficulty of obtaining relevant target audience, etc. For custom cost quotes and further information about “A-P-PTest” ®, please contact: Art Savitt 516-466-7467, ext. 1023 Asavitt@wacsurvey.com Jim Frisch 516-466-7467, ext. 1022 Jfrisch@wacsurvey.com
Research and Evaluation Plan The Components of Advertising Research.
Traditional Media Channels Chapter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.
Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.
5-1 Copyright © 2009 Pearson Education Canada CHAPTER 5 Creative Planning Essentials.
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
1 Chapter 5 Research and Account Planning. 2 Learning Objectives Learn about different types of advertising research approaches. Learn about account planning.
Advertising/Media. Weeks Tonight: Traditional Advertising Presentation Prep “The One Thing You Must Get Right Building Brand” Next Week: Social.
1 The Advantages of TV Over Newspapers September 2014.
Marketing Information Management Marketing Research.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Marketing: Real People, Real Decisions Advertising Chapter 17 Lecture Slides Solomon, Stuart, Carson, & Smith Your name here Course title/number Date.
Do Now: Intro to Advertising Answer the following questions in a Word Document. Where do you encounter advertising? Which specific advertisements "stick.
Chapter 19 Advertising and Public Relations 19 | 3Copyright © Houghton Mifflin Company. All rights reserved. Objectives Describe the nature and types.
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 17 Advertising and Public Relations.
Promotional Strategies Developing a Promotional Mix.
Evaluating an Integrated Marketing Program. Chapter 15.
Copyright 2000 Prentice Hall17-1 Chapter 17 Advertising.
Chapter 17 Consumer Behavior and Promotion Strategy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Chapter Questions What steps are required.
What are these all types of?. What is the purpose of advertising? To attract new buyers and try to expand customer base To compete in the market To create.
Advertising/Media. Tonight Ads Ads Quiz Quiz Advertising Advertising 2.
International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Understand the steps involved in developing.
The Advantages of TV over Radio May 30, The Advantages of TV over Radio Television sets itself apart from other media with its ability to offer.
Promotion= Communication techniques aimed at informing, influencing, and persuading customers to buy or use a particular item. this involves communication.
9.02 International Advertising Understand the steps involved in developing an advertising campaign and the advertising themes.
Television vs. Newspapers July, Television vs. Newspapers Television sets itself apart from other media with its ability to offer sight, sound,
AB 219 Marketing Unit Seven Advertising, Public Relations, Personal Selling and Sales Promotion Note: This seminar will be recorded by the instructor.
Strategic Research. Holiday Inn Express Stays Smart What research results led to an upgrade of all Holiday Inn Express bathrooms? How did their agency,
Research Matters The Case for Advertising Research.
Advertising Programs. Effects of Advertising Programs ¶ Cognitive stageExposure to message Message recall Awareness of product Knowledge of product attributes.
4550: Evaluating Communications Professor Campbell 2/15/05.
Marketing Management Dawn Iacobucci © 2010 South-Western, a part of Cengage Learning.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Media Basics.
May 9th, 2015 Market Research Describe the purpose of marketing research.
Marketing – Chapter 28 What is Market Research? “Involves the process and methods used to gather information, analyze it, and report findings related.
1 The Advantages of TV Over Magazines September 2014.
3-1 Chapter 3 Marketing through Sports Using Mainstream Strategies Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
How Media Works: Advertising and the Purchase Funnel 1 A Yankelovich Study for the Television Bureau of Advertising.
Copyright © 2007 Pearson Education Canada 14-1 The Communications Process Sender Message Media Receiver Action by Receiver / Feedback Noise.
MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.
Chapter no : 4 How Advertising work How advertising works as communication? Advertising first of all, a form of communication. In a sense, it is a message.
How Advertising Works Chapter 4. Basic Communication Model 4-2 Source/Sender (Advertiser) Coded Message (Agency) Decoded Message (Interpretation) Receiver.
Chapter 19 Advertising1 UNIT 6.2 Media Rates Marketing Essentials Advertising.
Advertising department in a company The main business is not advertising. (part of business)
Strategic Research. 6-2 Chapter Outline I.Chapter Key Points II.Research: The Quest for Intelligence and Insight III.The Uses of Research IV.Research.
Entertainment Information Likeness about media vehicles make consumer go beyond economic constraints create strong loyalty. Loyalty with the media.
Promotion: Any form of communication used to inform, persuade, or remind people about company products or services.
Marketing Is All Around Us. Quick Think How would you define Marketing? Activities that fall under its umbrella.
© 2017 SlidePlayer.com Inc. All rights reserved.