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© 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 , ext Jim Frisch , ext
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