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JulkaistuHelena Ranta Muutettu yli 9 vuotta sitten
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Magazines bring power to advertising
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Aikakausmedia Powercases Advertising effectiveness proven in studies! tripod research oy as research partner M3 Research Oy high quality panel Six convincing examples, more to come!
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Case Elovena Product discontinued, case not shown in full Campaign goal – To launch Elovena snack – To launch Elovena toast – To tell, that Elovana is not just oatmeal Media agency Toinen Advertising agency Family tripod research oy carried out the study in M3 panel – Ad hoc 1.-15.12.2010 – Response rate 48% – Target group: women 25-54, interested in health – Number of respondents N=300
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Case Elovena Aikakauslehdet: –Hyvä Terveys –Meidän Perhe –Kodin Kuvalehti –Kotivinkki –Avotakka –Evita –Eeva –Kauneus & Terveys –Me Naiset –Vauva Radiokanavat: –Iskelmä –Voice –Radio Nova –Radio Aalto Leipä: nälkä Lusikoitava: harmi Leipä: väsy Lusikoitava: ei jaksa Ostoskärryt Shopper abribus
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Case Elovena median tavoittavuus kampanjassa (terveydestä kiinnostuneet naiset 25-54, n=300) Aikakauslehdet tavoittivat 82% Radiokanavat tavoittivat 72%
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Case Elovena on huomannut jonkin mainoksista (terveydestä kiinnostuneet naiset 25-54, n=300) +54% parempi huomioarvo niillä, jotka kuuntelivat sekä radiota että lukivat aikakauslehtiä kuin vain radiota kuunnelleilla
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Case Elovena Mielikuvan paraneminen (terveydestä kiinnostuneet naiset 25-54, n=300) +32% enemmän niitä, joilla mielikuva parani ryhmässä, joka kuunteli sekä radiota että luki aikakauslehtiä kuin vain radiota kuunnelleilla
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Case Elovena Kuinka todennäköisesti ostaa mainontaa nähtyään (terveydestä kiinnostuneet naiset 25-54, n=300) +19% enemmän Elovena Lusikoitavan ostosta kiinnostuneita ryhmässä, joka kuunteli sekä radiota että luki aikakauslehtiä kuin vain radiota kuunnelleilla +16% enemmän Elovena Paahtopalojen ostosta kiinnostuneita ryhmässä, joka kuunteli sekä radiota että luki aikakauslehtiä kuin vain radiota kuunnelleilla
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Case Skoda Campaign goal – To showcase Skoda models Media agency Dagmar Advertising agency Adsek tripod research oy carried out the study in M3 panel – Ad hoc 10.-20.3.2011 – Response rate 55% – Target group those considering to purchase a new car (within the next 2 yrs) – Number of respondents N=449
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Case Skoda Magazines: –Tekniikan Maailma –Tuulilasi –Moottori –Me Naiset –Anna –Kotiliesi –Kodin Kuvalehti –Kaksplus –Seura –Suomen Kuvalehti Newspapers and evening press: –Ilta-Sanomat –Iltalehti –Helsingin Sanomat –Turun Sanomat –Aamulehti Websites –Iltasanomat.fi –Mtv3.fi –Iltasanomat.fi/autot TV-channels –MTV3 –Nelonen –Sub –Liv
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Case Skoda media reach in campaign considering to buy a new car (within the next 2 yrs) Magazines reached 54% TV reach 96% Websites reach 83% Newspapers and evening press reach 85%
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Case Skoda 60% noted having seen at least one of the ads considering to buy a new car (within the next 2 yrs) +21% improvement in noting for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +23% improvement in noting for those that both watched TV AND read magazines than those that only watched TV +28% improvement in noting for those that both visited websites AND read magazines than those that only visited websites
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Case Skoda 50% of all said their notion improved considering to buy a new car (within the next 2 yrs) +19% more those than now have a better notion for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +28% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV +30% more those than now have a better notion for those that both visited websites AND read magazines than those that only visited websites
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Case Skoda 15% are likely to purchase after having seen advertising considering to buy a new car (within the next 2 yrs) +35% more puchase intent for those that read both newspapers and evening press AND magazines compared to the ones that read only newspapers and evening press +35% more puchase intent for those that both watched TV AND read magazines than those that only watched TV +41% more puchase intent for those that both visited websites AND read magazines than those that only visited websites
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Case Fanta Campaign goal – To tell, that Fanta uses no preservatives Media agnecy PMI Advertising agency Skandaali tripod research oy carried out the study in M3 panel – Ad hoc 26.-31.5.2011 – Response rate 55% – Target group all in the age of 15-24 plus 25-49 grocery buyers – Number of respondents N=300
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Case Fanta Magazines: –Seura –Anna –Kotiliesi –Kaksplus –KG –Deko OutdoorTV –Nelonen –Sub –Liv –Jim –TV5 Websites –Mtv3.fi –Katsomo –Riemurasia –Irc galleria –Aku Ankka –Demi –Peliplaneetta –Motot –Habbo –Mesta –Petsie –Kavereita.net
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Case Fanta media reach in campaign (age of 15-24 plus 25-49 grocery buyers) Magazines reach 23% Websites reach 72% TV reach 92%
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Case Fanta 60% noted having seen at least one of the ads (age of 15-24 plus 25-49 grocery buyers) +32% improvement in noting for those that both watched TV AND read magazines than those that only watched TV +33% improvement in noting for those that both visited websites AND read magazines than those that only visited websites
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Case Fanta 56% of all said their notion improved (age of 15-24 plus 25-49 grocery buyers) +25% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV +31% more those than now have a better notion for those that both visited websites AND read magazines than those that only visited websites
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Case Fanta 45% are likely to purchase after having seen advertising (age of 15-24 plus 25-49 grocery buyers) +41% more puchase intent for those that both watched TV AND read magazines than those that only watched TV +53% more puchase intent for those that both visited websites AND read magazines than those that only visited websites
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Case Danone Campaign goal – To tel that Danone supports Mannerheim League for Child Welfare Media agency Happi Mindshare Advertising agency Wunderman tripod research oy carried out the study in M3 panel Ad hoc 12.8 – 19.8.2011 – Response rate 52% – Target group 18-50y female,with children,grocery buyer – Number of respndents N=219
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Case Danone Magazines: –Kodin Kuvalehti –Me Naiset –Meidän Perhe –Helsingin Sanomien Kuukausiliite TV –MTV3 –Sub –Nelonen –Liv –Subjuniori –Ava
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Case Danone media reach in campaign (18-50y female,with children,grocery buyer) TV reach 96% Magazine reach 48%
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Case Danone 66% noted having seen at least one of the ads (18-50y female,with children,grocery buyer) Magazines did not improve noting
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Case Danone 43% of all said their notion improved (18-50y female,with children,grocery buyer) +58% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV
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Case Danone 32% are likely to purchase after having seen advertising (18-50y female,with children,grocery buyer) +17% more puchase intent for those that both watched TV AND read magazines than those that only watched TV
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Case Eurokangas Campaign goal – To tell, that Eurokangas provides not only materials but also planning and sowing services Media agency Voitto Advertising agency Folk! tripod research oy carried out the study in M3 panel – Ad hoc 20.4. - 27.4.2012 – Response rate 45 – Target group women 25-54 – Number of respondents N=200
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Case Eurokangas Magazines: –Anna –Kotivinkki –Koti ja keittiö –Divaani –Avotakka –Deko –Me Naiset –Talo & Koti TV –MTV3 –Nelonen –Liv Newspapers –Kärkimedia
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Case Eurokangas media reach in campaign (women 25-54) Newspapers reach 75% TV reach 95% Magazies reach 53%
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Case Eurokangas 48% noted having seen at least one of the ads (women 25-54) +73% improvement in noting for those that read both newspapers AND magazines compared to the ones that read only newspapers +51% improvement in noting for those that both watched TV AND read magazines than those that only watched TV
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Case Eurokangas 50% of all said their notion improved (women 25-54) +63% more those than now have a better notion for those that read both newspapers AND magazines compared to the ones that read only newspapers +28% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV
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Case Eurokangas 42% are likely to purchase after having seen advertising (women 25-54) +46% more puchase intent for those that both watched TV AND read magazines than those that only watched TV +61% more puchase intent for those that read both newspapers AND magazines compared to the ones that read only newspapers
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Case Nestlé Campaign goal – Nestlé Fitness cereals new packagign Media agency Mediacom Advertising agency McCann tripod research oy carried out the study in M3 panel – Ad hoc 20.6. - 25.6.2012 – Response rate 45 – Target grout women 25+ – Number of respondents N=200
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Case Nestlé TV –MTV3 –Nelonen –Liv –Jim –Fox Magazines: –KG –Cosmopolitan –Eeva –Elle –ET-lehti –Evita –Iiris –Kodin Kuvalehti –Kotiliesi –Olivia –Trendi –Yhteishyvä
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Case Nestlé media reach in campaign (women 25+) Magazines reach 76% TV reach 96%
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Case Nestlé 33% noted having seen at least one of the ads (women 25+) +28% improvement in noting for those that both watched TV AND read magazines than those that only watched TV
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Case Nestlé 41% of all said their notion improved (women 25+) +31% more those than now have a better notion for those that both watched TV AND read magazines than those that only watched TV
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Case Nestlé 31% are likely to purchase after having seen advertising (women 25+) +6% more puchase intent for those that both watched TV AND read magazines than those that only watched TV
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Magazines give a boost to your campaign, intensify the effects and increase sales. Brand notion +31% Purchase intent +46-61% Brand notion +58% Noting +32-33% Brand notion +32% Purchase intent +31- 43%
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