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Applying Advertising Effectiveness to Your Sales
Efforts ROI - at the forefront of our customer’s investment decisions. Our
key customers expect us to understand their business, provide ad design guidance and ROI metrics on their print investments.
Effective ads maximize ad recall and increase purchase consideration by the consumer. Maximize advertising momentum during prime selling seasons
when people are shopping for our customer’s products and services.
Do the math – calculate the local number of adults shopping or purchasing based on the market research. (See slide 4)
Understand the common elements that successful ads share: layout, deals, headlines, color and size.
For RAM testing markets, if your advertiser’s ad scores above or below the median, review those elements to understand performance.
Remove this slide if presenting deck to advertisers
Source: Estimates of Monthly Retail and Food Services sales by Kind of Business: 2009. 2010 U.S. Census Bureau.
Food Services Sales AreHighest in July and December
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$435Amount the average adult spends on alcoholic
beverages each year.
Source: Consumer Expenditure Survey, U.S. Bureau of Labor Statistics, October, 2010.
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67%Of consumers drink alcoholic beverages.
Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
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Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
Age Percentage of adults that drink alcoholic beverages
18-34 72%
35-54 72%
55+ 59%
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Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
Household Income
Percentage of adults that drink alcoholic beverages
<$20K 46%
$20K-$29,999 51%
$30K-$49,999 66%
$50K-$74,999 78%
$75K+ 81%
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Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
Education Level Percentage of adults that drink alcoholic beverages
High School Education or Less
58%
Some College 70%
College Graduate 79%
Post Graduate Degree
74%
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Men that drink alcohol
prefer beer over wine or
liquor.
Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
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Women that drink alcohol
prefer wine over beer or liquor.
Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
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Drinkers 55 and older choose wine as their
preferred beverage.
Source: Newport, Frank. “U.S. Drinking Rate Edges Up Slightly to 25-Year High.” www.gallup.com. July 30, 2010.
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Source: Nielsen Marketing Charts, 2009.
Store Type Beer Wine Spirits
Grocery 75% 62% 30%
Specialty Grocery 7% 16% 3%
Limited Grocery 2% 3% 1%
Club 22% 25% 17%
Drug Store 13% 9% 11%
Convenience Store 26% 3% 3%
Small Liquor Store 21% 22% 39%
Large Liquor Chain 12% 18% 31%
Mass Merchandiser 27% 19% 7%
Locations Where Surveyed Consumers Purchased Beer, Wine, and Spirits in 2009.
14
15
34
Monthly
Every Other Week
Weekly
Previous Knowledge of Your Business
Source: RAM 2009; Consumer previous knowledge scores based on advertising frequency testing over 13 weeks.
Use Smaller Frequent Ads Throughout the Year
8.8%compared to quarter page
22%compared to half page
Half Page Full Page
Arrow indicates variance between ad sizes 10/25/09-10/25/10US RAM Reference Data – 363 Quarter Pg; 435 Half; Pg 935 Full Pg
Ad Size Significantly Affects Ad Recall
Effective Ads Increase Ad Recall
Strong HeadlinesWell written, bold, and
prominent.
Advertisers are Easy to Identify
Sizable logos with good placement.
Clear Visual HierarchiesAds are centered around a primary focal point while
displaying secondary images.
Visual Layouts Organized Layouts Great Deals
Effective Ads Increase Ad Recall
Source: RAM US Data Alcoholic Beverages ROP Ad Recall Median of 44% based on 118 ads between 7/1/05 – 3/28/11
+14% above median
+18% above median
+14% above median
Methodology• RAM – Research and Analysis of Media - is a complete
research and analysis system to measure how newspaper ads and articles are read and understood.
• Measures include ad recall, brand, message, and purchase consideration of print and web advertising.
• Consists of a database of over 17,800 advertisement and news article references with survey interviews reaching 6.9 million adults. (RAM US Data October, 2010)
• Ongoing internet-based survey developed to measure print and online media’s effectiveness (advertising and news).
• Incentive based internet panels are made up of subscribers and non-subscribers (over 25,700 panelists in Gannett markets).
• Results are weighted based on gender, age and reader frequency of adults 18 and older in the market.
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