View
232
Download
0
Category
Preview:
DESCRIPTION
Â
Citation preview
www.r3ww.com
2014R 3 D I G I T A L E N S P I R E I N D E X
R3 DIGITAL ENSPIRE index2014 Q4
R3 DIGITAL ENSPIRE index2014 Q4
Q4
BRANDBRAND BRAND AWARENESS DIGITAL ENSPIREINDEX
2014 Q4RANKING
AWARENESS DIGITAL ENSPIREINDEX
2014 Q4RANKING
BRANDENGAGEMENT INVOLVEMENT ENGAGEMENT INVOLVEMENT
Methodology:Scope>56 brands, 19 categories (Carbonated, Tea, Auto,Personal electronics, Dairy, Infant formula, Luxury products, Sporting goods, Western style fast food,Haircare, Toothpaste, Skincare, Cosmetics, Cocktail,Liquor, Beer, Chocolate, Cookies, Chewing gum), 369 ads.
Weights (based on impact of predictors on Purchase Intent)>Awareness = 0,3 Engagement = 0,6 Involvement = 0,1Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement
Index Calculation>Awareness = Prompted targeted ad awareness Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product
Sampling>N=3,159 general consumers aged 18-45 years of age>City coverage: Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
70.0
29.2
51.8
32.4
12.1
100.0
24.0
48.2
36.9
57.2
40.5
13.5
33.2
27.7
48.7
40.7
18.2
34.3
23.8
55.6
39.4
37.1
82.3
95.8
83.4
97.8
100.0
63.4
96.9
84.1
85.6
74.9
83.5
93.7
85.1
87.9
76.3
77.5
83.5
76.0
78.0
68.7
68.8
70.8
82.4
83.8
89.1
53.5
100.0
48.6
74.8
76.4
87.7
81.1
74.5
88.7
76.9
71.1
66.8
79.8
90.6
77.8
87.5
44.6
81.3
74.0
100.0
94.1
93.9
92.8
92.6
91.6
91.5
91.1
89.1
87.6
86.9
86.0
85.3
84.5
83.0
82.4
79.4
78.0
76.5
76.1
74.4
74.1
64.2
20.2
5.4
2.3
39.9
77.6
12.8
78.8
55.7
34.3
23.4
37.7
44.7
16.7
50.3
0.0
55.7
28.3
37.2
35.1
14.5
27.6
30.3
56.5
73.5
85.2
80.6
64.2
49.5
73.1
43.3
52.2
60.8
66.0
62.2
56.3
61.4
45.1
61.7
39.5
46.2
36.4
29.9
40.6
33.4
0.0
69.3
88.7
58.9
91.6
67.4
36.0
83.5
49.9
60.6
71.4
72.1
46.1
47.0
77.4
49.7
85.5
0.0
10.5
42.3
46.1
40.8
29.7
16.5
72.7
71.1
70.5
69.9
68.5
67.5
66.7
64.7
63.9
63.6
63.5
62.6
60.6
57.2
53.6
51.3
43.7
39.1
39.0
32.9
32.5
30.3
0.0
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
Samsung
Sprite
Coca-Cola
Snickers
Ferrero Rocher
KFC
Chips Ahoy!
Olay
Budweiser
Apple
BMW
Hershey's
Dumex
Mercedes-Benz
L'OREAL
adidas
Abbott
Mead Johnson
Lenovo
RIO
Master Kong
Nike
Volkswagen
Maybelline
INFINITI
Kinder
TSINGTAO
Dove
Heineken
McDonald's
Yili
Huawei
Stride
PANTENE
Mengniu
NIVEA
JDB
Oreo
Extra
M&M's
DOUBLEMINT
Xiaomi
Uni-President
Pepsi
CLEAR
Recommended