Advertising Works The Colouring Book

Proving advertising effectiveness

Advertising WorksThe Colouring Book: a collection of research case studies that add colour to advertising in B2B media

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Contents

Page

Introduction 3

B2B media

- B2B websites: What do business professionals think of them? 5- B2B websites: The key elements of engagement 6- B2B magazines: What do business professionals think of them? 7- B2B magazines: The key elements of engagement 8- B2B websites and magazines complement each other 9- The importance of Marketing during a recession 10- Marketing budget priorities 11- References 12

Advertising Case Studies

a) New launch 15b) Building brand awareness 22c) Creating and changing perceptions 37

Measuring the ROI of your campaign 46

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Why have we produced this book?

This report has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing

objectives.

The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external

sources about the role of B2B media. The second section details some specific case studies that are based around 3 key

client advertising objectives; new launches, building brand awareness and creating & changing perceptions.

All sources are listed on slide 12. Any additional detail of the research findings and case studies quoted in this report are

available on request.

RBI Research & UX Team

[email protected]

4


B2B media

5


B2B websites: What do business professionals think of them?

69%

64%

61%

52%

45%

Business websites allow me to get instant access to information whenever I

need it

Using business websites save me time in my job

Business websites offer new and innovation ways

to access information

Business websites provide more engaging content

and advertising than other business information

Business websites allow me to interact/network

with peers more ef ficiently

% of businesses decision makers agreeing that B2B

websites are engaging and innovative

B2B websites provide a dynamic environment

for BDM (Business Decision Makers) to meet

work related information needs

97% of business decision makers use B2B

websites for work and 74% use them at least

once a week

93% of business decision makers have taken

an action as a result of visiting a B2B website

(e.g. followed a link to another website,

requested a quote)

59% believe that they are the best source for

business news updates

Source : AOP B2B Digital Content Research 2008

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B2B websites: The key elements of engagement

B2B WEBSITE

ENGAGEMENT

37% have increased their usage of B2B

websites over the past 12 months

82% use at least one digital delivery

mechanism for work e.g. email newsletters


websites at least 3 times a week

60% agree that they spend more time reading

business information on the internet nowadays

71% have followed a link through to another

website as a result of visiting a B2B website

Over half have requested further information / a

quote or bookmarked a website for future use

61% agree B2B websites offer new and

innovative ways to access information

52% agree that B2B websites provide more

engaging content and advertising than other

business information sources


43% agree that they are more likely to respond

to advertising on a B2B website than other media

53% more likely to do business with a company

if it has been advertised on a B2B website

B2B websites is the main media used for

finding (61%) & sourcing suppliers (65%)

B2B websites is the main media used for

comparing (63%) & purchasing products (58%)

60% agree that B2B websites provide

information they cannot get elsewhere

60% agree that B2B websites are an essential

source of information in their work

56% to inform business decisions

54% keeping up-to-date with sector news

48% to find business opportunities

40% to interact with people in their industry

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39% of business decision makers read B2B

magazines for work

B2B magazines are used to research / inform

decisions and to find business opportunities

by one third of decision makers


magazines at some stage in making a

purchasing decision

43% of business decision makers use

information / reviews from newspapers or

magazines as a source of information in the

purchasing decision making process

B2B magazines: What do business professionals think of them?

66%

43%

40%

39%

34%

Useful

Authoritative

Accessible

Trustworthy

Insightful

Attributes associated with B2B magazines


8


67% read them within a few days

87% look through the entire magazine

79% pick up one or two times

Only 24% throw away after reading

Typical magazines is passed onto 5 others

76% have a lifespan beyond the owner

92% think there will always be a place for

hardcopy business magazines

78% can’t imagine a time when they won’t

bother with hardcopy magazines

88% use them to keep up with the latest

industry news

71% say it’s important for their job to read

business magazines

70% notice adverts in business magazines 79% read business magazines at their desk

55% read business magazines when they have

a break at work

75% of those reading online b2b magazines

still get enjoyment from hardcopy

80% find business magazines interesting

66% enjoy receiving business magazines

B2B magazines: The key elements of engagement

Source : Royal Mail - B2B Publishing, The Value of Hard Copy

B2B MAGAZINE

ENGAGEMENT

9


55%

33%

21%

12%

12%

11%

10%

6%

Business websites

Business magazines

News websites

News magazines

National newspapers

Regional newspapers

Television

Radio

B2B websites and magazines complement each other

B2B websites and magazines are the top sources

of information for key business related activities

including informing purchase decisions, sourcing

sector news and conducting market analysis

56% of business decision makers agree that B2B

websites and their magazine equivalents

complement each other

74% agree that they trust a website more if it comes

from a source that they know of already (e.g.

business publication, industry body)

62% agree that a website is an important part of a

publication’s offering

Media sources used to research / inform purchase decisions


10


The importance of Marketing during a recession

0.7

1.0

1.6

Cut Maintain Increase

Mark

et

Sh

are

Ch

an

ge (

Perc

en

tag

e p

oin

ts)

Advertising spend

“Market leaders market their way through a recession; all other companies try to save their way through a recession”(Mike Ganey, Senior Vice Presidenrt. Howard, Merrell. Source: Marketing Leadership Council Report 2002)

Historical data shows that companies maintaining or

increasing their marketing spend during a recession

experienced higher sales than those who reduced

marketing spend

Companies curtailing their marketing spend damage

their profitability when the economy recovers,

whereas companies maintaining or increasing their

marketing spend gain a higher market share

During a recession the typical company will lose

customers due to factors beyond its control, but

maintaining marketing spend can grow market share

by generating high levels of awareness amongst

customers

UK market share change in first two years of recovery after

recession compared to advertising spend during recession

Source: Marketing Leadership Council Report:

Justifying Marketing Expenditures in a Down Economy 2002

11


Marketing budget priorities

If you received a substantial increase (+20%) in your

marketing budget, where would you spend itA study amongst B2B marketing heads gave the

following recommendations for investment priorities

to help businesses survive economic downturns:

Upgrade your web experience – can customers find

what they are looking for on your website? Does it tell

them everything they need to know about you.? If not,

you could be missing huge potential for sales.

Deepen customer knowledge – it is much harder to

recruit new buyers than to retain your current

customers. The more you know about them the better

you can develop retention strategies.

Focus on measurement technology – measuring

ROI becomes increasingly important when budgets

are tight. It is vital to understand the impact of a

campaign, see examples in the 2nd half of this report.

11

10

9

8

7

7

6

6

5

4

4

Advertising, increasing awareness

Improving customer data

Generating more leads / spend on programs

Developing customer insight, intimacy

Company website

Upgrade marketing infrastructure

Establishing thought leadership

Product marketing / research

Industry-specific marketing

Building our international business

Increasing influence / PR

Source: Forrester , B2B CMO Investment Priorities 2008

12


References

AOP Digital Content Research 2008

Independent research conducted by the AOP amongst 751 business decision makers weighted to represent all

business decision makers in GB. The aim was to measure the use of digital content and other information sources in

the B2B arena

B2B Publishing – The Value of Hard Copy

An independent report commissioned by The Royal Mail and conducted by Quadrangle based on 250 interviews

with UK Senior Decision Makers in a range of industry sectors, company sizes and job functions

Marketing Leadership Council Report: Justifying Marketing Expenditures in a Down Economy

Produced in 2002 by the MLC, this report brings together findings from a number of sources on the effects of

marketing spend cuts and increases during a recession.

B2B CMO Investment Priorities for 2008

A report compiled by Forrester based on interviews with 32 marketing heads at B2B firms to learn how they

expected to invest in 2008. Companies involved included Hewlett-Packard (HP), Motorola and Symantec.

13


Advertising Case Studies

14


How were the case studies collected?

• Each case study was collected using a quantitative survey amongst readers of the publication in

which the advertisement appeared.

• The research was conducted in 2 stages. Stage I took place at the beginning of the campaign

(after the 1st insertion) and stage II took place at the end of the campaign.

• Case studies are divided into the following advertising objectives:

1. New Launch (to prove sales growth and brand awareness)

2. Building Brand Awareness (to prove increase in brand awareness)

3. Creating & Changing Perceptions (to measure the change in brand perception)

15


New Launch

“the opportunity to tell the market about a

new product or service”

16

Case study 1: Background (new launch)

Advertiser: Villeroy & Boch

Product Advertised: La Scala tableware

Media Used: Caterer & Hotelkeeper magazine

Campaign details: 3 full page adverts

Advertising dates: 3 months (January-March)

Campaign objectives:

To build awareness of a new product, a range of china

tableware called La Scala

Research Methodology:

100 interviews with hospitality decision makers:

- stage I took place after first advert (January)

- stage II took place after 3 adverts (April)

http://www.villeroy-boch.co.uk/Home.10.0.html?C=GB&L=en

17

71% recall seeing advertising in industry

publications for the advertiser (Villeroy & Boch)

during the campaign period

Spontaneous awareness for the new product (La

Scala) increased by 14% from 18% after one

advert to 32% after 3 adverts

Prompted awareness for the new product (La

Scala) increased by 22% from 18% after one

advert to 40% after 3 adverts

After 3 insertions 60% claimed they had definitely

seen the advert before, compared to 8% who said

they had seen it after one insertion

The advertising campaign for the new product

also helped to raise top of mind awareness of the

advertiser by 12% from 40% to 52%

Recall of advertising for new product

(during 3 month period)

Case study 1: Key findings (new launch)

(Base: All decision makers reading the magazine)

http://www.villeroy-boch.co.uk/Home.10.0.html?C=GB&L=en

18

Advertiser: Hellmann‟s

Product Advertised: Extra Thick Mayonnaise

Media Used: Caterer & Hotelkeeper magazine


Advertising dates: 3 months (June-August)


To raise awareness of a new product, Hellmann‟s Extra Thick

Mayonnaise


400 interviews with outlet & unit managers:

- stage I took place before the campaign (May)

- stage II took place after the campaign (September)


19

Prompted awareness of the new product

(Extra Thick Mayonnaise) increased by 22% by

the end of the campaign

At the end of the campaign, 23% of

respondents stated that they were likely to

purchase the new product (Extra Thick

Mayonnaise)

The proportion saying that they would be

likely to switch product brands (mayonnaise)

increased by 9% by the end of the campaign

26% of respondents said they decided to try

the product (Extra Thick Mayonnaise) as a

result of seeing the advertising

At the end of the campaign, 45% of the sample

expressed an interest in sample free packs

and trial testing


How did you first find out about the new product?

(Hellmann‟s Extra Thick Mayonnaise)

(Base: Those aware of the new product)

20

Advertiser: Campbell‟s

Product Advertised: Homepride wet cook-in sauces

Media Used: Catering Update magazine


Advertising dates : 3 months (September-November)


To raise awareness of a new product range, Homepride wet cook-

in sauces


400 interviews with food purchasing decision makers:

- stage I took place before the campaign (July)

- stage II took place after the campaign (November)


21


Spontaneous recall of new product


(Base: All decision makers)

Spontaneous awareness of the new product

(Homepride wet cook-in sauces) had increased by

13% by the end of the campaign

Awareness of the product’s details (availability of a

catering size pack) increased by 6% by the end of the

campaign. The main source of this information was

catering magazines

A third of the decision maker sample said they had

noticed the advertisement during the 3 month period

Usage of the product increased from 24% to 33% by

the end of the campaign

The majority of decision makers (81%) said they

were considering taking advantage of the offer (a

free sample) that was detailed in the advert

22


Building brand awareness

“the opportunity to be seen by customers and prospects

and grow awareness”

23

Advertiser: Iveco Ltd (previously known as Iveco Ford)

Type of Advertising: Corporate Branding

Media Used: Commercial Motor magazine


Advertising dates : 7 months (June-December)


Raise awareness of the brand and portray the image of the

company as a more customer focused organisation.


190 interviews with purchasing decision makers at the end of the

campaign (November)

Case study 1: Background (building awareness)

24

Spontaneous awareness of the advertiser was 59%,

3rd highest of 11 competing brands

Over half of decision makers were aware of recent

advertising for the advertiser, the highest of all brands

Over four fifths of decision makers correctly

understood the messages being communicated in the

advertising (the advertiser is customer focused

company)

71% of the sample agreed that the advertisements

would appeal to purchase decision makers

Case study 1: Key findings (building awareness)

Recall of corporate advertising

(at end of 7 month period)


25

Advertiser: National Physical Laboratory (NPL)


Media Used: New Scientist magazine

Campaign details:

- A4 newsletter and pull-out posters

- 2x outside back cover page

- website competition and micro site

Advertising dates : 5 months (March-July)


Raise awareness of the NPL brand


615 interviews with decision makers who are science professionals:

- stage I pre campaign (March)

- stage II post campaign (July)


http://www.npl.co.uk/

http://creative.gettyimages.com/source/Search/2','2','

26

In stage I of the research the majority of

respondents were able to recall no more

than the advertisers name (NPL) or their

logo

By stage II, 21% could specifically recall

how they were aware of the advertiser (NPL)

e.g. pull-out poster, supplement or leaflet

Over half of the decision makers believed it

appropriate that NPL use magazine adverts,

inserts and sponsored editorial articles as a

method for raising awareness of the

company





http://www.npl.co.uk/

27


Advertiser: Air New Zealand Engineering Services (ANZES)


Media Used: Airline Business magazine


Advertising dates: 4 months (August-November)


Raise awareness of ANZES‟ design engineering capabilities


106 interviews with Aerospace decision makers:

- stage I took place after first advert (August)

- stage II took place after 3 adverts (November)

28


In stage I of the research 21% of respondents

were able to name Air New Zealand as a provider

of aviation design engineering

By stage II, association of Air New Zealand as a

provider of aviation design engineering had

grown to 38%

Over half of the decision makers considered the

advertisement to be eye catching with a clear

message which improves the image of ANZES




29

Advertiser: Vinci

Service Advertised: Recruitment Campaign

Media Used: Contract Journal magazine

Campaign details: 4 months (September-December)

- quarter page advert placed in one of 4 rotating positions


To improve awareness of Vinci as a leading construction industry

employer, raise awareness of Vinci‟s total construction

capabilities, communicate the size and scale of the company and

promote their ability to accommodate various career ambitions.


100 interviews with construction industry professionals


30

Recall of the advertisement in the industry

publication (Contract Journal) grew throughout

the campaign from 52% (at stage I) to 67% (at

stage II)

As result of the campaign awareness that the

advertiser (Vinci) was in a recruitment drive

grew from 10% (at the beginning of the

campaign) to 35% (at the end of the campaign)

The campaign helped to communicate to the

majority of industry professionals (77%) that the

advertiser (Vinci) was an employer offering

international opportunities

Case study 4: Key Findings (building awareness)


Awareness of the advertiser as an industry supplier


31

Advertiser: Rotana Hotels


Media Used: Travel Weekly magazine

Campaign details: 1 full page advert, 1 half page advert

Advertising dates: 2 months (October – November 2006)


Raise awareness of Rotana‟s Middle East properties


100 interviews with travel industry decision makers:

- stage I took place after first advert (October 2006)

- stage II took place after 2 adverts (November 2006)


32



were able to name Rotana as a hotel chain

operating in the Middle East

By stage II, awareness of Rotana as a hotel

chain operating in the Middle East had grown to

60%

Over three quarters of the decision makers

considered the advertisement to be eye

catching, informative and explaining something

new


Recall of Rotana advertising

(over a 2 month period)

33

Advertiser: Snowdrop Systems

Service Advertised: HR and Payroll Software

Media Used: Pay Magazine

Campaign details: 1 full page advert

Advertising dates: 3 months (September – November 2007)


Raise awareness of Snowdrop‟s services


Over 100 interviews with professionals working in payroll,

personnel and finance:

- stage I took place after first advert (September 2007)

- stage II took place after 3 adverts (November 2007)


34



were able to name the advertiser (Snowdrop) as

a provider of HR and Payroll software

By stage II, awareness of the advertiser

(Snowdrop) as a provider of HR and Payroll

software had grown to 77%

Over 70% of the decision makers agreed that the

advertisement made a visual impact, conveyed a

clear message, was informative and improved

the image of Snowdrop

(Base: All decision makers reading the magazine)

Recall of advertising for product / service

(over a 3 month period)

35

Advertiser: Accor Services

Service Advertised: Childcare vouchers

Media Used: Personnel Today magazine

Campaign details: ¼ page horizontal strip (6 insertions)

Advertising dates: 23rd October to 27th November 2007


Raise awareness of Accor Services‟ childcare vouchers

Reinforce Accor Services‟ positioning as easy to use and an

approach that gives choice, both to the employer and their

employees.


Over 200 interviews with HR professionals:

- stage I took place after first advert (23rd October 2007)

- stage II took place after 6 adverts (27th November 2007)


36



recognised the name of the advertiser (Accor

Services) as a provider of childcare vouchers

By stage II, awareness of the advertiser (Accor

Services) as a provider of childcare vouchers

had grown to 60%

Over 70% of the HR professional agreed that the

advertisement made a visual impact, was easy

to read and was informative

32% of HR professionals makers were motivated

to find out more about the advertiser

(Base: HR professionals)

Recall of advertising for product / service

(over a 6 week period)

37

Advertiser: Computer 2000

Service Advertised: HP Quad Core Servers

Media Used: MicroScope magazine

Campaign details: Various – full page to quarter (25 insertions)

Advertising dates: 19th November 2007 – 26th May 2008


Raise awareness of HP Quad Core Servers

Reinforce HP servers‟ positioning as a server which gives

increased performance, is powerful and easy to control.


Over 200 interviews with IT professionals:

- stage I took place after first advert (November 2007)

- stage II took place after 25 adverts (June 2008)


http://www.computer2000.co.uk/index.asp

38


29%

57%

Stage I (After first advert) Stage II (After 25 adverts)

83% recall seeing advertising for HP servers in

the last 4 months

The proportion who 'definitely' recall seeing the

ad during the campaign rose by +17% points

from 13% at Stage 1 to 30% by the end of the

campaign.

The ads with the highest recall had strong visual

imagery

The ad campaign was successful in

communicating the powerful/high performance

of HP servers

(Base: IT professionals)

Seen any of the ads

(over the campaign period)

http://www.computer2000.co.uk/index.asp

39


Creating & changing

perceptions

“the opportunity to shift market perceptions”

40

Case study 1: Background (changing perceptions)

Advertiser: BT

Service Advertised: Information & Communications Technology (ICT)

Provider

Media Used: Computer Weekly magazine and website

Campaign details: 10 months (August-May)

- SME Month (4 issues with exclusive SME features)

- 4x 24 page colour A4 supplements (circulated to 35,000 SMEs)

- 3 full page advertisements to promote supplements

- ComputerWeekly.com & BT partnership micro site

- online marketing promotions to SME circulation

- 10x false front covers (1st issue of each month)


To improve perceptions of BT as an ICT company to SMEs


400 interviews with ICT decision makers:

- stage I took at the start of the campaign (August)

- stage II took place towards the end of the campaign (March)

41

Case study 1: Key Findings (changing perceptions)

Significant improvements were apparent in 3 key

perception areas for the advertiser (BT) as shown

in chart left

Perception shifts were also seen on a number of

other factors including the following:

“Offers a high quality of account management,

customer service & administration”

(increase of 12% points in perception)

“Provides IT & telecommunications products &

services to other businesses like yours”


“Is easy to do business with”


Agreement with perception statements


(Base: All SME decision makers)

42

Advertiser: Pfizer Animal Health

Product Advertised: Pneumonia Vaccine (Rispoval 4)

Media Used: Farmers Weekly magazine

Campaign details: 4 months (August-November)

- 8 full pages of advertising

- 7 half pages of vertical advertorials


To promote the benefits of the Rispoval 4 vaccine including cattle growth

rates, healthier stock and return on investment. Also to promote the issue

of pneumonia prevention i.e. proactive treatment of pneumonia in cattle

rather than the reactive use of antibiotics


100 interviews with beef farmers responsible for deciding how their cattle is

treated for pneumonia :

- stage I took place after first advert (August)

- stage II took place after 3 adverts (November)


43

A perception shift was seen in several key

benefits of the product (Rispoval 4)

including avoiding damage to profits,

reducing the risk of spreading disease and

lower treatment costs

26% claimed they had seen the advert after

1 insertion, growing 2.5 times to 63% who

said they had seen it by the end of the

campaign (4 months)

The adverts message reinforced the product

(Rispoval 4) as a pneumonia treatment that

will help to prevent pneumonia (95%

agreed), improve cattle growth rates (88%

agreed) and save money (81% agreed)


(Base: All beef farmers)

Messages communicated in the advertisement

(during campaign period)

44

Advertiser: BP

Service Advertised: Partnerships with Customers

Media Used: European Chemical News magazine

Campaign details: Colour double page spread


To improve perceptions of BP as a company that works in

partnership with its customers


60 interviews with BP customers who are responsible for

deciding which suppliers are used on behalf of their

company


http://www.bp.com/home.do?categoryId=1&contentId=2006973

45


65% of the sample recalled seeing the

advertisement in the 16th June issue of

European Chemical News

67% found the message communicated by

the advertisement to be convincing

Readers are initially drawn into the advert

by the centre colour panel and then look

carefully at the weightlifter photograph to

understand what it is saying

The adverts message reinforced the

advertiser (BP) as a strong company that is

committed to working with its customers

Messages communicated in the advertisement

(during campaign period)


http://www.bp.com/home.do?categoryId=1&contentId=2006973

46

Advertiser: Pratt & Whitney

Product Advertised: Aircraft Engines

Media Used: Flight International magazine

Campaign details: 3 months (April 2007 – June 2007)

- 3 double page ads

- 3 full page ads

- 7 one-third page ads


To improve recognition of the Pratt & Whitney brand and convey the full

range of solutions that the manufacturers can offer under the overall

branding of the „Eagle is Everywhere‟.


100 interviews with aerospace professionals:

- stage I took place after first advert (April 2007)

- stage II took place after 14 adverts (June 2007)


http://en.wikipedia.org/wiki/Image:PrattEtWhitney-logo.svg

47

The advertiser’s (Pratt & Whitney) association with the

campaign theme (‘The Eagle is Everywhere) was strong and

had increased by 14% (from 48% to 62%) by the end of the

campaign.

Prompted awareness of the campaign increased from 70%

after 4 inserts to 96% after 14 inserts.

Perception shifts were seen on a number of factors relating

to the campaign including:

‘They position Pratt & Whitney as a forward thinking and

innovative company’

(increase of 11% in perception)

‘They make a statement about the future business direction of

Pratt & Whitney’


‘They define what the Pratt & Whitney eagle means & stands

for’



(Base: All aerospace professionals)

Proportion who definitely recall seeing the campaign

http://en.wikipedia.org/wiki/Image:PrattEtWhitney-logo.svg

48


We can help you to measure the ROI

of your campaign

49


RBI’s research service

Reed Business Insight is the independent market research division of Reed Business Information which provides

business market expertise through innovative research solutions

The close relationship with market-leading brands gives us the ability to reach specialist segments of our extensive

database of business decision-makers via a range of research techniques

Our team of market research professionals have a wealth of experience across all business markets and can help

you gain a valuable insight into your market place, allowing you to make informed business decisions and keep you

one step ahead of your competitors

Through our market-leading brands we can also provide access to research on industry trends and market

intelligence within business markets

All research commissioned by clients is undertaken on a strictly confidential basis

The Reed Business Insight team believe passionately about the services we offer clients and take great pride in the

research that we undertake to make sure that it is reliable, cost effective and actionable

50


What are our values?

Passionate about research

We are an honest team that enjoy working in research and take pride in our projects

B2B experts

We have an in-depth knowledge of business markets and understand industry language

Independent professional service

We focus on flexible solutions through a reliable and professional service

Voice of the customer

We provide an insight into the minds of business users and end customers

Actionable results

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51


What do we provide our clients?

Invest time to understand your company and listen to your business requirements

Recommend the most appropriate research solution for your business

Develop a clear proposal so you know exactly how the project will work

Formulate a questionnaire or discussion guide to give you the insight you need

Source a sample from our extensive databases of business decision-makers

Manage the research programme and communicate progress of the project

Analyse the data in order to interpret what the results mean for your business

Present the findings with clear recommendations and actions

http://creative.gettyimages.com/source/Search/52','1','

What impact is your marketing campaign

having on your customers?

Your marketing campaign is fundamental to the success of your

business; it provides crucial information about a brand that can change

or shape opinions in an instant. To make sure you fully understand the

impact of your campaign on your customers, Reed Business Insight

offers specialist, objective and cost-effective Ad Effectiveness research.

We can help you better understand:

- the impact your campaign has on awareness of your brand

- the values associated with your campaign

- the impact of your advert on the customer

With a strong understanding of ad effectiveness you can:

- develop future advertising campaigns, in line with brand values

- target your audience more successfully

- get your advertising message across more effectively

Turn over for examples of how RB Insight can provide you with a

tailored Ad Effectiveness business solution.

To find out how Reed Business Insight can help you to make

better business decisions, please contact:

Jan De Iulio, Key Account Manager Tel: 0208 652 8564

Email: [email protected] Web: www.rbinsight.co.uk

Web site

development

Market

Structure

Buyer

Customer

Satisfaction

Product

Development

Brand

Perception

Insight

business to business research specialists

Behaviour

Ad

Effectiveness

How much ROI is your

campaign providing?

AD EFFECTIVENESS

mailto:[email protected]

http://www.rbinsight.co.uk/

Q. Do you RECALL seeing the advertisement before?

Q. Did you CLICK on the online advert?

Q. What is your OPINION of the advertisement?

Q. What is your UNDERSTANDING of the advertisement?

Q. How EFFECTIVE do you believe the advertisement is?

Q. What is your PERCEPTION of the company after seeing the advert?

Q. What VALUES do you associate with the advert?

Q. What did you NOTICE about the advert?

Q. What ACTIONS have you taken since seeing the advert?

Example question areas:

AD EFFECTIVENESS

What do the results look like?

On a scale of 1 to 10 the overall rating

for this advertisement is 8.7

2%

1

6%

2

10%

3

3%

4

18%

5

18%

6

16%

8

2%

9

2%

10

24%

7

Values associated with the campaign

Build up a knowledge of how your

marketing effects opinion and values

associated with your brand

Is high quality

Has a good reputation

Is elegant

Is innovative

Has classic designs

Has a broad range

Has styles to suit every occasion

Is practical

Is durable

Is good value for money

38% very familiar

40% somewhat familiar

22% know name only

What impact does your

campaign have on the

awareness of your brand?

Familiarity with the brand

What impact does your

campaign have on your

customer?

How is your campaign effecting your

customer‟s opinion of your brand?Example advertisement tested

Overall rating

54


Who do I contact?

Jan De Iulio

Key Account Manager

Reed Business Insight

+44 (0)20 8652 8564

07795 838 253

[email protected]

Or visit our website: www.rbinsight.co.uk

Reed Business Insight is the independent research & marketing services division of Reed Business

Information. We provide a media effectiveness service to customers to help them improve and

measure the performance of their advertising.

To discuss the findings of this report in greater detail, or to find out more about our media

effectiveness research services, please contact:

mailto:[email protected]

http://www.rbinsight.co.uk/