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Chapter 1From impact measurement to Stop/Watch
Stop/watch → Chapter 1: from impact measurement to stop/watch
Methodology
∗ Street recrutement∗ CAPI (15-20 minutes)
∗ N = 100 (per test)
Flair Nl. + Flair Fr.Libelle + Femmes d’Aujourd’huiHUMO + Télé MoustiqueFeeling + Gael
∗ 15 - 20 ads per magazine∗ 2 magazines per test∗ 16-20 tests per year∗ Fieldwork by TNS Media
Stop/watch → Chapter 1: from impact measurement to stop/watch
Chapter 2Different weights, different measures
Stop/watch → Chapter 2: Different weights, different measures
Quantitative parameters
∗ Recognition (have you seen this ad?)total yes-answers / total sample
∗ Attribution (do you know for which brand/product name this ad is for?)total correct answers / recognition
∗ Effective score (recognition X attribution)number of readers that has seen the ad and correctly attributed the brand/product name / total sample
∗ Branding Power (do you know for which brand/product this ad is for?) total total correct answers / total sample
Stop/watch → Chapter 2: Different weights, different measures
∗ LikeHow much do you love this ad? /10
∗ OriginalHow original do you find this ad? /10
∗ InformativeHow informative do you find this ad? /10
∗ SuitedTo which degree do you find the ad suitable with …? /10
Qualitative parameters
Stop/watch → Chapter 2: Different weights, different measures
Quantitative scores
57
43
27
0
10
20
30
40
50
60
70
80
90
100
recognition attribution effective score
%
Stop/watch → Chapter 2: Different weights, different measures
Qualitative scores
6,2 6,06,3
6,7
0
2
4
6
8
10
like original informative suited
/10
Stop/watch → Chapter 2: Different weights, different measures
Chapter 3The importance of product attributes
Stop/watch → Chapter 3: The importance of product attributes
∗ 4118 ads tested
Number of ads tested
Stop/watch → Chapter 3: The importance of product attributes
Food 593Beauty 428Cars 409Clothing, shoes 386OTC 258Beverages 208Perfume 190IT, Telecom 189Media 185House Hold 180
Personal care 173Home furnishings 169Miscell. organisations 163Tourism, transport 162Bank, insurance 143Other 130Accessories 56Detergents 46Hifi, TV 50
Sector differences
beverages food perfume
beauty
media
otherfurniture, decomisc. Org.
OTC
hifi, tv
personal care
IT, telecom
tourism, transport
clothing, shoes
misc. Org.
home furnishings
bank, insurance house-
hold
deter-gents
50
70
90
110
130
150 average eff.score = 26,5% index = 100
average sector scores compared to overall average of effective score
Stop/watch → Chapter 3: The importance of product attributes
Advertising pressure – 3 months prior to test
20
25
30
35
40
45
50
55
60
65
70
< 55 000 55 000 - 115 000 115 000 - 180 000 > 180 000 €
%
Recognition
Attribution
Effective Score
It makes sense to spent money on advertising in magazines
Stop/watch → Chapter 3: The importance of product attributes
Advertising pressure – 3 months prior to test
20
25
30
35
40
45
50
55
60
65
70
> € 300 000 > € 400 000 > € 500 000 €
%
Recognition
Attribution
Effective Score
larger budgets generate higher impact scores
Stop/watch → Chapter 3: The importance of product attributes
Product lifcycle – Case Belolive
20
25
30
35
40
45
50
55
60
Sem. 1 '98 Sem. 2 '98 Sem. 1 '99 Sem. 2 '99
%
Effective Score
Branding Power
the successful launch of a new brand via magazines
Stop/watch → Chapter 3: The importance of product attributes
0
200.000
400.000
600.000
800.000
jan 98 fev 98 mar 98 apr 98 may 98 jun 98
€
0
50.000
100.000
150.000
200.000 kg
Media Bertolli
Media Belolive
Sales kg Bertolli
Sales kg Belolive
Product lifecycle – Case Belolive
Stop/watch → Chapter 3: The importance of product attributes
Campaign lifecycle – Case Lactacyd
How a good concept works and goes on working…
0
10
20
30
40
50
60
70
jul-96 jul-97 jul-98 jul-99 jul-00 jul-01 jul-02
Effective Score
Branding Power
%
Stop/watch → Chapter 3: The importance of product attributes
Chapter 4The importance of advertisement attributes
Stop/watch → Chapter 4: the importance of advertisement attributes
Size
63
49
32
65
47
32
61
48
31
57
41
26
54
42
24
45
28
14
0
10
20
30
40
50
60
70
80
90
100
recognition attribution effective score
%
2/1
Cover 4
Cover 2
Cover 3
1/1
Small formats
The impact of size
Stop/watch → Chapter 4: the importance of advertisement attributes
Creative formulas
76
59
46
67
61
42
68
51
36
67
49
33
68
45
32
62
48
31
42
26
56
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
Sample
Card
Gatefold
Scent sample
Booklet
Insert
No creative formula
Creative formulas = impact boosters
Stop/watch → Chapter 4: the importance of advertisement attributes
Coupon (pop-up)
67
61
42
64
51
36
60
50
32
56
41
25
50
37
21
0
10
20
30
40
50
60
70
80
90
100
recognition attribution effective score
%
Pop-up
Free product
Discount
Other
Ask for more info
Stop/watch → Chapter 4: the importance of advertisement attributes
Left or right?
52
41
23
55
41
25
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
Left
Right
Left or right: no differences
Stop/watch → Chapter 4: the importance of advertisement attributes
Position in the magazine
58
44
28
57
42
26
55
43
26
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
Front
Middle
Back
the position in the magazine does not make much difference
Stop/watch → Chapter 4: the importance of advertisement attributes
Prima Posta (first ad after the second cover)
55
42
25
60
44
29
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
Ordinary inside
Prima posta
Stop/watch → Chapter 4: the importance of advertisement attributes
Editorial context
56
42
26
59
44
28
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
No context
Context
Clearly an added value
Stop/watch → Chapter 4: the importance of advertisement attributes
Proximity of ads
57
43
27
56
43
26
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
No nearby ad
Nearby ad
Next to another ad? No problem!
Stop/watch → Chapter 4: the importance of advertisement attributes
Competition with the sector
56
44
27
56
42
25
57
42
26
58
43
27
57
45
27
60
40
25
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
0
1
2
3-4
5-8
9+
A competitor nearby? No problem!
Stop/watch → Chapter 4: the importance of advertisement attributes
Clutter
54
43
25
56
42
26
56
42
26
0
10
20
30
40
50
60
70
80
90
100
Recognition Attribution Effective score
%
0-19%
20-29%
30-40%
A lot of advertising? No problem!
Stop/watch → Chapter 4: the importance of advertisement attributes
Chapter 5The importance of reader attributes
Stop/watch → Chapter 5: the importance of reader attributes
*Stop/watch only tested in TV weeklies Humo & Télé Moustique
Gender*
32
24
1716
22
39
0
10
20
30
40
50
60
70
80
90
100
auto tourism, transport detergents
%
Men
Women
Men and women: the clichés confirmed
Stop/watch → Chapter 5: the importance of reader attributes
About Venus and Mars…
Stop/watch → Chapter 5: the importance of reader attributes
Chapter 6What tips the balance?
Stop/watch → Chapter 6: what tips the balance?
The basis: Recognition & Attribution
"At t r ibut ion" X "Recognit ion"
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80
90
100
0 10 20 30 40 50 60 70 80 90 100
At t r ibut ion
Rec
ogn
itio
n
Strong visual cases
Succes cases
Young cases Strong brand cases
Stop/watch → Chapter 6: what tips the balance?
The big box of building blocks
RECOGNITION ATTRIBUTION
LIKE: 80% LIKE: 51%
Interest: 47%
Sector: 27%
Size: 12%
Structure: 12%
Placement: 2%
Interest: 30%
Sector: 45%
Size: 14%
Structure: 10%
Placement: 1%
Stop/watch → Chapter 6: what tips the balance?
Contact us
Medialogue - n.v. Sanoma Magazines BelgiumTelecomlaan 5-71831 Diegemtel.: +32 2 776 27 59fax: +32 2 776 27 93
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