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Slide 2: Stop/watch → Chapter 1: from impact measurement to stop/watch Chapter 1 From impact measurement to Stop/Watch
Slide 3: 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’hui HUMO + Télé Moustique Feeling + Gael     15 - 20 ads per magazine 2 magazines per test 16-20 tests per year Fieldwork by TNS Media
Slide 4: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 5: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 6: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 7: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 8: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 9: Stop/watch → Chapter 1: from impact measurement to stop/watch In practice
Slide 10: Stop/watch → Chapter 2: Different weights, different measures Chapter 2 Different weights, different measures
Slide 11: 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
Slide 12: Stop/watch → Chapter 2: Different weights, different measures Qualitative parameters  Like How much do you love this ad? /10  Original How original do you find this ad? /10  Informative How informative do you find this ad? /10  Suited To which degree do you find the ad suitable with …? /10
Slide 13: Stop/watch → Chapter 2: Different weights, different measures Quantitative scores 100 90 80 70 60 50 40 30 20 10 0 recognition attribution effective score 27 % 57 43
Slide 14: Stop/watch → Chapter 2: Different weights, different measures Qualitative scores 10 8 6,2 6,3 6,7 6 /10 6,0 4 2 0 like original informative suited
Slide 15: Stop/watch → Chapter 3: The importance of product attributes Chapter 3 The importance of product attributes
Slide 16: Stop/watch → Chapter 3: The importance of product attributes Number of ads tested  4118 ads tested Food Beauty Cars Clothing, shoes OTC Beverages Perfume IT, Telecom Media House Hold 593 428 409 386 258 208 190 189 185 180 Personal care Home furnishings Miscell. organisations Tourism, transport Bank, insurance Other Accessories Detergents Hifi, TV 173 169 163 162 143 130 56 46 50
Slide 17: Stop/watch → Chapter 3: The importance of product attributes Sector differences 150 average eff.score = 26,5% index = 100 perfume deter- personal gents care beauty IT, telecom media beverages food 130 110 tourism, transport 90 clothing, shoes other misc. furniture, deco Org. Org. misc. home furnishings 70 OTC bank, insurance household hifi, tv 50  average sector scores compared to overall average of effective score
Slide 18: Stop/watch → Chapter 3: The importance of product attributes Advertising pressure – 3 months prior to test 70 65 60 55 50 45 40 35 30 25 20 < 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
Slide 19: Stop/watch → Chapter 3: The importance of product attributes Advertising pressure – 3 months prior to test 70 65 60 55 50 45 40 35 30 25 20 > € 300 000 > € 400 000 > € 500 000 € % Recognition Attribution Effective Score  larger budgets generate higher impact scores
Slide 20: Stop/watch → Chapter 3: The importance of product attributes Product lifcycle – Case Belolive 60 55 50 45 40 35 30 25 20 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
Slide 21: Stop/watch → Chapter 3: The importance of product attributes Product lifecycle – Case Belolive € 800.000 200.000 kg 600.000 150.000 Media Bertolli 400.000 100.000 Media Belolive Sales kg Bertolli Sales kg Belolive 200.000 50.000 0 jan 98 fev 98 mar 98 apr 98 may 98 jun 98 0
Slide 22: Stop/watch → Chapter 3: The importance of product attributes Campaign lifecycle – Case Lactacyd 70 60 50 40 30 20 10 0 jul-96 jul-97 jul-98 jul-99 jul-00 jul-01 jul-02 % Effective Score Branding Power  How a good concept works and goes on working…
Slide 23: Stop/watch → Chapter 4: the importance of advertisement attributes Chapter 4 The importance of advertisement attributes
Slide 24: Stop/watch → Chapter 4: the importance of advertisement attributes Size 100 90 80 70 60 50 40 30 20 10 0 recognition attribution effective score 28 % 63 65 61 57 54 45 49 47 48 41 42 2/1 Cover 4 Cover 2 Cover 3 1/1 Small formats 32 32 31 26 24 14  The impact of size
Slide 25: Stop/watch → Chapter 4: the importance of advertisement attributes Creative formulas 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score % 76 67 68 67 68 62 56 59 61 51 49 48 42 46 Sample Card Gatefold Scent sample Booklet Insert No creative formula 45 42 36 33 32 31 26  Creative formulas = impact boosters
Slide 26: Stop/watch → Chapter 4: the importance of advertisement attributes Coupon (pop-up) 100 90 80 70 60 50 40 30 20 10 0 recognition attribution effective score % 67 64 60 61 56 50 51 50 41 37 42 Pop-up Free product Discount Other Ask for more info 36 32 25 21
Slide 27: Stop/watch → Chapter 4: the importance of advertisement attributes Left or right? 100 90 80 70 60 50 41 41 % 52 55 Left Right 40 30 20 10 0 Recognition Attribution Effective score 23 25  Left or right: no differences
Slide 28: Stop/watch → Chapter 4: the importance of advertisement attributes Position in the magazine 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score 28 26 26 % 58 57 55 44 42 43 Front Middle Back  the position in the magazine does not make much difference
Slide 29: Stop/watch → Chapter 4: the importance of advertisement attributes Prima Posta (first ad after the second cover) 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score 25 29 % 60 55 42 44 Ordinary inside Prima posta
Slide 30: Stop/watch → Chapter 4: the importance of advertisement attributes Editorial context 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score 26 28 % 56 59 No context Context 42 44  Clearly an added value
Slide 31: Stop/watch → Chapter 4: the importance of advertisement attributes Proximity of ads 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score 27 26 % 57 56 43 43 No nearby ad Nearby ad  Next to another ad? No problem!
Slide 32: Stop/watch → Chapter 4: the importance of advertisement attributes Competition with the sector 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score % 60 56 56 57 58 57 44 45 42 42 43 40 27 25 26 27 27 25 0 1 2 3-4 5-8 9+  A competitor nearby? No problem!
Slide 33: Stop/watch → Chapter 4: the importance of advertisement attributes Clutter 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective score 25 26 26 % 54 56 56 43 0-19% 20-29% 30-40% 42 42  A lot of advertising? No problem!
Slide 34: Stop/watch → Chapter 5: the importance of reader attributes Chapter 5 The importance of reader attributes
Slide 35: Stop/watch → Chapter 5: the importance of reader attributes Gender* 100 90 80 70 60 50 40 32 39 % Men Women 30 20 10 0 auto 16 24 22 17 tourism, transport detergents  Men and women: the clichés confirmed *Stop/watch only tested in TV weeklies Humo & Télé Moustique
Slide 36: Stop/watch → Chapter 5: the importance of reader attributes About Venus and Mars…
Slide 37: Stop/watch → Chapter 6: what tips the balance? Chapter 6 What tips the balance?
Slide 38: Stop/watch → Chapter 6: what tips the balance? The basis: Recognition & Attribution "At t r ibut io n"X "Reco gnit io n" 10 0 90 80 70 Reco gnit io n 60 50 40 30 20 10 0 0 10 20 30 40 50 60 70 80 90 10 0 At t r ibut io n Strong visual cases Succes cases Young cases Strong brand cases
Slide 39: Stop/watch → Chapter 6: what tips the balance? The big box of building blocks RECOGNITION ATTRIBUTION LIKE: 80% Interest: 47% Sector: 27% Size: 12% Structure: 12% Placement: 2% LIKE: 51% Interest: 30% Sector: 45% Size: 14% Structure: 10% Placement: 1%
Slide 40: Stop/watch → stop|watch in other countries stop|watch in other countries
Slide 41: Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 59 fax: +32 2 776 27 93