Hide Notes 

Slide 1: Patrick Hermie Trui Lanckriet Koen Lansloot Stef Peeters
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 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 2: Different weights, different measures Chapter 2 Different weights, different measures
Slide 9: 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 10: 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 11: 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 26 % 57 42
Slide 12: 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 13: Stop/watch → Chapter 3: The importance of product attributes Chapter 3 The importance of product attributes
Slide 14: Stop/watch → Chapter 3: The importance of product attributes Number of ads tested  3741 ads tested Food Beauty Cars Clothing, shoes OTC Beverages IT, Telecom Perfume House Hold Media 534 394 387 338 228 185 182 181 178 169 Personal care Miscell. organisations Tourism, transport Home furnishings Bank, insurance Other Accessories Detergents Hifi, TV 161 147 146 138 131 109 47 45 41 *September 2007
Slide 15: Stop/watch → Chapter 3: The importance of product attributes Sector differences 160 average eff.score = 26% index = 100 140 beverages food perfume 120 deterpersonal gents care beauty IT, telecom media tourism, transport 100 clothing, shoes 80 cars misc. Org. other accessoiries home furnishings OTC bank, houseinsurance hold 60 40 hifi, TV  average sector scores compared to overall average of effective score
Slide 16: 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 17: 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 18: 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 19: Stop/watch → Chapter 4: the importance of advertisement attributes Chapter 4 The importance of advertisement attributes
Slide 20: 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 % 63 64 60 58 55 45 49 46 46 42 41 2/1 Cover 4 Cover 2 Cover 3 1/1 Small formats 32 32 27 30 26 24 14  The impact of size
Slide 21: 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 % 78 67 69 67 69 62 56 60 61 49 49 50 48 42 47 42 35 35 35 31 25 Sample Card Booklet Gatefold Scent sample Insert No creative formula  Creative formulas = impact boosters
Slide 22: 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 63 62 56 50 51 49 41 36 43 35 31 25 20 60 Pop-up Free product Discount Other Ask for more info
Slide 23: Stop/watch → Chapter 4: the importance of advertisement attributes Left or right? 100 90 80 70 60 50 40 30 20 10 0 Recognition Attribution Effective Score 40 40 % 53 55 Left Right 23 24  Left or right: no differences
Slide 24: 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 27 26 25 % 58 57 55 43 41 42 Front Middle Back  the position in the magazine does not make much difference
Slide 25: Stop/watch → Chapter 4: the importance of advertisement attributes Prima Posta (first ad after the second cover) 100 90 80 70 61 Ordinary inside page Prima Posta 56 42 60 50 40 30 20 10 0 % 42 25 28 Recognition Attribution Effective Score
Slide 26: 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 27: 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 26 26 % 57 56 43 No nearby ad Nearby ad 42  Next to another ad? No problem!
Slide 28: 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 % 56 57 57 58 57 61 0 1 2 3 to 4 5 to 8 9+ 43 41 42 42 45 40 26 25 26 26 27 26  A competitor nearby? No problem!
Slide 29: 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 40 42 % 53 56 56 0-19% 20-29% 30-40% 42 23 26 26  A lot of advertising? No problem!
Slide 30: Stop/watch → Chapter 5: the importance of reader attributes Chapter 5 The importance of reader attributes
Slide 31: Stop/watch → Chapter 5: the importance of reader attributes Gender* 100 90 80 70 60 50 40 32 39 % Men Women 30 22 22 17 20 10 0 Cars 15 Tourism Detergents  Men and women: the clichés confirmed *Stop/watch only tested in TV weeklies Humo & Télé Moustique
Slide 32: Stop/watch → Chapter 6: what tips the balance? Chapter 6 What tips the balance?
Slide 33: 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 34: 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 35: 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