In the past, implicit and explicit responses to stimuli were gauged in a testing (non-natural) environment.In the scientific community, people most often distinguish only between system1 and system2, and consequently have to put perception into one of the buckets, then of course system1 would be more suitable than system2.But our unique claim is that there is a third system, independent of the two, which system 0.System 0 is a market research innovation in which ads are tested in their natural environment where respondents are not aware of ads being tested and implicit consumer response and explicit behavior are recorded.
Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
This is a study conducted by GfK China in co-operation with DARC and JSBC in China. The objective of the project is very straightforward- to understand whether the performance can engage the audience emotionally in a very positive way, and what kind of elements/design can help the emotion triggers and engagements. With clear understanding of the audience's response and comprehensive feedbacks, DARC hoped to provide constructive recommendations to the production center to make the rest of the episodes more engaging and popular.
The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through response among popular, consumer targeted websites. This paper briefly outlines the impact that TV advertising and promotional clutter is having on the American television marketplace as a prelude to what might happen in the Internet arena. It then highlights banner wearout findings and provides strategic recommendations to help marketers improve both banner click-rates and the potential effectiveness of their online advertising campaigns.
The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is measured. Depending on the culture, some kids are more likely to give richer responses when using verbal methods, while others present better performance when dealing with non-verbal ones.
Advertisements constitute a powerful means of communicating and establishing cultural values throughout all of society. The receivers of these messages respond to them in terms of their vital situation as subjects and as members of social groups . This paper presents a method for the qualitative analysis of the audience's response to the characters, bonds and types of family structures displayed in commercials. The basis for accomplishing the above is the General Systems Theory as a tool for analyzing and correlating the responses of the receivers to the communication objectives of the emitter. The starting point for the analysis encompasses the identification of the psychosocial profiles of the interviews based upon their own self-perception, their experience within a system as a couple and as a family in close interaction with their socio-cultural environment. Upon applying this theoretical framework we have found that the aspirations of the interviewees , regarding both their personal ideals and those as couples and families, closely correlate to their reactions to the family dynamics portray- ed in the commercials. As an example we have included the case study on the spontaneous reactions of a segment of housewives towards two commercials that show different types of family bonds and structures . It was concluded that the expectations and hopes held by consumers with regard to lifestyles and interpersonal relationships can be included within publicity efforts as a positive contribution that serves to motivate in the target audience the search for improved bonds.
Advertisements constitute a powerful means of communicating and establishing cultural values throughout all of society. The receivers of these messages respond to them in terms of their vital situation as subjects and as members of social groups . This paper presents a method for the qualitative analysis of the audience's response to the characters, bonds and types of family structures displayed in commercials. The basis for accomplishing the above is the General Systems Theory as a tool for analyzing and correlating the responses of the receivers to the communication objectives of the emitter. The starting point for the analysis encompasses the identification of the psychosocial profiles of the interviews based upon their own self-perception, their experience within a system as a couple and as a family in close interaction with their socio-cultural environment. Upon applying this theoretical framework we have found that the aspirations of the interviewees , regarding both their personal ideals and those as couples and families, closely correlate to their reactions to the family dynamics portray- ed in the commercials. As an example we have included the case study on the spontaneous reactions of a segment of housewives towards two commercials that show different types of family bonds and structures . It was concluded that the expectations and hopes held by consumers with regard to lifestyles and interpersonal relationships can be included within publicity efforts as a positive contribution that serves to motivate in the target audience the search for improved bonds.
This paper will report on findings from an experimental study, commissioned by the Independent Television Commission (ITC), which explored a number of techniques for assessing audience satisfaction with television in terms of the perceived quality and enjoyment of programmes watched. The study formed part of an ongoing programme of research to design a cost effective measure of audience satisfaction. The paper also examines relationships among four different diary measures of audience reaction (quality, enjoyment, memorability of programme seen and amount of programmes watched), between the aggregated programme genre measures derived from the diary and global programme genre measures derived from the questionnaires, variations among viewers in their atomic and global qualitative ratings and relationships between audience reaction indices and viewing behaviour. The paper will report on the detailed programmes findings in terms of how quality and enjoyment perceptions in the UK vary by programme genre, and by actual programme within programme genre. These findings will also be related to respondent type defined in both demographic and psychographic terms. Finally, relationships between audience reaction indices and aspects of viewing behaviour will be explored, in particular audience size and programme choice.
In the autumn of 1991 we conducted, through matched area samples and covering both weekly magazines and television, the biggest ever controlled advertising experiment in Sweden. Using 2,6 telephone interviews and 1,3 home interviews we evaluated the effectiveness of 6 actual campaigns. The conclusions we reached were as follows: - The creative content is decisive for the effects in weeklies and on TV - Synergistic effects of weeklies and TV are foremost depending on the creative content too - Through advertising in weekly magazines and TV you will reach a larger part of the target group than through weeklies alone or TV alone - The weekly advertisements have given obvious contributions to the TV advertisements - The TV advertisements have not given that obvious contributions to the weekly advertisements - Synergistic effects through weekly magazines and TV are often to be found in several different communication areas. E.g. message transmission, learning and image are more strengthened through TV and weeklies than through weeklies alone or TV alone - Synergistic effects through weeklies and TV have been indicated by increase in buying intentions as well as a higher purchase-rate - Effects from TV-advertising grow fast, but also decrease rather fast over time - Effects from advertisements in weekly magazines don't grow that fast. Responses and attitudes first grow and than decrease over time but actual buying doesn't seem to decrease as fast over time as other effects or as fast as the effects from TV advertisements.
Observations and models attempting to describe a multiplicity of interactions between media content, media usage and audiences, are designed to provide (temporarily) adequate, at most times, answers to a series of crucial questions, that enhance our understanding of this ever-continuing interplay. The standpoint of this paper is twofold : -to provide a broad frame of reference concerning media usage patterns within a diversified media universe and -to focus attention to the interrelations of audiences and TV programme content, both within the confines of a culture-specific environment.
Adshel Superlite is a new medium from More O'Ferrall. It was launched as recently as 1987 in the UK and enjoyed immediate success. The medium is 1.8m x 1.2m back illuminated panels on bus shelters. There are now more than 19000 across the country - and the numbers are still growing. Adshel Superlites are normally sold in pre-set campaigns, the most usual being 2500 panels for a period of two or four weeks. Regional and upweighted campaigns are also available. The strengths of the medium are: a) Its visual impact (magazine reproduction standards with backlighting and 24 times bigger than a magazine page). b) Its audience size and the profile of that audience. c ) The unique distribution of its panels in virtually every roajor town and city in the UK. From the start More O'Ferrall was aware of the need to demonstrate this to advertisers and agencies by the continuous use of research. This paper describes the contribution made to the growth of Adshel Superlite by both industry based and specially commissioned research. Adshel Superlite represents the new face of outdoor advertising in the UK. It is a new outdoor medium; it is bright and innovative; it is sold in campaigns that are easy to buy and that take good commercial sense to advertisers; and it knows precisely the audience it reaches and its impact on that audience.