Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares the key takeaways.
The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio campaigns success, however, is measuring the additional sales it generates for the advertised brand. It has been possible for some years now to study the sales impact of TV campaigns based on analyses of single source panels. The launch of AC Nielsen Single Source PLUS Radio in spring 2000 allows the efficacy of German radio campaigns to be evaluated. This analysis tool is capable of providing a detailed evaluation of the effectiveness of a radio campaign, based on the parameters of spot effectiveness, insertion effectiveness and campaign effectiveness. The results of analyses performed to date on radio campaigns indicate that the influence factors in radio campaigns are broadly comparable with those at work in TV campaigns. Findings from single-source research also confirm that insertion strategies based on recency planning are particularly effective.
Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the validity of the information and attitude indicators is based on the assumption of a step process in buying decision, the purchasing act necessarily resulting from the declared readiness to buy. Only experimental micro test markets like GfK BehaviorScan are appropriate for questions concerning economic advertising success, advertising success including the complete marketing success, and the course of time.
The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives his information via the communication channels physician, pharmacist and mass media. In order to check the efficiency or penetration of these measures, the patient monitor has been developed by Marplan, which is based on data from 12-15000 patients per year, gained from representative questioning of the population, at regular intervals. The potential uses of this instrument are shown, based on a pretest, which had already been carried out. Of utmost importance is the question, whether with similar products, potential target groups can be reached in different ways, and how to find out the causes. It would be the job of marketing to discover whether changing the product or the marketing strategy would raise the market share for specific target groups.
The presentation is given in two main parts -first of all the methodology used to develop indicators of the quality of the service followed by two live cases which used this method firstly at KODAK-PATHE and secondly at the Ile-de-France Telecommunications Authority.
The presentation is given in two main parts -first of all the methodology used to develop indicators of the quality of the service followed by two live cases which used this method firstly at KODAK-PATHE and secondly at the Ile-de-France Telecommunications Authority.
Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies user-participation, in the form of "dialogue with the computer. The keyboard contains letters and figures, as well as special keys for the purposes of dialogue. When a connection has been established with a server, the user states his request by means of the keyboard. The information requested then appears on the screen, along with instructions as to how to proceed further with the search. The dialogue keys serve to pursue this search.
Interactive videotext is a system enabling the user to obtain information by telephone, this being connected to an information-providing service by means of a small terminal with screen and keyboard. The procedure is interactive in that it implies user-participation, in the form of "dialogue with the computer. The keyboard contains letters and figures, as well as special keys for the purposes of dialogue. When a connection has been established with a server, the user states his request by means of the keyboard. The information requested then appears on the screen, along with instructions as to how to proceed further with the search. The dialogue keys serve to pursue this search.
This paper deals with efficient estimation of descriptive statistics such as means, totals and percentages from rotating panel surveys (panels with partial replacement). It is supposed that the variable under study is measured repeatedly. When the correlation between consecutive panel estimates of that variable is high and positive, a considerable gain in precision can be achieved using special methods. This gain in precision can be translated into a smaller panel size if the accuracy of the estimates is satisfactory already. The gain can be achieved by using a so-called composite estimate , which is a weighted combination of current and previous estimates. The method of the composite estimate will be described in section 2 and its variance will be discussed briefly in section 3. In section 4 some results will be given on the possible gain in efficiency which the use of composite estimates may yield when respondents are replaced after three measurements. Most of the theory in sections 2 and 3 however holds for all panels with replacement after a fixed number of measurements, whether it be two or ten waves. The paper continues with a worked-out example in section 5 and the conclusions are given in section 6.
This paper is about marketing research with children, and the need to consider them as a special case when one is evaluating the efficacy of research methods.
The purpose of this paper is to discuss within the current context of non-probability sampling, the derivation of criteria for determining efficient survey design, and within that, the effects of sampling error and bias in relation to other sources of bias and error.
Measuring the effects of advertising above and below the line depends in my opinion mainly on having really exact data, and this market research finds very difficult. In theory, there are plenty of logical conceptions about how advertising ought to work, something like S-curves or other curves, but unfortunately there is so far scarcely any TRUE evidence to bear this out. Here I should like to throw a little philosophy into the discussion. The process by which theme advertising leads, we hope, to a visible success in promotion sales takes longer and operates at a deeper level than any price-off scheme. Judging the efficiency of advertising above the line by looking at short-term volume differences is very questionable unless the effects shown are positive but - and this is my question - does this mean that advertising has no effect whenever the effects are not so immediately perceptible?