advertising effectiveness study - inteplast group, ltd. | · pdf file ·...

Advertising Effectiveness Study

Repertoire Magazine October 2011 Issue

Report Prepared for: Inteplast Group - Integrated Bagging Systems

Repertoire Magazine, October 2011 Issue

1

Table of Contents

About the Advertising Effectiveness Study ..................................................................... 2

Questionnaire ................................................................................................................. 3

High Scoring Ads ............................................................................................................ 4

Using the Product/Service Category Results .................................................................. 6

Step 1: Establishing Context ............................................................................... 7

Step 2: Reviewing Your Results.......................................................................... 8

Image of Studied Advertisement..................................................................................... 9

Results by Product/Service Category ........................................................................... 10

Results by Size/Color Category .................................................................................... 12

Reader Verbatim Comments ........................................................................................ 15

2011 Readex Research

Inteplast Group - Integrated Bagging Systems

2

About the Advertising Effectiveness Study

Introduction This Advertising Effectiveness Study was sponsored by Repertoire Magazine and was conducted by Readex Research, an independent research firm.

Selected advertisements in the October 2011 issue of Repertoire Magazine were studied. Readers reported their perception of each item in terms of whether or not it was attention-getting, believable, or informative; and to comment about what message or feeling they got from the ad.

By analyzing readers� reactions to their own ads and comparing their performance with other studied ads, advertisers can discover ways to communicate more effectively with Repertoire Magazine readers, thus enhancing the return on their advertising investment.

Method The sample for this online survey was systematically selected from the domestic, qualified circulation of Repertoire Magazine. All materials were produced, addressed, and sent by Readex.

Survey invitations were timed to reach sample members at mid-interval between issues of the publication. A series of up to three e-mailings were used to invite and remind readers to participate. Invitations included a clickable link to the survey site plus opt-out possibilities. As an incentive to participate, those who completed the survey were entered in a drawing for one of five $100 American Express gift cards.

The study was closed with a total of 526 returns. Each respondent rated only a subset of all studied advertisements; therefore, each ad has a base of between 95 and 112 responses. The response was tabulated and this report was prepared by Readex in accordance with accepted research practice.

Using the Results Use this feedback to gauge relative performance of one item compared to another. By comparing their scores with results for other studied ads � both higher- and lower-scoring � advertisers can get a feel for the creative approaches that best reach this particular audience.

These results should not be considered projectable to the entire circulation of Repertoire Magazine. However, they do represent its active, involved readers � those who spend time with the publication and are willing to provide feedback to its editors and advertisers. When used as intended, for comparison between studied items, these results can provide valuable insight.

About Readex Research Readex Research is a nationally recognized independent research company located in Stillwater, Minnesota. Its roots are in survey research for the magazine publishing industry, but specialization in conducting high-quality survey research (by mail and/or the Internet) has brought clients from many other markets, including associations, corporate marketers and communicators, and government agencies. Since its founding in 1947, Readex has completed thousands of surveys for hundreds of different clients.

As a full-service survey research supplier, Readex offers professional services and in-house processing of all phases of each project (traditional mailing, broadcast emailing, and data processing) to ensure complete control over project quality and schedule.


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Questionnaire

Information Collected Selected advertisements in the October 2011 issue of Repertoire Magazine were measured.

! Reader Scores are presented as a percentage of those answering that the ad was:

Attention-Getting

Believable

Informative

" Reader Comments: Readers provided a comment on what message or feeling they got from the ad.

Using the Results In most cases, the objective of an ad is to help sell a product or service. Accordingly, an effective ad is one that stops the reader, pulls the reader into the ad (attention-getting score), and stimulates a positive feeling or attitude (believable and informative scores).

Use this feedback to gauge relative performance of one ad compared to another. Advertisers can get a feel for the creative approaches that best reach this particular audience by comparing their ad�s scores with results for other studied ads � both higher- and lower-scoring.


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High Scoring Ads Attention-Getting Issue Average: 69%

Advertiser Page Product/Service Category Size/Color Attention-Getting

BSN Medical, Inc. 91 Disposables full page 96%

Welch Allyn 116 Equipment, Office full page 95%

B. Braun Medical Inc. 5 Disposables full page 95%

Brewer 55 Equipment, Office 1/2 page 89%

Shippert Medical Technologies, Inc. 27 Disposables 1/2 page 89%

Premier Medical Products, Inc. 97 Disposables full page 89% Believable Issue Average: 81%

Advertiser Page Product/Service Category Size/Color Believable Inteplast Group - Integrated Bagging Systems 53 Disposables 1/2 page 98%

Metrex 29 Disposables full page 96%

Brewer 55 Equipment, Office 1/2 page 94%

DETECTO 20-21 Equipment, Office 2 page 93%


Abbott Point of Care Inc. 49 Rapid Diagnostics full page 93%

Health o meter 78-79 Equipment, Office 2 page 93%

Wallach Surgical Devices, Inc. 99 Equipment, Office 1/2 page 93% Informative Issue Average: 77%

Advertiser Page Product/Service Category Size/Color InformativeMetrex 29 Disposables full page 96%


Premier Medical Products, Inc. 97 Disposables full page 94%

Inteplast Group - Integrated Bagging Systems 53 Disposables 1/2 page 94%

Abbott Point of Care Inc. 49 Rapid Diagnostics full page 92%


5

Highest Attention-Getting Highest Believable

BSN Medical, Inc.

page: 91

Inteplast Group -

Integrated Bagging Systems page: 53

Highest Informative Highest Informative

Metrex

page: 29

BSN Medical, Inc.

page: 91


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Using the Product/Service Category Results

Step 1: Establishing Context On the next page you�ll find the scores for all the ads in your product/service category � except for your ad.

Your scores have been omitted, because it�s important that you look at some of the techniques used by the high- and low-scoring ads in your competitive set. Take a few minutes to look at some ads and try to figure out why they may have scored the way they did.

If this report doesn�t break out advertisements by product/service category, then all ads studied except yours will be listed.

Step 2: Reviewing Your Results After you�ve determined the techniques that work well and don�t work well with readers of Repertoire Magazine, you probably have some idea of how your ad scored.

Turn to the next section, and you�ll find your results highlighted. If you didn�t do as well as you hoped relative to the other ads in your product/service category, go back and take another look at the techniques used in the higher scoring ads.


Step 1: Establishing Context

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Disposables Attention-Getting Believable Informative Advertiser Page Size/Color

69% 81% 77% Issue Average (53 ads)

70% 80% 78% Product/Service Category Average (23 ads)

55% 85% 67% Advanced Sterilization Products 85 full page

54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page

95% 55% 54% B. Braun Medical Inc. 5 full page

45% 89% 88% BD Medical 93 full page

96% 93% 96% BSN Medical, Inc. 91 full page

59% 79% 77% Crosstex 25 1/2 page

47% 72% 64% Ethicon, Inc. 17 1/2 page

53% 69% 56% Georgia-Pacific Consumer Products LP

57 full page


59 full page

50% 79% 86% Graham Professional Medical Products

61 1/2 page

77% 82% 68% HealthLink 45 full page

59% 86% 81% Medical Action Industries, Inc. 37 full page

68% 96% 96% Metrex 29 full page

74% 88% 90% Parker Laboratories, Inc. 33 1/2 page

89% 90% 94% Premier Medical Products, Inc. 97 full page

59% 86% 84% Professional Disposables International, Inc.

69 full page

68% 78% 77% Sempermed USA, Inc. 7 full page


89% 56% 67% Shippert Medical Technologies, Inc.

27 1/2 page

85% 84% 80% Sultan Healthcare 95 full page

75% 74% 81% Terumo Medical Corporation 15 full page



Step 2: Reviewing Your Results

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Disposables Attention-Getting Believable Informative Advertiser Page Size/Color



55% 85% 67% Advanced Sterilization Products 85 full page

54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page

95% 55% 54% B. Braun Medical Inc. 5 full page

45% 89% 88% BD Medical 93 full page

96% 93% 96% BSN Medical, Inc. 91 full page

59% 79% 77% Crosstex 25 1/2 page

47% 72% 64% Ethicon, Inc. 17 1/2 page


57 full page


59 full page

50% 79% 86% Graham Professional Medical Products

61 1/2 page

77% 82% 68% HealthLink 45 full page

88% 98% 94% Inteplast Group - Integrated Bagging Systems

53 1/2 page

59% 86% 81% Medical Action Industries, Inc. 37 full page

68% 96% 96% Metrex 29 full page

74% 88% 90% Parker Laboratories, Inc. 33 1/2 page

89% 90% 94% Premier Medical Products, Inc. 97 full page

59% 86% 84% Professional Disposables International, Inc.

69 full page



89% 56% 67% Shippert Medical Technologies, Inc.

27 1/2 page

85% 84% 80% Sultan Healthcare 95 full page




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Page: 53 Product/Service Category: Disposables

Size/Color Category: 1/2 page


Results by Product/Service Category

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Equipment, Laboratory

Attention-Getting Believable Informative Advertiser Page Size/Color



74% 69% 60% Alfa Wassermann Diagnostic Technologies, LLC

81 full page

78% 88% 85% Beckman Coulter, Inc. 9 full page

42% 79% 79% ndd Medical Technologies 23 1/2 page

61% 56% 50% Roche Diagnostics Corporation 39 full page

Equipment, Office




77% 91% 74% American Diagnostic Corporation 87 full page

66% 75% 75% Bovie Medical Corporation 31 full page

89% 94% 75% Brewer 55 1/2 page

75% 87% 80% Cardiac Science Corporation 41 full page

60% 93% 84% DETECTO 20-21 2 page

65% 86% 85% ENOCHS Examining Room Furniture

43 1/2 page

49% 69% 54% GE Healthcare 73 full page

68% 93% 90% Health o meter 78-79 2 page

72% 71% 73% Leadcare 101 full page

63% 82% 75% Midmark Corporation 115 full page

68% 90% 84% Midmark Diagnostics Group 13 full page

29% 82% 62% Midmark Diagnostics Group 51 full page

55% 79% 72% Philips Burton 71 1/2 page

69% 89% 82% Schiller America 107 full page

79% 91% 87% Stereo Optical Company, Inc. 103 1/2 page

70% 90% 83% Tuttnauer USA Co. Ltd. 111 1/2 page

75% 93% 89% Wallach Surgical Devices, Inc. 99 1/2 page

68% 72% 71% Welch Allyn 62-67 6 page

95% 81% 83% Welch Allyn 116 full page


Results by Product/Service Category

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Rapid Diagnostics




86% 93% 92% Abbott Point of Care Inc. 49 full page

47% 88% 89% Alere Toxicology 89 full page

40% 86% 85% Bayer HealthCare LLC 83 full page

55% 67% 60% Sekisui Diagnostics, LLC 2-3 2 page

83% 56% 71% Sekisui Diagnostics, LLC 75 full page

Services (Finance, Education, Etc.)




86% 90% 82% Repertoire 113 full page

82% 78% 76% Repertoire (RepConnect) 35 full page


Results by Size/Color Category

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Using the Size/Color Category Results These results are helpful because they enable easy review of scores of ads that are the same size and color. For example, in general larger ads tend to receive higher scores. Comparing a ½-page ad with a 2-page, 4-color ad may not be the most effective way to evaluate an ad. By looking at a ½-page ad in the context of other ½-page ads, more effective comparisons can be made.

Multiple page

Attention-Getting Believable Informative Advertiser Page


68% 72% 71% Welch Allyn 62-67

2 page



61% 85% 78% Size/Color Category Average (3 ads)

60% 93% 84% DETECTO 20-21

68% 93% 90% Health o meter 78-79

55% 67% 60% Sekisui Diagnostics, LLC 2-3

full page




86% 93% 92% Abbott Point of Care Inc. 49

55% 85% 67% Advanced Sterilization Products 85

47% 88% 89% Alere Toxicology 89

74% 69% 60% Alfa Wassermann Diagnostic Technologies, LLC 81

77% 91% 74% American Diagnostic Corporation 87

95% 55% 54% B. Braun Medical Inc. 5

40% 86% 85% Bayer HealthCare LLC 83

45% 89% 88% BD Medical 93

78% 88% 85% Beckman Coulter, Inc. 9

66% 75% 75% Bovie Medical Corporation 31

96% 93% 96% BSN Medical, Inc. 91

75% 87% 80% Cardiac Science Corporation 41

49% 69% 54% GE Healthcare 73



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full page (continued)




53% 69% 56% Georgia-Pacific Consumer Products LP 57

85% 86% 80% Georgia-Pacific Consumer Products LP 59

77% 82% 68% HealthLink 45

72% 71% 73% Leadcare 101

59% 86% 81% Medical Action Industries, Inc. 37

68% 96% 96% Metrex 29

63% 82% 75% Midmark Corporation 115

68% 90% 84% Midmark Diagnostics Group 13

29% 82% 62% Midmark Diagnostics Group 51

89% 90% 94% Premier Medical Products, Inc. 97

59% 86% 84% Professional Disposables International, Inc. 69

86% 90% 82% Repertoire 113

82% 78% 76% Repertoire (RepConnect) 35

61% 56% 50% Roche Diagnostics Corporation 39

69% 89% 82% Schiller America 107

83% 56% 71% Sekisui Diagnostics, LLC 75

68% 78% 77% Sempermed USA, Inc. 7

77% 70% 76% Sempermed USA, Inc. 109

85% 84% 80% Sultan Healthcare 95

75% 74% 81% Terumo Medical Corporation 15

61% 80% 79% Terumo Medical Corporation 105

95% 81% 83% Welch Allyn 116

1/2 page




54% 64% 58% Ansell Healthcare Products LLC 11

89% 94% 75% Brewer 55

59% 79% 77% Crosstex 25

65% 86% 85% ENOCHS Examining Room Furniture 43

47% 72% 64% Ethicon, Inc. 17

50% 79% 86% Graham Professional Medical Products 61



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1/2 page (continued)




88% 98% 94% Inteplast Group - Integrated Bagging Systems 53

42% 79% 79% ndd Medical Technologies 23

74% 88% 90% Parker Laboratories, Inc. 33

55% 79% 72% Philips Burton 71

89% 56% 67% Shippert Medical Technologies, Inc. 27

79% 91% 87% Stereo Optical Company, Inc. 103

70% 90% 83% Tuttnauer USA Co. Ltd. 111

75% 93% 89% Wallach Surgical Devices, Inc. 99


Reader Verbatim Comments

15

What message or feeling do you get from this ad?

"Bags make blood collection easier."

"Bags with a purpose."

"Big picture, colors and straight forward info make me want to scan the ad."

"Colorful ad grabs my attention."

"Colorful so you have to look."

"Colorful, gives the available sizes and styles while showing them. Tells you how to find out more on the product."

"Colorful."

"Colorful, eye catching, to the point."

"Ease and organization."

"Easy."

"Eye catching use of color."

"Good ad - can scan and know if you want to read on - safe."

"Good colors got my attention."

"Hard to make plastic bags interesting, but this ad sticks to the point, is informative, and leads the viewer to the next step by mentioning HIDA booth location."

"Look at the colors."

"Makes Sense."

"More info at HIDA."

"Not familiar with the company so probably would not go out of my way to see at HIDA."

"Organized Transportation of samples."

"Red bags."

"Safety."

"Show the bags first to get my attention. How can I get samples?"

"Simple, to the point, good pictures/color...eye catching."


Reader Verbatim Comments

16

What message or feeling do you get from this ad?

"That they have all colors of Specimen Transport Bags."

"The bright colors are eye-catching."

"The different colored bags allows the department or service to know what items to place in bags."

"The ease of using their bags."

"The right product for the right application, variety."

"They make and sell specimen transport bags."

"Very good job."

"Very informative and attention-getting, I believe this ad would draw potential end users to this product."

"Yes - Bullet points are clearly highlighted."

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