advertising works the colouring book
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Proving advertising effectiveness
Advertising WorksThe Colouring Book: a collection of research case studies that add colour to advertising in B2B media
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Proving advertising effectiveness
Contents
Page
Introduction 3
B2B media
- B2B websites: What do business professionals think of them? 5- B2B websites: The key elements of engagement 6- B2B magazines: What do business professionals think of them? 7- B2B magazines: The key elements of engagement 8- B2B websites and magazines complement each other 9- The importance of Marketing during a recession 10- Marketing budget priorities 11- References 12
Advertising Case Studies
a) New launch 15b) Building brand awareness 22c) Creating and changing perceptions 37
Measuring the ROI of your campaign 46
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Proving advertising effectiveness
Why have we produced this book?
This report has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing
objectives.
The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external
sources about the role of B2B media. The second section details some specific case studies that are based around 3 key
client advertising objectives; new launches, building brand awareness and creating & changing perceptions.
All sources are listed on slide 12. Any additional detail of the research findings and case studies quoted in this report are
available on request.
RBI Research & UX Team
rbinsight@rbi.co.uk
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Proving advertising effectiveness
B2B media
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Proving advertising effectiveness
B2B websites: What do business professionals think of them?
69%
64%
61%
52%
45%
Business websites allow me to get instant access to information whenever I
need it
Using business websites save me time in my job
Business websites offer new and innovation ways
to access information
Business websites provide more engaging content
and advertising than other business information
Business websites allow me to interact/network
with peers more ef ficiently
% of businesses decision makers agreeing that B2B
websites are engaging and innovative
B2B websites provide a dynamic environment
for BDM (Business Decision Makers) to meet
work related information needs
97% of business decision makers use B2B
websites for work and 74% use them at least
once a week
93% of business decision makers have taken
an action as a result of visiting a B2B website
(e.g. followed a link to another website,
requested a quote)
59% believe that they are the best source for
business news updates
Source : AOP B2B Digital Content Research 2008
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Proving advertising effectiveness
B2B websites: The key elements of engagement
B2B WEBSITE
ENGAGEMENT
37% have increased their usage of B2B
websites over the past 12 months
82% use at least one digital delivery
mechanism for work e.g. email newsletters
61% of business decision makers use B2B
websites at least 3 times a week
60% agree that they spend more time reading
business information on the internet nowadays
71% have followed a link through to another
website as a result of visiting a B2B website
Over half have requested further information / a
quote or bookmarked a website for future use
61% agree B2B websites offer new and
innovative ways to access information
52% agree that B2B websites provide more
engaging content and advertising than other
business information sources
Source : AOP B2B Digital Content Research 2008
43% agree that they are more likely to respond
to advertising on a B2B website than other media
53% more likely to do business with a company
if it has been advertised on a B2B website
B2B websites is the main media used for
finding (61%) & sourcing suppliers (65%)
B2B websites is the main media used for
comparing (63%) & purchasing products (58%)
60% agree that B2B websites provide
information they cannot get elsewhere
60% agree that B2B websites are an essential
source of information in their work
56% to inform business decisions
54% keeping up-to-date with sector news
48% to find business opportunities
40% to interact with people in their industry
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Proving advertising effectiveness
39% of business decision makers read B2B
magazines for work
B2B magazines are used to research / inform
decisions and to find business opportunities
by one third of decision makers
54% of business decision makers use B2B
magazines at some stage in making a
purchasing decision
43% of business decision makers use
information / reviews from newspapers or
magazines as a source of information in the
purchasing decision making process
B2B magazines: What do business professionals think of them?
66%
43%
40%
39%
34%
Useful
Authoritative
Accessible
Trustworthy
Insightful
Attributes associated with B2B magazines
Source : AOP B2B Digital Content Research 2008
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Proving advertising effectiveness
67% read them within a few days
87% look through the entire magazine
79% pick up one or two times
Only 24% throw away after reading
Typical magazines is passed onto 5 others
76% have a lifespan beyond the owner
92% think there will always be a place for
hardcopy business magazines
78% can’t imagine a time when they won’t
bother with hardcopy magazines
88% use them to keep up with the latest
industry news
71% say it’s important for their job to read
business magazines
70% notice adverts in business magazines 79% read business magazines at their desk
55% read business magazines when they have
a break at work
75% of those reading online b2b magazines
still get enjoyment from hardcopy
80% find business magazines interesting
66% enjoy receiving business magazines
B2B magazines: The key elements of engagement
Source : Royal Mail - B2B Publishing, The Value of Hard Copy
B2B MAGAZINE
ENGAGEMENT
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Proving advertising effectiveness
55%
33%
21%
12%
12%
11%
10%
6%
Business websites
Business magazines
News websites
News magazines
National newspapers
Regional newspapers
Television
Radio
B2B websites and magazines complement each other
B2B websites and magazines are the top sources
of information for key business related activities
including informing purchase decisions, sourcing
sector news and conducting market analysis
56% of business decision makers agree that B2B
websites and their magazine equivalents
complement each other
74% agree that they trust a website more if it comes
from a source that they know of already (e.g.
business publication, industry body)
62% agree that a website is an important part of a
publication’s offering
Media sources used to research / inform purchase decisions
Source : AOP B2B Digital Content Research 2008
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The importance of Marketing during a recession
0.7
1.0
1.6
Cut Maintain Increase
Mark
et
Sh
are
Ch
an
ge (
Perc
en
tag
e p
oin
ts)
Advertising spend
“Market leaders market their way through a recession; all other companies try to save their way through a recession”(Mike Ganey, Senior Vice Presidenrt. Howard, Merrell. Source: Marketing Leadership Council Report 2002)
Historical data shows that companies maintaining or
increasing their marketing spend during a recession
experienced higher sales than those who reduced
marketing spend
Companies curtailing their marketing spend damage
their profitability when the economy recovers,
whereas companies maintaining or increasing their
marketing spend gain a higher market share
During a recession the typical company will lose
customers due to factors beyond its control, but
maintaining marketing spend can grow market share
by generating high levels of awareness amongst
customers
UK market share change in first two years of recovery after
recession compared to advertising spend during recession
Source: Marketing Leadership Council Report:
Justifying Marketing Expenditures in a Down Economy 2002
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Proving advertising effectiveness
Marketing budget priorities
If you received a substantial increase (+20%) in your
marketing budget, where would you spend itA study amongst B2B marketing heads gave the
following recommendations for investment priorities
to help businesses survive economic downturns:
Upgrade your web experience – can customers find
what they are looking for on your website? Does it tell
them everything they need to know about you.? If not,
you could be missing huge potential for sales.
Deepen customer knowledge – it is much harder to
recruit new buyers than to retain your current
customers. The more you know about them the better
you can develop retention strategies.
Focus on measurement technology – measuring
ROI becomes increasingly important when budgets
are tight. It is vital to understand the impact of a
campaign, see examples in the 2nd half of this report.
11
10
9
8
7
7
6
6
5
4
4
Advertising, increasing awareness
Improving customer data
Generating more leads / spend on programs
Developing customer insight, intimacy
Company website
Upgrade marketing infrastructure
Establishing thought leadership
Product marketing / research
Industry-specific marketing
Building our international business
Increasing influence / PR
Source: Forrester , B2B CMO Investment Priorities 2008
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Proving advertising effectiveness
References
AOP Digital Content Research 2008
Independent research conducted by the AOP amongst 751 business decision makers weighted to represent all
business decision makers in GB. The aim was to measure the use of digital content and other information sources in
the B2B arena
B2B Publishing – The Value of Hard Copy
An independent report commissioned by The Royal Mail and conducted by Quadrangle based on 250 interviews
with UK Senior Decision Makers in a range of industry sectors, company sizes and job functions
Marketing Leadership Council Report: Justifying Marketing Expenditures in a Down Economy
Produced in 2002 by the MLC, this report brings together findings from a number of sources on the effects of
marketing spend cuts and increases during a recession.
B2B CMO Investment Priorities for 2008
A report compiled by Forrester based on interviews with 32 marketing heads at B2B firms to learn how they
expected to invest in 2008. Companies involved included Hewlett-Packard (HP), Motorola and Symantec.
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Proving advertising effectiveness
Advertising Case Studies
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Proving advertising effectiveness
How were the case studies collected?
• Each case study was collected using a quantitative survey amongst readers of the publication in
which the advertisement appeared.
• The research was conducted in 2 stages. Stage I took place at the beginning of the campaign
(after the 1st insertion) and stage II took place at the end of the campaign.
• Case studies are divided into the following advertising objectives:
1. New Launch (to prove sales growth and brand awareness)
2. Building Brand Awareness (to prove increase in brand awareness)
3. Creating & Changing Perceptions (to measure the change in brand perception)
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Proving advertising effectiveness
New Launch
“the opportunity to tell the market about a
new product or service”
16
Case study 1: Background (new launch)
Advertiser: Villeroy & Boch
Product Advertised: La Scala tableware
Media Used: Caterer & Hotelkeeper magazine
Campaign details: 3 full page adverts
Advertising dates: 3 months (January-March)
Campaign objectives:
To build awareness of a new product, a range of china
tableware called La Scala
Research Methodology:
100 interviews with hospitality decision makers:
- stage I took place after first advert (January)
- stage II took place after 3 adverts (April)
17
71% recall seeing advertising in industry
publications for the advertiser (Villeroy & Boch)
during the campaign period
Spontaneous awareness for the new product (La
Scala) increased by 14% from 18% after one
advert to 32% after 3 adverts
Prompted awareness for the new product (La
Scala) increased by 22% from 18% after one
advert to 40% after 3 adverts
After 3 insertions 60% claimed they had definitely
seen the advert before, compared to 8% who said
they had seen it after one insertion
The advertising campaign for the new product
also helped to raise top of mind awareness of the
advertiser by 12% from 40% to 52%
Recall of advertising for new product
(during 3 month period)
Case study 1: Key findings (new launch)
(Base: All decision makers reading the magazine)
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Advertiser: Hellmann‟s
Product Advertised: Extra Thick Mayonnaise
Media Used: Caterer & Hotelkeeper magazine
Campaign details: 3 full page adverts
Advertising dates: 3 months (June-August)
Campaign objectives:
To raise awareness of a new product, Hellmann‟s Extra Thick
Mayonnaise
Research Methodology:
400 interviews with outlet & unit managers:
- stage I took place before the campaign (May)
- stage II took place after the campaign (September)
Case study 2: Background (new launch)
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Prompted awareness of the new product
(Extra Thick Mayonnaise) increased by 22% by
the end of the campaign
At the end of the campaign, 23% of
respondents stated that they were likely to
purchase the new product (Extra Thick
Mayonnaise)
The proportion saying that they would be
likely to switch product brands (mayonnaise)
increased by 9% by the end of the campaign
26% of respondents said they decided to try
the product (Extra Thick Mayonnaise) as a
result of seeing the advertising
At the end of the campaign, 45% of the sample
expressed an interest in sample free packs
and trial testing
Case study 2: Key findings (new launch)
How did you first find out about the new product?
(Hellmann‟s Extra Thick Mayonnaise)
(Base: Those aware of the new product)
20
Advertiser: Campbell‟s
Product Advertised: Homepride wet cook-in sauces
Media Used: Catering Update magazine
Campaign details: 3 full page adverts
Advertising dates : 3 months (September-November)
Campaign objectives:
To raise awareness of a new product range, Homepride wet cook-
in sauces
Research Methodology:
400 interviews with food purchasing decision makers:
- stage I took place before the campaign (July)
- stage II took place after the campaign (November)
Case study 3: Background (new launch)
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Case study 3: Key findings (new launch)
Spontaneous recall of new product
(during 3 month period)
(Base: All decision makers)
Spontaneous awareness of the new product
(Homepride wet cook-in sauces) had increased by
13% by the end of the campaign
Awareness of the product’s details (availability of a
catering size pack) increased by 6% by the end of the
campaign. The main source of this information was
catering magazines
A third of the decision maker sample said they had
noticed the advertisement during the 3 month period
Usage of the product increased from 24% to 33% by
the end of the campaign
The majority of decision makers (81%) said they
were considering taking advantage of the offer (a
free sample) that was detailed in the advert
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Proving advertising effectiveness
Building brand awareness
“the opportunity to be seen by customers and prospects
and grow awareness”
23
Advertiser: Iveco Ltd (previously known as Iveco Ford)
Type of Advertising: Corporate Branding
Media Used: Commercial Motor magazine
Campaign details: 20 full page adverts
Advertising dates : 7 months (June-December)
Campaign objectives:
Raise awareness of the brand and portray the image of the
company as a more customer focused organisation.
Research Methodology:
190 interviews with purchasing decision makers at the end of the
campaign (November)
Case study 1: Background (building awareness)
24
Spontaneous awareness of the advertiser was 59%,
3rd highest of 11 competing brands
Over half of decision makers were aware of recent
advertising for the advertiser, the highest of all brands
Over four fifths of decision makers correctly
understood the messages being communicated in the
advertising (the advertiser is customer focused
company)
71% of the sample agreed that the advertisements
would appeal to purchase decision makers
Case study 1: Key findings (building awareness)
Recall of corporate advertising
(at end of 7 month period)
(Base: All decision makers)
25
Advertiser: National Physical Laboratory (NPL)
Type of Advertising: Corporate Branding
Media Used: New Scientist magazine
Campaign details:
- A4 newsletter and pull-out posters
- 2x outside back cover page
- website competition and micro site
Advertising dates : 5 months (March-July)
Campaign objectives:
Raise awareness of the NPL brand
Research Methodology:
615 interviews with decision makers who are science professionals:
- stage I pre campaign (March)
- stage II post campaign (July)
Case study 2: Background (building awareness)
26
In stage I of the research the majority of
respondents were able to recall no more
than the advertisers name (NPL) or their
logo
By stage II, 21% could specifically recall
how they were aware of the advertiser (NPL)
e.g. pull-out poster, supplement or leaflet
Over half of the decision makers believed it
appropriate that NPL use magazine adverts,
inserts and sponsored editorial articles as a
method for raising awareness of the
company
Case study 2: Key findings (building awareness)
Recall of corporate advertising
(during 5 month period)
(Base: All decision makers)
27
Case study 3: Background (building awareness)
Advertiser: Air New Zealand Engineering Services (ANZES)
Type of Advertising: Corporate Branding
Media Used: Airline Business magazine
Campaign details: 4 full page adverts
Advertising dates: 4 months (August-November)
Campaign objectives:
Raise awareness of ANZES‟ design engineering capabilities
Research Methodology:
106 interviews with Aerospace decision makers:
- stage I took place after first advert (August)
- stage II took place after 3 adverts (November)
28
Case study 3: Key findings (building awareness)
In stage I of the research 21% of respondents
were able to name Air New Zealand as a provider
of aviation design engineering
By stage II, association of Air New Zealand as a
provider of aviation design engineering had
grown to 38%
Over half of the decision makers considered the
advertisement to be eye catching with a clear
message which improves the image of ANZES
(Base: All decision makers)
Recall of corporate advertising
(during 4 month period)
29
Advertiser: Vinci
Service Advertised: Recruitment Campaign
Media Used: Contract Journal magazine
Campaign details: 4 months (September-December)
- quarter page advert placed in one of 4 rotating positions
Campaign objectives:
To improve awareness of Vinci as a leading construction industry
employer, raise awareness of Vinci‟s total construction
capabilities, communicate the size and scale of the company and
promote their ability to accommodate various career ambitions.
Research Methodology:
100 interviews with construction industry professionals
Case study 4: Background (building awareness)
30
Recall of the advertisement in the industry
publication (Contract Journal) grew throughout
the campaign from 52% (at stage I) to 67% (at
stage II)
As result of the campaign awareness that the
advertiser (Vinci) was in a recruitment drive
grew from 10% (at the beginning of the
campaign) to 35% (at the end of the campaign)
The campaign helped to communicate to the
majority of industry professionals (77%) that the
advertiser (Vinci) was an employer offering
international opportunities
Case study 4: Key Findings (building awareness)
(Base: All decision makers)
Awareness of the advertiser as an industry supplier
(during 4 month period)
31
Advertiser: Rotana Hotels
Type of Advertising: Corporate Branding
Media Used: Travel Weekly magazine
Campaign details: 1 full page advert, 1 half page advert
Advertising dates: 2 months (October – November 2006)
Campaign objectives:
Raise awareness of Rotana‟s Middle East properties
Research Methodology:
100 interviews with travel industry decision makers:
- stage I took place after first advert (October 2006)
- stage II took place after 2 adverts (November 2006)
Case study 5: Background (building awareness)
32
Case study 5: Key findings (building awareness)
In stage I of the research 46% of respondents
were able to name Rotana as a hotel chain
operating in the Middle East
By stage II, awareness of Rotana as a hotel
chain operating in the Middle East had grown to
60%
Over three quarters of the decision makers
considered the advertisement to be eye
catching, informative and explaining something
new
(Base: All decision makers)
Recall of Rotana advertising
(over a 2 month period)
33
Advertiser: Snowdrop Systems
Service Advertised: HR and Payroll Software
Media Used: Pay Magazine
Campaign details: 1 full page advert
Advertising dates: 3 months (September – November 2007)
Campaign objectives:
Raise awareness of Snowdrop‟s services
Research Methodology:
Over 100 interviews with professionals working in payroll,
personnel and finance:
- stage I took place after first advert (September 2007)
- stage II took place after 3 adverts (November 2007)
Case study 6: Background (building awareness)
34
Case study 6: Key findings (building awareness)
In stage I of the research 52% of respondents
were able to name the advertiser (Snowdrop) as
a provider of HR and Payroll software
By stage II, awareness of the advertiser
(Snowdrop) as a provider of HR and Payroll
software had grown to 77%
Over 70% of the decision makers agreed that the
advertisement made a visual impact, conveyed a
clear message, was informative and improved
the image of Snowdrop
(Base: All decision makers reading the magazine)
Recall of advertising for product / service
(over a 3 month period)
35
Advertiser: Accor Services
Service Advertised: Childcare vouchers
Media Used: Personnel Today magazine
Campaign details: ¼ page horizontal strip (6 insertions)
Advertising dates: 23rd October to 27th November 2007
Campaign objectives:
Raise awareness of Accor Services‟ childcare vouchers
Reinforce Accor Services‟ positioning as easy to use and an
approach that gives choice, both to the employer and their
employees.
Research Methodology:
Over 200 interviews with HR professionals:
- stage I took place after first advert (23rd October 2007)
- stage II took place after 6 adverts (27th November 2007)
Case study 7: Background (building awareness)
36
Case study 7: Key findings (building awareness)
In stage I of the research 48% of respondents
recognised the name of the advertiser (Accor
Services) as a provider of childcare vouchers
By stage II, awareness of the advertiser (Accor
Services) as a provider of childcare vouchers
had grown to 60%
Over 70% of the HR professional agreed that the
advertisement made a visual impact, was easy
to read and was informative
32% of HR professionals makers were motivated
to find out more about the advertiser
(Base: HR professionals)
Recall of advertising for product / service
(over a 6 week period)
37
Advertiser: Computer 2000
Service Advertised: HP Quad Core Servers
Media Used: MicroScope magazine
Campaign details: Various – full page to quarter (25 insertions)
Advertising dates: 19th November 2007 – 26th May 2008
Campaign objectives:
Raise awareness of HP Quad Core Servers
Reinforce HP servers‟ positioning as a server which gives
increased performance, is powerful and easy to control.
Research Methodology:
Over 200 interviews with IT professionals:
- stage I took place after first advert (November 2007)
- stage II took place after 25 adverts (June 2008)
Case study 8: Background (building awareness)
38
Case study 8: Key findings (building awareness)
29%
57%
Stage I (After first advert) Stage II (After 25 adverts)
83% recall seeing advertising for HP servers in
the last 4 months
The proportion who 'definitely' recall seeing the
ad during the campaign rose by +17% points
from 13% at Stage 1 to 30% by the end of the
campaign.
The ads with the highest recall had strong visual
imagery
The ad campaign was successful in
communicating the powerful/high performance
of HP servers
(Base: IT professionals)
Seen any of the ads
(over the campaign period)
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Proving advertising effectiveness
Creating & changing
perceptions
“the opportunity to shift market perceptions”
40
Case study 1: Background (changing perceptions)
Advertiser: BT
Service Advertised: Information & Communications Technology (ICT)
Provider
Media Used: Computer Weekly magazine and website
Campaign details: 10 months (August-May)
- SME Month (4 issues with exclusive SME features)
- 4x 24 page colour A4 supplements (circulated to 35,000 SMEs)
- 3 full page advertisements to promote supplements
- ComputerWeekly.com & BT partnership micro site
- online marketing promotions to SME circulation
- 10x false front covers (1st issue of each month)
Campaign objectives:
To improve perceptions of BT as an ICT company to SMEs
Research Methodology:
400 interviews with ICT decision makers:
- stage I took at the start of the campaign (August)
- stage II took place towards the end of the campaign (March)
41
Case study 1: Key Findings (changing perceptions)
Significant improvements were apparent in 3 key
perception areas for the advertiser (BT) as shown
in chart left
Perception shifts were also seen on a number of
other factors including the following:
“Offers a high quality of account management,
customer service & administration”
(increase of 12% points in perception)
“Provides IT & telecommunications products &
services to other businesses like yours”
(increase of 8% points in perception)
“Is easy to do business with”
(increase of 8% points in perception)
Agreement with perception statements
(during 5 month period)
(Base: All SME decision makers)
42
Advertiser: Pfizer Animal Health
Product Advertised: Pneumonia Vaccine (Rispoval 4)
Media Used: Farmers Weekly magazine
Campaign details: 4 months (August-November)
- 8 full pages of advertising
- 7 half pages of vertical advertorials
Campaign objectives:
To promote the benefits of the Rispoval 4 vaccine including cattle growth
rates, healthier stock and return on investment. Also to promote the issue
of pneumonia prevention i.e. proactive treatment of pneumonia in cattle
rather than the reactive use of antibiotics
Research Methodology:
100 interviews with beef farmers responsible for deciding how their cattle is
treated for pneumonia :
- stage I took place after first advert (August)
- stage II took place after 3 adverts (November)
Case study 2: Background (changing perceptions)
43
A perception shift was seen in several key
benefits of the product (Rispoval 4)
including avoiding damage to profits,
reducing the risk of spreading disease and
lower treatment costs
26% claimed they had seen the advert after
1 insertion, growing 2.5 times to 63% who
said they had seen it by the end of the
campaign (4 months)
The adverts message reinforced the product
(Rispoval 4) as a pneumonia treatment that
will help to prevent pneumonia (95%
agreed), improve cattle growth rates (88%
agreed) and save money (81% agreed)
Case study 2: Key Findings (changing perceptions)
(Base: All beef farmers)
Messages communicated in the advertisement
(during campaign period)
44
Advertiser: BP
Service Advertised: Partnerships with Customers
Media Used: European Chemical News magazine
Campaign details: Colour double page spread
Campaign objectives:
To improve perceptions of BP as a company that works in
partnership with its customers
Research Methodology:
60 interviews with BP customers who are responsible for
deciding which suppliers are used on behalf of their
company
Case study 3: Background (changing perceptions)
45
Case study 3: Key Findings (changing perceptions)
65% of the sample recalled seeing the
advertisement in the 16th June issue of
European Chemical News
67% found the message communicated by
the advertisement to be convincing
Readers are initially drawn into the advert
by the centre colour panel and then look
carefully at the weightlifter photograph to
understand what it is saying
The adverts message reinforced the
advertiser (BP) as a strong company that is
committed to working with its customers
Messages communicated in the advertisement
(during campaign period)
(Base: All decision makers)
46
Advertiser: Pratt & Whitney
Product Advertised: Aircraft Engines
Media Used: Flight International magazine
Campaign details: 3 months (April 2007 – June 2007)
- 3 double page ads
- 3 full page ads
- 7 one-third page ads
Campaign objectives:
To improve recognition of the Pratt & Whitney brand and convey the full
range of solutions that the manufacturers can offer under the overall
branding of the „Eagle is Everywhere‟.
Research Methodology:
100 interviews with aerospace professionals:
- stage I took place after first advert (April 2007)
- stage II took place after 14 adverts (June 2007)
Case study 4: Background (changing perceptions)
47
The advertiser’s (Pratt & Whitney) association with the
campaign theme (‘The Eagle is Everywhere) was strong and
had increased by 14% (from 48% to 62%) by the end of the
campaign.
Prompted awareness of the campaign increased from 70%
after 4 inserts to 96% after 14 inserts.
Perception shifts were seen on a number of factors relating
to the campaign including:
‘They position Pratt & Whitney as a forward thinking and
innovative company’
(increase of 11% in perception)
‘They make a statement about the future business direction of
Pratt & Whitney’
(increase of 10% in perception)
‘They define what the Pratt & Whitney eagle means & stands
for’
(increase of 9% in perception)
Case study 4: Key Findings (changing perceptions)
(Base: All aerospace professionals)
Proportion who definitely recall seeing the campaign
48
Proving advertising effectiveness
We can help you to measure the ROI
of your campaign
49
Proving advertising effectiveness
RBI’s research service
Reed Business Insight is the independent market research division of Reed Business Information which provides
business market expertise through innovative research solutions
The close relationship with market-leading brands gives us the ability to reach specialist segments of our extensive
database of business decision-makers via a range of research techniques
Our team of market research professionals have a wealth of experience across all business markets and can help
you gain a valuable insight into your market place, allowing you to make informed business decisions and keep you
one step ahead of your competitors
Through our market-leading brands we can also provide access to research on industry trends and market
intelligence within business markets
All research commissioned by clients is undertaken on a strictly confidential basis
The Reed Business Insight team believe passionately about the services we offer clients and take great pride in the
research that we undertake to make sure that it is reliable, cost effective and actionable
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Proving advertising effectiveness
What are our values?
Passionate about research
We are an honest team that enjoy working in research and take pride in our projects
B2B experts
We have an in-depth knowledge of business markets and understand industry language
Independent professional service
We focus on flexible solutions through a reliable and professional service
Voice of the customer
We provide an insight into the minds of business users and end customers
Actionable results
We deliver meaningful findings and recommendations that can help businesses to grow
51
Proving advertising effectiveness
What do we provide our clients?
Invest time to understand your company and listen to your business requirements
Recommend the most appropriate research solution for your business
Develop a clear proposal so you know exactly how the project will work
Formulate a questionnaire or discussion guide to give you the insight you need
Source a sample from our extensive databases of business decision-makers
Manage the research programme and communicate progress of the project
Analyse the data in order to interpret what the results mean for your business
Present the findings with clear recommendations and actions
What impact is your marketing campaign
having on your customers?
Your marketing campaign is fundamental to the success of your
business; it provides crucial information about a brand that can change
or shape opinions in an instant. To make sure you fully understand the
impact of your campaign on your customers, Reed Business Insight
offers specialist, objective and cost-effective Ad Effectiveness research.
We can help you better understand:
- the impact your campaign has on awareness of your brand
- the values associated with your campaign
- the impact of your advert on the customer
With a strong understanding of ad effectiveness you can:
- develop future advertising campaigns, in line with brand values
- target your audience more successfully
- get your advertising message across more effectively
Turn over for examples of how RB Insight can provide you with a
tailored Ad Effectiveness business solution.
To find out how Reed Business Insight can help you to make
better business decisions, please contact:
Jan De Iulio, Key Account Manager Tel: 0208 652 8564
Email: jan.de.iulio@rbi.co.uk Web: www.rbinsight.co.uk
Web site
development
Market
Structure
Buyer
Customer
Satisfaction
Product
Development
Brand
Perception
Insight
business to business research specialists
Behaviour
Ad
Effectiveness
How much ROI is your
campaign providing?
AD EFFECTIVENESS
Q. Do you RECALL seeing the advertisement before?
Q. Did you CLICK on the online advert?
Q. What is your OPINION of the advertisement?
Q. What is your UNDERSTANDING of the advertisement?
Q. How EFFECTIVE do you believe the advertisement is?
Q. What is your PERCEPTION of the company after seeing the advert?
Q. What VALUES do you associate with the advert?
Q. What did you NOTICE about the advert?
Q. What ACTIONS have you taken since seeing the advert?
Example question areas:
AD EFFECTIVENESS
What do the results look like?
On a scale of 1 to 10 the overall rating
for this advertisement is 8.7
2%
1
6%
2
10%
3
3%
4
18%
5
18%
6
16%
8
2%
9
2%
10
24%
7
Values associated with the campaign
Build up a knowledge of how your
marketing effects opinion and values
associated with your brand
Is high quality
Has a good reputation
Is elegant
Is innovative
Has classic designs
Has a broad range
Has styles to suit every occasion
Is practical
Is durable
Is good value for money
38% very familiar
40% somewhat familiar
22% know name only
What impact does your
campaign have on the
awareness of your brand?
Familiarity with the brand
What impact does your
campaign have on your
customer?
How is your campaign effecting your
customer‟s opinion of your brand?Example advertisement tested
Overall rating
54
Proving advertising effectiveness
Who do I contact?
Jan De Iulio
Key Account Manager
Reed Business Insight
+44 (0)20 8652 8564
07795 838 253
jan.de.iulio@rbi.co.uk
Or visit our website: www.rbinsight.co.uk
Reed Business Insight is the independent research & marketing services division of Reed Business
Information. We provide a media effectiveness service to customers to help them improve and
measure the performance of their advertising.
To discuss the findings of this report in greater detail, or to find out more about our media
effectiveness research services, please contact:
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