q factor (conde nast spain and the cokctail analysis spain)
Post on 06-Aug-2015
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Starting point
Consumers are deeply engaged in the new communications era: they
have access to more channels, more devices and “voices” at all times
and places.
Advertisers have to their avail more media, formats and ways to connect
with consumers. They can share their consumer journey thanks to
tecnhology and new touch points.
Media must anticipate change, react to it and become the best bridge
between the advertiser and the consumer, the official prescriber, the source
of information and reference in certain issues, our fields of expertise.
Our hypothesis
Given the current situation and the less than ideal economic times,
“efficiency” may sometimes be mistaken for “profitability” and we
forget the enormous power that media has on the message.
As a result, certain Premium and Luxury brands might be very
favorably communicated, or quite the contrary, when the media of
choice and the timing are not suitable.
Main Goals
This study focusses on “HOW” advertising has an impact on
consumers, rather than on “HOW MUCH” impact.
This is particularly applicable to luxury goods and premium
products campaign, when the buyer/consumer expects media
and message to be aligned in terms of tone, focus, setting and
timing for the connection to be fully effective.
Our main objective is to quantify the quality of the advertising
impact of traditional Media, focussing on these specific campaigns.
Methodology
An initial workshop to obtain a new insight on quality beyond the vision
of the commercial and marketing teams, by engaging a multidisciplinary
group (journalists, stylists, a sociologist…)
Through this session, we identified the real concept of receiving a high
quality impact from traditional media, considering not only the most
obvious and rational aspects, but also the emotional ones.
Based on this workshop, a 30 questions online questionnaire (18 min
aprox) was defined and shared with 1.500 consumers of all media in
March 2014 (on national basis).
WOMEN
Fashion &
Beauty
Magazines/
Websites
LIFESTYLE
& MEN
Magazines/
Websites
TRAVEL
Magazines
& Websites
DECORATION
Magazines
& Websites
In order to analyze the premium and luxury sectors, we considered interviewees
that had purchased and read “Specialized Magazines” (both high-end and mass-
market titles) in any format over the last 3 months 2014.
These 4 categories were particularly considered.
Methodology
45%
28%
28% Yes
Along with other person
No
19%
32% 34%
15%
Secondaryeducation
Highereducation
College orEngineering
degree
MastersDegree
20%
31% 28%
21% 18 - 29 y.o.
30 - 39 y.o.
40 - 49 y.o.
50 - 65 y.o.
Sex Age
Level of studies
53%
47% Women
Men
Base: Total Sample of 1.500 people
Current work situation
14%
63%
23% I´m self employed
I´m employed
I´m not working
30%
17%
24% 22%
7%
Big Urbanarea (>1
million inhab.)
City (500.000- 1 milion)
Small cities(100.000 -500.000)
Big Towns(10.000 -100.000)
Rural areas(<10.000inhab.)
Habitat
Main income earner at home
8%
65%
42%
20%
4% 3%
They livealone
With theircouple
With children With parents With friend Otherrelatives
Type of family
Demographic variables
This sample represents the total spanish population who are readers of specialized magazines (EGM 3º acum 14)
92% read both print and digital magazines
and spend 3h/week on each format.
86% buy print magazines at least once a
quarter.
25% are subscribed to digital magazines,
the rest read non-exclusive online contents.
94% read print and digital newspapers.
80% buy the newspaper at least once a
quarter and 20% have a subscription.
They spend more time reading the digital
newspaper (4h /week) vs the print version
(3h)
MAGAZINES NEWSPAPERS
9
TV is the mass media par excellence. However,
audiovisual consumption online is growing
at 30% monthly.
32% own a SmartTV (20% connect to the
internet weekly).
They connect to the internet over multiple
devices : 9 out of 10 via smartphone and 6
out of 10 via tablet.
94% shop online, 92% access social
networks, 88% bank online and 58%
upload contents to blogs or personal
websites.
TELEVISION INTERNET
Media Habits
Base: Total Sample of 1.500 people
25%
28%
64%
89%
99%
6%
4%
5%
4%
3%
2%
66%
65%
29%
10%
1%
eBook
Smart TV
Tablet
Smartphone
Computer
Monthly Quarterly Less Frequency Never
48%
53%
83%
89%
10%
31%
5%
3%
6%
10%
2%
35%
6%
10%
8%
Upload contents
Shop online
Online banking
Social Networks
Monthly Quarterly Less Frequency Never
What devices do you use to access online contents? How frequently do you do the following on the
internet?
How frequently do you buy?
27%
29%
67%
68%
11%
13%
13%
17%
10%
10%
6%
7%
51%
49%
14%
8%
Online Music
Online movies
Print newspapers
Print Magazines
Monthly Quarterly Less Frequency Never
10
Base: Total Sample of 1.500 people
Media Habits
28%
53%
53%
57%
64%
66%
To keep abreast of currentevents
To kill time
To unwind
To learn
To be informed about myfields of interest
To find inspiration
Magazines
89%
21%
17%
53%
68%
17%
Newspapers
58%
66%
70%
29%
42%
22%
Television
People use Magazines as a source of inspiration, Newspapers as a source
of information and TV to unplug.
Base: Total Sample of 1.500 people
Main Findings
Motivation to contact these media in any format:
12%
29%
27%
47%
40%
7%
19%
28%
23%
27%
57%
5%
39%
4%
9%
22%
32%
28%
Watching TV Reading a Newspaper Listening to the radio Reading a Magazine
29%
5%
9%
28%
36%
38%
Any other task at the same time
Read Magazines (print or digital)
Read Newspaper (print or digital)
Other tasks unrelated to media
Play around with my smartphone
Listen to the radio
Watch a TV programme
12
Their undivided attention varies from one media to another.
Base: Total Sample of 1.500 people
Main Findings
What other tasks do you do while contacting these Media?
NOTA outdoor
4%
6%
7%
15%
15%
23%
30%
It interrumpts what I care about
I don´t like it, it bothers me
It is invisible to me
I like it if it adds any value
It is part of the content
It helps me on what to buy
It inspires me, I like it
TV Outdoor
6%
8%
18%
34%
18%
8%
8%
Newspapers
26%
16%
7%
12%
14%
11%
14%
19%
22%
16%
11%
11%
12%
9%
6%
11%
27%
11%
18%
7%
10%
General Internet
13
Magazines
Advertising is valued the most in Magazines, both as a source of inspiration and for shopping ideas.
Base: Total Sample of 1.500 people
Main Findings
What statement best summarizes what Advertising represents in?
36%
7%
15%
13%
9%
15%
16%
23%
16%
12%
36%
28%
17%
24%
29%
30%
16%
15%
20%
26%
28%
29%
33%
34%
I never do any of that
Become a follower of the brandon social networks
Discuss the Ad, product or brandwith other people
I plan to buy the product or anyother of the same brand
Participate in competitions orpromotions
I visit the store or the online shop
I search for further information
Go to the brand´s website
27%
12%
18%
17%
20%
17%
25%
26%
15%
29%
20%
23%
36%
23%
39%
47%
TV Outdoor Newspapers Internet
14
Magazines
Print & digital Magazines are the media that moves to action the most in connection with brands.
Base: Total Sample of 1.500 people
Main Findings
After seeing an Ad you liked on a given media, have you ever done any of the following?
Key Learnings about the Audience
We are reaching to multimedia, multichannel consumers.
Consumers can recognize the role played by each media in the
communication of contents and advertising.
They position print & digital magazines as their source of inspiration;
the media they pay more attention to and where advertising is most
effective in order to move them to action towards brands and purchasing.
Magazines, as a media, are “engaging”.
Advertising is a crucial “contact point” between brand and consumer.
In the Luxury and Premium universe, advertising is even more
important. It is a key part of the brand experience, together with the
store location, the client service, the quality of the product, the story of
the company, the packaging, the designer´s talent, the raw materials, ...
Magazines (print & digital) are considered a valuable and engaging
media.
Is it possible to measure the real value of Magazines for luxury brands
in comparison with other traditional media?
Magazines and Advertising
1) QUALITY
Inherent quality
of the media
2) INSPIRATION
From the media towards
its audience
3)PRESCRIPTION
Based in media
authority and expertise
4)INTENTION
TO BUY
Actions linked to brand
commitment
Affinity between the
media and the brands.
Segmentation
Identification
Tips and ideas
More enticing products
Advertising adds value
Paper/production items
Contents/ visual images
Cover/ Contributors
Celebrities
Purchase consideration
Look for further info
about the brand and
products
Visit the store
Recommend the brand
Participate in contests
and promotions
Media reliability
Incentive to discuss
Greater attention
Trustworthy
Authority in specific
areas
Accurancy….
Base: Total Sample of 1.500 people
A quality impact is composed by 4 variables:
- FACTOR
The weigh of each variable is different because people are not really aware of how
much influence Advertising have on them.
That is why they give “Prescription” and “Buying Intention” lower scores.
QUALITY
35%
INSPIRATION
35%
PRESCRIPTION
15%
BUYING INT.
15%
Base: Total Sample of 1.500 people
= 100 % - FACTOR
37
25
21
10 7
QUALITY
Magazines
Newspapers
TV
General
internet
Outdoor
42
11 24
16 7
INSPIRATION
Magazines
Newspapers
TV
General
internet
Outdoor
23
31 22
18 6
PRESCRIPTION
Magazines
Newspapers
TV
General
internet
Outdoor
21
12
24
32
11
INTENTION TO BUY
Magazines
Newspapers
TV
General
internet
Outdoor
35% 35%
15% 15%
Quality and Inspiration are values they directly associate to Magazines.
Base: Total Sample of 1.500 people
7
17
19
22
34
0 10 20 30 40
Outdoor
General Internet
Newspapers (Print & Digital)
Television
Magazines (Print&Digital)
As a result of weighting the 4 variables and their
presence in each media we obtain a total ranking.
1,5
1,7
2
4,8
Base: Total Sample of 1.500 people
% People choosing which Media is the best to create a qualitative impact: Magazines are X times
more qualitative than
other media:
- FACTOR
19%
24%
29%
33%
41%
38%
28%
33%
32%
33%
43%
49%
39%
35%
26%
0% 20% 40% 60% 80% 100%
Outdoor
General Internet
Newspapers…
Television
Magazines…
A lot/ Quite Some Little/Nothing
Attention degree to Advertising Motivation to purchase an advertised product
16%
29%
22%
33%
37%
30%
31%
30%
38%
34%
54%
40%
48%
29%
30%
0% 20% 40% 60% 80% 100%
A lot/ Quite Some Little/Nothing
In Premium and Luxury campaigns, people pay most attention to
advertising in print & digital magazines.
It is the media which motivates to purchase in a higher proportion.
Base: Total Sample of 1.500 people
Main Findings
100% of the sample read Specialized Magazines of the mentioned categories
(Women, Lifestyle, Travel and Decoration), but…
58% read “high-end” titles
where the four variables are
particularly looked after
42% read “mass market”
titles, segmented by subject of
interest, rather than target
audiences, focus, photography,
values…
25
Let´s see the different perceptions and behaviour of consumers of
these 2 types of “Specialized Magazines”.
Not all Magazines and their websites can offer the same editorial context
or surround the product of the desired values.
Base: Total Sample of 1.500 people
With regards to premium & luxury advertising, high-end magazines
consumers show a different attitude and opinion than mass-market readers.
67
50 45
50
30 25
0
10
20
30
40
50
60
70
80
Advertising should be
placed in an appropiate
context
Pay more attention to
advertising
Real purchases after
watching advertising
High-end Magazines/Sites readers
Mass-Market Magazines/Sites readers
Base: Total Sample of 1.500 people
Main Findings
% People who agrees :
24%
29%
33%
38%
49%
38%
29%
32%
31%
31%
38%
43%
35%
31%
20%
0% 20% 40% 60% 80% 100%
Outdoor
General Internet
Newspapers (print/digital)
Television
Magazines (print/digital)
A lot/Quite Some Little/Nothing
High-End Magazines Readers
12%
17%
23%
26%
30%
38%
26%
33%
33%
36%
50%
57%
44%
41%
35%
0% 20% 40% 60% 80% 100%
Mas- Market Magazines Readers
Base: Total Sample of 1.500 people
In attention paid to advertising, Magazines are the leader media for
both groups, althought with important differences in their scores.
Main Findings
41% was the
score to Magazines
for total audience
20%
32%
25%
37%
45%
31%
31%
32%
39%
31%
49%
37%
44%
24%
24%
0% 20% 40% 60% 80% 100%
Outdoor
General internet
Newspapers(print/digital)
Television
Magazines (print/digital)
Many times/Often Sometimes Few times/Never
10%
26%
17%
28%
25%
30%
30%
28%
37%
37%
61%
44%
55%
35%
38%
0% 20% 40% 60% 80% 100%
However, in motivations to purchase, high-end consumers show a clear
preference for Magazines.
Base: Total Sample of 1.500 people
Main Findings
High-End Magazines Readers Mas- Market Magazines Readers
37% was the
score to Magazines
for total audience
8
18
18
26
31
7
16
20
20
37
0 5 10 15 20 25 30 35 40
Outdoor
General Internet
Newspapers (Print & Digital)
Television
Magazines (Print&Digital)
Consumers of High-end Mag/Sites Consumers of Mass Market Mag/Sites
Base: Total Sample of 1.500 people
The total ranking of Media is headed by Magazines in
both groups , but with different scores:
1,8
1,8
2,3
5,2
Main Findings
High-end consumers
- FACTOR
However, it is concerning that both groups equally think that the natural
setting for a luxury brand may be both a high-end or a mass-market title?
Q- Factor shows that Print &Digital Specialized Magazines are the best
media to ensure the most qualitative impact for total audience and for
magazine readers (both groups).
This result is obviously linked to the best editorial and visual context
which surrounds advertising and the best timing for inspiration and
consumption we can find in Magazines.
Key Learnings about Magazines
Our main concerns
Are we slowly impairing the perception of consumers towards luxury brands,
its codes and values?
If this is so, will consumers be willing to pay the extra price for a luxury good
when the dream surrounding the brand has vanished in the quest for high reach
campaigns, inadequate contexts or aggresive CPT…?
Are we getting consumers used to find luxury brands in unsuitable settings?
Even being the context and timing important facts for them, is it becoming
less relevant for brands in their global communication strategies?
What have we learned from the
Premium and luxury brands should not follow “low-cost” media
strategies because they are definitely taking an enormous risk.
For this specific sector, the Specialized high-end Magazines and their
websites can best provide a high quality advertising impact which has a
clear effect in brand perception as well as in shopping behaviour.
Context and timing are very relevant factors when putting in contact
premium and luxury brands with their consumers.
- FACTOR
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