kwendi impact studies presentation 2012 (eng)

KWENDI Impact Studies 2012

© Kwendi, 2012 / www.kwendi.net

KWENDI – the marketing solution house specializing in media communications

Expertise since 2005 30 employees, offices in Kyiv (Ukraine) and Moscow (Russia) Our clients – media holdings, FMCG market participants, content

producers, advertisers

KWENDI Impact Studies – marketing research of audio and visual communications

About KWENDI


Expertise of advertising and media markets

Our expertise is based on a wide range of tested advertising materials all kinds of media. Reference base consists of:

1200 TV commercials

more than 500 prints

more than 500 radio ad spots

Collected database of tested ad materials gave us basement for benchmarking more than 15 product categories (Confectionery, Food&Drink, Financial, Pharma, Auto, Media and other markets)

We have analyzed different creative approaches. Key visual drivers, relevance of images to different target audiences, copy write tools etc.

We have tested the most popular media tools – premium positions of ad slots, a few ads in one ad slot. We have compared many of different versions the same spots depending on length etc.


Testing

Benchmarking

Analysis

Expertise of advertising and media markets


We have tested more than 1200 TV commercials

Bad recall

Negative

24% of all tested TVCs



15% of all tested TVCs Im

pac

t R

atin

g av

erag

e sc

ore

(-2

)

Average unprompted awareness (27%)

Positive

Good recall

Innovative methodological approaches


Impact Meter The method of perception dynamics measurement

Impact Meter


Impact Meter is the next step in US-based Perception Analyser methodology launched in 80s

Impact Meter measures perception dynamically&individually

Application

Testing of every audio and video communications TV commercials, TV and radio programs, music, OOH and print advertisements, movie production, public speeches etc.

Adapted and Improved According to CIS demands

Fieldwork department

Responsibility statement Field work stage is a key stage of marketing research procedure and final results depend on excellence very much. We guarantee that field work stage is correspondent to generally accepted standards basic for primary data gathering

Own recruiters network

We don’t use ‘professional’ recruiters for avoid ‘professional’ respondents in our sample


The main thing

Impact Meter –

evaluation with surroundings


Attention and involvement to be in contact with ad – the core of communication

Innovative methodological approaches (advantages)


For evaluation we set up natural surroundings of commercial In such case we have open-minded reactions on tested material

Measurement of respondent’s involvement During perception of tested material

Individual evaluations of tested material (socio group dynamics influence is excluded)

Quantitative data of respondents’ opinion with much

open-ended questions

Innovative methodological approaches


INSTANT REACTION Impact Rating

INVOLVEMENT EMO Index Impact Rating

PERCEPTION

UNDERSTANDING

MEMORABILITY, RECALL

DECISION MAKING PROCESS

Effective solving of marketing problems


ADs BRAND IDENTITY

TESTING OF COMMUNICATIONS

Rip-o-matic (videoreferences)

Ready TV commercials

Print, OOH

Radio ads

Logo

Slogans

Corporate style

Jingles

Services in details


Testing of TV commercials

Deep testing of animatic or ready TV commercial perception peculiarities


Animatics Ready TVCs

• Ad awareness

• Brand recall

• Key message

• Key visual drivers

• Reason-To-Believe

• Product identifications

• Product image

• Brand perception

• Intention-To-Buy

+ any questions according

to Client’s wish

Ad hoc project allows to get detailed information about perception of the whole commercial and each scene in particular

Questionnaire allows to unfold motivation, hidden causes of reactions concerning scenes, actors, music etc.

On the stage of animatics testing we recommend to test Rip-o-matic instead of animatic. Rip-o-matic – it’s a storyboard compiled from the pieces of existing commercials

Scene-by-scene

analysis

KPIs:

Testing of TV commercials Data dynamics

Project for testing animatics and TVCs perception, noticeability

and awareness


To track data dynamics

Evaluate creative components of animatic and ready TV commercial

To get information for media planning taking into account data about wear out during TVC rotation

Rip-o-matic Ready TVCs

Interview Typical and additional questionnaire

Evaluation: key message & key drives to

action of TVCs and animatics

Analysis: involvement, rational and

emotional motivational stimuli

Screener

Viewing Impact Meter

tracking of perception and

awareness in dynamics

Month 1 Month 2

Testing of TV commercial conceptions (storyboards and animatics)

Lack of perceiving integer conception of commercial

Realization of storyboard conceptions differ from initial final conception of what we see in a ready commercial

Respondents estimate not so topic and subject of the commercial (idea, key message, key drivers, rational, emotional components of a product) as specific features of drawn images


problems

solving Rip-o-matic

Ready TVC Animatic Storyboard

Testing of Rip-o-matic – storyboard compiled from the pieces of existing commercials

Maximal approximation to ready commercial

Radio AD TEST

Deep analysis of a radio spot perception peculiarities


For evaluation of commercial noticeability

we create model of a real air

Ad Hoc Radio- AD TESTS • memorability • key message • advantages/ disadvantages of the scene, music and actors • key drivers • key reason to buy the product • open-ended questions etc.

Radio AD TEST allows:

Evaluate of ad creativity

To get information for media planning

Evaluate noticeability and memorability. These indices characterize opportunity of the spot for clutter over voicing (up to 10 spots in one ad slot)

Scene-by-scene

analysis

Low production

price allows to

improve

commercial

based on results of the testing

Print and OOH AD TEST

Specific approach for testing prints and OOH

During testing we expose ads for evaluation in a format of slide show.

Slide show consists of competitors’ ads, insertions from other categories, archive ones etc.

Print and OOH ads are showed to respondents in a natural surroundings including real advertising clutter

Respondent evaluates every ad during 8 seconds, he or she should fix reaction via Impact Meter

Survey after testing allows to reveal motivation and influence of advertised brand on intention to buy the product


Ad Hoc Print & OOH AD TESTS

Brand Identity Testing


Testing of brand attributes

Example of data. Map of logos evaluation

Good recall

Logos

Slogans

Jingles

Corporate style

Positioning of the brand

Correspondence evaluation

Perception of the brand

During study respondents evaluate: slogans, logos, corporate identity samples in

the format of slide show; slogans without context of surroundings

Bad recall

Negative

Imp

act

Rat

ing

aver

age

Average awareness 44%

Positive

after viewing of tested material respondents take part in a face-to-face interview

Clients (nonconfidential projects)


Thanks for your attention!

2012 – apocalypse for those who isn’t in the spotlight!


kwendi impact studies presentation 2012 (eng)

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