候车亭媒体评估英文版Shelter-uation(eng).ppt

ProjectSummaryForBusShelterPre-BuyEvaluation,Part1,OpportunitytoSee(OTS),PurposeQuantifybusshelteradeffectiveness,providedatasupportforbussheltermediaplanning.Withmediaeffectivenessforecastmodel,helpclientstodeveloptheirmediaplanandsetexpectation.,WhatisOTS?,OpportunitytoSee(OTS)isasurveyconductedamongurbancitizensontheirexposurepatternstooutdoorbus-shelteradvertisingmediumonmainbusroutesIndependentlycarriedoutbyResearchInternationalCovering23majorcitiesPhaseOne:GuangzhouPhaseTwo:5cities(Beijing,Shanghai,Wuhan,Nanjing,Chengdu)PhaseThree:17cities,OTSResearchObjective,Tounderstandthereachrateatvariousroadsectionsorsheltersitegroupsover2/4/6weeksTounderstandthefrequencyofconsumersexposuretobussheltermediaTocollectdemographicinformationatvariousroadsectionsToincorporateOTSwithSealofApprovaltobuildMediaEffectivenessForecastModel,OTSResearchContent,Basicinfotheroadsectionsandbusshelterswhichtherespondentpassedbyoverthepast2/4/6weeksandthepassing-byfrequencyDemographicinfoage,income,sex,educationbackground,jobinformation,maritalstatus,purchaseintention,etc.Resultdatathereachandfrequencyatvariousroadsectionsorsheltersitegroupsover2/4/6weeks,OTSMethodology,Nature:QuantitiveResearchSampling:divideeachcityinto132sectionsofequalareas,eachsectionselects4samplesInterview:randomhouseholdvisitObject:localcitizenswithintheagegroupof15-55Quantity:500samplespercity,QuestionnaireContent,Whichroadsectiontherespondentpassedbyoverthepast2/4/6weeks?When?Frequency?,OTS-QuantifyIndicators,ReachrateAverageFrequencyOGRP=ReachxAverageFrequency,WhatisReach?,Note:“Reach”reflectsconsumersopportunitytoseethebus-sheltermediuminsteadofthe“reach”ofabus-shelterad“Reach”reflectsnon-repeatedexposuretobus-sheltermediumforatleastonce,REACH=,Populationexposedtooneparticularbusshelter/SunrainPackagewithincertainperiod,Totalcitypopulation,WhatisAverageFrequency?,AverageFrequency,Totalfrequencywithincertainperiod,Totalexposurepopulation,=,WhatisOGRP?,OGRP=Reach(%)xAverageFrequencyOGRPoutdoorgrossratingpointsPercentoftargetaudiencewhopassedbythedescribedsheltersiteatleastonce.,OTSTherelationshipbetweenReachRateandAvg.Freq,NetworkPackageNo.:GZ-12-T10Duration:2weeks,ReachRate:95.6%Avg.Freq:92OGRP:95.6*92=8776,blue:GuangzhoupermanentresidentsYellow:Non-overlappedpopulationwhoexposedtoGZ-12-T10Networkpackageforatleastonce,Datasource:2001OTS（SCMRResearchInternational）,e.g.GuangzhouArea,OTSMediaEffectivenessofNetworkPackagesfor6Cities,OutdoorGRP(2week),Datasource:2001OTS（SCMRResearchInternational）,OTSMediaEffectivenessofTNetworkPackages,ReachRate&Avg.Freq(2week),Datasource:2001OTS（SCMRResearchInternational）,OTSMediaEffectivenessofBNetworkPackages,Reach&Avg.Freq.(2week),Datasource:2001OTS（SCMRResearchInternational）,OTSMediaEffectivenessofShanghaiNetworkPackages,MediaEffectivenessEvaluationofShanghaiNetworkPackages,Datasource:2001OTS（SCMRResearchInternational）,OTSTheFoundationofMediaEffectivenessForecastModel,MediaEffectivenessForecastModelis:ananalyzingmodelusingreach&frequencydatatoforecastcampaignresultbasedonOTS(OpportunitytoSee)researchdataandvalidatedwithourSealofApprovaldatabase,MediaEffectivenessForecastModelThedefinitionofeffectivefrequency,SOAAwareness:52%WithTVsupportGRP=972.7,52,Datasource:OTS(ResearchInternational)SOA(2001Wave4),37,OTSThedefinitionofeffectivefrequency,BasedonOTSandSOAanalysis,theeffectivefrequency：withTVadvertising41withoutTVadvertising74,Datasource:OTS(ResearchInternational)SOA(2001Wave4),MediaEffectivenessForecastModelNetworkPackageEffectivenessForecast,WithTVsupportWithoutTVsupport,TVNoTV,Datasource:OTS(ResearchInternational),MediaEffectivenessForecastModelNetworkPackageEffectivenessForecast,MediaEffectivenessForecastModelCasestudy(withoutTVsupport),ForecastEffectivefrequency(withoutTVsupport)=74,Reach=22%GRP=0ResultSOAAwareness=29%,Datasource:OTS(ResearchInternational)SOA(2001Wave4),ForecastEffectivefrequency(withoutTVsupport)=41,Reach=63%GRP=1106ResultSOAAwareness=50%,Datasource:OTS(ResearchInternational)SOA(2001Wave2),MediaEffectivenessForecastModelCasestudy(withTVsupport),OTS-Conclusion,QuantifymediaeffectivenessProvidedatasupportformediaplanningapowerfultoolformediaplanning,ProjectSummaryForBusShelterPostBuyEvaluation,Part2,IntroductiontoSealofApproval(SOA)forAdshelNetwork,WhiteHorseAdvertising,WhyConductAdshelResearchMonitor,FreeresearchprovidedtoadvertisersperiodicallyProvidesscoresofeffectivenessUsedtointerpretstrongandpoorcreative,StudyBackground,ContinuousmonitoringsystemconductedbyResearchInternationalChinaLtd.UniqueintheoutdoorindustryFacetofaceinterviewsconductedinhallstominimisedistractionFWconductedevery3monthsDatabasenowcontainsover600studies,Fieldworkconductedevery3months,Sample:Aged15-60yearsAllsocioeconomicgroups(SEGs)recruitedBothageandSEGsaretoregionalproportionsMalesandfemalessplit50:50,Coverage:BJ,SH,GZ,CD,WH,NJ300respondentspercity1800respondentsintotal,InHallTest,StudyBackground:Sample,QuestionnaireFlow,Questionnaire(1),Q.1aAided(brandlist):Whichbrandsinthecardareyouawareof?Q.1bHaveyouseen/heardanyadvertisingfor(specifiedbrand)recently?Q.2aVisuallyPrompted:Haveyouseenthis/theseadvertisement(s)onbussheltersatthesidesofroads?Q.2cWhichofthestatementsinthecardissuitabletodescribeyourlikenesstotheadyouhaveseen?Q.318AttributionalStatements:Yousaidyouhadseentheseads.Then,whichofthemyoufeelapplytoeachoneofthestatementsIllreadouttoyou?,Questionnaire(2),Q.5-Q9forcasestudyQ.5aCanyouobtainthefollowinginformationaboutitsproductsfromthisadvertisementfor(specifiedbrand)?Q.5bWhichofthestatementsinthecardissuitabletodescribeyourimpressionontheinformationyougotfromtheadjust?Q.6(visuallypromptedtopeoplewhodidntseetheadfor(specifiedbrand)Whichofthestatementsinthecardissuitabletodescribeyourlikenesstotheadyouhaveseen?Q.7Whichofthestatementsinthecardissuitabletodescribeyouroverallimpressionontheadfor(specifiedbrand)?,Questionnaire(3),Q.5-Q9forcasestudyQ.8Whichofthestatementsinthecardissuitabletodescribeyouropinionabout(specifiedbrand)afteryousawitsad?Q.9Inthecoming3-month/6-month,whichofthestatementsinthecardissuitabletodescribeyourpossibilitytopurchasethisproductonthead?,AttitudinalStatementsusedinQ3(1),Question:Yousaidyouhadseentheseads.Then,whichofthemyoufeelapplytoeachoneofthestatementsIllreadouttoyou?TheadisexcitingTheadisboringTheadiseye-catchingTheproduct/brandisrelevanttomyneedsIdontlikethestyleoftheadTheadmakesmewanttobuy/tryitTheaddoesntdoanythingformeTheadispersuasiveTheadisfuntolookatTheadsayssomethingIhaventbeentoldbefore,Question:Yousaidyouhadseentheseads.Then,whichofthemyoufeelapplytoeachoneofthestatementsIllreadouttoyou?ItsabrandforpeoplelikemeTheressomethingabouttheadIdontlikeTheadisbelievableTheadmakesmefeelbetterabouttheproduct/serviceTheadhasanimportantmessageTheadisentertainingTheadiseasytounderstandYoucouldntfailtonoticewhichbrandtheadwasfor,AttitudinalStatementsUsedinQ3(2),VisuallyPromptedCard,Note:ShowedforQ.2a,AttributeRatingCard,Note:ShowedforQ.3,HighestScoringAds,StrongercontrastinginoverallcontentMoreuseofonemainbrightbackgroundandforegroundcolourUsedbrandcoloursmoreoftenMoreprevalenceofpeopleandbrandlogosinads,ExampleforHighScoringAds,AdsusingstrongcontrasttendtoscorehighlyAdsusingbrandcoloursmoreoftentendtoscorehighly,LowScoringAds,Mixedbackground/foregroundLowleveluseofonemainbrightbackgroundandforegroundcolourDesignsoftentendtobecomplex/detailedLogostoosmalltobevisiblefromadistanceBrandcoloursnotused,CreativeGuidelinesSummary,Visualequivalenceofa“shout!”UseofstrongcontrastinthedesignOnemainstrong,brightcolourinback/foregroundConsistentuseofbrandcoloursPeople-particularlyfamouspeopleSimpledesignBrandlogosneedtobesufficientlylargetoseefromdistance,ReportLeaflet,ReportleafletswithhighaddedvaluewillbeprovidedtoadvertisersintheendofAdshelResearchMonitorUsedtohelpourclientstoevaluatetheeffectivenessoftheircampaignandtheimprovementneededonpostercreativefornextcampaignplanningIncludingthefollowinginformationBasicinformationonreleasedbusshelter:city,panelsize,weighedamount,duration,othersupportingmedia,etc.Consumerresearchdata:aidedrecognitionratioandthedistinctionamongthesegmentedgroups,scoresonkeyattributestatements,etc.,ExampleforaReportLeaflet(outline),Theadiseye-catchingTheproduct/brandisrelevanttomyneedsTheadmakesmewanttobuy/tryitTheadisfuntolookatTheadisbelievableTheadisentertainingTheadiseasytounderstandYoucouldntfailtonoticewhichbrandtheadwasforTheadisexcitingIdontlikethestyleoftheadTheadispersuasiveTheadmakesmefeelbetterabouttheproduct/serviceTheadisconfusingTheadhasanimportantmessage,Awarenessbyallpeople:86%,Brand: