Analysis Test Control area Sales with without print

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Analysis Test- / Control areaSales with /
without print
Results
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National-level analysis
Results

• Core question
• What is the development in sales (in absolute
  terms)?
• Considered influential factors are
• pricing and distribution
• TV advertising

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National-level analysiseffect of factors
Explained variance 90
Spendings TV Zewa
Distribution Zewa
Price Zewa
Price brand B
Distribution brand C
Price brand C
Spendings TV brand B
Distribution brand B
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National-level analysisSales with / without TV
Results
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Total results

• Both of the analyses have equal result patterns
  with the exception of a few details
• The strongest driver of sales is decisively the
  price
• Advertising had a definite influence on sales
  (Magazine ads more than TV spots)

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TV Spots and Magazines
Results

• Two different analyses were employed, therefore,
  the sales effectiveness of magazine and TV
  advertising can only be compared on a relative
  basis.
• TV Spot had a 1 effect on turnover
• Magazine advertising budgets affected turnover
  2.4.
• 
  
  

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TV Spots and Magazines
Results

• Comment
• When calculating such results, one can not play
  TV media and magazine advertising against each
  other.
• Decisive is the co-operaton of the media and its
  efficiency for selling and communication of Zewa.
  
• 
  
  

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• Combining TV Spots with Print advertising has
  proven to have effective results
• Multiplying effect
• Effects on target groups
• Effects on media planning

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German learnings for successful marketing (1)

• Act with the client in mind
• For the client the print medium is a means to an
  end, not an end in itself. Therefore, the
  research project should not focus on the medium
  of print, but rather the goals of the client.
• Use research to show what contribution print can
  make to achieve the client's goals.

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Learnings for successful marketing (2)

• Involve the client in the research right from the
  beginning
• Define the benchmarks for the results together
  with the client
• Do not only involve the media manager, but the
  product management too because this has the
  last word on media mix
• Involve the client in the research costs, since
  this raises the commitment to draw consequences
  from the results

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For bigger impact Emotional arguments

• Our experience repeatedly shows
• Research results address the rational side, are
  politely acknowledged, but rarely change the
  behaviour of media decision makers

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For bigger impact Emotional arguments

• Additionally needed is research that
• illuminates the "black box consumer"
• shows how print advertising moves consumer
  decisions
• argues emotionally

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As performance booster A strong genre marketing
(1)

• Publishers inform each other about projects
• Media research workgroup in Association of German
  Magazine Publishers (VDZ)
• VDZ seminars, VDZ Forum Advertising
  Effectiveness 13th of April 2005 in Frankfurt

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As performance booster A strong genre marketing
(2)

• Popular information platform www.pz-online.de
• VDZ sponsors Effie (award for effective
  advertising campaigns)
• Campaign "Print advertising works!"

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• Thank you

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Dank sehr
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PhilCutts