SAE OFF HIGHWAY ENGINEERING February 2016 · SAE OFF-HIGHWAY ENGINEERING February 2016 . This report contains the results of an AdImpact™ Study, conducted by SIGNET RESEARCH, INC

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SAE OFF-HIGHWAY ENGINEERING

February 2016

AdImpact™ Report

SAE OFF-HIGHWAY ENGINEERING February 2016

2 Introduction

3 Scores Used in this Report

4 Reader Profile

10 Publication Verbatim Comments

11 Top 5 AdImpact™ Scores

12 Advertiser Scores by Category

14 Reader Traffic Flow Chart

CONTENTS

1


This report contains the results of an AdImpact™ Study, conducted by SIGNET RESEARCH, INC. using ads from the February 2016 issue of SAE OFF-HIGHWAY ENGINEERING. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdImpact™ Study is to measure Exposure of ads that appeared in a particular issue and specific actions respondents took as a result of reading the measured ad. Readers from the publication’s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 120 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.

INTRODUCTION

2


• the percentage of respondents who read or looked at the advertisement in the issue.

Read/Looked At

•Call advertiser/visit advertiser's website •Recommend/purchase product •Discuss ad with others or save for future reference

Took Action: the percentage of respondents who have taken or plan to take one or more of the following actions:

•a measure of Impact. It is calculated by adding the Read/Looked At and Took Action percentages.

AdImpact™ Score

• the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months

Have Seen Sales Representation

SCORES USED IN THIS REPORT

3


0%

5%

10%

15%

20%

25%

30%

18% 16%

25%

7%

2%

12%

9%

12%

Which of the following best describes your primary job title or function? Corporate Official

Engineering Management

Design Engineering

Manufacturing/Production

Purchasing

Test/Quality/R&D

Other

Not Answered

READER PROFILE

4


Mean: 41 minutes

51%

16%

12%

4%

2%

16%

Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a

typical issue of SAE OFF-HIGHWAY ENGINEERING?

Less than 30 mins.

30 - 59 mins.

1 hr. - less than 2 hrs.

2 hrs. - less than 3 hrs.

3 hrs. or more

Not Answered

How many people, other than yourself, usually read or look through your

issue of SAE OFF-HIGHWAY ENGINEERING?

Mean Pass Along: 0.8 person Total Readers Per Copy: 1.8 people

READER PROFILE

5


Which of the following trade publications, other than SAE OFF-HIGHWAY ENGINEERING, do you receive personally addressed to you? OEM Off-Highway 14% Diesel Progress 11% Automotive Engineering 25% Ward’s Auto World 7% Hydraulics & Pneumatics 16% Heavy Duty Trucking 2% Other 2% None of the Above 42% Multiple responses permitted Which of the following trade publications, in your opinion, have credible authors? SAE Off-Highway Engineering 30% OEM Off-Highway 14% Diesel Progress 11% Automotive Engineering 26% Ward’s Auto World 11% Hydraulics & Pneumatics 16% Heavy Duty Trucking 4% Other 7% Multiple responses permitted

READER PROFILE

6


Which of the following general design publications do you read regularly? Design News 61% Machine Design 44% Other 4% Multiple responses permitted Please indicate if you are involved, either as an individual or as part of a group or committee, in the initiation, recommendation, specification, approval or purchase of any of the following products or services. Body/Chassis 14% Interiors/Cabs 9% Engineering & Manufacturing Software 14% Drivetrains 11% Electrical/Electronic Systems & Components 28% Engines/Engine Parts 14% Hydraulic/Pneumatic Systems 9% Manufacturing Equipment 19% Materials, Coatings, Chemicals & Lubricants 19% Mechanical Parts & Components 26% Testing 26% Engineering Design Services 30% Recruitment 5% Other Products & Services 14%

Involved in One or More: 63% Multiple responses permitted

READER PROFILE

7


What action(s) have you taken during the past year as a result of advertisements and/or articles in SAE OFF-HIGHWAY ENGINEERING? Referred to, routed or discussed an article or advertisement with someone else in your organization 18% Saved or filed an article or advertisement for future reference 28% Requested additional information directly from a company, sales representative or distributor noted in an article or advertisement 11% Evaluated, recommended, purchased or authorized the purchase of a product or service advertised 9% Saved entire issue 14% Incorporated information from an article into work 12% Visited a company's website or e-mailed for more information 21% Took One or More Actions: 44% Multiple responses permitted Which of the following statements would you agree with? The advertising in SAE OFF-HIGHWAY ENGINEERING educates and is an important part of the publication. 23% I read through SAE OFF-HIGHWAY ENGINEERING as much for the advertising as for the articles. 28% SAE OFF-HIGHWAY ENGINEERING is one resource I use for researching new products, services, and technologies emerging in the automotive industry. 33% I can read SAE OFF-HIGHWAY ENGINEERING at work. 39% Multiple responses permitted

READER PROFILE

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How have you benefited from reading SAE OFF-HIGHWAY ENGINEERING? Discovered new design/product ideas 47% Found suppliers 32% Saved time/money in engineering or manufacturing 19% Developed new partnerships 9% Licensing or acquired technologies 4% Other 4%

Have Benefited (Net): 60% Multiple responses permitted In which of the following engineering disciplines are you involved? Electronic 44% Manufacturing 42% Materials 30% Mechanical 40% Software 26% Other 11%

Involved in One or More: 77% Multiple responses permitted

READER PROFILE

9


Tell us how useful SAE OFF-HIGHWAY ENGINEERING is to you and how you use it in your job. New. Interesting. Useful. Another tool. Reference. New suppliers and ones I had forgotten are brought to the forefront of my mind. This product sparks my imagination to build or research opportunities to build new

tools for industrial assembly. Some areas of interest. It is useful in that it provides another source of news, innovations and suppliers to my

repertoire. Keeps me up to date, leads to new products and processes. It is a useful resource for information. Latest knowledge.

PUBLICATION VERBATIMS

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*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.

Smalley Steel Ring Company: 53

Isuzu Motors America LLC: 52

Thermal Structures, Inc.: 52 LADD Distribution: 50

John Deere Power Systems: 55

TOP 5 ADIMPACT™ SCORES*

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AdImpact™ Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep

DESIGN ENGINEERING & STYLING dSPACE Inc. 1 page 3 45 31% 14% 3%

Average for Category

45 31% 14% 3%

ELECTRICAL, ELECTRONIC AND AVIONICS LADD Distribution 1/2 page 29 50 36% 14% 7% Molex, Inc. 1 page 7 36 32% 4% 7% RM Michaelides 1 page C.4 38 31% 7% 6%


41 33% 8% 7%

MATERIALS Thermal Structures, Inc. 1/2 page 24 52 37% 15% 3%


52 37% 15% 3%

PARTS & COMPONENTS Aurora Bearing Company 1/4 page 34 46 34% 12% 5%

Smalley Steel Ring Company 1/2 page 28 53 43% 10% 10%


50 39% 11% 8%

POWER, PROPULSION & DRIVETRAIN BorgWarner Inc. 1 page C.2 48 41% 7% 4% Cat Industrial 1 page C.3 48 38% 10% 5% Danfoss Power Solutions 1/2 page 32 44 34% 10% 4% Isuzu Motors America LLC 1 2/3 page 8-11, 13 52 40% 12% 4% John Deere Power Systems 1/2 page 25 55 41% 14% 7% Perkins Engine Company 1 page 15 47 32% 15% 7%


49 38% 11% 5%

ADVERTISER SCORES

12


AdImpact™ Read/ Took Have Seen

Advertiser Size Page Score* Looked At Action Sales Rep

TESTS & TESTING HBM, Inc. 1 page 5 39 29% 10% 3%


39 29% 10% 3%

TOTAL ISSUE AVERAGE

47 36% 11% 5%

SIZE AVERAGES

NO. OF ADS

One Page or More

8 44 34% 10% 5% Fractional Page

6 50 38% 13% 6%

*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.

Percentages may not add up due to rounding.

ADVERTISER SCORES

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The above are averages per 1/4 of the magazine (i.e. 44 is the average score for the first 1/4 of the book)

0

20

40

6044

50 53 44

AdImpact™ Score - 1/4 Book Averages

READER TRAFFIC FLOW CHART

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Documents

SAE OFF HIGHWAY ENGINEERING February 2016 · SAE OFF-HIGHWAY ENGINEERING February 2016 . This report contains the results of an AdImpact™ Study, conducted by SIGNET RESEARCH, INC