THE SALES EFFECTS OF MAGAZINE ADVERTISINGfipp.s3.amazonaws.com/media/documents/Sales effects of magazine... · Detailed view . The current analysis consists of a few campaigns. This

© GfK 2013 | Title of presentation | DD. Month 2013 1

Esther Braspenning, Sanoma Belgium

THE SALES EFFECTS OF MAGAZINE ADVERTISING

USING THE GFK PANELS IN THE NETHERLANDS AND BELGIUM.


The effect of media investment is until now often measured via effects on awareness, brand image evolution, presence in evoked etc.

Ads have proven effect on brand equity. But how is it with sales?

Awareness Information Consideration

Purchase Loyalty Opinion

The first moment of truth is however the purchase of the product. After the second moment of truth loyalty will be build which leads to possible advocacy.


Which medium can attribute the most to sales?


Single source measurement of purchase behavior and media consumption

Purchases (In-home scanning)

Media consumption Background information

Food Beverages Tobacco

Personal care OTC drugs Animal food

Internet

Cinema

Ad tagging

Frequency

OTS calculation based on media

plan

Press

Radio

TV


Base sales

Uplift

Not exposed Market

evolution

Exposed Uplift thanks to campaign

FOLLOWING HOUSEHOLDS OVER TIME ALLOWS FOR TRACKING SALES UPLIFTS CAUSED BY CAMPAIGN

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T13 T14 T15 T16 T17 T18 T19 T20 T21

During & after advertising Before advertising


Short term effect: Month by month sales uplift

26%

6%

22%

56%

8%

-10%

4%

43%

Total Market

Not exposed

TV exposure

Print exposure

51%

32%

58%

83%

28%

-25%

60%

88%

Buying HH Value / 100 HH

57%

-39%

70%

100%

26%

-33%

29%

39%

The total market has grown over time. Both the number of buying households as their spending has increased.

Jun July 2011, NL Jan Feb 2012, BE Feb Mar 2012, BE



26%

6%

22%

56%

8%

-10%

4%

43%

Total Market

Not exposed

TV exposure

Print exposure

51%

32%

58%

83%

28%

-25%

60%

88%


57%

-39%

70%

100%

26%

-33%

29%

39%

The households that were not exposed to the campaign at all, however, spent less during the observed periods. Rexona even lost buying households among the group that did not

come in contact with the campaign.




26%

6%

22%

56%

8%

-10%

4%

43%

Total Market

Not exposed

TV exposure

Print exposure

51%

32%

58%

83%

28%

-25%

60%

88%


57%

-39%

70%

100%

26%

-33%

29%

39%

Hence, the media pressure must have its effect on the households who were exposed to it. Households who saw the spot on TV reacted positively to it.




26%

6%

22%

56%

8%

-10%

4%

43%

Total Market

Not exposed

TV exposure

Print exposure

51%

32%

58%

83%

28%

-25%

60%

88%


57%

-39%

70%

100%

26%

-33%

29%

39%

The households that were exposed to the ad in the magazines reacted even better to it. Both recruitment and intensification of the households is better than among the group that

saw the spot on TV.



Reaching the target group

10%

10%

11%

90%

90%

89%

Total

Contact with print

Contact with TV

18-34y > 35y

10% of the reach of print is within the target group of PRP’s of age 18-34y. TV slightly performs better. However, neither of both media stands out in reaching this age group.


Reach the target group

80%

94%

80%

20%

6%

20%

Total

Contact with print

Contact with TV

Female Male

Print reaches the female audience. Where the reach of TV consists for 80% of female PRP’s, the reach of print contains 94% of female PRP’s.


Benchmark with other media

20%

24%

28%

21%

Mono TV TV - Radio TV - Print TV - OOH

Comparing the average sales uplifts of media mixes, we see that print is able to add the highest value on a TV campaign.


Print reaches the target group very well

Print attributes most in the mix with TV

Print ads increase sales on the short

term

Conclusions

Print works!


Detailed view The current analysis consists of a few campaigns. This gives a very detailed and interesting view on those specific products and campaigns. The observed sales return on those campaigns are good achievements. The small base, however, does not allow to generalize the findings.

Short term view The current campaigns focus on month to month sales uplifts. This can be considered short term effects.

Local view This research has been conducted in Belgium and The Netherlands. As different market

Suggestions for future research European, 50-100 campaigns, including long term effects.

Discussion & suggestions for future research


Discussion & suggestions for future research

Detailed view The current analysis consists of a few campaigns. This gives a very detailed and interesting view on those specific products and campaigns. The small base, however, does not allow to generalize the findings.

Short term view The current campaigns focus on month to month sales uplifts. This can be considered short term effects. An important question is whether the new buyers were gained sustainably.

Local view This research has been conducted in Belgium and The Netherlands. The larger European markets such as Germany and UK are not present in this study.

Taking this research forward

• European scope: Include UK, • General findings on print advertising: large number of

campaigns • Including long term effects


Contact

Made by Sanne Van Hoef

Dirk Vanderveken

Division Director Belgium

T +32 2 5580 562 | M +32 478 456 279 [email protected]

Made by Sanne Van Hoef

Esther Braspenning Title

Phone

Email

Documents

THE SALES EFFECTS OF MAGAZINE ADVERTISINGfipp.s3.amazonaws.com/media/documents/Sales effects of magazine... · Detailed view . The current analysis consists of a few campaigns. This