© 2013 crain communications inc. may 20, 2013 isolating selective perception effects hypothetical...
TRANSCRIPT
© 2013 Crain Communications Inc.
May 20, 2013
Pre-Campaign Post-Campaign0
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ISOLATING SELECTIVE PERCEPTION EFFECTSHypothetical example of Brand X selective perception. Post-test
difference is from those with prior selectivity
NOADS
ANYADS
SelectivePerception
© 2013 Crain Communications Inc.
May 20, 2013
Pre-Campaign Post-Campaign0
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ISOLATED ADVERTISING IMPACT EFFECTSHypothetical example of Brand X with significant impact. Post-test differences are
from the campaign and not the result of selective perception.
ANYADS
NOADS
© 2013 Crain Communications Inc.
May 20, 2013
SELECTIVE PERCEPTION EFFECTS BY MEDIA TYPEDollars in thousands.
Television Traditional Online Social Media
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© 2013 Crain Communications Inc.
May 20, 2013
DIFFERENCES IN SELECTIVE PERCEPTION BY MEDIA TYPE AND BRAND CATEGORY
Consumers who engage with CPG brands in social media are highly likely to be brand fans, more so than beverage or snack brands
Beverages Snacks CPG
Se
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Television
TraditionalDigital
SocialMedia
© 2013 Crain Communications Inc.
May 20, 2013
IMPACT OF SOCIAL MEDIA AND TELEVISION ON BRAND ATTRIBUTE DIMENSIONS
TasteAttribute A
TasteAttribute B
Television
SocialMedia
TV was more effective changing perceptions of a snack brand’s taste than social media.
© 2013 Crain Communications Inc.
May 20, 2013
IMPACT OF SOCIAL MEDIA AND TELEVISION ON BRAND AFFINITY DIMENSIONS
Social media was more effective at generating awareness for new flavors and line extensions%
Imp
ac
t
AffinityAttribute A
AffinityAttribute B
AffinityAttribute C
Television
SocialMedia
© 2013 Crain Communications Inc.
May 20, 2013
Television Print Traditional Online
Bra
nd
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ge
me
nt
AD AWARENESS BY MEDIA TYPETV still dwarves other channels for brand awareness
SnacksBeverages
ConsumerPackaged
Goods
© 2013 Crain Communications Inc.
May 20, 2013
Snack Brand Beverage Brand
Bra
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ed
En
ga
ge
me
nt
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SOCIAL MEDIA AND TELEVISION ENGAGEMENT INTERACTIONS
Social media effect stronger when used with TV
WithTelevision
WithoutTelevision
© 2013 Crain Communications Inc.
May 20, 2013
THE FUNNEL MODEL OF ADVERTISINGHarness the strengths of each channel
BrandNeutral
Broad
LoyalistCore
TargetNarrow
© 2013 Crain Communications Inc.
May 20, 2013
CONTROLLING FOR SELECTIVE PERCEPTIONCampaign impact on brand favorability
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Saw Ads
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PRE POST
© 2013 Crain Communications Inc.
May 20, 2013
CONTROLLING FOR SELECTIVE PERCEPTIONCampaign impact on brand favorability
SOURCE: DIGITAS
0
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Saw Ads
Did Not See Ads
BENCHMARK REINTERVIEW
© 2013 Crain Communications Inc.
May 20, 2013
LIKING AND SEEINGPositive statements about a brand and probability of seeing an ad.