copyright © d&d research, 2010 structured evaluation of the efficiency of poc project complex...

copyright © D&D Research, 2010

Structured evaluation of the efficiency of POC project

Complex quantitative research report March – April 2010


Methodology. Objectives

Measurement of some attitudinal/behavioural general elements regarding outdoor;

Measurement of central elements of performance for POC: notoriety spontaneous and predetermined associations through lists of

adjectives appreciation / rejection, understanding, exposure parameters

to the message (when, where, how often, how, etc.) assessing overall efficiency;

Measurement of extensive demographic factors with an emphasis on access to and use of the Internet.


Methodology. Work frame

Research Structure Two separate research modules differentiated mainly by the

invested target audience: (a) media specialists (b) ordinary consumers

Data collection has been made from the fourth week of exposure to the message (from February 27th); the two research modules developed simultaneously.


Methodology. Work frame

(a) Media Specialists Semi-structured interview conducted face to face (PAPI) by specialized

operators. The interview developed on the basis of a special questionnaire consisting of dedicated quantitative and qualitative components.

Sample size: 44 specialists who could provide relevant information from the media industry.

(b) General Population Face to face structured interview conducted by operators on the basis of a

questionnaire specially made for this. Sample size: 1103 respondents; Sample characteristics: a nationally representative distribution, in the five

largest cities in Romania (BUC, TM, CJ, IS, BV, CT), age 14-45, normal distribution by gender;the error projected for the sample is of maximum 3% for a confidence interval of 95%;

Sample total (population between 14-45 in the five cities): 2.308.735


CONCLUSIONS

End users General


Conclusions. End users

84% of survey participants have a positive attitude regarding outdoor advertising in general;

general positive attitude is defined by two key dimensions: panels are a good, "useful" thing in some specific situations

of life; panels also have the role of "keeping in touch", to inform

consumers about what's new on the market;


Conclusions. End users [cont.]

for 44% of survey participants, panels are a trigger that makes them remember also other advertisements for the product, seen for example on TV;

85% of respondents state that "some" or "more" panels on the street;

45% of survey participants observe the advertising panels while travelling with public transport;



64% of participants recognize the "POC" mark on the advertising panels; 87% from these ones have seen POC at least weekly;

22% of those who remember POC panel consider it interesting, having impact, or even funny, for the other 21% the panel induced the impression of novelty, "launching of a new product”;

POC induced sufficient curiosity to cause 15% of those who remember the panel to look for other further information about the "product";

71% of those who remember the panel stated that they liked POC posters (much and very much);



POC advertisement is considered to be especially one of "impact", "interesting" and "creative“

young people that do not have more then 20 years old are less attentive and see fewer of the panels in comparison with young adults (21-30 years);

adolescents up to 20 years old consider useful the advertisements on panels, especially for their effective role in social integration; young adults appreciate the predominant character purely informative of advertisement panels;


Conclusions. GENERAL

The general attitude of consumers accustomed to outdoor advertising is good and very good, focused on the idea of its utility.

Moreover, comparative demographic analysis of ordinary consumers attitudes and opinions show few significant differences between demographic categories.

This means that outdoor advertising is at this moment a milieu with global efficiency on all categories of individuals


Conclusions. GENERAL [cont.]

POC campaign had a strong impact reaching in five weeks "from 0" to (an assisted) level of recognition comparable with famous brands on the market.

Ordinary consumers liked POC advertisement and were touched by it not only on the perceptual level ("funny, interesting, etc.), but also behaviourally (“I have searched for more information”).


“End-users”


84,1

33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

15,9

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

POSITIVE OPINION

I have a positive opinion: they are useful

They are interesting

They are a source of information

They are impactful / catch attention

They are funny / they drive away boredom

They make the city more beautiful / colorful / light full

They are useless: wasted energy and money

I am indifferent to them

They are too many / annoying / clutter the city / they bother me

NEGATIVE OPINION

Opinion on Outdoor


78,2

58,2

44,8

43,6

42,9

31,9

31,7

25,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

Outdoor advertising informs me on new brands or products

Outdoor advertising make the products / brands stand out from the crowd

Outdoor advertising reminds me of ads from TV or other places

I have recently seen some truly useful ads on the outdoor panels

I have recently seen some truly ingenious ads on the outdoor panels

Some outdoor ads strongly catch my attention

Outdoor ads are something I can watch when I am out in the public space

There are some outdoor ads I remember from a very long time

Attitudes / Opinions on outdoor


43,3

41,9

13,6

1,2

0,0 10,0 20,0 30,0 40,0 50,0

You notice quite a lot of outdoor ads

You notice a few of the outdoor ads

You hardly notice any outdoor ads

You do not notice any kind of outdoor ads

Number of outdoor ads noticed


13,3

35,4

21,1

13,5

6,0

2,5

4,6

3,4

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0

Avon

Carrefour

Cosmote

Milka

POC

Wrigley – Five

Other

DK / NA

Awareness - TOMTop Of Mind


34,0

65,5

61,3

44,0

32,3

11,0

8,1

1,2

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0

Avon

Carrefour

Cosmote

Milka

POC

Wrigley – Five

Other

DK / NA

Awareness - all spontaneous


64,6

78,8

80,1

72,2

63,7

26,0

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

Avon

Carrefour

Cosmote

Milka

POC

Wrigley – Five

Awareness - recognition


N1-3.

13,3

35,4

21,1

13,5

6,0

2,5

34,0

65,5

61,3

44,0

32,3

11,0

64,6

78,8

80,1

72,2

63,7

26,0

0,0 20,0 40,0 60,0 80,0 100,0 120,0 140,0 160,0 180,0

Avon

Carrefour

Cosmote

Milka

POC

Wrigley – Five

Awareness - summary

TOP All spontaneous Recognition


87,0

29,2

39,3

18,5

6,3

4,6

2,3

0,0 20,0 40,0 60,0 80,0 100,0

AT LEAST WEEKLY

Daily or seldom

A few times a week

Once a week

Once every two weeks

Once every three weeks

Once a month

Frequency of seeing POC


22,6

14,9

7,5

4,8

4,6

4,0

20,8

2,4

5,3

1,4

2,6

2,0

4,4

2,7

0,0 5,0 10,0 15,0 20,0 25,0

I thought it is funny / interesting / impactful

It made me curious / made me search the product

Explosion / Fireworks / crackers / bomb / bog bang

Broken window

Promotions / discounts

Supermarket / new mall

New product

Chewing gum

Popcorn / snacks / chips

Music concert

New glossy magazine / TV / radio

Coca-Cola

J oe

I did not liked it / awkward ad

POC - first spontaneous impression


76,0

5,0

2,3

5,8

0,0

28,6

32,9

14,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

>= HIGH degree

Extremely low degree

Very low degree

Low degree

So and so

High degree

Very high degree

Extremely high degree

POC - catching attention


71,1

5,7

2,1

6,0

0,0

31,9

29,7

9,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

>= HIGH degree


Very low degree

Low degree

So and so

High degree

Very high degree

Extremely high degree

POC - appreciation


75,3

67,9

37,9

37,8

27,2

20,4

19,5

13,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0

Impactful

Interesting

Creative

Intriguing

Strong

Amazing

Boring

Dramatic

POC - ad traits


45,7

20,8

20,6

8,1

4,8

0,0 10,0 20,0 30,0 40,0 50,0

I memorized the image and message

I searched online to find out more

I have asked my closed friends and family if they have seen it too

I have looked around in stores to find out the product

I have followed TV and radio to find out more

POC - induced behavior


End-users”

Split by demographics


33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

43,7

9,9

23,9

2,8

1,4

4,2

0,0

7,0

7,0

33,1

11,1

29,3

8,4

1,4

1,0

2,4

4,5

8,7

33,4

12,3

27,1

7,0

2,5

2,0

2,5

3,0

10,1

32,9

10,7

23,6

8,6

4,9

2,6

1,2

3,7

11,8

0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0









They are too many / annoying / c lutter the c ity / they bother me

GLOBAL 14-18 19-25 26-35 36-45

A1. Age split

Opinion on outdoor


43,3

41,9

13,6

1,2

36,6

47,9

15,5

0,0

51,9

35,5

11,1

1,4

44,5

39,2

15,3

1,0

36,3

49,0

13,3

1,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0





GLOBAL 14-18 19-25 26-35 36-45A3. Age splitOutdoor ads noticed


76,0

5,0

2,3

5,8

11,0

63,4

2,4

4,9

14,6

14,6

77,5

4,9

1,1

6,0

10,4

76,0

5,5

2,8

6,3

9,4

77,0

4,9

2,2

3,5

12,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0

>= HIGH degree


Very low degree

Low degree

So and so

GLOBAL 14-18 19-25 26-35 36-45

I2. Age split

Catching attention


33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

35,6

10,6

24,6

8,6

3,5

1,3

2,1

4,1

9,5

32,1

12,0

28,0

6,7

2,3

2,8

1,8

3,7

10,6

0,0 10,0 20,0 30,0 40,0 50,0 60,0









They are too many / annoying / c lutter the city / they bother me

GLOBAL MASCULIN FEMININ

A1. Gender split

Opinion on outdoor


43,3

41,9

13,6

1,2

44,8

40,3

13,6

1,3

42,0

43,4

13,6

1,1

0,0 10,0 20,0 30,0 40,0 50,0 60,0






A3. Gender split

Outdoor ads noticed


I2. Gender split

Catching attention

76,0

5,0

2,3

5,8

11,0

77,0

2,8

3,4

5,4

11,4

74,9

7,1

1,1

6,3

10,5

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

>= HIGH degree


Very low degree

Low degree

So and so



33,8

11,3

26,4

7,6

2,9

2,1

1,9

3,9

10,1

35,5

12,9

24,2

6,1

2,3

1,9

2,3

5,5

9,4

35,1

8,4

26,7

9,4

4,2

2,1

1,0

2,4

10,7

29,4

11,3

28,6

7,8

2,2

2,6

3,0

4,3

10,8

0,0 10,0 20,0 30,0 40,0 50,0 60,0









They are too many / annoying / c lutter the city / they bother me

GLOBAL

Low income (< 1500 RON)

Average income (1500 - 2500 RON)

High income (> 2500 RON)

A1. Income Split

Opinion on outdoor


A3. Income Split

Outdoor ads noticed

43,3

41,9

13,6

1,2

40,3

43,5

13,9

2,3

42,4

43,2

13,6

0,8

44,2

42,4

13,0

0,4

0,0 10,0 20,0 30,0 40,0 50,0 60,0





GLOBAL





I2. Income Split

Catching attention

76,0

5,0

2,3

5,8

11,0

72,8

6,1

5,6

5,0

10,6

78,5

3,6

0,8

5,6

11,6

74,4

6,3

1,9

6,3

11,3

0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 100,0

>= HIGH degree


Very low degree

Low degree

So and so

GLOBAL





Thank you!

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