fuse teen advertising study

8/8/2019 Fuse Teen Advertising Study

1/90

TeenAdvertisingStudy

Spring2009

InpartnershipwithUniversityofMassachusettsAmherst

431 Pine Street Burlington, VT 0540112 Desbrosses Street New York, NY 10013www.fusemarketing.comContact: Bill Carter, [email protected]
http://www.fusemarketing.com/


2/90

2


3/90

3

Table of Contents

Methodology3

MediaHabits..................................................................................4

ProductCategory

Dashboards.9

ProductCategoriesinDetail

Health&Beauty..14

Shoes23

DepartmentStores&Retailers.32

ApparelBrands.41

CellPhones..50

ConsumerElectronics59

Food&Snacks.68

QuickServiceRestaurants..77

Demographics.86


4/90

4

Methodology

ThemethodologyfortheresearchconductedforFuse includesthefollowing:

Internetbasedcollection(consumeraccesspanelsacross U.S.population)

Respondentswere

split

into

two

groups

.

Therewere

two

surveys

which

each

took

approximately

15

minutestocompleteandhad4openendseach. Thetwosurveyssharedacoresetofquestions,then

splittohaverespondentsanswerquestionsonthefollowingtopics:

GroupI: Health&Beauty,Shoes,DepartmentStores&Retailers,Apparel GroupII: CellPhones,ConsumerElectronics,Food&SnackFood,QuickServiceRestaurants

Respondents werescreened

based

on

the

following

criteria:

Betweentheagesof13and18yearsold Someconnectivitytomedia 50/50gendersplit Someeffortwasmadetoensuretherewasnotabigcitybiasinthestudy. Therefore,

respondentswere

monitored

to

ensure

that

no

more

than

half

came

from

major

metropolitan

areas.

Samplesizes,andagesper groupwereasfollows:

Group I: n=300; Age1315: 52%;Age1618: 49% Group II: n= Age1315: 49%;Age1618: 51%


5/90

Media HabitsCore Survey


6/906

Media Usage

Base: Total respondents (n=598)Would you consider yourself a heavy, average, light or non-user of (insert)?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

39%

40%

22%

25%

15%

9%

8%

14%

35%

38%

43%

25%

32%

37%

27%

28%

19%

16%

16%

11%

25%

30%

33%

31%

37%

28%

48%

38%

6%

7%

9%

17%

18%

22%

26%

29%

32%

45%

Live Sporting Events

Live Concerts

Magazines

Social Networking

Online Video

Radio

Email

Video Games

TV

Internet

Non-user Light User Average User Heavy User


7/907

2.4

2.8

3.1

3.4

4.0

4.0

4.0

4.3

1 2 3 4 5

Text Messages

Video Games

Social Networking

Online Ads

Print Ads

Radio Ads

TV Ads

Sponsoring Live Events

Strongly AgreeStrongly Disagree Neutral

Attitude Towards Ad Platforms

Base: Total respondents (n=598)What is your opinion on companies sending you (insert) in order to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


8/908

Value of Official Product Web Sites

Base: Total respondents (n=598)Have you ever visited a companys official website? Is it valuable that a company have an official web site in order to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

2% 2%

17%

32%

47%

Strongly

Disagree

Somewhat

Disagree

Neither Somewhat

Agree

Strongly Agree

Ever visitedabrandsofficialproductWebsite?

Yes: 79% No: 21%

Aretheyvaluable?

Avg.4.21


9/909

15% 13%

31% 27%

14%

Strongly

Disagree

Somewhat

Disagree

Neither Somewhat

Agree

Strongly Agree

Attitude Toward Social Networking

Base: Total respondents (n=598)Have you ever friended a company on a social networking site (like Facebook)? What is your opinion on companies using social networking sites in order tocommunicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Ever friendedacompanyonasocialnetworkingsite?

Yes: 29% No: 71%

Opinionofbrandsusingsocialnetworking

Avg.3.09


10/90

Product

CategoryDashboardsKey Summary


11/90

BYPLATFORM(averagedacrossproductcategories)

Platform Group1 Group 2

Television B B

Magazines C C

OnlineVideo D D+

SocialNetworking D D

WebAds C C

OfficialWebSites C C

Product Placement C C

Newspapers C C

Radio N/A C

Email D N/A

LiveEvents D+ C

TextMessaging N/A D

VideoGames D D

63%

53%

52%

59%

51%

46%

37%

33%

30%

29%

25%

32%

10%

14%

21%

20%

17%

21%

23%

28%

31%

29%

30%

31%

24%

26%

8%

11%

11%

8%

12%

14%

17%

18%

23%

21%

23%

20%

32%

4%

4%

4%

4%

6%

6%

7%

8%

8%

9%

11%

12%

27%

TextMessaging

OnlineVideo

SocialNetworkingVideo

Games

Email

LiveEvents

Newspapers

WebAds

Radio

ProductPlacement

Magazines

ProductWebSites

TV

NeverSeen/None Half NearlyAll

1. Television: 72.8%

2. Magazines: 48.3%

3. OfficialProduct

WebSites: 40.6%

4. Radio: 40.4%

5. Newspapers: 36%

1. Television: 74.1%

2. Magazines: 56.9%

3. OfficialProduct

WebSites: 35.8%

4. Newspapers: 35.3%

5. ProductPlacement: 26.1%

Top5PlatformPreferences

GroupIIGroupI

1. Peoplelikemeenjoyingor

usingproduct: 42.3%

2. Humor:

42.2%3. Goodmusic: 37.4%

4. Facts&figures: 29.7%

5. Uniquegraphics: 29.0%

Top5AdvertisingTactics

GroupI

1. Humor: 55.6%

2. Peoplelikemeenjoyingor

usingproduct:

39.0%

3. Goodmusic: 34.3%

4. Uniquegraphics: 28.6%

5. Facts&figures: 25.3%

GroupII

DASHBOARD: B Y P L AT F O R M


12/90

BYPLATFORM

Platform GPA Grade

GroupI

Health&Beauty 2.31 C

Shoes 2.06 C

Dept. Stores&Retailers 2.26 C

Apparel 2.14 C

Group II

Cell Phones 2.10 C

Consumer Electronics 2.08 C

Food &Snacks 2.19 C

Quick ServiceRestaurants 2.20 C

31%

34%

35%

37%

38%

38%

39%

44%

30%

26%

27%

25%

22%

24%

25%

24%

21%

18%

20%

18%

19%

17%

17%

14%

10%

9%

9%

9%

10%

7%

9%

9%

Health

&

Beauty

Food&Snacks

Dept.Stores&Retailers

Apparel

QuickServiceRestaurants

Electronics

CellPhones

Shoes

NeverSeen/None Half NearlyAll

BYPRODUCTCATEGORY(averagedacrossplatforms)

DASHBOARD: B Y P R O D U C T C AT E G O R Y

Health&

Beauty

1.Funny:54.3%

2.PeopleLikeMe:47.1%

10.EmotionalResponse:10.3%

CellPhones

1.Funny:60.5%

2.PeopleLikeme:38.5%


Shoes1.PeopleLikeMe:40.0%

2.GoodMusic:37.9%


ConsumerElectronics

1.Funny:42.1%

2.GoodMusic:37.6%


Dept.Stores

&

Retailers

1.Funny:41.7%



Food&Snacks

1.Funny:60.8%



Apparel1.PeopleLikeMe:40.6%

2.Funny:40.6%



1.Funny:59.2%


10.PersonalInteraction:10.4%

MostEffective&LeastEffectiveMessageTactics


13/90

DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S

GPA Grade Recall*

Yes No

Health &Beauty

HI:

Television 3.34 B 92.3% 4.0%

LOW: SocialNetworking 1.56 D 34.5% 55.3%

Shoes

HI: Television 3.07 B 80.2% 15.7%

LOW: Video Games 1.44 D 28.2% 62.2%

Dept. Stores&Retailers

HI: Television 3.16 B 82.6% 10.6%

LOW: SocialNetworking 1.49 D 30.9% 58.5%

Apparel

HI: Television 3.19 B

82.2% 10.3%

LOW: VideoGames 1.40 D 30.2% 58.1%

GPA Grade Recall*

Yes No

CellPhones

HI:

Television 3.06 B

85.1% 9.1%

LOW: TextMessaging 1.45 D 27.3% 63.3%

ConsumerElectronics

HI: Television 3.01 B 72.6% 13.1%

LOW: TextMessaging 1.31 D 23.5% 62.6%

Food&Snacks

HI: Television 3.30 B 86.3% 6.9%



HI: Television 3.36 B 87.2% 7.2%


*No=Neverseenadontheplatform+None;Yes=Half+NearlyAll

GroupI Group

II


14/90

DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S

H&B Shoes Dept.&

Retail

Apparel

Top 5: PlatformPreferences

Television 1 1 1 1

Magazines 2 2 2 2

Official ProductSites 3 3 4 3

Newspapers 4 4 3 4

Product Placement 5 6 7 5

WebAdvertisements 6 7 5 6

Live SportingEvents 8 5 9 7

Top5: MessageTactics

People LikeMe 2 1 1 1

Humor 1 3 2 2

Good Music 3 2 3 3

Facts &Figures 4 6 4 5

Unique Graphics 5 4 5 4

Celebrities/Athletes 8 5 7 7

CellElectro

nics

Food&

SnacksQSRs

Top5: PlatformPreferences

Television 1 1 1 1

Magazines 2 2 2 3

Official ProductSites 3 3 4 6

Radio 4 4 3 2

Newspapers 5 5 5 4

Product Placement 7 6 6 5

Top5: MessageTactics

Humor 1 1 1 1

People LikeMe 2 3 2 2

Good Music 4 2 3 3

Facts &Figures 3 5 6 5

Different 5 6 5 6

UniqueGraphics 6 4 4 4

GroupI GroupII


15/90

Health &Beauty

Group I


16/90

16

Health and Beauty: Platform Preferences

Base: Total respondents (n=302)Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

7%

8%

10%

11%

13%

17%

17%

25%

29%

33%

39%

62%

78%

Don'tknow

Videogames

OnlinevideosConcerts,

show

or

movie

theater

Socialnetworkingsites

Atasportingevents

Email

Website

advertisements

Placing/integratingproductsintelevisionshows

Newspapers

Officialproductwebsites

Magazines

Televisioncommercials

Howwouldyoulikehealth&beautycompaniestoadvertisetoyou?Q:


17/90

17

Health and Beauty: Platform Segmentation

Base: Total respondents (n=302)Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

8%

10%

8%

9%

14%

22%

14%

23%

27%

32%

34%

54%

77%

6%

5%

10%

14%

10%

12%

19%

26%

28%

34%

44%

73%

81%

Don'tknow

Videogames

Onlinevideos

Concerts,show

or

movie

theater


Atasportingevents

EmailWeb

site

advertisements


Newspapers

OfficialproductwebsitesMagazines


Female Male

Howwouldyoulikehealth&beautycompaniestoadvertisetoyou?Q:


18/90

18

Health and Beauty: Ad Recall by Source

Base: Total respondents (n=297)Think about how health and beauty products are currently advertising to you. In a given week, approximately what percentage of health and beautyadvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 4.0% 31.0% 33.3% 27.9% 0% 3.7%

Magazines 19.1% 32.1% 29.7% 13.0% 1.4% 4.8%

Online Video 36.8% 25.4% 12.0% 4.8% 12.0% 8.9%

SocialNetworking 42.7% 20.5% 11.6% 2.4% 12.6% 10.2%

WebAdvertisements 24.3% 34.8% 19.6% 8.8% 4.7% 7.8%

Product WebSites 23.5% 29.0% 19.1% 13.3% 6.5% 8.5%

ProductPlacement 19.5% 34.1% 25.6% 8.5% 4.4% 7.8%

Newspapers 31.5% 29.8% 18.5% 4.5% 5.1% 10.6%

NeverSeenHalf MostNone


19/90

19

Health & Beauty: Advertising Grade

Subject %A or

B %D

or

F GPA FINAL

GRADE

TelevisionCommercials 77.9% 3.3% 3.34 B

Magazines 58.7% 10.7% 2.92 C+

OnlineVideos 17.5% 35.0% 1.59 D

SocialNetworkingSites 15.6% 34.7% 1.56 D

WebAdvertisements 32.6% 31.2% 2.05 C

ProductWebsites 47.8% 14.9% 2.66 C

ProductPlacement 39.9% 19.7% 2.41 C

NeverSeenAd

0.7%

2.0%

18.9%

18.0%

6.7%

7.5%

6.4%

Base: Total respondents (n=299)Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


20/90

20

Health & Beauty: Advertising Segmentation

Subject 13to

15 16 to

18 Male Female

TelevisionCommercials 3.29 3.38 3.32 3.36

Magazines 2.85 2.80 2.49 3.17

OnlineVideos 1.78 1.41 1.75 1.40

SocialNetworkingSites 1.46 1.63 1.65 1.46

WebAdvertisements 2.12 1.99 2.07 2.02

ProductWebsites 2.68 2.63 2.58 2.73

ProductPlacement 2.39 2.42 2.47 2.34

Average

3.34

2.92

1.59

1.56

2.05

2.66

2.41

Base: Total respondents (n=299)Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


21/90

21

Health and Beauty: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite health and beauty advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television Print Online

(Facebook&

OfficialSite)

(OfficialSite)

(OfficialSite&

Pandora)

* PlatformFavorite

*

*
http://www.youtube.com/watch?v=xrSNzSkvi70http://www.youtube.com/watch?v=K2V5EK0azgAhttp://www.dove.us/http://www.clearasil.us/http://www.facebook.com/pages/Proactiv-Solution/7161019556http://www.youtube.com/watch?v=til0M5NhFKohttp://www.youtube.com/watch?v=0TQfpnYetxghttp://www.youtube.com/watch?v=xrSNzSkvi70


22/90

22

Health and Beauty: Why Ad is Favorite

Base: Total respondents (n=291)Think about your favorite health and beauty advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

15%

10%

17%

21%

24%

26%

30%

42%

42%

47%

54%

Idon'tknow

Ifeelanemotionalresponsefromthead

Iwasabletopersonallyinteractwiththead

Therearecelebritiesand/orathletesthatIlikeinthead

Theadhasapowerfulmessageand/orusespowerfulimagery

Completelydifferentfromanycompetitor'sadvertising

Thead

uses

unique

graphics

and/or

animation

Theadgavefactsabouthoweffectivetheproductis

Ilikethemusicinthead

Theadshowspeoplelikemeenjoying/usingtheproduct

Theadisfunny

Whatisappealingaboutyourfavoritehealth&beautyadvertisements?Q:


23/90

23

Base: Total respondents (n=291)Think about your favorite health and beauty advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

15%

10%

16%

22%

22%

28%

34%

35%

38%

43%

61%

15%

11%

17%

27%

20%

24%

27%

50%

47%

52%

47%

Idon'tknow


Iwas

able

to

personally

interact

with

the

ad

Theadhasapowerfulmessageand/orusespowerfulimagry



Theadusesuniquegraphicsand/oranimation



Thead

shows

people

like

me

enjoying

or

using

the

product

Theadisfunny

Female Male

Whatisappealingaboutyourfavoritehealth&beautyadvertisements?Q:

Health and Beauty: Favorite Ad Segmentation


24/90

ShoeCompanies

Group I


25/90

25

Shoe Companies: Platform Preferences

Base: Total respondents (n=292)Now lets consider advertisements for shoes? How would you like shoe companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

10%

9%

9%

9%

10%

14%

23%

25%

26%

29%

36%

57%

77%

Don'tknow

Videogames

Concerts,showsormovietheaters

Socialnetworking

sites

Onlinevideos

Email

Websiteadvertisements

Placing/integratingproducts

in

television

shows

Atasportingevent

Newspapers


Magazines


Howwouldyoulikeshoecompaniestocommunicatewithyou?Q:


26/90

26

Shoe Companies: Platform Segmentation

Base: Total respondents (n=292)Now lets consider advertisements for shoes? How would you like shoe companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

9%

14%

9%

8%

12%

14%

22%

25%

37%

27%

29%

45%

81%

10%

2%

9%

10%

8%

14%

24%

24%

13%

32%

42%

69%

73%

Don'tknow

Videogames



Onlinevideos

Email



Atasportingevent

Newspapers


Magazines


Female Male

Howwouldyoulikeshoecompaniestocommunicatewithyou?Q:


27/90

27

Shoe Companies: Ad Recall by Source

Base: Total respondents (n=293)Think about how shoe companies are currently advertising to you. In a given week, approximately what percentage of shoe advertisements to you remember.Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 13.0% 29.0% 29.4% 21.8% 2.7% 4.1%

Magazines 21.0% 31.6% 22.0% 16.2% 3.8% 5.5%

Online Video 43.2% 17.1% 8.9% 1.7% 19.5% 9.6%





Newspapers 33.4% 25.9% 12.8% 7.2% 9.0% 11.7%

VideoGames 44.0% 17.9% 5.5% 4.8% 18.2% 9.6%

Email 42.3% 17.4% 7.8% 6.5% 16.7% 9.2%

LiveEvents 37.1% 22.7% 13.1% 5.5% 13.1% 8.6%



28/90

28

Shoe Companies: Advertising Grade

Base: Total respondents (n=299)Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Subject %A orB %DorF GPAFINAL

GRADE


Magazines 50.7% 15.2% 2.62 C





ProductPlacement 36.6% 20.9 2.24 C

Video

Games 15.6% 34.1 1.44 DNewspapers 29.4% 26.6 1.97 D+

Email 17.9% 32.0 1.63 D

LiveEvents 25.5% 24.8 1.95 D+

Never

SeenAd

3.0%

4.7%

25.6%

26.4%

13.2%

13.0%

8.9%

25.5%11.9%

24.1%

20.1%


29/90

29

Shoe Companies: GPA Segmentation

Base: Total respondents (n=299)Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Subject 13 to15 14 to16 Male Female


Magazines 2.37 2.88 2.53 2.72

OnlineVideos 1.66 1.48 1.60 1.55





Video

Games 1.69 1.11 1.43 1.44Newspapers 1.92 2.03 1.96 1.99

Email 1.51 1.75 1.55 1.70

LiveEvents 2.24 1.63 1.91 1.99

Average

3.07

2.62

1.57

1.51

2.07

2.60

2.24

1.441.97

1.63

1.95


30/90

30

Shoe Companies: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite shoe advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


*

*

* PlatformFavorite
http://www.converse.com/http://www.adidas.com/us/homepage.asphttp://www.adidas.com/us/homepage.asphttp://www.nike.com/nikeos/p/nike/en_US/


31/90

31

Shoe Companies: Why Ad is Favorite

Base: Total respondents (n=290)Think about your favorite shoe advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

22%

7%

17%

17%

25%

28%

32%

34%

36%

38%

40%

Idon'tknow






Thereare

celebrities

and/or

athletes

that

Ilike

in

the

ad


Theadisfunny



Whatisappealingaboutyourfavoriteshoeadvertisements?Q:


32/90

32

Shoe Companies: Favorite Ad Segmentation

Base: Total respondents (n=290)Think about your favorite shoe advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

20%

8%

14%

21%

28%

28%

35%

41%

39%

38%

38%

25%

6%

19%

13%

22%

28%

29%

26%

33%

38%

42%

Idon'tknow








Theadisfunny

I

like

the

music

in

the

ad


Female Male

Whatisappealingaboutyourfavoriteshoeadvertisements?Q:


33/90

Dept. Stores& Retailers

Group I


34/90

34

Department Stores & Retailers: Platform Preferences

Base: Total respondents (n=298)Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

13%

6%

8%

10%

10%

11%

23%

25%

25%

39%

43%

53%

71%

Don'tknow

Videogames

OnlinevideosAt

a

sporting

events




Email



Newspapers

Magazines


Howwouldyoulikedepartmentstores/retailerstocommunicatewithyou?Q:


35/90

35

Department Stores & Retailers: Platform Segmentation

Base: Total respondents (n=298)Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

15%

9%

10%

11%

12%

10%

25%

19%

21%

32%

36%

43%

66%

12%

2%

7%

9%

9%

12%

22%

30%

29%

45%

50%

64%

76%

Don'tknow

Videogames

OnlinevideosAt

a

sporting

events



Placing/integratingproductsintelevisionshowsEmail



Newspapers

Magazines


Howwouldyoulikedepartmentstores/retailerstocommunicatewithyou?Q:


36/90

36

Department Stores & Retailers: Ad Recall by Source

Base: Total respondents (n=293)Think about how department stores and retailers are currently advertising to you. In a given week, approximately what percentage of departmentstore/retailer advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 8.5% 26.6% 34.8% 21.2% 2.0% 6.8%

Magazines 18.5% 31.5% 24.3% 11.3% 6.2% 8.2%

SocialNetworking

34.4% 18.6% 9.6% 2.7% 24.4% 10.3%WebAdvertisements 24.9% 29.4% 17.1% 5.1% 12.6% 10.9%



Newspapers 20.3% 33.0% 18.6% 10.3% 7.6% 10.3%

Email 30.7% 23.1% 14.8% 5.9% 15.5% 10.0%



37/90

37

Department Stores & Retailers: Advertising Grade

Subject %A orB %DorF GPAFINAL

GRADE


Magazines 49.5% 15.7% 2.60 C





Newspapers 38.2% 23.5% 2.23 C

Email 22.9% 30.8% 1.80 D+

Never

SeenAd

1.4%

4.4%

23.1%

11.9%

9.5%

9.9%

6.5%

17.5%

Base: Total respondents (n=293)Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=veryineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


38/90

38

Department Stores & Retailers: GPA Segmentation

Subject 13to15 16 to18 Male Female


Magazines 2.31 2.89 2.41 2.79





Newspapers2.11 2.36 2.10 2.37

Email 1.67 1.98 1.65 1.94

Average

3.16

2.60

1.49

2.10

2.55

2.18

2.23

1.80

Base: Total respondents (n=293)Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=veryineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


39/90

39

Department Stores & Retailer: Favorite Advertisement

Base: Total respondents (n=300)Can you name some of your favorite department store advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


* PlatformFavorite

* *(Newspaper,

DirectMail&

Email)

(Magazines&

DirectMail)

**

(SocialNetworking)
http://www.youtube.com/watch?v=eOUl6pzQBtIhttp://www.target.com/http://www.kohls.com/kohlsStore/homepage.jsphttp://www.walmart.com/http://www.target.com/http://www.facebook.com/pages/Nordstrom-Inc/12854644836http://www.jcpenney.com/jcp/default.aspxhttp://www.youtube.com/watch?v=V8PDpx8Ncrohttp://www.youtube.com/watch?v=TB-CL1at514http://www.youtube.com/watch?v=QJHWJHYH_bkhttp://www.youtube.com/watch?v=eOUl6pzQBtIhttp://www.youtube.com/watch?v=CWFsOkvGAug


40/90

40

Department Stores & Retailers: Why Ad is Favorite

Base: Total respondents (n=288)Think about your favorite department store or retailer advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

28%

10%

15%

15%

18%

21%

25%

27%

37%

38%

42%

Idon'tknow






Thead

uses

unique

graphics

and/or

animation



Theadisfunny


Whatisappealingaboutyourfavoritedepartmentstore/retaileradvertisements?Q:


41/90

41

Department Stores & Retailers: Favorite Ad Segmentation

Base: Total respondents (n=288)Think about your favorite department store or retailer advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

29%

8%

14%

13%

16%

19%

27%

30%

32%

40%

34%

25%

12%

17%

18%

20%

23%

23%

23%

42%

34%

50%

Idon'tknow









The

ad

is

funny


Female Male

Whatisappealingaboutyourfavoritedepartmentstore/retaileradvertisements?Q:


42/90

ApparelBrands

Group I


43/90

43

Apparel Brands: Platform Preferences

Base: Total respondents (n=292)Lastly, lets talk about apparel. How would you like apparel companies to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

14%

10%

10%

10%

13%

14%

23%

24%

28%

36%

41%

56%

71%

Don'tknow

Videogames

SocialnetworkingsitesOnline

videos


Atasportingevents

Email

Website

advertisements


Newspapers


Magazines


Howwouldyoulikeapparelcompaniestocommunicatewithyou?Q:


44/90

44

Apparel Brands: Platform Segmentation

Base: Total respondents (n=292)Lastly, lets talk about apparel. How would you like apparel companies to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

16%

13%

10%

10%

12%

18%

18%

24%

30%

33%

38%

48%

71%

13%

6%

9%

10%

15%

9%

29%

24%

25%

40%

44%

64%

71%

Don'tknow

Videogames

SocialnetworkingsitesOnline

videos


Atasportingevents

EmailWeb

site

advertisements


Newspapers


Magazines


Female Male

Howwouldyoulikeapparelcompaniestocommunicatewithyou?Q:


45/90

45

Apparel Brands: Ad Recall by Source

Base: Total respondents (n=292)Think about how apparel companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements to youremember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 7.9% 26.7% 29.1% 26.4% 2.4% 7.5%

Magazines 16.6% 26.9% 29.3% 13.8% 4.5% 9.0%

Online Video 34.8% 20.3% 9.3% 3.1% 19.0% 13.4%





VideoGames 34.7% 18.9% 8.9% 2.4% 23.4% 11.7%

Newspapers 23.2% 29.4% 19.0% 7.3% 8.0% 13.1%

Email 32.2% 22.1% 13.5% 6.2% 14.2% 11.8%

Never

SeenHalf MostNone


46/90

46

Apparel Brands: Advertising Grade

Subject %A orB %D orF GPAFINAL

GRADE


Magazines 54.9 13.2% 2.71 C


Social

Networking

Sites 15.5% 33.8% 1.5 DWebAdvertisements 29.5% 25.7% 2.07 C



VideoGames 13.8% 35.2% 1.40 D

Newspapers 37.5% 20.8% 2.28 C

Email 25.2% 31.0% 1.85 D+

Never

SeenAd

1.7%

4.5%

20.2%

22.1%

9.6%

7.9%

9.6%

23.4%

7.5%

14.8%

Base: Total respondents (n=291)Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


47/90

47

Apparel Brands: GPA Segmentation

Subject 13 to15 16to18 Male Female


Magazines 2.41 3.04 2.59 2.84

OnlineVideos 1.63 1.64 1.63 1.63

Social

Networking

Sites 1.66 1.32 1.45 1.54WebAdvertisements 2.13 2.02 2.07 2.08



VideoGames 1.50 1.27 1.32 1.47

Newspapers 2.17 2.39 2.21 2.35

Email 1.59 2.09 1.79 1.90

Average

3.19

2.71

1.63

1.52.07

2.56

2.22

1.40

2.28

1.85

Base: Total respondents (n=291)Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


48/90

48

Apparel Brands: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite apparel advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


* PlatformFavorite

*

*
http://www.youtube.com/watch?v=pQ9zhOaEIrwhttp://www.youtube.com/watch?v=pQ9zhOaEIrwhttp://www.abercrombie.com/anf/index.htmlhttp://www.gap.com/http://shop.pacsun.com/home.jsphttp://www.ae.com/web/index.jsphttp://www.youtube.com/watch?v=pQ9zhOaEIrw


49/90

49

Apparel Brands: Why Ad is Favorite

Base: Total respondents (n=288)Think about your favorite apparel advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

27%

8%

16%

18%

19%

22%

22%

27%

32%

41%

41%

Idon'tknow






Thead

gave

facts

about

how

effective

the

product

is



Theadisfunny


Whatisappealingaboutyourfavoriteappareladvertisements?Q:


50/90

50

Apparel Brands: Favorite Ad Segmentation

Base: Total respondents (n=288)Think about your favorite apparel advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

23%

8%

16%

19%

22%

20%

23%

31%

33%

44%

39%

32%

8%

15%

17%

15%

24%

21%

21%

32%

37%

42%

Idon'tknow









The

ad

is

funny


Female Male

Whatisappealingaboutyourfavoriteappareladvertisements?Q:


51/90

Cell PhoneProviders

Group II


52/90

52

Cell Phone Providers: Platform Preferences

Base: Total respondents (n=292)Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

10%

8%

8%

17%

18%

21%

25%

27%

28%

34%

41%

43%

54%58%

69%

Don'tknow

Textmessaging

Videogames

Socialnetworking

sites

Onlinevideos


Atasportingevent

EmailPlacing/integrating

products

in

television

shows


Newspapers

Radio



Howwouldyoulikecellphoneproviderstoadvertisetoyou?Q:


53/90

53

Cell Phone Providers: Platform Segmentation

Base: Total respondents (n=292)Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

10%

6%

10%

12%

17%

24%

27%

27%

27%

30%

38%

42%

51%

49%

66%

11%

9%

5%

21%

19%

18%

22%

28%

29%

37%

45%

45%

56%

66%

71%

Don'tknow

Textmessaging

VideogamesSocial

networking

sites

Onlinevideos


Atasportingevent

Email



Newspapers

RadioOfficial

product

web

sites

Magazines


Female Male

Howwouldyoulikecellphoneproviderstoadvertisetoyou?Q:


54/90

54

Cell Phone Providers: Ad Recall by Source

Base: Total respondents (n=295)Think about how cell phone companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements toyou remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 8.1% 27.7% 30.4% 27.0% 1.0% 5.7%Magazines 26.6% 30.4% 17.4% 7.8% 6.5% 11.3%

Online Video 33.4% 24.6% 10.9% 4.4% 17.1% 9.6%





Newspapers 35.6% 28.1% 13.6% 5.1% 7.8% 9.8%

Radio 27.8% 30.2% 21.7% 8.5% 4.4% 7.5%

Live Events 32.2% 25.4% 11.5% 6.1% 12.9% 11.9%

TextMessaging 42.8% 15.2% 8.4% 3.7% 20.5% 9.4%

VideoGames 41.5% 17.0% 7.1% 4.8% 19.0% 10.5%


Cell Phone Providers: Advertising Grade


55/90

Cell Phone Providers: Advertising Grade


GRADE


Magazines 36.5% 20.3% 2.30 C

OnlineVideos 21.7% 20.7% 1.97 D+

SocialNetworkingSites 16.2% 24.6% 1.81 D+


ProductWeb

Sites 50.5% 13.2% 2.67 C


Newspapers 25.8% 22.4% 2.04 C

Radio 36.0% 22.6% 2.19 C

LiveEvents 23.0% 22.6% 1.94 D+

Text Messaging 14.9% 31.4% 1.45 D

VideoGames 12.4% 26.6% 1.46 D

Never

SeenAd

4.0%

11.1%

29.8%

25.3%

10.5%

9.8%

13.2%

17.3%

9.9%

21.3%

32.1%

35.2%

Base: Total respondents (n=297)Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Cell Phone Providers: GPA Segmentation


56/90

Cell Phone Providers: GPA Segmentation

Subject 13to15 16 to18 Male Female


Magazines 2.30 2.30 2.08 2.49

OnlineVideos 2.01 1.94 1.84 2.12



ProductWeb

Sites 2.74 2.60 2.45 2.89


Newspapers 2.01 2.06 1.85 2.21

Radio 2.34 2.03 1.93 2.43

LiveEvents 1.96 1.93 1.89 2.01

Text Messaging 1.47 1.43 1.24 1.70

VideoGames 1.64 1.31 1.47 1.45

Average

3.06

2.30

1.97

1.81

2.19

2.67

2.16

2.04

2.19

1.94

1.45

1.46

Base: Total respondents (n=297)Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


57/90

57

Cell Phone Providers: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite cell phone advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television Print/Radio Online

* PlatformFavorite

*

(Fave 5)

(Storm)

(RolloverMinutes)

(DeadZone&TheNetwork)

(Chad

&

Friends)

(Apps)

(Newspapers,Magazines)

(Newspapers,Magazines)

(Radio)

(Radio)
http://www.virginmobileusa.com/http://www.youtube.com/watch?v=mn10NLEvJT0http://www.youtube.com/watch?v=o1jfofjPtEYhttp://www.youtube.com/watch?v=KgFw7o5hQtchttp://www.youtube.com/watch?v=cwOTJohWark


58/90

58

Cell Phones: Why Ad is Favorite

Base: Total respondents (n=291)Think about your favorite cell phone advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

19%

8%

10%

16%

19%

27%

28%

32%

35%

38%

60%

Idon'tknow






Completelydifferent

from

any

competitor's

advertising




Theadisfunny

Whatisappealingaboutyourfavoritecellphoneadvertisements?Q:


59/90

59

Cell Phones: Favorite Ad Segmentation

Base: Total respondents (n=291)Think about your favorite cell phone advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

20%

6%

9%

15%

21%

27%

23%

27%

30%

32%

58%

18%

10%

11%

17%

17%

28%

33%

37%

39%

44%

62%

Idon'tknow










Theadisfunny

Female Male

Whatisappealingaboutyourfavoritecellphoneadvertisements?Q:


60/90

ConsumerElectronics

Group II


61/90

61

Consumer Electronics: Platform Preferences

Base: Total respondents (n=294)Lets consider advertisements for electronics. How would you like electronics companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

15%

6%

14%

15%

16%

16%

17%

19%

26%

26%

31%

37%

45%46%

69%

Don'tknow

Textmessaging


Videogames

Onlinevideos


Atasportingevents

EmailWeb

site

advertisements


Newspapers

Radio



Howwouldyoulikeconsumerelectronicscompaniestoadvertisetoyou?Q:


62/90

62

Consumer Electronics: Platform Segmentation

Base: Total respondents (n=294)Lets consider advertisements for electronics. How would you like electronics companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

13%

3%

13%

20%

15%

17%

20%

20%

22%

24%

26%

36%

45%

38%

70%

17%

9%

15%

10%

17%

15%

14%

17%

29%

28%

35%

37%

45%

53%

69%

Don'tknow

Textmessaging

SocialnetworkingsitesVideo

games

Onlinevideos


Atasportingevents

Email



Newspapers

RadioOfficial

product

web

sites

Magazines


Female Male

Howwouldyoulikeconsumerelectronicscompaniestoadvertisetoyou?Q:


63/90

63

Consumer Electronics: Ad Recall by Source

Base: Total respondents (n=295)Think about how consumer electronics companies are currently advertising to you. In a given week, approximately what percentage of appareladvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television10.5% 24.7% 31.9% 21.0%

3.1% 8.8%

Magazines 20.5% 32.1% 19.5% 7.5% 8.2% 12.3%

Online Video 23.8% 22.1% 12.6% 4.4% 23.5% 13.6%





Newspapers 25.3% 25.0% 14.7% 6.5% 13.4% 15.1%

Radio 22.5% 29.4% 20.5% 5.5% 10.2% 11.9%

Live Events 24.4% 21.4% 15.3% 4.4% 19.0% 15.6%

TextMessaging 33.3% 12.6% 7.5% 3.4% 29.3% 13.9%

Video

Games 25.9% 18.4% 9.9% 7.1% 25.5% 13.3%


Consumer Electronics: Advertising Grade


64/90

Consumer Electronics: Advertising Grade


GRADE


Magazines 38.2% 16.7% 2.35 C

OnlineVideos 21.7% 21.4% 1.94 D+



ProductWeb

Sites 45.2% 14.7% 2.56 D


Newspapers 25.8% 22.7% 2.01 C

Radio 30.6% 23.5% 2.07 C

LiveEvents 19.3% 19.3% 1.97 D+

Text Messaging 9.1% 29.1% 1.31 D

VideoGames 17.3% 24.7% 1.66 D

Never

SeenAd

3.0%

9.6%

23.7%

25.9%

11.5%

14.0%

10.5%

15.6%

10.5%

23.6%

32.1%

29.8%

Base: Total respondents (n=295)Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Consumer Electronics: GPA Segmentation


65/90

Consumer Electronics: GPA Segmentation

Subject 13to15 16to18 Male Female


Magazines 2.40 2.38 2.12 2.57

OnlineVideos 1.90 1.98 1.93 1.96



ProductWeb

Sites 2.64 2.49 2.45 2.67


Newspapers 1.90 2.12 1.87 2.15

Radio 1.95 2.18 1.90 2.22

LiveEvents 1.97 1.97 1.92 2.02

Text Messaging 1.13 1.45 1.13 1.50

VideoGames 1.81 1.52 1.70 1.61

Average

3.01

2.35

1.94

1.75

2.18

2.56

2.12

2.01

2.07

1.97

1.31

1.66

Base: Total respondents (n=295)Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


66/90

66

Consumer Electronics: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite consumer electronics advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


* PlatformFavorite

(IPodTouch)

(Macvs.PC)

*

(Magazine&Radio)

(NoClearTrends)
http://www.youtube.com/watch?v=TCwKndz41P4http://www.youtube.com/watch?v=uGSmC-FllNkhttp://www.youtube.com/watch?v=FiYQgxTNnt0http://www.youtube.com/watch?v=kH-bKykKR0Q


67/90

67

Consumer Electronics: Why Ad is Favorite

Base: Total respondents (n=290)Think about your favorite consumer electronics advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

31%

9%

12%

15%

16%

22%

29%

31%

35%

38%

42%

Idon'tknow






Thead

gave

facts

about

how

effective

the

product

is




Theadisfunny

Whatisappealingaboutyourfavoriteconsumerelectronicsadvertisements?Q:


68/90

68

Consumer Electronics: Favorite Ad Segmentation

Base: Total respondents (n=290)Think about your favorite consumer electronics advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

33%

7%

11%

12%

16%

22%

26%

30%

30%

34%

44%

29%

10%

14%

18%

15%

22%

32%

32%

40%

41%

41%

Idon'tknow


Iwas

able

to

personally

interact

with

the

ad








Theadisfunny

Female Male

Whatisappealingaboutyourfavoriteconsumerelectronicsadvertisements?Q:


69/90

Food & SnacksGroup II


70/90

70

Food & Snacks: Platform Preferences

Base: Total respondents (n=294)Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

14%

5%

10%

11%

14%

15%

19%

24%28%

34%

35%

36%

39%

51%

78%

Don'tknow

Textmessaging

Videogames

Socialnetworking

sites

Email

Onlinevideos


Concerts,showsormovietheatersAt

asporting

events


Newspapers


Radio

Magazines


Howwouldyoulikefood&snackscompaniestoadvertisetoyou?Q:


71/90

71

Food & Snacks: Platform Segmentation

Base: Total respondents (n=294)Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

14%

3%

14%

10%

10%

14%

13%

24%

30%

33%

28%

29%

32%

45%

77%

14%

8%

7%

13%

18%

15%

24%

25%

25%

35%

41%

43%

45%

58%

78%

Don'tknow

Textmessaging

Videogames

Socialnetworking

sites

Email

Onlinevideos



Atasportingevents


Newspapers

OfficialproductwebsitesRadio

Magazines


Female Male

Howwouldyoulikefood&snackscompaniestoadvertisetoyou?Q:


72/90

72

Food & Snacks: Ad Recall by Source

Base: Total respondents (n=293)Think about how food and snack food companies are currently advertising to you. In a given week, approximately what percentage of appareladvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 5.2% 22.7% 31.3% 32.3% 1.7% 6.9%

Magazines 15.2% 35.9% 23.4% 8.6% 6.2% 10.7%

Online Video 29.0% 20.0% 11.0% 3.8% 22.1% 14.1%





Newspapers 22.8% 27.0% 17.6% 6.9% 12.1% 13.5%Radio 19.3% 31.7% 20.7% 6.6% 10.3% 11.4%

Live Events 21.8% 24.8% 15.6% 7.5% 15.0% 15.3%

VideoGames 29.5% 16.8% 10.3% 2.4% 27.4% 13.7%


Food & Snacks: Advertising Grade


73/90

g


GRADE


Magazines 44.4% 13.7% 2.50 C



WebAdvertisements 23.7% 26.1% 1.91 D+

ProductWebSites 38.0% 18.2% 2.39 C


Newspapers 30.6% 20.7% 2.16 C

Radio 38.6% 23.2% 2.26 C

LiveEvents 30.0% 17.4% 2.23 C

VideoGames 13.7% 26.4% 1.54 D

Never

SeenAd

2.4%

7.5%

25.8%

26.9%

16.5%

14.4%

8.2%

13.9%

8.5%

17.4%

31.8%

Base: Total respondents (n=294)Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Food & Snacks: GPA Segmentation


74/90

g



Magazines 2.52 2.49 2.30 2.69

OnlineVideos 1.68 1.75 1.64 1.80



ProductWebSites 2.47 2.32 2.26 2.52


Newspapers 2.07 2.24 1.82 2.48

Radio 2.22 2.31 2.07 2.46

LiveEvents 2.27 2.20 2.25 2.22

VideoGames 1.41 1.66 1.48 1.62

Average

3.30

2.50

1.72

1.60

1.91

2.39

2.43

2.16

2.26

2.23

1.54

Base: Total respondents (n=294)Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


75/90

75

Food & Snacks: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite food and snack food advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


* PlatformFavorite

*

(NoClearTrends)(NoClearTrends)
http://www.youtube.com/watch?v=1pBnTdVBV7Ahttp://www.youtube.com/watch?v=Jj1XNjrJ-EY&feature=pyvhttp://www.youtube.com/watch?v=1pBnTdVBV7A


76/90

76

Food & Snacks: Why Ad is Favorite

Base: Total respondents (n=293)Think about your favorite food and snack food advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

20%

12%

12%

15%

16%

19%

24%

30%

32%

43%

61%

Idon'tknow






Completelydifferent

from

any

competitor's

advertising




Theadisfunny

Whatisappealingaboutyourfavoritefoodandsnacksadvertisements?Q:


77/90

77

Food & Snacks: Favorite Ad Segmentation

Base: Total respondents (n=293)Think about your favorite food and snack food advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

22%

10%

9%

17%

13%

16%

23%

28%

30%

39%

63%

18%

14%

14%

13%

18%

23%

25%

32%

35%

46%

58%

Idon'tknow


Iwas

able

to

personally

interact

with

the

ad








Theadisfunny

Female Male

Whatisappealingaboutyourfavoritefoodandsnacksadvertisements?Q:


78/90

Quick ServeRestaurants

Group II


79/90

79

Quick Serve Restaurants: Platform Preferences

Base: Total respondents (n=289)Lastly, lets talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

16%

6%

10%

13%

13%

14%

19%

23%23%

28%

28%

29%

39%

43%

75%

Don'tknow

Textmessaging

VideogamesEmail

Onlinevideos



Concerts,showsormovietheatersAt

asporting

events



Newspapers

Magazines

Radio


Howwouldyoulikequickserverestaurantstoadvertisetoyou?Q:


80/90

80

Quick Serve Restaurants: Platform Segmentation

Base: Total respondents (n=289)Lastly, lets talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

17%

2%

15%

10%

15%

11%

15%

22%

26%

18%

24%

22%

34%

38%

73%

14%

9%

6%

17%

12%

17%

22%

23%

20%

37%

32%

36%

44%

47%

77%

Don'tknow

Textmessaging

Videogames

Email

OnlinevideoslikeYouTube




Atasportingevents



Newspapers

Magazines

Radio


Female Male

Howwouldyoulikequickserverestaurantstoadvertisetoyou?Q:


81/90

81

Quick Service Restaurants: Ad Recall by Source

Base: Total respondents (n=289)Think about how quick service restaurants are currently advertising to you. In a given week, approximately what percentage of apparel advertisementsto you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Television 5.2% 17.2% 34.5% 35.5% 2.1% 5.5%

Magazines 18.6% 31.0% 21.7% 6.9% 11.0% 10.7%

Online Video 26.5% 19.2% 12.2% 3.5% 25.8% 12.9%





Newspapers 21.2% 23.6% 18.5% 6.5% 16.8% 13.4%

Radio 17.5% 25.3% 30.2% 12.3% 6.7% 8.1%

Live Events 22.9% 21.2% 17.0% 10.1% 15.6% 13.2%

VideoGames 28.1% 13.9% 9.4% 3.5% 31.6% 13.5%


Quick Serve Restaurants: Advertising Grade


82/90

Base: Total respondents (n=289)Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


GRADE


Magazines 34.7% 21.0% 2.23 C




ProductWeb

Sites 31.8% 17.0% 2.32 C


Newspapers 29.4% 20.4% 2.12 C

Radio 47.0% 16.0% 2.56 C

LiveEvents 29.5% 16.7% 2.25 C

VideoGames 12.5% 24.3% 1.52 D

Never

SeenAd

1.7%

11.7%

25.3%

27.0%

17.0%

17.0%

10.3%

15.2%

8.7%

19.1%

33.3%

Quick Serve Restaurants: Grade Segmentation


83/90

Base: Total respondents (n=289)Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.



Magazines 2.12 2.33 2.08 2.38

OnlineVideos 1.64 1.76 1.70 1.70



ProductWeb

Sites 2.35 2.30 2.23 2.42


Newspapers 1.91 2.30 1.93 2.31

Radio 2.65 2.47 2.41 2.70

LiveEvents 2.26 2.24 2.26 2.24

VideoGames 1.64 1.42 1.65 1.36

Average

3.36

2.23

1.70

1.68

2.04

2.32

2.37

2.12

2.56

2.25

1.52


84/90

84

Quick Serve Restaurants: Favorite Advertisements

Base: Total respondents (n=300)Can you name some of your favorite quick service advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.


* PlatformFavorite

*(Radio&Magazine)

(Radio)

(NoClearTrends)
http://www.youtube.com/watch?v=C6eIvJ_qOVghttp://www.youtube.com/watch?v=GUYhBZ1TKMYhttp://www.youtube.com/watch?v=C6eIvJ_qOVghttp://www.youtube.com/watch?v=GUYhBZ1TKMYhttp://www.youtube.com/watch?v=7gMZ62PsvRMhttp://www.youtube.com/watch?v=C6eIvJ_qOVg


85/90

85

Quick Serve Restaurants: Why Ad is Favorite

Base: Total respondents (n=289)Think about your favorite quick serve restaurant advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

21%

10%

11%

15%

17%

17%

24%

25%

35%

40%

59%

Idon'tknow






Completelydifferent

from

any

competitor's

advertising




Theadisfunny

Whatisappealingaboutyourfavoritequickserverestaurantadvertisements?Q:


86/90

86

Quick Serve Restaurants: Favorite Ad Segmentation

Base: Total respondents (n=289)Think about your favorite quick serve restaurant advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

19%

8%

8%

13%

18%

17%

25%

23%

35%

37%

60%

23%

13%

14%

17%

17%

18%

22%

28%

34%

43%

58%

Idon'tknow










Theadisfunny

Female Male

Whatisappealingaboutyourfavoritequickserverestaurantadvertisements?Q:


87/90

Demographics

i i hi d


88/90

88

Base: Total respondents (n=295)Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Participant Demographics: Gender

50%Female

50%Male

51%

Female

49%

Male

48%

Female52%

Male

Total(n=600)

GroupI: H&B,Shoes,Dept.

Store&Retail,Apparel(n=300)

GroupII: CellPhones,Electronics,

Food&Snacks,QSRs(n=300)

i i hi l i


89/90

89

36%

LargeCityor

Suburb64%SmallCity

orRural

Base: Total respondents (n=295)Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.

Participant Demographics: Hometown Population

Total(n=598)

33%

Large/

Suburb

67%

Small

City/

Rural

38%

Large/

Suburb62%

Small

City/

Rural

GroupI: H&B,Shoes,Dept.

Store&Retail,Apparel(n=299)

GroupII: CellPhones,Electronics,

Food&Snacks,QSRs(n=299)

P i i D hi A & E h i i


90/90

Participant Demographics: Age & Ethnicity

Ethnicity Total(n=600)

GI*(n=303)

GII**(n=297)

White/Caucasian 76% 78% 73%

Black/African

American 12% 12% 11%Hispanic 5% 3% 8%

Asian 2% 1% 3%

AmericanIndian/Alaskan Native 2% 2% 2%

Other 2% 2% 1%

Prefernottoanswer 1% 1% 1%

Age Total(n=600) GI*

(n=300) GII**

(n=300)

13to15 50% 49% 51%

16to18 50% 52% 48%

fuse teen advertising study

Documents