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Presentation at PAMRO Conference Lake Victoria, Uganda August 2012

INTRODUCING THE MEDIA PATH TO PERSUASION A METHODOLOGY FOR MEASURING MEDIA RETURN ON INVESTMENT IN AFRICA Brad Aigner , Managing Director, Freshly Ground Insights (Pty) Ltd, South Africa. Presentation at PAMRO Conference Lake Victoria, Uganda August 2012.

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Presentation at PAMRO Conference Lake Victoria, Uganda August 2012

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  1. INTRODUCING THE MEDIA PATH TO PERSUASION A METHODOLOGY FOR MEASURING MEDIA RETURN ON INVESTMENT IN AFRICABrad Aigner, Managing Director, Freshly Ground Insights (Pty) Ltd, South Africa Presentation at PAMRO Conference Lake Victoria, Uganda August 2012

  2. What do old sailors and marketers have in common?

  3. I spent half my money on cheap whisky and women…And the other half I squandered

  4. I know that half of my marketing budget worked…I just do not know which half

  5. Media Path 2 Persuasion Research Method A qualitative, electronic (MAPI) data collection method A national study • Wave 1 = 1,000 interviews (June 2011) • Wave 2 = 1,200 interviews (November 2011) Samples representative of category consumer profiles 11 product categories

  6. Wave 1: • Banks • Cellular networks • Automotive • Retail • Pharmaceutical Wave 2: Fast Food Gambling Learning institutions Skin care products Washing powder Furniture

  7. “When you are looking to buy something, what type/s of information do you need in order to be able to make a buying decision?” “Knowing what type/s of information you need, which channels of communication do you most usually rely on to get this information?”

  8. EDUCATE (EXPLAIN) INTRODUCE ENTERTAIN COMPARE INFORM PERSUADE

  9. INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE

  10. Awareness The Consumer Path to Purchase Interest Consideration Trial Switch Reject The Media Path to Persuasion Entertainment Introduction Persuasion Education Comparison Information

  11. Every media channel plays all six information delivery roles to some extent…

  12. Guess the media channel Comparison Persuasion Information Education Entertainment Introduction

  13. Guess the media channel Entertainment Introduction Education Information Persuasion Comparison

  14. “Consumers have become conditioned to know where to find the information they need”

  15. When I was looking for a new motor car, I noticed a new model advertised on TV which I hadn’t considered before. I always tune into the sports hour on my favourite radio station as the guys give me the latest results and also make me laugh I read an article in my magazine which explained the difference between the benefits of one Bank’s cheque account compared to another’s.

  16. ROLE OF CHANNEL IMPORTANCE OF CHANNEL Television Newspapers Internet Radio Magazines Billboards Cinema FGI P2P study 2010 Wave 1 All categories, total sample n = 1,110

  17. Different Product Categories (Television) Retail Automotive Pharmaceutical Banking

  18. Different Role of Channels (Banking category) Television Newspapers Radio Magazines Internet Billboards

  19. Different Target Markets Magazines: Women vs 18-24 (Automotive) Women Age 18-24

  20. “How many channels in the media mix?”

  21. Mixing Media by Objectives In the Cellular category, Television & Radio advertising optimise the “Introduction” and “Entertainment” roles in the media path to persuasion Television Radio

  22. Mixing Media by Objectives In the Retail category, Television & Newspaper advertising play clear and differentiated roles across all phases in the media path to persuasion Television Newspapers

  23. Optimising Media Mixes Generally, the goal of advertisers should be to utilise media mixes where each channel in the mix plays a clear and positively differentiated information delivery role.

  24. Multi-Media Mixes A “flat” line indicates that the mix is working equally hard across all phases of the P2P Internet Television Newspapers

  25. Media Synergy Broadcast Media Print Media

  26. Measuring Channel ROI Introduce a spend currency into the equation.

  27. Measuring Channel ROI (All product categories & fictional adspend)

  28. Measuring Channel ROI (All product categories & fictional adspend)

  29. Measuring Channel ROI (All product categories & fictional adspend)

  30. Measuring Channel ROI (Retail category & fictional adspend)

  31. “Path 2 Persuasion – UGANDA”

  32. Banking Cellular Networks

  33. P2P Uganda Media Types • Word-of-mouth • Commuter media • Shopping malls • Social media • Loose inserts • Knock ‘n drop • Flyers • Point-of-sale • Publicity Television Radio Cinema Outdoor Internet Magazines Sunday newspapers Communities Daily newspapers

  34. INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE AFFIRM (Retain)

  35. Different Role of Channels (Banking Uganda)

  36. Different Role of Channels (Banking Uganda)

  37. Different Role of Channels (Banking Uganda)

  38. Different Role of Channels (Banking Uganda) Guess the media channel Publicity

  39. Different Role of Channels (Banking Uganda) Word of Mouth

  40. Different Role of Channels (Banking Uganda) Social Media

  41. Different Role of Channels (Banking Uganda) Word of Mouth Publicity Social Media

  42. Different Role of Channels (Banking Age 18-24 Uganda) Social Media Word of Mouth Publicity

  43. Path 2 Persuasion - Cellular

  44. Path 2 Persuasion - Cellular

  45. Path 2 Persuasion - Cellular

  46. Key Findings • Channels play differentiating roles • Media synergy explained • A media-neutral approach

  47. ThankYou ! Brad Aigner brada@fgi.co.za Graeme Pitt graemep@fgi.co.za

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