Transcript WAC Survey`s “A-P-PTest”®- Testing the Effectiveness of the New

WAC Survey’s “A-P-PTest”®Testing the Effectiveness of the New Media
for In-Venue Product Placement
June 2005
© 2005 WAC Survey, Inc. All rights reserved.
Why WAC Survey’s “A-P-PTest”® ?
ADVERTISERS ARE CHANGING THE WAYS IN WHICH THEY REACH THEIR CUSTOMERS.
MANY OF THE LARGER ADVERTISERS (E.G., PROCTOR AND GAMBLE) HAVE EXPRESSED
DOUBTS ABOUT THE EFFECTIVENESS OF TRADITIONAL TV ADVERTISING. DIGITAL
RECORDERS SUCH AS TIVO HAVE MADE IT EASIER FOR VIEWERS TO SKIP PAST
COMMERCIALS. LEISURE ACTIVITIES SUCH AS THE INTERNET AND VIDEO GAMES ARE
INCREASINGLY COMPETING FOR CONSUMERS’ DISCRETIONARY LEISURE TIME.
NEW ADVERTISING VENUES HAVE CRYSTALLIZED AND BECOME VIABLE OPTIONS FOR
ADVERTISERS (IN-TV/RADIO PROGRAMS, IN- MOVIES, IN-GAME)
AS BRANDED ENTERTAINMENT BECOMES A MORE POPULAR AND SOPHISTICATED
MARKETING STRATEGY, ADVERTISERS WILL NEED TO MORE CAREFULLY PICK AND
CHOOSE THE RIGHT VEHICLE TO MATCH THEIR BRAND'S TARGET AUDIENCE PROFILES.
EVEN STILL, THERE'S NO HARD AND FAST GUARANTEE ABOUT WHAT THE END-RESULTS
OF THE PRODUCT PLACEMENT ADVERTISING EFFORTS WILL BE. UP UNTIL NOW,
THERE'S NEVER BEEN ANY MEASUREABLE RESULTS OF THE IMPACT OF PRODUCT
PLACEMENT ON THE PLACED BRAND, IN TERMS OF INCREASING AWARENESS,
CREATING FAVORABLE IMAGERY AND ENGENDERING BRAND SALES.
NOW, THERE'S WAC SURVEY'S “A-P-PTest”®. YOU CAN 'PREVIEW' A VENUE'S
CAPABILITIES FOR YOUR BRAND PRIOR TO CONTRACTING WITH IT, AND, YOU CAN
POST-TEST THE EFFECTS ON YOUR BRAND AFTER THE PLACEMENT EFFORT HAS RUN.
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“A-P-PTest”® PROVIDES TIMELY DIRECTION
YOU CAN QUICKLY HAVE 'MEASURABLE RESULTS' AT HAND TO PROVIDE SOME
ASSURANCES ABOUT THE EFFORT BOTH BEFORE AND AFTER YOUR COMMITMENT.
“A-P-PTest”® WORKS FOR TV AND RADIO PLACEMENTS YOU'RE CONSIDERING OR
HAVE ALREADY MADE—AND WORKS FOR MOVIES AND VIDEO GAMES (AFTER
THEY HAVE INTRO’d)
 Before committing to a particular TV or Radio venue, you can pretest its effectiveness of
that venue for other brands that have been placed
 After YOUR brand has been placed, you can measure the immediate impact of the effort
“A-P-PTest”® is a comprehensive, phone-based, day-after advertising recall system
to measure visibility and memorability of brands placed. In addition, you can
determine the degree to which the effort has impacted brand imagery and sales
potential.
The target program audience universe is web-identified. These are the most
relevant target respondents who belong to your ad venue’s audience.
Within 18 to 24 hours of the placement effort (or in-game experience), a minimum
of 500 target respondents are surveyed via CATI to obtain key performance and
impact measures. Target respondents answer a series of questions regarding brands
they have seen or heard discussed on designated TV programs, movies, video
games or radio programs.
© WAC Survey, Inc. All rights reserved.
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“A-P-PTest”® METHODS AND MEASURES
“A-P-PTest”® is the soundest method for determining if a placement ‘buy’ will be
or was intrusive enough to be noticed, remembered and sales-persuasive by
your target audience.
Why Test Day-After Advertising Recall?
– It is difficult to estimate a brand’s ability to be noticed among
many other brands and messages. “A-P-PTest”® takes the guesswork
out of product placement by providing a measure of the brand’s
memorability and visibility by providing insight on how a brand will or did
among an array of other brands and messages.
– “A-P-PTest”® Standard Measures among verified target audience:
• Unaided Brand Recall
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Aided Brand Recall
Brand Registration
Ad Recognition
Brand Advertising Message Recall
Brand images conveyed as a result of the placement
Impact of placement on future brand purchase decision
Whether respondent feels more or less positive about the brand
Emotional response
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Why WAC Survey?
WAC Survey is a recognized leader in strategic research and
advertising testing.
WAC Survey principals are ex-Ad Agency executives who
have tested and evaluated over 2,500 different commercials
and ads for foods, beverages, restaurants, packaged goods,
HBA products, personal care, automotive brands, financial
services, telecom brands, pharmaceutical products and tens
of other categories over the past three decades.
WAC Survey is THE leader in the development of analytical
techniques to enhance data dimensionality from all types of
market and advertising research studies.
© WAC Survey, Inc. All rights reserved.
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“A-P-PTest”® COSTS
Costs will vary depending upon various factors such as
product category, incidence and degree of difficulty of
obtaining relevant target audience, etc.
For custom cost quotes and further information about
“A-P-PTest”®, please contact:
Art Savitt
Jim Frisch
516-466-7467, ext. 1023
516-466-7467, ext. 1022
[email protected]
[email protected]
© WAC Survey, Inc. All rights reserved.
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