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UK - December 2008

UK - December 2008. BAIT. Methodology. B. segment: Yaris. C. segment:. Auris. A. A. segment. segment. : Aygo. : IQ. •. Methodology. •. •. Advertising scores. Advertising scores. •. Advertising scores. •. Advertising scores. •. Ad recall. •. Ad recall. •. •. Ad recall.

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UK - December 2008

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  1. UK - December 2008

  2. BAIT Methodology B segment: Yaris C segment: Auris A A segment segment : Aygo : IQ • Methodology • • Advertising scores Advertising scores • Advertising scores • Advertising scores • Ad recall • Ad recall • • Ad recall Ad recall • All advertisements • All advertisements • • All advertisements All advertisements • Questionnaire Structure • • IQ Aygo – – TV TV and image and image • Yaris – TV and image • Auris – TV and image • Yaris – Print • Auris – Print • • IQ Aygo – – Print Print • Advertising indicators • Yaris – Billboard • Auris – Billboard • • IQ A ygo – – Billboard Billboard • • IQ Aygo – – Global campaign Global campaign • Yaris – Global campaign • Auris – Global campaign • Purchase funnel KPIs • Purchase funnel KPIs • • Purchase funnel Purchase funnel KPIs KPIs Purchase funnel indicators • • • IQ Purchase funnel KPIs Aygo Purchase funnel KPIs • Yaris Purchase funnel KPIs • Auris Purchase funnel KPIs • B segment Purchase funnel KPIs • C seg. Purchase funnel KPIs • • A segment Purchase funnel KPIs A segment Purchase funnel KPIs • Image items • • TOYOTA DNA Image TOYOTA DNA Image • TOYOTA DNA Image • TOYOTA DNA Image • Yaris Image items • Auris Image items • • IQ Image items Aygo Image items • Terminology • B segment image items • C segment image items • • A segment image items A segment image items • Advertising recall • • Advertising scores Advertising scores • Ad recall • • All advertisements All advertisements • Purchase funnel KPIs • • Corporate C Verso – – TV TV and image and image • Toyota Purchase funnel KPIs • • C Verso Corporate – – Print Print • Market Purchase funnel KPI’s • • Corporate C Verso – – Billboard Billboard • C Verso – Global campaign • TOYOTA DNA Image • Purchase funnel KPIs • Toyota Image items • C Verso Purchase funnel KPIs • Market image items • C - MPV seg. Purchase funnel KPIs • TOYOTA DNA Image • C Verso Image items • C - MPV segment image items Contents C-MPV : Corolla Verso Brand section : Toyota

  3. BAIT Methodology • Methodology • Questionnaire Structure • Advertising indicators Purchase funnel indicators • • Image items • Terminology D D segment: Prius segment: Avensis • • Advertising scores Advertising scores • • Advertising scores Advertising scores • Advertising recall • Advertising scores • • Ad recall Ad recall • • Ad recall Ad recall • • All advertisements All advertisements • • All advertisements All advertisements • All advertisements • Purchase funnel KPIs • • Avensis Prius – – TV TV and image and image • • Rav4 Land – – TV TV and image and image • Corporate – TV and image • Toyota Purchase funnel KPIs • • Avensis Prius – – Print Print • • Rav4 Land – – Print Print • Corporate – Print • Market Purchase funnel KPI’s • • Prius Avensis – – Billboard Billboard • • Land Rav4 – – Billboard Billboard • Corporate – Billboard • • Avensis Prius – – Global campaign Global campaign • • Land Rav4 – – Global campaign Global campaign • TOYOTA DNA Image • • Purchase funnel Purchase funnel KPIs KPIs • • Purchase funnel Purchase funnel KPIs KPIs • Toyota Image items • • Avensis Purchase funnel KPIs Prius Purchase funnel KPIs • • Rav4 Purchase funnel KPIs Land Purchase funnel KPIs • Market image items • • D segment Purchase funnel KPIs D segment Purchase funnel KPIs • • SUV seg. Purchase funnel KPIs SUV seg. Purchase funnel KPIs • • TOYOTA DNA Image TOYOTA DNA Image • • TOYOTA DNA Image TOYOTA DNA Image • • Prius Image items Avensis Image items • • Land image items Rav4 image items • • D segment image items D segment image items • • SUV segment image items SUV segment image items Contents SUV-Core: Land Cruiser Brand section : Toyota SUV-Compact: RAV4

  4. BAIT Methodology and indicators UK - December 2008

  5. Advertisements tested the month following the aired period. Media tested : TV, print, posters. All results compared to automotive norms specific to the country. Target: Main drivers of a car who intend to buy a NEW car in a specific sector. User-choosers of the brand & model of the car. If current car was bought second-hand, purchase intention is limited to 2 years. Data collection: Face-to-Face CAPI interviews (Computer Assisted Personal Interviews). CAPI allows to show real advertisements on laptop screen. Fieldwork conducted by TNS local company Samples & car sectors followed: 4 car sectors tracked: A+B : 130 interviews per wave C+C-MPV : 130 interviews per wave D : 100 interviews per wave SUV : 100 interviews per wave 12 waves per year for B, C and D segments 6 waves for the SUV segment (February, April, June, August, October, December) 360 / 460 interviews per wave - 4920 interviews per year. BAIT Methodology

  6. Recruitment Spontaneous advertising recall (brands and models) Brand awareness (Prompted) Brand global opinion (liking) and Image Model awareness (spontaneous and prompted) Model global opinion (liking) and image Model consideration and preference Display of the advertisements (Billboard / Print / TV) Recognition of the advertisements & Attribution (Brand + Model) Liking of adverts and Comprehension of TV spots (image items) Socio-demographics BAIT questionnaire structure BRAND PART MODEL PART ADVERTISING PART All advertisements tested are debranded, i.e. all brand, model names and logos have been erased.

  7. Advertising indicators 1. Visibility/Impact Advertising recall Question F09: ”During the last three months, for which make or model of car have you seen or heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet ?” Recognition Question P01: ”I would like to know if you recall having seen/heard it, even if you don't recognize the make or the model”. 2. Brand and model attribution Make attribution Question P03A: ”What make of car is it for ?” Model attribution Question P03B:”What model of car is it for ?” Model Efficiency =Perfect attribution/Recognition Potential of your campaign to generate impact and to work efficiently for your model 3. Enjoyment Liking Question:“How much did you like the advert : like it a lot, liked it quite a lot, didn't like it very much, didn't like it at all ?” 4. Messages conveyed Comprehension of TVCs Question P05:”After having seen this advert, which are the items amongst this list highlight features of this model ?”

  8. Spontaneous Brand Awareness: % of respondents who spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. • Prompted Brand Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale) • Brand Knowledge: % of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale) • Liking:% of respondents who say they have a good or very good opinion of the brand/model (7 to 10 on a 10-pt scale) - Question asked only to people who know the brand/model at least a little. • Consideration: % of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale) • Preference:% of respondents who declared they would certainly buy the brand/model when it is prompted to them. (score 1 on a 4 point scale) Purchase Funnel indicators AWARENESS KNOWLEDGE LIKING CONSIDERATION PREFERENCE

  9. Image items – DNA pyramid • Images Items are available on Brand and Model levels • % of respondents on the sector associating the prompted brand or model to the statement. • Basis: Respondents who declared to know the brand or model at least a little. • Question: « Thinking of all brands or models you know at least a little, which brand or model correspond the best to the following item » BRAND ITEMS MODEL ITEMS Innovation Driving pleasure Design SQ

  10. Terminology • Model Knowledge • Advertising Recall • Execution • Global campaign • Norm • Aired period • Image perception • Preference • Attribution • Impact • Presence in minds • Brand • Brand/Model Awareness • Item • Prompted • Brand/Model Knowledge • KPI • Purchase Intention • Branding Efficiency • Liking • Recognition • CAPI • Messages conveyed • Sample • Model consideration • Consideration • Target • User Chooser • Display of advertisement • Model efficiency • Visibility • De-branded • Model Global opinion • Wave • Model Awareness • Enjoyment

  11. Advertising Recall: % of respondent who remember having seen or heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet during the last 3 months. Spontaneous Advertising Recall: Spontaneous mentions of the respondents Prompted Advertising Recall: Level of recall based on a prompted list of models Aired period: Period during which the campaign is aired Attribution: % of respondents who are able to correctly identify the brand and/ or the model of a de-branded advertisement Make Attribution (Brand Attribution): % of respondents who are able to correctly identify the car maker of a de-branded advertisement Model Attribution: % of respondents who are able to correctly identify the model of a de-branded advertisement Perfect Attribution: % of respondents who are able to correctly identify both brand and model of a de-branded advertisement A A B C D-E G I K-L M N P R-S-T U-V-W

  12. Brand:Within BAIT survey, brand is referring to the car maker (not to the model) Brand/Model Awareness:% of respondents who mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. Spontaneous Brand/Model Awareness: % of respondents who spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. Prompted Brand/Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale) Brand/Model Knowledge:% of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale) Branding Efficiency: Ratio Perfect attribution / Recognition B A B C D-E G I K-L M N P R-S-T U-V-W

  13. CAPI: Computer Assisted Personnal Interview. Face to face interview using a laptop Consideration:% of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale) C A B C D-E G I K-L M N P R-S-T U-V-W

  14. Display of advertisement: advertisement is shown on the CAPI screen to the respondent De-branded: all brand, model names and logos are erased of the advertisement shown to the respondent. Enjoyment: % of people who enjoyed watching the ad Execution: the same as “advertisement” D-E A B C D-E G I K-L M N P R-S-T U-V-W

  15. Global campaign : we consider a reach of all the advertisements tested in the same wave for a model G A B C D-E G I K-L M N P R-S-T U-V-W

  16. Image Perception: % of respondents who associated an image characteristic to a specific brand / make as it is perceived through a TV advertisement. Impact: Capacity of an advertisement to be remembered; i.e. capacity of an advertisement to generate visibility/ recall for a brand and/or model. Item: Image characteristics I A B C D-E G I K-L M N P R-S-T U-V-W

  17. KPI: Key Performance Indicators Liking: Global opinion of a model / brand K-L A B C D-E G I K-L M N P R-S-T U-V-W

  18. Messages Conveyed:% of respondents who associated an image characteristic to a specific brand / make as it is perceived through a TV advertisement (same as Image .perception). Model consideration:% of respondents who declared they would probably or certainly buy a model when it is prompted to them. (score 1 or 2 on a 4 point scale) Model efficiency: Ratio model attribution / Recognition Model Global opinion: same as liking M Click herefor other terms starting with M >> A B C D-E G I K-L M N P R-S-T U-V-W

  19. Model Awareness:% of respondents who mentioned the model for car owned, models known; models recalled or purchase intention. Spontaneous Model Awareness: % of respondents who spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. Prompted Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale) Model Knowledge:% of respondents who know the model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale) M A B C D-E G I K-L M N P R-S-T U-V-W

  20. N • Norm: Represents the benchmark of reference. It is an average of scores obtained by the market (segment of car) on the indicator considered over a period of 2 years. • Norm: The norms may be considered as real standards since they are calculated on a basis of at least 35 adverts tested in the corresponding category. Standards will remain stable throughout the year. • Semi-norm: Semi-standards refer to at least 20 adverts tested in the corresponding category; figures will remain stable. • Average:These figures indicate an average per category. The number of adverts tested (basis) is between 5 and 19. In each wave the average will be adapted and may move until the number of adverts tested arrives at 20. Then the average will become a semi-standard. In case of less than 5 adverts tested per category there will be no average calculated. A B C D-E G I K-L M N P R-S-T U-V-W

  21. Preference: % of respondents who declared they would certainly buy the brand/model when it is prompted to them. (score 1 on a 4 point scale) Presence in minds: Level of visibility of a model / brand. It refers to the Spontaneous Advertising Recall indicator Prompted: Assisted question on the opposite to the spontaneous one. It means that a list of brands/models/Items is proposed to the respondent to facilitate the answers. Purchase Intention: same as preference P A B C D-E G I K-L M N P R-S-T U-V-W

  22. Recognition: % of respondents who declared having seen the advertisement shown Sample:Fragment of population interviewed for the survey based on target specifications. Target:Characteristics of the population recruited R-S-T A B C D-E G I K-L M N P R-S-T U-V-W

  23. User Chooser: fact of being the person who decides the make and model of car when buying a new vehicle. Visibility: same as Spontaneous Advertising Recall and Presence in minds Wave: Fieldwork period (11 per year, August is excluded) U-V-W A B C D-E G I K-L M N P R-S-T U-V-W

  24. Brand section TOYOTA UK - December 2008

  25. Advertising Recall Brand level UK - December 2008

  26. BRAND LEVEL– ADVERTISING RECALL Spontaneous advertising recall (%) From February 2008, brand figures include 4x4 segment.  This may have a minor impact on the scores of the purchase funnel indicators and image indicators. Figures in bold = significantly higher / lower than current wave ND : Not Delivered

  27. CORPORATE segment – ADVERTISING SCORES Ranking on Make attribution Period of 1st appearance: 16/10 - 12/11 Click here for all billboard campaign scores >> Period of test: 10/11 - 21/12 Click here for all print campaign scores >>

  28. CORPORATE segment – ADVERTISING SCORES Ranking on Make attribution Period of 1st appearance: 16/10 - 12/11 Click here for all TV campaign scores >> Period of test: 10/11 - 21/12 Click here for all print campaign scores >>

  29. CORPORATE segment – ADVERTISING SCORES Ranking on Make attribution Period of 1st appearance: 16/10 - 12/11 Click here for all TV campaign scores >> Period of test: 10/11 - 21/12 Click here for all billboard campaign scores >>

  30. Toyota – FOCUS ON MEDIA TV Reco. (%) Make Att. (%) Efficiency

  31. Toyota – IMAGE PERCEPTION OF TV Figures shown for the film (in %) correspond to the deviation from the segment average Basis:16 (07/08)

  32. Toyota – IMAGE PERCEPTION OF TV Figures shown for the film (in %) correspond to the deviation from the segment average Basis:129 (12/08)

  33. Toyota – FOCUS ON MEDIA BILLBOARD Reco. (%) Make Att. (%) Efficiency No advertisements tested since January 2008

  34. Toyota – FOCUS ON MEDIA PRINT Reco. (%) Make Att. (%) Efficiency

  35. Purchase Funnel KPIs Brand level UK - December 2008

  36. Awareness – Prompted (%) Awareness – Spont. (%) Knowledge (%) Liking (% 7-10) Consideration (%) Preference (%) TOYOTA – PURCHASE FUNNEL From February 2008, brand figures include 4x4 segment.  This may have a minor impact on the scores of the purchase funnel indicators and image indicators. Figures in bold = significantly higher / lower than current wave ND : Not Delivered Reading limits : * base under 50

  37. Awareness – Prompted (%) Awareness – Spont. (%) Knowledge (%) Liking (% 7-10) Consideration (%) Preference (%) BRAND LEVEL – PURCHASE FUNNEL YTD results Figures in bold = significantly higher / lower than Toyota brand / model Reading limits : * base under 50

  38. Toyota DNA Pyramid Brand level UK - December 2008

  39. TOYOTA - DNA PYRAMID Is an innovative company Makes cars that are a pleasure to drive Makes comfortable cars Makes cars whose design is attractive Makes cars that have personality and character Makes reliable, high quality cars Makes cars which offer a good level of safety From February 2008, brand figures include 4x4 segment.  This may have a minor impact on the scores of the purchase funnel indicators and image indicators. Figures in bold = significantly higher / lower than current wave ND : Not Delivered Reading limits : * base under 50

  40. TOYOTA – OTHER IMAGE ITEMS From February 2008, brand figures include 4x4 segment.  This may have a minor impact on the scores of the purchase funnel indicators and image indicators. Figures in bold = significantly higher / lower than current wave ND : Not Delivered Reading limits : * base under 50

  41. BRAND LEVEL - DNA PYRAMID Is an innovative company Makes cars that are a pleasure to drive Makes comfortable cars Makes cars whose design is attractive Makes cars that have personality and character Makes reliable, high quality cars Makes cars which offer a good level of safety YTD results Figures in bold = significantly higher / lower than Toyota brand / model Reading limits :* base under 50

  42. BRAND LEVEL – OTHER IMAGE ITEMS YTD results Figures in bold = significantly higher / lower than Toyota brand / model Reading limits : * base under 50

  43. A segment TOYOTA Aygo UK - December 2008

  44. A segment BAIT Advertising scores UK - December 2008

  45. A segment – ADVERTISING RECALL Spontaneous advertising recall (%) Figures in bold = significantly higher / lower than current wave ND : Not Delivered

  46. A+B segment – ADVERTISING SCORES Ranking on Perfect attribution Period of 1st appearance: 16/10 - 12/11 Click here for all billboard campaign scores >> Period of test: 10/11 - 21/12 Click here for all print campaign scores >>

  47. A+B segment – ADVERTISING SCORES Ranking on Perfect attribution Period of 1st appearance: 16/10 - 12/11 Click here for all TV campaign scores >> Period of test: 10/11 - 21/12 Click here for all print campaign scores >>

  48. A+B segment – ADVERTISING SCORES (1/2) Ranking on Perfect attribution Period of 1st appearance: 16/10 - 12/11 Click here for all TV campaign scores >> Period of test: 10/11 - 21/12 Click here for all billboard campaign scores >>

  49. A+B segment – ADVERTISING SCORES (2/2) Ranking on Perfect attribution Period of 1st appearance: 16/10 - 12/11 Click here for all TV campaign scores >> Period of test: 10/11 - 21/12 Click here for all billboard campaign scores >>

  50. Reco. (%) Make Att. (%) Perfect Att. (%) Efficiency Aygo – FOCUS ON MEDIA TV No advertisements tested since January 2008 Basis: Purchase intenders of a new car in segment A or B

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