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Key Findings of Ad Effectiveness Survey in the Russian Market - Wave 2 - . Prepared for Cyprus Tourism Organization By NOVERNA Consulting & Research. Research Parameters. Research Parameters.

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Key Findings of Ad Effectiveness Survey in the Russian Market- Wave 2 -

Prepared for

Cyprus Tourism Organization

By NOVERNA Consulting & Research

Highly confidential document. For use only by CTO


Research Parameters

Highly confidential document. For use only by CTO


Research Parameters

  • NOVERNA Consulting & Research has been commissioned by the Cyprus Tourism Organization to conduct a quantitative Advertising Effectiveness Survey over 2 research waves, in order to measure the Impact of the advertising campaign for Cyprus in Russia, and to establish the current position of Cyprus as a destination/ potential destination in the Russian market. This document highlights the key findings of the second wave of research, while across the report key results are also indicated on a tracking basis compared to the Wave 1 findings conducted previously in Year 2011,

  • Geographic Coverage: the survey has covered 5 locations in Russia, namely…..

    • Moscow,

    • St. Petersburg

    • Samara

    • Ekaterinburg

    • Novosibirsk

  • Target Audience: the sample has covered the A/B/C1/C2 social classes aged 20 years + from both genders, and belonging to households with medium to high income, residing in the geographic areas highlighted above.

  • Sample Size and Structure: a total of 1004 interviews have been conducted in Wave 2 (n.b. 1015 interviews had previously been conducted in Wave 1). In order to allow for separate analysis of each of the 5 regions, the sample in terms of region was disproportionate to the regional presence in the universe. Hence, at the analysis stage, results have been weighted by region in order to restore full representativeness to the universe of the target audience under scrutiny.

Highly confidential document. For use only by CTO


Research Parameters

  • Selection Method: quotas have been set in line with the target group and geographic definition, and as highlighted in the subsequent slide on ‘Sample Structure’ . The sample design in each city has involved a three-stage random sampling plan, where sampling units have been

    • 1) voting districts - selected with a probability proportional to the unit size (PPS)

    • 2) households, drawn systematically by random route procedure and one respondent from household selected

    • 3) selected respondents

  • Interviewing Method: face to face, interviewer administered fully structured questionnaires implemented at the respondents’ home using CAPI (Computer Assisted Personal Interviewing) have formed the primary research tool.

  • Fieldwork Dates:

    • Fieldwork for the first wave of research has been conducted in November and December 2011

    • Fieldwork for the first wave of research has been conducted in June and July 2011

Highly confidential document. For use only by CTO


Sample Size and Structure- Wave 2

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Sample Size and Structure- WAVE 1

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KEY FINDINGS

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GENERAL INDICATORS

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Spontaneous Recall of Foreign Destination- Tracking Comparison

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Spontaneous Recall of Cyprus as Foreign Destination - Tracking Comparison by City

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – Moscow TOP 12 COUNTRIES

Base: Respondents from Moscow (552)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – St. Petersburg TOP 12 COUNTRIES

Base: Respondents from St. Petersburg (241)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – Samara TOP 12 COUNTRIES

Base: Respondents from Samara (60)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – Yekaterinburg TOP 12 COUNTRIES

Base: Respondents from Ekaterinburg (70)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – Novosibirsk TOP 12 COUNTRIES

Base: Respondents from Novosibirsk (80)

Highly confidential document. For use only by CTO


Spontaneous Recall of Cyprus as Foreign Destination - Tracking Comparison by Age

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – 20-24 years TOP 12 COUNTRIES

Base: Respondents from 20-34 years (160)

Highly confidential document. For use only by CTO


Spontaneous Recall of Foreign Destination – 25-34 years TOP 12 COUNTRIES

Base: Respondents from 25-34 years (220)

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Spontaneous Recall of Foreign Destination – 35-44 years TOP 12 COUNTRIES

Base: Respondents from 35-44 years (221)

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Spontaneous Recall of Foreign Destination – 45-54 years TOP 12 COUNTRIES

Base: Respondents from 45-54 years (241)

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Spontaneous Recall of Foreign Destination – over 55 years TOP 12 COUNTRIES

Base: Respondents from over 55 years (163)

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Spontaneous Recall of Cyprus as Foreign Destination - Tracking Comparison by Gender

Base: All Respondents in each Wave

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Spontaneous Recall of Foreign Destination – males TOP 12 COUNTRIES

Base: All Male Respondents (465)

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Spontaneous Recall of Foreign Destination – females TOP 12 COUNTRIES

Base: All Female Respondents (539)

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Destination Selection for 2011 Holidays & Other Countries Considered – total level

Base: All Respondents (1004)

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Destination Selection for 2011 Holidays & Other Countries Considered – total level

Base: All Respondents (1004)

‘Less mentioned Countries’

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Total Consideration to Visit – Tracking

Base: All Respondents in Each Wave

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Destination Selection for 2011 Holidays & Other Countries Considered – Moscow TOP COUNTRIES

Base: Respondents from Moscow (552)

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Destination Selection for 2011 Holidays & Other Countries Considered – St. Petersburg TOP COUNTRIES

Base: Respondents from St. Petersburg (241)

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Destination Selection for 2011 Holidays & Other Countries Considered – Samara TOP COUNTRIES

Base: Respondents from Samara (60)

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Destination Selection for 2011 Holidays & Other Countries Considered – Yekaterinburg TOP COUNTRIES

Base: Respondents from Yekaterinburg (70)

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Destination Selection for 2011 Holidays & Other Countries Considered – Novosibirsk TOP COUNTRIES

Base: Respondents from Novosibirsk (80)

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Total Consideration to Visit Cyprus– Tracking by City

Base: All Respondents in Each Wave

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Destination Selection for 2011 Holidays & Other Countries Considered – 20-24 years TOP COUNTRIES

Base: All Respondents 20-24 years (160)

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Destination Selection for 2011 Holidays & Other Countries Considered – 25-34 years TOP COUNTRIES

Base: All Respondents 25-34 years (220)

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Destination Selection for 2011 Holidays & Other Countries Considered – 35-44 years TOP COUNTRIES

Base: All Respondents 35-44 years (221)

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Destination Selection for 2011 Holidays & Other Countries Considered – 45-54 years TOP COUNTRIES

Base: All Respondents 45-54 years (241)

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Destination Selection for 2011 Holidays & Other Countries Considered – over 55 years TOP COUNTRIES

Base: All Respondents over 55 years (163)

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Total Consideration to Visit Cyprus– Tracking by Age

Base: All Respondents in Each Wave

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Destination Selection for 2011 Holidays & Other Countries Considered – Male TOP COUNTRIES

Base: All Male Respondents (465)

Highly confidential document. For use only by CTO


Destination Selection for 2011 Holidays & Other Countries Considered – Female TOP COUNTRIES

Base: All Female Respondents (539)

Highly confidential document. For use only by CTO


Total Consideration to Visit Cyprus– Tracking by Gender

Base: All Respondents in Each Wave

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Destinations Visited in the Past – total level

Base: All Respondents (1004)

‘Most mentioned Countries’

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Destinations Visited in the Past – total level

Base: All Respondents (1004)

‘Less mentioned Countries’

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Destinations Visited in the Past – Tracking Comparison

Base: All Respondents in each wave

‘Most mentioned Countries’ – Visited in the Past 3 years

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Destinations Visited in the Past – Moscow TOP 10 COUNTRIES

Base: Respondents from Moscow (552)

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Destinations Visited in the Past– St. Petersburg TOP 12 COUNTRIES

Base: Respondents from St. Petersburg (241)

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Destinations Visited in the Past– Samara TOP 10 COUNTRIES

Base: Respondents from Samara (60)

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Destinations Visited in the Past– Yekaterinburg TOP 10 COUNTRIES

Base: Respondents from Yekaterinburg (70)

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Destinations Visited in the Past– Novosibirsk TOP 10 COUNTRIES

Base: Respondents from Novosibirsk (80)

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Destinations Visited in the Past– 20-24 years TOP COUNTRIES

Base: All Respondents 20-24 years (160)

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Destinations Visited in the Last 3 Years – 25-34 years TOP COUNTRIES

Base: All Respondents 25-34 years (220)

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Destinations Visited in the Past– 35-44 years TOP COUNTRIES

Base: All Respondents 35-44 years (221)

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Destinations Visited in the Past– 45-54 years TOP COUNTRIES

Base: All Respondents 45-54 years (241)

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Destinations Visited in the Past– over 55 years TOP COUNTRIES

Base: All Respondents over 55 years (163)

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Destinations Visited in the Past– Male TOP COUNTRIES

Base: All Male Respondents (465)

Highly confidential document. For use only by CTO


Destinations Visited in the Past– Female TOP COUNTRIES

Base: All Female Respondents (539)

Highly confidential document. For use only by CTO


Spontaneous Recall of Advertising in General– Tracking total level

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Spontaneous Recall of Advertising in General– total level

Base: All Respondents (1004)

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Spontaneous Recall of Ad – total level

Base: All Respondents (1004)

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Spontaneous Recall of Ad – by region

Base: All Respondents (1004)

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Spontaneous Recall of Ad – by age

Base: All Respondents (1004)

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Spontaneous Recall of Ad – by gender

Base: All Respondents (1004)

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Emotional Closeness – at total level

Base: All Respondents in each Wave

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Possibility on Visiting Destinations Within the Next 3 Years – at total level

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Possibility on Visiting Destinations Within the Next 3 Years – by region

Base: All Respondents (1004)

‘% Would Strongly Consider as Most Preferred Option (Top –Box)’

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Possibility on Visiting Destinations Within the Next 3 Years – by age

Base: All Respondents (1004)

‘% Would Strongly Consider as Most Preferred Option (Top –Box)’

Highly confidential document. For use only by CTO


Possibility on Visiting Destinations Within the Next 3 Years – by gender

Base: All Respondents (1004)

‘% Would Strongly Consider as Most Preferred Option (Top –Box)’

Highly confidential document. For use only by CTO


Country Image

WAVE 2 Findings

Base: All Respondents (1004)


Country Image

WAVE 1 Findings

Base: All Respondents (1004)


Important Aspects when Choosing Holiday Destination – at total level

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Important Aspects when Choosing Holiday Destination – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Important Aspects when Choosing Holiday Destination – by age

Base: All Respondents (1004)

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Important Aspects when Choosing Holiday Destination – by gender

Base: All Respondents (1004)

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Decision Maker For Holiday Destination & Booking – at total level

Base: All Respondents (1004)

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Channel Used for Buying Tickets for Last Vacation – by region

Base: All Respondents (1004)

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Channel Used for Buying Tickets for Last Vacation – by age

Base: All Respondents (1004)

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Accommodation in Last Vacation – by region

Base: All Respondents (1004)

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Accommodation in Last Vacation – by age

Base: All Respondents (1004)

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GENERAL ADVERTISING RECALL

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Prompted Country Ad Recall – Tracking

Base: All Respondents in each Wave

Prompted Country Ad Recall- % Recalling

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Prompted Country Ad Recall – total level

Base: All Respondents (1004)

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Source of Ad Recall – at total level

Base: All Respondents (1004)

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Source of Ad Recall – Tracking at total level for Cyprus & Key Competitors

Base: All Respondents (1004)

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Source of Ad Recall – CYPRUS by region

Base: All Respondents (1004)

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Source of Ad Recall – EGYPT by region

Base: All Respondents (1004)

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Source of Ad Recall – TURKEY by region

Base: All Respondents (1004)

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Source of Ad Recall – CYPRUS by age

Base: All Respondents (1004)

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Source of Ad Recall – EGYPT by age

Base: All Respondents (1004)

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Source of Ad Recall – TURKEY by age

Base: All Respondents (1004)

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Source of Ad Recall – CYPRUS by gender

Base: All Respondents (1004)

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Source of Ad Recall – EGYPT by gender

Base: All Respondents (1004)

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Source of Ad Recall – TURKEY by gender

Base: All Respondents (1004)

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Claimed Initial Actions Made as a Direct Result of Seeing Advertising for Cyprus

Base: All Respondents who have seen Cyprus Advertising

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GENERAL EVALUATIVE MEASURES ON COUNTRY CAMPAIGNS

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Aspects recall of General Cyprus Advertising (Spontaneous Mentions)

Base: All Respondents evaluating Cyprus Advertising

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Aspects recall of General Cyprus Advertising (Spontaneous Mentions) – Continued

Base: All Respondents evaluating Cyprus Advertising

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Main Message Understanding of General Cyprus Advertising (Spontaneous Mentions)

Base: All Respondents evaluating Cyprus Advertising

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Main Message Understanding of General Cyprus Advertising (Spontaneous Mentions- Cont’d)

Base: All Respondents evaluating Cyprus Advertising

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Perceived Impact Of Ad Campaign on Future Consideration to Visit In Future

Base: All Respondents evaluating ad for each country in each wave

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Perceived Impact on Future Consideration – Cyprus Vs. Turkey Vs. Egypt by region

Base: All Respondents evaluating ad for each country in Wave 2

Top Box %– ‘Much More Likely’

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Perceived Impact on Future Consideration – Cyprus Vs. Turkey Vs. Egypt by age

Base: All Respondents evaluating ad for each country in Wave 2

Top Box %– ‘Much More Likely’

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Perceived Impact on Future Consideration – Cyprus Vs. Turkey Vs. Egypt by gender

Base: All Respondents evaluating ad for each country in Wave 2

Top Box % – ‘Much More Likely’

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Uniqueness of Ad Campaign

Base: All Respondents evaluating ad for each country

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Uniqueness of Ad Campaign – Cyprus Vs. Turkey Vs. Egypt by region

Base: All Respondents evaluating ad for each country in W2

Top Box %– ‘Completely Unique’

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Uniqueness of Ad Campaign – Cyprus Vs. Turkey Vs. Egypt by age

Base: All Respondents evaluating ad for each country in W2

Top Box %– ‘Completely Unique’

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Uniqueness of Ad Campaign – Cyprus Vs. Turkey Vs. Egypt by gender

Base: All Respondents evaluating ad for each country in W2

Top Box %– ‘Completely Unique’

Highly confidential document. For use only by CTO


Ad Campaign Appeal

Base: All Respondents evaluating ad for each country in each Wave

Highly confidential document. For use only by CTO


Ad Campaign Appeal – Cyprus Vs. Turkey Vs. Egypt by region

Base: All Respondents evaluating ad for each country in W2

Top Box % - ‘Very Much enjoyed’

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Ad Campaign Appeal – Cyprus Vs. Turkey Vs. Egypt by age

Base: All Respondents evaluating ad for each country in W2

Top Box % - ‘Very Much enjoyed’

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Ad Campaign Appeal – Cyprus Vs. Turkey Vs. Egypt by gender

Base: All Respondents evaluating ad for each country in W2

Top Box % - ‘Very Much enjoyed’

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EVALUATING THE STYLE & SPECIFIC IMPACT OF THE AD CAMPAIGNS IN GENERAL

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Evaluation on Traditional Vs. Modern Style

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Traditional Vs. Modern Style

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Boring Vs. Interesting

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Boring Vs. Interesting

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Serious Vs. Funny Style

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Serious Vs. Funny Style

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on not creative Vs. Creative Style

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on not creative Vs. Creative Style

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Completeness of Information

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Completeness of Information

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Calm &Peaceful Vs. Lively Dynamic

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Calm &Peaceful Vs. Lively Dynamic

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Personal Relevance

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Personal Relevance

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Catchy and Attractive’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Catchy and Attractive’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Inspiring’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Inspiring’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Cold Vs. Warmth Feeling

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Cold Vs. Warmth Feeling

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation Summary on top 3 box Moscow

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box St. Petersburg

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box Samara

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box Yekaterinburg

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box Novosibirsk

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box 20-34 years

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box 35+ years

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Males

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Females

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluating The General Ad Campaigns In Terms of Impact on Country Perceptions

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Evaluation on ‘Telling Something New’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Telling Something New’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Quality’ of Destination

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Quality’ of Destination

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Hospitable Country’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Hospitable Country’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Superior Sun & Sea’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Superior Sun & Sea’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Unique Food Tasting & Local Culture Experience’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Unique Food Tasting & Local Culture Experience’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘wide range of easily accessible options’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘wide range of easily accessible options’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on Ad Suitability to the Country

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on Ad Suitability to the Country

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation on ‘Relaxing Destination’

Base: All Respondents evaluating ad for each country

WAVE 2 Findings

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Evaluation on ‘Relaxing Destination’

Base: All Respondents evaluating ad for each country

WAVE 1 Findings

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Evaluation Summary on Top 3 box Moscow

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box St. Petersburg

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Samara

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Yekaterinburg

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Novosibirsk

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box 20-34 years

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box 35+ years

Base: All Respondents in sub-segment evaluating ad for each country in W2

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Evaluation Summary on Top 3 box Male

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Evaluation Summary on Top 3 box Female

Base: All Respondents in sub-segment evaluating ad for each country in W2

Highly confidential document. For use only by CTO


Specific PrintAdvertising Evaluation

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Recalling Ad after seeing Print Ads for Cyprus without the text

Base: All Respondents in each Wave

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Recall of ‘Beach & Ice-Cream’ – by region

Base: All Respondents (1004)

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Recall of ‘Beach & Ice-Cream’– by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Spa & Diving’ – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Spa & Diving’ – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Hat & Beach’– by region

Base: All Respondents (1004)

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Recall of ‘Hat & Beach’ – by age

Base: All Respondents (1004)

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Recall of ‘Sun & Sacred Places’ – by region

Base: All Respondents (1004)

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Recall of ‘Sun & Sacred Places’ – by age

Base: All Respondents (1004)

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Recall of ‘Yaucht & Beach’ – by region

Base: All Respondents (1004)

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Recall of ‘Yaucht & Beach’ – by age

Base: All Respondents (1004)

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Recognition of Cyprus As Country Being Advertised in Print Ads(Without Text)

Base: All Respondents Recalling Any Print Ad for Cyprus in Each Wave

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Recall of Turkey Print Ads

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Recall of Turkey Card A– by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of Turkey Card A– by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of Turkey Card B– by region

Base: All Respondents (1004)

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Recall of Turkey Card B– by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Specific TVAdvertising Evaluation

Highly confidential document. For use only by CTO


Recalling Ad after seeing TV Ads for Cyprus without the text & Voice

Base: All Respondents in each wave

Highly confidential document. For use only by CTO


Recall of ‘Generic’ Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Generic’ Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Sea & Sun Culture’ Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Sea & Sun Culture’ Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Sea & Sun Russia’ Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Sea & Sun Russia’ Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘SPA Entertainment’ Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘SPA Entertainment’ Ad– by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Yachting luxury’ Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of ‘Yachting luxury’ Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recognition of Cyprus As Country Being Advertised in Tv Ads(Without Text & Voice)

Base: All Respondents Recalling Any TV Ads for Cyprus in each Wave

Highly confidential document. For use only by CTO


Recall of Competitor TV Ads

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Recall of Croatia TV Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of Croatia TV Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of Turkey TV Ad – by region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Recall of Turkey TV Ad – by age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation of Cyprus Ads (TV & Print) After Re-Prompting With Ads Including Text & Voice – General Indicators

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by gender

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Overall Rating of the Cyprus Ads – by gender

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Appealing Aspects of Cyprus Ad(Spontaneous Aspects Likes)

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Aspects Disliked (Spontaneous Mentions)

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Main Message of Ad (Spontaneous Mentions)

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Emotions Elicited While Watching Ad (Prompted Mentions)

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Evaluation of Cyprus Ads (TV & Print) After Re-Prompting With Ads Including Text & Voice - Specific Attributes Relating to Ads

Highly confidential document. For use only by CTO


Evaluation on Specific Aspects of the Ads

Base: All Respondents in each wave

Highly confidential document. For use only by CTO


Evaluation on ‘Enjoyable to Watch’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Different & Unique Compared to Ads for other Holiday Destinations’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘More Interested to Visit the Country than Before’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Easy to Understand the Message & Not At All Confusing’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘I Believe What It Shows’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Interesting to Watch’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘High Quality Creativity & Imagination’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Provides All the Information I Need’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Relevant to Me & Represents Me as a Person’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) - by Region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) - by Age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) - by Gender

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation of Cyprus Ads (TV & Print) After Re-Prompting With Ads Including Text & Voice - Other Executional Attributes

Highly confidential document. For use only by CTO


Opinion on the Use of Colors in the Ad – by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Use of Colors in the Ad – by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Use of Colors in the Ad – by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Use of Colors in the Ad – by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Music in the Ad – by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Music in the Ad – by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Music in the ad – by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Music in the ad – by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Level of Energy in the ad – by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Level of Energy in the ad – by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Level of Energy in the ad – by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Level of Energy in the ad – by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Style of the ad – by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Style of the ad – by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Style of the ad – by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Style of the ad – by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Slogan ‘Cyprus in your heart’– by region

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Slogan ‘Cyprus in your heart’– by region

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Opinion on the Slogan ‘Cyprus in your heart’– by age

Base: All Respondents

WAVE 2 Findings

Highly confidential document. For use only by CTO


Opinion on the Slogan ‘Cyprus in your heart’– by age

Base: All Respondents

WAVE 1 Findings

Highly confidential document. For use only by CTO


Evaluation of Cyprus Ads (TV & Print) After Re-Prompting With Ads Including Text & Voice - Attributes Relating to Impact on Cyprus Perceptions

Highly confidential document. For use only by CTO


Evaluation on Ad Impact on Cyprus Perceptions

Base: All Respondents in each Wave

Highly confidential document. For use only by CTO


Evaluation on ‘Show a Relaxing & Attractive Environment ‘

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows Something New about the Country’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Gives the Impression of a High Quality Destination’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows a Caring & Hospitable Country’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows Beaches & the Sun that are Superior to Other Countries’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows a Unique Food Tasting & Local Culture Experience’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows a Wide Range of Easily Accessible Options’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Gives the Impression of High Value for Money’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Suits the Country Completely’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows a Destination You Could Fall In Love With’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation on ‘Shows a Destination You Would Be Proud To Visit’

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) -by Region

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) - by Age

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


Evaluation Summary on Top Box (‘Agree Completely’) - by Gender

Base: All Respondents (1004)

Highly confidential document. For use only by CTO


NOVERNA

Highly confidential document. For use only by CTO


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