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

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 -

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  1. 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

  2. Research Parameters

    Highly confidential document. For use only by CTO
  3. 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
  4. 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
  5. Sample Size and Structure- Wave 2 Highly confidential document. For use only by CTO
  6. Sample Size and Structure- WAVE 1 Highly confidential document. For use only by CTO

  7. KEY FINDINGS

    Highly confidential document. For use only by CTO

  8. GENERAL INDICATORS

    Highly confidential document. For use only by CTO
  9. Spontaneous Recall of Foreign Destination- Tracking Comparison Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  10. Spontaneous Recall of Foreign Destination Base: All Respondents (1004) Highly confidential document. For use only by CTO
  11. Spontaneous Recall of Foreign Destination Base: All Respondents (1004) Highly confidential document. For use only by CTO
  12. 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
  13. Spontaneous Recall of Foreign Destination – Moscow TOP 12 COUNTRIES Base: Respondents from Moscow (552) Highly confidential document. For use only by CTO
  14. Spontaneous Recall of Foreign Destination – St. Petersburg TOP 12 COUNTRIES Base: Respondents from St. Petersburg (241) Highly confidential document. For use only by CTO
  15. Spontaneous Recall of Foreign Destination – Samara TOP 12 COUNTRIES Base: Respondents from Samara (60) Highly confidential document. For use only by CTO
  16. Spontaneous Recall of Foreign Destination – Yekaterinburg TOP 12 COUNTRIES Base: Respondents from Ekaterinburg (70) Highly confidential document. For use only by CTO
  17. Spontaneous Recall of Foreign Destination – Novosibirsk TOP 12 COUNTRIES Base: Respondents from Novosibirsk (80) Highly confidential document. For use only by CTO
  18. 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
  19. 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
  20. Spontaneous Recall of Foreign Destination – 25-34 years TOP 12 COUNTRIES Base: Respondents from 25-34 years (220) Highly confidential document. For use only by CTO
  21. Spontaneous Recall of Foreign Destination – 35-44 years TOP 12 COUNTRIES Base: Respondents from 35-44 years (221) Highly confidential document. For use only by CTO
  22. Spontaneous Recall of Foreign Destination – 45-54 years TOP 12 COUNTRIES Base: Respondents from 45-54 years (241) Highly confidential document. For use only by CTO
  23. Spontaneous Recall of Foreign Destination – over 55 years TOP 12 COUNTRIES Base: Respondents from over 55 years (163) Highly confidential document. For use only by CTO
  24. Spontaneous Recall of Cyprus as Foreign Destination - Tracking Comparison by Gender Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  25. Spontaneous Recall of Foreign Destination – males TOP 12 COUNTRIES Base: All Male Respondents (465) Highly confidential document. For use only by CTO
  26. Spontaneous Recall of Foreign Destination – females TOP 12 COUNTRIES Base: All Female Respondents (539) Highly confidential document. For use only by CTO
  27. Destination Selection for 2011 Holidays & Other Countries Considered – total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  28. Destination Selection for 2011 Holidays & Other Countries Considered – total level Base: All Respondents (1004) ‘Less mentioned Countries’ Highly confidential document. For use only by CTO
  29. Total Consideration to Visit – Tracking Base: All Respondents in Each Wave Highly confidential document. For use only by CTO
  30. Destination Selection for 2011 Holidays & Other Countries Considered – Moscow TOP COUNTRIES Base: Respondents from Moscow (552) Highly confidential document. For use only by CTO
  31. Destination Selection for 2011 Holidays & Other Countries Considered – St. Petersburg TOP COUNTRIES Base: Respondents from St. Petersburg (241) Highly confidential document. For use only by CTO
  32. Destination Selection for 2011 Holidays & Other Countries Considered – Samara TOP COUNTRIES Base: Respondents from Samara (60) Highly confidential document. For use only by CTO
  33. Destination Selection for 2011 Holidays & Other Countries Considered – Yekaterinburg TOP COUNTRIES Base: Respondents from Yekaterinburg (70) Highly confidential document. For use only by CTO
  34. Destination Selection for 2011 Holidays & Other Countries Considered – Novosibirsk TOP COUNTRIES Base: Respondents from Novosibirsk (80) Highly confidential document. For use only by CTO
  35. Total Consideration to Visit Cyprus– Tracking by City Base: All Respondents in Each Wave Highly confidential document. For use only by CTO
  36. Destination Selection for 2011 Holidays & Other Countries Considered – 20-24 years TOP COUNTRIES Base: All Respondents 20-24 years (160) Highly confidential document. For use only by CTO
  37. Destination Selection for 2011 Holidays & Other Countries Considered – 25-34 years TOP COUNTRIES Base: All Respondents 25-34 years (220) Highly confidential document. For use only by CTO
  38. Destination Selection for 2011 Holidays & Other Countries Considered – 35-44 years TOP COUNTRIES Base: All Respondents 35-44 years (221) Highly confidential document. For use only by CTO
  39. Destination Selection for 2011 Holidays & Other Countries Considered – 45-54 years TOP COUNTRIES Base: All Respondents 45-54 years (241) Highly confidential document. For use only by CTO
  40. Destination Selection for 2011 Holidays & Other Countries Considered – over 55 years TOP COUNTRIES Base: All Respondents over 55 years (163) Highly confidential document. For use only by CTO
  41. Total Consideration to Visit Cyprus– Tracking by Age Base: All Respondents in Each Wave Highly confidential document. For use only by CTO
  42. Destination Selection for 2011 Holidays & Other Countries Considered – Male TOP COUNTRIES Base: All Male Respondents (465) Highly confidential document. For use only by CTO
  43. Destination Selection for 2011 Holidays & Other Countries Considered – Female TOP COUNTRIES Base: All Female Respondents (539) Highly confidential document. For use only by CTO
  44. Total Consideration to Visit Cyprus– Tracking by Gender Base: All Respondents in Each Wave Highly confidential document. For use only by CTO
  45. Destinations Visited in the Past – total level Base: All Respondents (1004) ‘Most mentioned Countries’ Highly confidential document. For use only by CTO
  46. Destinations Visited in the Past – total level Base: All Respondents (1004) ‘Less mentioned Countries’ Highly confidential document. For use only by CTO
  47. Destinations Visited in the Past – Tracking Comparison Base: All Respondents in each wave ‘Most mentioned Countries’ – Visited in the Past 3 years Highly confidential document. For use only by CTO
  48. Destinations Visited in the Past – Moscow TOP 10 COUNTRIES Base: Respondents from Moscow (552) Highly confidential document. For use only by CTO
  49. Destinations Visited in the Past– St. Petersburg TOP 12 COUNTRIES Base: Respondents from St. Petersburg (241) Highly confidential document. For use only by CTO
  50. Destinations Visited in the Past– Samara TOP 10 COUNTRIES Base: Respondents from Samara (60) Highly confidential document. For use only by CTO
  51. Destinations Visited in the Past– Yekaterinburg TOP 10 COUNTRIES Base: Respondents from Yekaterinburg (70) Highly confidential document. For use only by CTO
  52. Destinations Visited in the Past– Novosibirsk TOP 10 COUNTRIES Base: Respondents from Novosibirsk (80) Highly confidential document. For use only by CTO
  53. Destinations Visited in the Past– 20-24 years TOP COUNTRIES Base: All Respondents 20-24 years (160) Highly confidential document. For use only by CTO
  54. Destinations Visited in the Last 3 Years – 25-34 years TOP COUNTRIES Base: All Respondents 25-34 years (220) Highly confidential document. For use only by CTO
  55. Destinations Visited in the Past– 35-44 years TOP COUNTRIES Base: All Respondents 35-44 years (221) Highly confidential document. For use only by CTO
  56. Destinations Visited in the Past– 45-54 years TOP COUNTRIES Base: All Respondents 45-54 years (241) Highly confidential document. For use only by CTO
  57. Destinations Visited in the Past– over 55 years TOP COUNTRIES Base: All Respondents over 55 years (163) Highly confidential document. For use only by CTO
  58. Destinations Visited in the Past– Male TOP COUNTRIES Base: All Male Respondents (465) Highly confidential document. For use only by CTO
  59. Destinations Visited in the Past– Female TOP COUNTRIES Base: All Female Respondents (539) Highly confidential document. For use only by CTO
  60. Spontaneous Recall of Advertising in General– Tracking total level Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  61. Spontaneous Recall of Advertising in General– total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  62. Spontaneous Recall of Ad – total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  63. Spontaneous Recall of Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  64. Spontaneous Recall of Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  65. Spontaneous Recall of Ad – by gender Base: All Respondents (1004) Highly confidential document. For use only by CTO
  66. Emotional Closeness – at total level Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  67. 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
  68. Possibility on Visiting Destinations Within the Next 3 Years – by region Base: All Respondents (1004) ‘% Would Strongly Consider as Most Preferred Option (Top –Box)’ Highly confidential document. For use only by CTO
  69. 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
  70. 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
  71. Country Image WAVE 2 Findings Base: All Respondents (1004)
  72. Country Image WAVE 1 Findings Base: All Respondents (1004)
  73. Important Aspects when Choosing Holiday Destination – at total level Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  74. Important Aspects when Choosing Holiday Destination – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  75. Important Aspects when Choosing Holiday Destination – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  76. Important Aspects when Choosing Holiday Destination – by gender Base: All Respondents (1004) Highly confidential document. For use only by CTO
  77. Decision Maker For Holiday Destination & Booking – at total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  78. Channel Used for Buying Tickets for Last Vacation – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  79. Channel Used for Buying Tickets for Last Vacation – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  80. Accommodation in Last Vacation – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  81. Accommodation in Last Vacation – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO

  82. GENERAL ADVERTISING RECALL

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  83. Prompted Country Ad Recall – Tracking Base: All Respondents in each Wave Prompted Country Ad Recall- % Recalling Highly confidential document. For use only by CTO
  84. Prompted Country Ad Recall – total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  85. Source of Ad Recall – at total level Base: All Respondents (1004) Highly confidential document. For use only by CTO
  86. Source of Ad Recall – Tracking at total level for Cyprus & Key Competitors Base: All Respondents (1004) Highly confidential document. For use only by CTO
  87. Source of Ad Recall – CYPRUS by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  88. Source of Ad Recall – EGYPT by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  89. Source of Ad Recall – TURKEY by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  90. Source of Ad Recall – CYPRUS by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  91. Source of Ad Recall – EGYPT by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  92. Source of Ad Recall – TURKEY by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  93. Source of Ad Recall – CYPRUS by gender Base: All Respondents (1004) Highly confidential document. For use only by CTO
  94. Source of Ad Recall – EGYPT by gender Base: All Respondents (1004) Highly confidential document. For use only by CTO
  95. Source of Ad Recall – TURKEY by gender Base: All Respondents (1004) Highly confidential document. For use only by CTO
  96. Claimed Initial Actions Made as a Direct Result of Seeing Advertising for Cyprus Base: All Respondents who have seen Cyprus Advertising Highly confidential document. For use only by CTO

  97. GENERAL EVALUATIVE MEASURES ON COUNTRY CAMPAIGNS

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  98. Aspects recall of General Cyprus Advertising (Spontaneous Mentions) Base: All Respondents evaluating Cyprus Advertising Highly confidential document. For use only by CTO
  99. Aspects recall of General Cyprus Advertising (Spontaneous Mentions) – Continued Base: All Respondents evaluating Cyprus Advertising Highly confidential document. For use only by CTO
  100. Main Message Understanding of General Cyprus Advertising (Spontaneous Mentions) Base: All Respondents evaluating Cyprus Advertising Highly confidential document. For use only by CTO
  101. Main Message Understanding of General Cyprus Advertising (Spontaneous Mentions- Cont’d) Base: All Respondents evaluating Cyprus Advertising Highly confidential document. For use only by CTO
  102. Perceived Impact Of Ad Campaign on Future Consideration to Visit In Future Base: All Respondents evaluating ad for each country in each wave Highly confidential document. For use only by CTO
  103. 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’ Highly confidential document. For use only by CTO
  104. 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’ Highly confidential document. For use only by CTO
  105. 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’ Highly confidential document. For use only by CTO
  106. Uniqueness of Ad Campaign Base: All Respondents evaluating ad for each country Highly confidential document. For use only by CTO
  107. 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’ Highly confidential document. For use only by CTO
  108. 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’ Highly confidential document. For use only by CTO
  109. 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
  110. Ad Campaign Appeal Base: All Respondents evaluating ad for each country in each Wave Highly confidential document. For use only by CTO
  111. 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’ Highly confidential document. For use only by CTO
  112. 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’ Highly confidential document. For use only by CTO
  113. 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’ Highly confidential document. For use only by CTO

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

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  115. Evaluation on Traditional Vs. Modern Style Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  116. Evaluation on Traditional Vs. Modern Style Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  117. Evaluation on Boring Vs. Interesting Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  118. Evaluation on Boring Vs. Interesting Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  119. Evaluation on Serious Vs. Funny Style Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  120. Evaluation on Serious Vs. Funny Style Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  121. Evaluation on not creative Vs. Creative Style Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  122. Evaluation on not creative Vs. Creative Style Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  123. Evaluation on Completeness of Information Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  124. Evaluation on Completeness of Information Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  125. Evaluation on Calm &Peaceful Vs. Lively Dynamic Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  126. Evaluation on Calm &Peaceful Vs. Lively Dynamic Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  127. Evaluation on Personal Relevance Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  128. Evaluation on Personal Relevance Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  129. Evaluation on ‘Catchy and Attractive’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  130. Evaluation on ‘Catchy and Attractive’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  131. Evaluation on ‘Inspiring’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  132. Evaluation on ‘Inspiring’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  133. Evaluation on Cold Vs. Warmth Feeling Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  134. Evaluation on Cold Vs. Warmth Feeling Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  135. Evaluation Summary on top 3 box Moscow Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  136. 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
  137. 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
  138. 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
  139. 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
  140. Evaluation Summary on Top 3 box 20-34 years Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  141. Evaluation Summary on Top 3 box 35+ years Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  142. Evaluation Summary on Top 3 box Males Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  143. Evaluation Summary on Top 3 box Females Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO

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

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  145. Evaluation on ‘Telling Something New’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  146. Evaluation on ‘Telling Something New’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  147. Evaluation on ‘Quality’ of Destination Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  148. Evaluation on ‘Quality’ of Destination Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  149. Evaluation on ‘Hospitable Country’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  150. Evaluation on ‘Hospitable Country’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  151. Evaluation on ‘Superior Sun & Sea’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  152. Evaluation on ‘Superior Sun & Sea’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  153. Evaluation on ‘Unique Food Tasting & Local Culture Experience’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  154. Evaluation on ‘Unique Food Tasting & Local Culture Experience’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  155. Evaluation on ‘wide range of easily accessible options’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  156. Evaluation on ‘wide range of easily accessible options’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  157. Evaluation on Ad Suitability to the Country Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  158. Evaluation on Ad Suitability to the Country Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  159. Evaluation on ‘Relaxing Destination’ Base: All Respondents evaluating ad for each country WAVE 2 Findings Highly confidential document. For use only by CTO
  160. Evaluation on ‘Relaxing Destination’ Base: All Respondents evaluating ad for each country WAVE 1 Findings Highly confidential document. For use only by CTO
  161. Evaluation Summary on Top 3 box Moscow Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  162. 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
  163. 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
  164. 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
  165. 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
  166. Evaluation Summary on Top 3 box 20-34 years Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  167. Evaluation Summary on Top 3 box 35+ years Base: All Respondents in sub-segment evaluating ad for each country in W2 Highly confidential document. For use only by CTO
  168. 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
  169. 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

  170. Specific PrintAdvertising Evaluation

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  171. Recalling Ad after seeing Print Ads for Cyprus without the text Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  172. Recall of ‘Beach & Ice-Cream’ – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  173. Recall of ‘Beach & Ice-Cream’– by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  174. Recall of ‘Spa & Diving’ – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  175. Recall of ‘Spa & Diving’ – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  176. Recall of ‘Hat & Beach’– by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  177. Recall of ‘Hat & Beach’ – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  178. Recall of ‘Sun & Sacred Places’ – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  179. Recall of ‘Sun & Sacred Places’ – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  180. Recall of ‘Yaucht & Beach’ – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  181. Recall of ‘Yaucht & Beach’ – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  182. Recognition of Cyprus As Country Being Advertised in Print Ads(Without Text) Base: All Respondents Recalling Any Print Ad for Cyprus in Each Wave Highly confidential document. For use only by CTO
  183. Recall of Turkey Print Ads Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  184. Recall of Turkey Card A– by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  185. Recall of Turkey Card A– by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  186. Recall of Turkey Card B– by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  187. Recall of Turkey Card B– by age Base: All Respondents (1004) Highly confidential document. For use only by CTO

  188. Specific TVAdvertising Evaluation

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  189. 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
  190. Recall of ‘Generic’ Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  191. Recall of ‘Generic’ Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  192. Recall of ‘Sea & Sun Culture’ Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  193. Recall of ‘Sea & Sun Culture’ Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  194. Recall of ‘Sea & Sun Russia’ Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  195. Recall of ‘Sea & Sun Russia’ Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  196. Recall of ‘SPA Entertainment’ Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  197. Recall of ‘SPA Entertainment’ Ad– by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  198. Recall of ‘Yachting luxury’ Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  199. Recall of ‘Yachting luxury’ Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  200. 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
  201. Recall of Competitor TV Ads Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  202. Recall of Croatia TV Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  203. Recall of Croatia TV Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  204. Recall of Turkey TV Ad – by region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  205. Recall of Turkey TV Ad – by age Base: All Respondents (1004) Highly confidential document. For use only by CTO

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

    Highly confidential document. For use only by CTO
  207. Overall Rating of the Cyprus Ads – by region Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  208. Overall Rating of the Cyprus Ads – by region Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  209. Overall Rating of the Cyprus Ads – by age Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  210. Overall Rating of the Cyprus Ads – by age Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  211. Overall Rating of the Cyprus Ads – by gender Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  212. Overall Rating of the Cyprus Ads – by gender Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  213. Appealing Aspects of Cyprus Ad(Spontaneous Aspects Likes) Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  214. Aspects Disliked (Spontaneous Mentions) Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  215. Main Message of Ad (Spontaneous Mentions) Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  216. Emotions Elicited While Watching Ad (Prompted Mentions) Base: All Respondents in each Wave Highly confidential document. For use only by CTO

  217. 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
  218. Evaluation on Specific Aspects of the Ads Base: All Respondents in each wave Highly confidential document. For use only by CTO
  219. Evaluation on ‘Enjoyable to Watch’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  220. Evaluation on ‘Different & Unique Compared to Ads for other Holiday Destinations’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  221. Evaluation on ‘More Interested to Visit the Country than Before’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  222. Evaluation on ‘Easy to Understand the Message & Not At All Confusing’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  223. Evaluation on ‘I Believe What It Shows’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  224. Evaluation on ‘Interesting to Watch’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  225. Evaluation on ‘High Quality Creativity & Imagination’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  226. Evaluation on ‘Provides All the Information I Need’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  227. Evaluation on ‘Relevant to Me & Represents Me as a Person’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  228. Evaluation Summary on Top Box (‘Agree Completely’) - by Region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  229. Evaluation Summary on Top Box (‘Agree Completely’) - by Age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  230. Evaluation Summary on Top Box (‘Agree Completely’) - by Gender Base: All Respondents (1004) Highly confidential document. For use only by CTO

  231. 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
  232. 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
  233. 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
  234. 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
  235. 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
  236. Opinion on the Music in the Ad – by region Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  237. Opinion on the Music in the Ad – by region Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  238. Opinion on the Music in the ad – by age Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  239. Opinion on the Music in the ad – by age Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  240. 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
  241. 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
  242. 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
  243. 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
  244. Opinion on the Style of the ad – by region Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  245. Opinion on the Style of the ad – by region Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  246. Opinion on the Style of the ad – by age Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  247. Opinion on the Style of the ad – by age Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  248. Opinion on the Slogan ‘Cyprus in your heart’– by region Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  249. Opinion on the Slogan ‘Cyprus in your heart’– by region Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  250. Opinion on the Slogan ‘Cyprus in your heart’– by age Base: All Respondents WAVE 2 Findings Highly confidential document. For use only by CTO
  251. Opinion on the Slogan ‘Cyprus in your heart’– by age Base: All Respondents WAVE 1 Findings Highly confidential document. For use only by CTO
  252. 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
  253. Evaluation on Ad Impact on Cyprus Perceptions Base: All Respondents in each Wave Highly confidential document. For use only by CTO
  254. Evaluation on ‘Show a Relaxing & Attractive Environment ‘ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  255. Evaluation on ‘Shows Something New about the Country’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  256. Evaluation on ‘Gives the Impression of a High Quality Destination’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  257. Evaluation on ‘Shows a Caring & Hospitable Country’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  258. Evaluation on ‘Shows Beaches & the Sun that are Superior to Other Countries’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  259. Evaluation on ‘Shows a Unique Food Tasting & Local Culture Experience’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  260. Evaluation on ‘Shows a Wide Range of Easily Accessible Options’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  261. Evaluation on ‘Gives the Impression of High Value for Money’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  262. Evaluation on ‘Suits the Country Completely’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  263. Evaluation on ‘Shows a Destination You Could Fall In Love With’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  264. Evaluation on ‘Shows a Destination You Would Be Proud To Visit’ Base: All Respondents (1004) Highly confidential document. For use only by CTO
  265. Evaluation Summary on Top Box (‘Agree Completely’) -by Region Base: All Respondents (1004) Highly confidential document. For use only by CTO
  266. Evaluation Summary on Top Box (‘Agree Completely’) - by Age Base: All Respondents (1004) Highly confidential document. For use only by CTO
  267. Evaluation Summary on Top Box (‘Agree Completely’) - by Gender Base: All Respondents (1004) Highly confidential document. For use only by CTO

  268. NOVERNA

    Highly confidential document. For use only by CTO
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