1 / 26

Surveys for modern newspapers

Surveys for modern newspapers. Where we are…. …and what we do…. Ad surveys. Article surveys. WebRAM. Page Traffic. Quali-Sorter. Ad hoc. Panel Management. SuperView. RAM-Products Standard surveys in 48 hours: Ad surveys Article surveys Banner surveys (WebRAM) Page Traffic

jordan-white
Download Presentation

Surveys for modern newspapers

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Surveys for modern newspapers

  2. Where we are…

  3. …and what we do…

  4. Ad surveys Article surveys WebRAM Page Traffic Quali-Sorter Ad hoc Panel Management SuperView

  5. RAM-Products • Standard surveys in 48 hours: • Ad surveys • Article surveys • Banner surveys (WebRAM) • Page Traffic • Ad hoc surveys: • add-on questions • stand-alone surveys

  6. Ad survey Article survey Banner survey

  7. References are available for: • own newspaper • home market • other markets/countries

  8. Useful comparison with similar ads • All • Men • Women • 16-29 yrs • 30-49 yrs • 50-90 yrs

  9. Some theories and thoughts aboutadvertising in newspapers in theRAM context

  10. La du märke till annonsen? • Hur noga läste du? • Helhetsbetyg? • Känslomässig reaktion? • Avsändaridentifiering? • Tidigare kännedom on annonsören? • Relevans • Intressant annons • Lätt att förstå • Innehåller ny information • Positiv till avsändaren • Kreativ • Nytta • Söka mer information • Besöka försäljningsställe • Köpintention Standardised questions – RAM saves all data in databases

  11. The questions can be placed into 3 groups Relevant Intresting Positive to sender New information Liking Relevant & interesting Creating emotions Originality Creativity Previous knowledge Ties to the brand Brand

  12. Media effects The snapshot Relevant Intresting Positive to sender New information Liking Creating emotion Originality Previous knowledge Ties to the brand Observation Thorough reading

  13. The result is determined by

  14. Medieeffekter

  15. 22% 10% 18% 4% 15% 8% 12% 10% 22 % 18% 15% 12% 10% 8% 5% 10%

  16. The ad 0,5 sec 1,5 sec 3,0 sec

  17. Keeping readers ”inside” the ad – Staying Power “Staying power” measures the time spent noticing ads

  18. ”There’s therefore rarely time to solve riddles”

  19. The ad’s 3 main tasks: • Get noticed • Create the correct association • Lift image or create action

  20. Stopping power’s distribution About 40% have average scores Approx. 30% are clearly above average Approx. 30% are clearly below average Approx. 3 % are truly excellent ads

  21. Mission fulfillment BrandBuilding Both Brand Linkage Demand Creating None Brand Demand

  22. Various ad formats

  23. RAM – Research and Analysis of Media Stockholm, Sweden Johan Wilberg +46 7333 586 47 johan.wilberg@rampanel.com

More Related