Hans-Dieter Gärtner etiketine sahip kayıtlar gösteriliyor. Tüm kayıtları göster
Hans-Dieter Gärtner etiketine sahip kayıtlar gösteriliyor. Tüm kayıtları göster
15 Ağustos 2009 Cumartesi
effectiveness of advertising in media
customer specific advertising
ZMG carried out a customer specific advertising success check in the spring of last year for a clothing chain store named C&A. Within the setting of a regional split design, a part of the readers of a regional subscription newspaper received a full-page, four-colour advertisement, while the other part received an advertising supplement with similar offers.
The study confirmed that approximately 15 percent more attention was paid to the ad. It also showed that the ad reached a broad readership as well - even rare C&A customers and readers with low product interest.
In contrast, the supplement aroused above all the attention of those interested in the products and the frequent and periodic C&A customers. The ad thus proved itself to be the advertising medium with which one can gain attention next to the already existing customers - of consumers that have either little or no contact to the store and its products.
The advertising supplement, on the other hand, is an effective advertising medium for presenting the full spectrum of product offerings to regular customers.
This function of supplements has been confirmed in other studies. The decision to take a closer look at a supplement in a newspaper depends on two factors: first, if there is interest in the products offered; second, if one is already a customer of the store.
The qualities of newspapers regarding their advertising effectiveness result directly from the situations in which they are used and the disposition of the readers, as well as the specific dimensions of effect the media have. In general, five central aspects of advertising effectiveness can be distinguished:
1. The specific quality of effectiveness of a medium.
2. The seriousness, i.e. credibility of an advertising medium.
3. Its regional competence.
4. The compatibility of an ad with its surroundings.The study confirmed that approximately 15 percent more attention was paid to the ad. It also showed that the ad reached a broad readership as well - even rare C&A customers and readers with low product interest.
In contrast, the supplement aroused above all the attention of those interested in the products and the frequent and periodic C&A customers. The ad thus proved itself to be the advertising medium with which one can gain attention next to the already existing customers - of consumers that have either little or no contact to the store and its products.
The advertising supplement, on the other hand, is an effective advertising medium for presenting the full spectrum of product offerings to regular customers.
This function of supplements has been confirmed in other studies. The decision to take a closer look at a supplement in a newspaper depends on two factors: first, if there is interest in the products offered; second, if one is already a customer of the store.
The qualities of newspapers regarding their advertising effectiveness result directly from the situations in which they are used and the disposition of the readers, as well as the specific dimensions of effect the media have. In general, five central aspects of advertising effectiveness can be distinguished:
1. The specific quality of effectiveness of a medium.
2. The seriousness, i.e. credibility of an advertising medium.
3. Its regional competence.
5. The acceptance of or the resistance to advertising.
effectiveness of advertisements in newspapers
Beneficial Value Defines Commitment - effectiveness of advertisements.
The amount of commitment to media also has influence upon the perception of the advertising contained. The stronger the commitment to a medium, the more the user interprets the advertising in that medium as informative and recommendable.
The commitment to newspapers is thus relevant to the success of advertising in newspapers.
The strong emotional commitment to a newspaper does not come out of the blue. It develops over the years. Not reading the newspaper is, for most people, unimaginable. This is so not because reading the newspaper is a habit, rather because of the beneficial value that newspapers offer their readers. The beneficial value is determined from four central performance features that only newspapers offer in this combination: actuality, universality, orientation and availability.
The attention invested in an ad or an advertising supplement is the first important prerequisite for advertising success. Advertising copytests give information on the attention paid and use of ads and supplements, as well as the factors that have influence upon these. The instruments used to measure the advertising success correspond methodologically to the test procedure developed by Daniel Starch in the United States. Such tests have been used continually since 1968 in Germany to measure the effectiveness of advertisements in daily newspapers.
We have stored the results in ZMG's Advertising Copytest Databank. It contains information from approximately 500 copytests, in which more than 8,000 advertisements were examined. The data attained concerning the influence of format, colour and placement are relatively global. More interesting data can be gained by customer-specific projects.
The amount of commitment to media also has influence upon the perception of the advertising contained. The stronger the commitment to a medium, the more the user interprets the advertising in that medium as informative and recommendable.
The commitment to newspapers is thus relevant to the success of advertising in newspapers.
The strong emotional commitment to a newspaper does not come out of the blue. It develops over the years. Not reading the newspaper is, for most people, unimaginable. This is so not because reading the newspaper is a habit, rather because of the beneficial value that newspapers offer their readers. The beneficial value is determined from four central performance features that only newspapers offer in this combination: actuality, universality, orientation and availability.
The attention invested in an ad or an advertising supplement is the first important prerequisite for advertising success. Advertising copytests give information on the attention paid and use of ads and supplements, as well as the factors that have influence upon these. The instruments used to measure the advertising success correspond methodologically to the test procedure developed by Daniel Starch in the United States. Such tests have been used continually since 1968 in Germany to measure the effectiveness of advertisements in daily newspapers.
We have stored the results in ZMG's Advertising Copytest Databank. It contains information from approximately 500 copytests, in which more than 8,000 advertisements were examined. The data attained concerning the influence of format, colour and placement are relatively global. More interesting data can be gained by customer-specific projects.
smart shopper
The "Smart Shopper" - A New Consumer Type
The opinion of newspaper readers is that brand-name items are worth buying and that life should be enjoyed. This, however, does not mean that newspaper readers are not open to special offers. Newspaper readers have the characteristic that the Agency Grey discovered as the new consumer type of the 1990s: the "smart shopper" buys the highest quality at the lowest price.
Newspapers and goods of mass demand have, to a great extent, identical users. By placing an ad in the newspaper, almost all interested people - consumers and users of consumer and mass goods - are reached. This is the main reason newspapers have developed into the classic advertising medium of retail. Through advertisements and advertising supplements in newspapers, information about current special offers and services reach large consumer groups.
However, newspapers do not only efficiently transport commercial offers. They are also the right medium when information about products need explanation to a large audience. Information about prescription-free medication or about telecommunication suppliers reach target groups through ads in newspapers. Banks, insurance companies and the service sector can effectively get the advantages of their offers across to the public.
Producers of brand-name items have the opportunity to present to practically the entire population in one big "bang" their new or improved products or the new positioning of a product in a universal and everyday situation.
Advertisers can rely upon the special characteristic of this advertising medium - newspapers transport pieces of information relevant to everyday life that shape the formation of judgment and decision.
For most people, the daily newspaper is an almost natural part of everyday life. Reading the newspaper is just as much a part of the day as the morning cup of coffee or tea. The newspaper is read at different times of day. The reader decides alone when and where the newspaper will be read.
According to a study ZMG did in Germany, three quarters of readers have read their newspaper by noon. Reading time usually precedes shopping time. This is a substantial prerequisite for being able to take advantage of the offers placed by local and regional retailers. The numbers speak for themselves: 71 percent of the readers use their newspaper as a source of information before shopping.
Next to the use of the media, the attitude toward the media is of great significance for the effectiveness of advertising messages. More precisely: What does the user think of the different media, and how does this relate to the advertising placed?
An important feature of media is the ability to commit users to a certain medium. Commitment to one medium is usually a long-term and emotional development. It is based upon three factors:
1. Familiarity with a medium.
2. Closeness to a medium.
3. The fact that it would be strongly missed if one had to do without it.
From these three factors, the index for the amount of commitment can be determined and is particularly marked in newspapers. The reader-newspaper commitment has led, in most cases, to a partnership between newspaper and reader that manifests in a long-term subscription.
The opinion of newspaper readers is that brand-name items are worth buying and that life should be enjoyed. This, however, does not mean that newspaper readers are not open to special offers. Newspaper readers have the characteristic that the Agency Grey discovered as the new consumer type of the 1990s: the "smart shopper" buys the highest quality at the lowest price.
Newspapers and goods of mass demand have, to a great extent, identical users. By placing an ad in the newspaper, almost all interested people - consumers and users of consumer and mass goods - are reached. This is the main reason newspapers have developed into the classic advertising medium of retail. Through advertisements and advertising supplements in newspapers, information about current special offers and services reach large consumer groups.
However, newspapers do not only efficiently transport commercial offers. They are also the right medium when information about products need explanation to a large audience. Information about prescription-free medication or about telecommunication suppliers reach target groups through ads in newspapers. Banks, insurance companies and the service sector can effectively get the advantages of their offers across to the public.
Producers of brand-name items have the opportunity to present to practically the entire population in one big "bang" their new or improved products or the new positioning of a product in a universal and everyday situation.
Advertisers can rely upon the special characteristic of this advertising medium - newspapers transport pieces of information relevant to everyday life that shape the formation of judgment and decision.
For most people, the daily newspaper is an almost natural part of everyday life. Reading the newspaper is just as much a part of the day as the morning cup of coffee or tea. The newspaper is read at different times of day. The reader decides alone when and where the newspaper will be read.
According to a study ZMG did in Germany, three quarters of readers have read their newspaper by noon. Reading time usually precedes shopping time. This is a substantial prerequisite for being able to take advantage of the offers placed by local and regional retailers. The numbers speak for themselves: 71 percent of the readers use their newspaper as a source of information before shopping.
Next to the use of the media, the attitude toward the media is of great significance for the effectiveness of advertising messages. More precisely: What does the user think of the different media, and how does this relate to the advertising placed?
An important feature of media is the ability to commit users to a certain medium. Commitment to one medium is usually a long-term and emotional development. It is based upon three factors:
1. Familiarity with a medium.
2. Closeness to a medium.
3. The fact that it would be strongly missed if one had to do without it.
From these three factors, the index for the amount of commitment can be determined and is particularly marked in newspapers. The reader-newspaper commitment has led, in most cases, to a partnership between newspaper and reader that manifests in a long-term subscription.
advertising should sell
Despite differences in the marketing concepts of the various sectors, advertising has one common goal: advertising should sell! Products, services and brands - in the short- and long-run. The different media support this advertising goal with various qualities of effectiveness.
The newspaper is the print medium that is universally tailor-made for the broadest section of society, and - in view of the fragmenting electronic media - probably the only communication forum that reaches the various social groups simultaneously: the young and old, the less- and the higher-educated, those with low and high income. Newspapers are a mirror image of society.
Although the newspaper is a mass medium in the strongest sense of the word, it is used more intensely by some groups of the population than others - in particular, by people with a high economic and social standing. Newspapers reach particularly well the top-notch of business and industry, as well as consumers with influential personalities that act as opinion disseminators.
The newspaper is the print medium that is universally tailor-made for the broadest section of society, and - in view of the fragmenting electronic media - probably the only communication forum that reaches the various social groups simultaneously: the young and old, the less- and the higher-educated, those with low and high income. Newspapers are a mirror image of society.
Although the newspaper is a mass medium in the strongest sense of the word, it is used more intensely by some groups of the population than others - in particular, by people with a high economic and social standing. Newspapers reach particularly well the top-notch of business and industry, as well as consumers with influential personalities that act as opinion disseminators.
advertisement media change strategy...
Half-Life of Strategies Sinking
Despite efforts by newspapers and other media, the decision over which form of media is to be used in an advertising campaign has not gotten easier. More and more, advertising media and placement possibilities are at the media planner's disposal. Meanwhile, the increasing pressure of competition among advertisers leads to a decrease in the half-life of their marketing strategies.
This calls for a continual examination of the communication goals and, thus, of the money invested in advertising. A quick change in strategic orientation often results in an advertising campaign unable to develop its full effect.
Online offers and the Internet have created a stir in recent years, although the euphoria has died down, considering the relatively limited number of users and the only less-than-optimal utilisation comfort.
Despite the dynamics of electronic developments, offers have become consolidated within the classic media. In particular, the dominant growth rates of television are over. Even magazines are reaching their limits in their search for new target groups; instead of market expansion occurring, a competition for markets is taking place.
Which mix of media should advertisers use in today's marketing landscape?
The decision depends, of course, upon the individual marketing concept. These concepts, on the other hand, are for the individual businesses using advertising completely differently. Retailers have different marketing goals and communication than producers of brand-name items or service industries. For retail advertisers, winning customers and sales are the main focus of marketing considerations. Producers of brands focus upon the distinctive positioning of brand images. The service sectors, then, concentrate on a reliable presentation of the trustworthiness in the efficiency of their products and services.
Despite efforts by newspapers and other media, the decision over which form of media is to be used in an advertising campaign has not gotten easier. More and more, advertising media and placement possibilities are at the media planner's disposal. Meanwhile, the increasing pressure of competition among advertisers leads to a decrease in the half-life of their marketing strategies.
This calls for a continual examination of the communication goals and, thus, of the money invested in advertising. A quick change in strategic orientation often results in an advertising campaign unable to develop its full effect.
Online offers and the Internet have created a stir in recent years, although the euphoria has died down, considering the relatively limited number of users and the only less-than-optimal utilisation comfort.
Despite the dynamics of electronic developments, offers have become consolidated within the classic media. In particular, the dominant growth rates of television are over. Even magazines are reaching their limits in their search for new target groups; instead of market expansion occurring, a competition for markets is taking place.
Which mix of media should advertisers use in today's marketing landscape?
The decision depends, of course, upon the individual marketing concept. These concepts, on the other hand, are for the individual businesses using advertising completely differently. Retailers have different marketing goals and communication than producers of brand-name items or service industries. For retail advertisers, winning customers and sales are the main focus of marketing considerations. Producers of brands focus upon the distinctive positioning of brand images. The service sectors, then, concentrate on a reliable presentation of the trustworthiness in the efficiency of their products and services.
competition in media advertising
The competitive situation of the media has intensified markedly over the past years. Where once one advertising medium dominated the scene - usually the local newspaper - there exists today a multitude of competitors. The battle for a piece of the no longer opulent advertising cake has been raging for quite some time already.
Parallel to this development is the increasing focus by advertisers and agencies on the effectiveness of the money invested in various media. The famous saying, "50 percent of advertising is money wasted, I just don't know which 50 percent," is no longer valid in a period of time in which detailed studies of the market can be applied.
Newspapers are still the No. 1 advertising medium in Germany. With approximately DM11 billion invested in advertising and a 30 percent share of the market, newspapers are in the lead, far ahead of television and other advertising media. In addition, newspaper distribution sales total DM7 billion.
Meanwhile, the market situation in the rest of Europe is completely different. Whereas in the Scandinavian countries (Norway, Sweden, Finland) the position of the newspapers is unchallenged, the southern countries (Spain, Portugal, Italy) are dominated by television. In North America, newspapers are, ironically, strengthening national influences as television audiences fragment.
Which advantages do newspapers have to tip the scales in the battle for advertising budgets and for the time budget of today's readers? Does the efficiency of newspaper advertising have to do with quality or quantity? Which arguments reach the ears of the decision-makers? The following article attempts to shed some light onto these questions.
competition in media advertising rises...
Parallel to this development is the increasing focus by advertisers and agencies on the effectiveness of the money invested in various media. The famous saying, "50 percent of advertising is money wasted, I just don't know which 50 percent," is no longer valid in a period of time in which detailed studies of the market can be applied.
Newspapers are still the No. 1 advertising medium in Germany. With approximately DM11 billion invested in advertising and a 30 percent share of the market, newspapers are in the lead, far ahead of television and other advertising media. In addition, newspaper distribution sales total DM7 billion.
Meanwhile, the market situation in the rest of Europe is completely different. Whereas in the Scandinavian countries (Norway, Sweden, Finland) the position of the newspapers is unchallenged, the southern countries (Spain, Portugal, Italy) are dominated by television. In North America, newspapers are, ironically, strengthening national influences as television audiences fragment.
Which advantages do newspapers have to tip the scales in the battle for advertising budgets and for the time budget of today's readers? Does the efficiency of newspaper advertising have to do with quality or quantity? Which arguments reach the ears of the decision-makers? The following article attempts to shed some light onto these questions.
competition in media advertising rises...
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