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INTRODUCING THE MEDIA PATH TO PERSUASION A METHODOLOGY FOR MEASURING MEDIA RETURN ON INVESTMENT IN AFRICA Brad Aigner , Managing Director, Freshly Ground Insights (Pty) Ltd, South Africa. Presentation at PAMRO Conference Lake Victoria, Uganda August 2012.
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INTRODUCING THE MEDIA PATH TO PERSUASION A METHODOLOGY FOR MEASURING MEDIA RETURN ON INVESTMENT IN AFRICABrad Aigner, Managing Director, Freshly Ground Insights (Pty) Ltd, South Africa Presentation at PAMRO Conference Lake Victoria, Uganda August 2012
I spent half my money on cheap whisky and women…And the other half I squandered
I know that half of my marketing budget worked…I just do not know which half
Media Path 2 Persuasion Research Method A qualitative, electronic (MAPI) data collection method A national study • Wave 1 = 1,000 interviews (June 2011) • Wave 2 = 1,200 interviews (November 2011) Samples representative of category consumer profiles 11 product categories
Wave 1: • Banks • Cellular networks • Automotive • Retail • Pharmaceutical Wave 2: Fast Food Gambling Learning institutions Skin care products Washing powder Furniture
“When you are looking to buy something, what type/s of information do you need in order to be able to make a buying decision?” “Knowing what type/s of information you need, which channels of communication do you most usually rely on to get this information?”
EDUCATE (EXPLAIN) INTRODUCE ENTERTAIN COMPARE INFORM PERSUADE
INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE
Awareness The Consumer Path to Purchase Interest Consideration Trial Switch Reject The Media Path to Persuasion Entertainment Introduction Persuasion Education Comparison Information
Every media channel plays all six information delivery roles to some extent…
Guess the media channel Comparison Persuasion Information Education Entertainment Introduction
Guess the media channel Entertainment Introduction Education Information Persuasion Comparison
“Consumers have become conditioned to know where to find the information they need”
When I was looking for a new motor car, I noticed a new model advertised on TV which I hadn’t considered before. I always tune into the sports hour on my favourite radio station as the guys give me the latest results and also make me laugh I read an article in my magazine which explained the difference between the benefits of one Bank’s cheque account compared to another’s.
ROLE OF CHANNEL IMPORTANCE OF CHANNEL Television Newspapers Internet Radio Magazines Billboards Cinema FGI P2P study 2010 Wave 1 All categories, total sample n = 1,110
Different Product Categories (Television) Retail Automotive Pharmaceutical Banking
Different Role of Channels (Banking category) Television Newspapers Radio Magazines Internet Billboards
Different Target Markets Magazines: Women vs 18-24 (Automotive) Women Age 18-24
Mixing Media by Objectives In the Cellular category, Television & Radio advertising optimise the “Introduction” and “Entertainment” roles in the media path to persuasion Television Radio
Mixing Media by Objectives In the Retail category, Television & Newspaper advertising play clear and differentiated roles across all phases in the media path to persuasion Television Newspapers
Optimising Media Mixes Generally, the goal of advertisers should be to utilise media mixes where each channel in the mix plays a clear and positively differentiated information delivery role.
Multi-Media Mixes A “flat” line indicates that the mix is working equally hard across all phases of the P2P Internet Television Newspapers
Media Synergy Broadcast Media Print Media
Measuring Channel ROI Introduce a spend currency into the equation.
Measuring Channel ROI (All product categories & fictional adspend)
Measuring Channel ROI (All product categories & fictional adspend)
Measuring Channel ROI (All product categories & fictional adspend)
Measuring Channel ROI (Retail category & fictional adspend)
Banking Cellular Networks
P2P Uganda Media Types • Word-of-mouth • Commuter media • Shopping malls • Social media • Loose inserts • Knock ‘n drop • Flyers • Point-of-sale • Publicity Television Radio Cinema Outdoor Internet Magazines Sunday newspapers Communities Daily newspapers
INTRODUCE ENTERTAIN EDUCATE (EXPLAIN) INFORM COMPARE PERSUADE AFFIRM (Retain)
Different Role of Channels (Banking Uganda) Guess the media channel Publicity
Different Role of Channels (Banking Uganda) Word of Mouth
Different Role of Channels (Banking Uganda) Social Media
Different Role of Channels (Banking Uganda) Word of Mouth Publicity Social Media
Different Role of Channels (Banking Age 18-24 Uganda) Social Media Word of Mouth Publicity
Key Findings • Channels play differentiating roles • Media synergy explained • A media-neutral approach
ThankYou ! Brad Aigner brada@fgi.co.za Graeme Pitt graemep@fgi.co.za