1 / 23

CSM Media Research 2010 02

“They” are your Targets. CSM Media Research 2010 02. Looking for the beauty “them” with the brand. F20-35. Skin Moisture Product Purchaser 1. Who are they. Who are they?. What did they usually do in the past 6 month ？. What is the state of they are when watching TV ？. …….

tamara-rodriquez
Download Presentation

CSM Media Research 2010 02

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. “They” are your Targets • CSM Media Research • 2010 02

  2. Looking for the beauty “them” with the brand

  3. F20-35 Skin Moisture Product Purchaser1 Who are they Who are they? What did they usually do in the past 6 month？ What is the state of they are when watching TV？ …… Did they responsible for purchasing the household supplies？ What type of person they are? What their shopping habit are？ Have they respond to an advertisement whether on the television, in press, on the radio etc？ We don’t know… Note1：The purchaser who buy the skin moisture product between 6 months to 1 year

  4. Where did they come from? • Audience Lifestyle Insight Survey Project implemented by CSM • Project implementation date：Nov. to Dec. 2009 • Project implementation market：HAIKOU • Project description： Implement the media consumption and lifestyle questionnaire among 300 Diary HHs, with all panelists continuing to record 15-minute detailed every day TV viewing. On the basis of these questionnaires summarized lifestyle characteristics in addition to the conventional demographic characteristics, combined with TV ratings, to make audience, programming and advertising related analysis in Infosys • Project results： • The questionnaire survey focuses on media contacts and lifestyle of Haikou Audiences • Infosys - Audience Insight Version

  5. Product Category Where did they come from? Male/Female More than 10 product categories Product Sex Alcohol & Beverage Food Cooking Category Fast Food Shop Cleaning products Toiletries /Cosmetics Baby supplies Sanitary & Sanitary products for female Mobile Phone Communication Service Computer Car Home Appliances/ Digital Products Medicine Sports Finance/Investment/Insurance Others 4+ Purchase habit for grocery goods Purchase Habit Age Rating% The activities in leisure life Primary School …… University Attitude Education The reaction to ads and the media source Managers …… Unemployed Media Contact Occupation

  6. How to use them?

  7. F20-35 Skin Moisture Product Purchasers The Channeltheywatch Data source：CSM Media Research，Haikou，Nov .to Dec.2009； Skin Moisture Product Purchasers sample size 101，F20-35 sample size 138

  8. Which local channels they watch Data source：CSM Media Research，Haikou，Nov. .to Dec.2009

  9. Which local channels they watch Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  10. Which local programs they watch F20-35 Skin Moisture Product Purchasers Note2：No1 is living broadcast Hainan/ Hainan TV General Channel, No2 is News Bro/ CCTV General Channel/ News Broadcast Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  11. Which local programs they watch F20-35 Skin Moisture Product Purchasers Note2：No1 is living broadcast Hainan/ Hainan TV General Channel, No2 is News Bro/ CCTV General Channel/ News Broadcast Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  12. Which type of programs they watch • Channel rating proportion, emphasize particularly on Finance, Movie, Drama, Music and Entertainment. Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  13. Did they watch the Ads? • There are some differences between Skin-Moisture Ads GRP curve and ratings curve Data source：CSM Media Research，Haikou，Nov. to Dec.2009； Skin Moisture Product Purchasers sample size 101，F20-35 sample size 138

  14. Did they watch the Ads? • There are some differences between GRP and ratings of Skin Moisture Product Purchasers on different program type Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  15. Did they watch the Ads? • Skin Moisture Product Launch effect comparison on Local Channel3 Skin Moisture Product Purchasers actual Cont% more distinct Note3：Local channel: Non-Provincial channels and City channels Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  16. Which media did they usually touch Data source：CSM Media Research，Haikou，Nov. to Dec.2009

  17. They are… Gender% Age% Occupation% Unemployed 50+ Female Students Worker 36-50 Prof.Techn. and clerk 20-35 Self employee Male Officer and manager 20- Education% Attribute% Value purchasing University and above Life enjoyable Senior middle school Traditional realism Junior middle school Confidence and solid work elementary school or below Data source：CSM Media Research，Haikou，Nov. to Dec.2009； Skin Moisture Product Purchasers sample size 101，F20-35 sample size 138

  18. Skin Moisture Product Purchasers The whole picture of their lifestyle What did they usually do in the past 6 month？ They usually do some shopping and housework. Most of them, when watching TV, will be all attention. Once in a while will do some other tings when watching TV, never will let the TV on without watching it. What is the state of they are when watching TV？ 70% of them responsible for purchasing more than half of the household supplies. Did they responsible for purchasing the household supplies？ Most of them are confidence and solid work person, do most of the housework, pay more attention to the hairdressing and beauty. What type of person they are? Most of them when buying will choose the suitable one in the same type of products What their shopping habit are？ Have they respond to an advertisement whether on the television, in press, on the radio etc？ They respond to an advertisement mainly source from television Data source：CSM Media Research，Haikou，Nov. to Dec.2009，Skin Moisture Product Purchasers sample size 101，

  19. The information got from them • Almost half of Skin Moisture Product Purchasers will buy the most suitable one by comparing with similar price and items • Parts of Skin Moisture Product Purchasers are men. • Almost half of Skin Moisture Product Purchasers will buy suntan lotion at least a year.

  20. They are Skin Moisture Product Purchasers • The differences of different brands’ insertion and GRP on local channels Note： Local channel: Non-Provincial channels and City channels Data source：CSM Media Research，Haikou，Nov. to Dec.2009，Skin Moisture Product Purchasers sample size 101，

  21. They are Skin Moisture Product Purchasers • The GRP and CPRP of different brands on the local different channel Note： Local channel: Non-Provincial channel and City channel Data source：CSM Media Research，Haikou，Nov. to Dec.2009，Skin Moisture Product Purchasers sample size 101，

  22. Product Category Lifestyle Datadraw whole picture of the viewers Male/Female More than 10 product categories Product Sex Alcohol & Beverage Food Cooking Category Fast Food Shop Cleaning products Toiletries /Cosmetics Baby supplies Sanitary & Sanitary products for female Mobile Phone Communication Service Computer Car Home Appliances/ Digital Products Medicine Sports Finance/Investment/Insurance Others 4+ Purchase habit for grocery goods Purchase Habit Age Rating% The activities in leisure life Primary School …… University Attitude Education The reaction to ads and the media source Managers …… Unemployed Media Contact Occupation

  23. THANK YOU ! For more information, contact us at (8610) 85086666 or visit us at: www.csm.com.cn

More Related