Media Effectiveness Increase
Media Placement Research: An innovative Way to increase Communication Effectiveness
Do you know why 80 per cent of all campaigns fail to achieve their objectives? The reason is that communicative messages reach relevant target groups in media in insufficient frequency. Therefore they do not cause advertising effects.
The solution to that problem is innovative media research and –planning. Media placement research can increase sales effects significantly caused by your advertising. This has been proven in numerous case studies.
The impact of effective advertising executions is determined by the quality of relevant target group definition. It is well known that socio-demographics are insufficient criteria. However media agencies „have pulled advertisers back to buying 18 to 49 years olds (or what ever). Everyone in the business knows it makes no sense. But we still do it“(Roderich White, Admap Sept. 2005, p. 3). Nobody would truly believe that Prince Charles and Ozzy Osborne would behave in a similar way because both were born 1948, are married, have two children, are well known and successful in business, love dogs and the Alps.
A new and proven successful way to achieve high communication effectiveness is brand and campaign specific media placement research. The basic idea is straightforward: In a proven reliable Ad $ales Effect Test those consumers or other stakeholders are reliably identified who are motivated by the advertising message to purchase that product. Additionally the individual media behaviour is analysed. Via cross tabulation the TV environments and magazine titles are identified which are used intensively by relevant target groups. Additionally advertising cost in each media alternative have to be considered to select the most effective media opportunities.
Considerable experience has proven that it was always possible to increase the media effectiveness by thirty per cent or more. Even more important sales thrived as the following case studies prove:
- NIVEA Soft achieved quickly the number two slot behind NIVEA Cream using these
insights to full advantage. - ibutop achieved a sales increase of forty per cent despite an advertising budget
cut of 32 per cent. - Lefax increased its OTC-sales by more than 80 per cent in the first advertising month.
- Leitz achieved a successful brand turn around in the first advertising month.
- Dymo LabelWriter increased its sales by a multiplier of fifteen.
- Enzym Lefax achieved with a small advertising format in a print campaign a sales increase of 43 per cent in the first and 81 per cent in the second advertising month.
- Verpoorten was successfully rejuvenated. Nowadays target groups which purchase Verpoorten below 29 years of age are similar in size to those above 60 years. Nearly 90 percent of all branded egg liqueur was produced by Verpoorten in Germany in 2009.
- Vorwerk carpets achieved with a limited communication budget an unprecedented increase in advertising recall and purchase intention as independent ad tracking results proved to be true.
It is very difficult to find a different investment which delivers such a quick ROI. Therefore the innovative motto of effective media planning reads: “Don’t count those people that you reach, but reach those people that count.”
