POST ADVERTISING TEST

1
POST ADVERTISING TEST
FOR
M.O.S.T. USAID
(PROJECT LANCER PHASE 2 - POST TEST FULL REPORT)
2
BACKGROUND
3
OBJECTIVES
Broadly, the study is meant to establish the
effectiveness of the Tri-Media advertising
campaign that was launched June 19, 2004. A
benchmark read was done in May to capture
awareness levels prior to the tri-media ad
campaign launch. The post-read done 2nd week of
September of 2004 checked on the
impact/effectiveness of the Ad Campaign.

Phase 1 (Benchmark Read)

?
?

Usage of supplements/v
itamins to augment nutritional needs of family


o


Usage of flour (cooking oil, sugar and rice
excluded on the assumption
o

that these have 100 penetration)

Current perceptions of staples flour, cooking
oil, sugar and rice on
o

nutritional values

Reactions to con
cept of fortified staples (flour, cooking oil,
sugar and
o

rice)

Spontaneous

?
?
Believability

?
?
Relevance

?
?
Awareness/familiarity with the Food Fortification
Program of the Philippine
o

government and USAID

Source(s) of Awareness

o

4
OBJECTIVES
5
METHODOLOGY
Date of Study
September 8 to 12, 2004
6
RESEARCH DESIGN

• PHASE 1 AD PRE-TEST
• (1 Month prior to Elections to establish Baseline
  Date)
• Usage of supplements/vitamins to augment
  nutritional needs of family
• Usage of flour (cooking oil, sugar and rice
  excluded on the assumption that these have 100
  penetration)
• Current perceptions of staples flour, cooking
  oil, sugar and rice on nutritional values
• Reactions to concept of fortified staples
  (flour, cooking oil, sugar and rice)
• Spontaneous
• Believability
• Relevance
• Awareness/familiarity with the Food Fortification
  Program of the Philippine government and USAID
• Source(s) of Awareness

• PHASE 2 AD POST-TEST
• (3 months after start of Tri-Media Ad Campaign
  To determine awareness and effect of
  Communications Efforts)
• Awareness of sufficiency of daily nutrition
  derived from foods, drinks and others Is their
  daily intake sufficient or not? Is their daily
  intake sufficient or not in their perception?
• Usage of supplements/vitamins to augment
  nutritional needs of family
• Usage of flour (cooking oil, sugar and rice
  excluded on the assumption that these have 100
  penetration)
• Current perceptions of staples flour, cooking
  oil, sugar and rice on nutritional values
• Awareness/familiarity with the Food Fortification
  Program of the Philippine government and USAID
• Ad Campaign Awareness (Above-the-Line Efforts
  TV, Radio, Print Below-the-line Efforts
  POPs)
• Source(s) of Awareness
• Ad Awareness Top-of-Mind, Unaided, Aided
  Total
• Ad Recall (Copy Recall, Visual Recall (for TV),
  Other Ad Elements Diamond Icon)
• Advertising Diagnostics
• Overall Ad Appeal
• Attitudes Likes/Dislikes
• Believability (Key Message)
• Relevance (Key Message)
• Effect on Purchase Intent

• EXPOSURE TO STIMULI AD CAMPAIGN
• ABOVE THE LINE FFORTS
• TV
• RADIO
• PRINT
• BELOW THE LINE
• POPs

7
KEY LEARNINGS
8
KEY LEARNINGS
9
KEY LEARNINGS
10
KEY LEARNINGS
11
KEY LEARNINGS
12
KEY LEARNINGS
13
KEY LEARNINGS
14
KEY LEARNINGS
15
KEY LEARNINGS
16
KEY LEARNINGS
17
KEY LEARNINGS
18
KEY LEARNINGS
19
KEY LEARNINGS
20
KEY LEARNINGS
21
KEY LEARNINGS
22
KEY LEARNINGS
23
KEY LEARNINGS
24
KEY LEARNINGS
25
KEY LEARNINGS
26
KEY LEARNINGS
27
KEY LEARNINGS
28
KEY LEARNINGS
29
KEY LEARNINGS
30
STRATEGIC IMPLICATIONS
31
STRATEGIC IMPLICATIONS
32
STRATEGIC IMPLICATIONS
33
STRATEGIC IMPLICATIONS
34
STRATEGIC IMPLICATIONS
35
STRATEGIC IMPLICATIONS
36
STRATEGIC IMPLICATIONS
37
PHASE 2 (POST TEST) DETAILED FINDINGS
38
NUMBER OF KIDS
Q. How many kids (6 12 years old) do you have?
39
INTAKE OF SUPPLEMENTS
Q1. Do you and/or your family take supplements to
augment your/their daily nutritional needs?
40
SUPPLEMENTS TAKEN
Q1a. What supplements are you taking?
41
SUPPLEMENTS TAKEN
Q1a. What supplements are you taking?
42
SUPPLEMENTS TAKEN
Q1a. What supplements are you taking?
43
GOVERNMENT
FOOD FORTIFICATION PROGRAM
44
AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Q3. Are you aware of any government food
fortification program?
45
AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Caution in reading LOW BASE
Q. How do you call this government food
fortification program?
46
AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Q. What do you know about the food fortification
program of the government?
47
AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Caution in reading LOW BASE
Q. What do you know about the food fortification
program of the government?
48
AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Caution in reading LOW BASE
Q. What products do you think are included in the
government food fortification program?
49
SOURCES OF AWARENESS
GOVERNMENT FOOD FORTIFICATION PROGRAM
Caution in reading LOW BASE
Q6. How did you come to know of the Food
Fortification Program of the Government?
50
SANGKAP PINOY
SEAL PROGRAM
51
AWARENESS
SANGKAP PINOY SEAL PROGRAM
Q. Are you aware of the Sangkap Pinoy Seal
Program of the Department of Health?
52
SOURCES OF AWARENESS
SANGKAP PINOY SEAL PROGRAM
Q. How did you come to know of the Sangkap Pinoy
Seal Program of the Department of Health?
53
KNOWLEDGE OF
SANGKAP PINOY SEAL PROGRAM
Q. What do you know about the Sangkap Pinoy
Seal Program of the Department of Health?
54
KNOWLEDGE OF
SANGKAP PINOY SEAL PROGRAM
Q. What do you know about the Sangkap Pinoy
Seal Program of the Department of Health?
55
KNOWLEDGE OF
SANGKAP PINOY SEAL PROGRAM
Q. What do you know about the Sangkap Pinoy
Seal Program of the Department of Health?
56
PRODUCTS INCLUDED IN THE
SANGKAP PINOY SEAL PROGRAM
Q. What products do you think are included in the
Sangkap Pinoy Seal Program of the Department of
Health?
57
PRODUCTS INCLUDED IN THE
SANGKAP PINOY SEAL PROGRAM
Q. What products do you think are included in the
Sangkap Pinoy Seal Program of the Department of
Health?
58
PRODUCTS INCLUDED IN THE
SANGKAP PINOY SEAL PROGRAM
Q. What products do you think are included in the
Sangkap Pinoy Seal Program of the Department of
Health?
59
VITAMIN A, IODINE IRON
60
AWARENESS VITAMIN A
Q11. Are you aware of Vitamin A?
61
AWARENESS IODINE
Q11. Are you aware of Iodine?
62
AWARENESS IRON
Q11. Are you aware of Iron?
63
KNOWLEDGE ABOUT VITAMIN A
Q12. What do you know about Vitamin A?
64
KNOWLEDGE ABOUT IODINE
Q12. What do you know about Iodine?
65
KNOWLEDGE ABOUT IRON
Q12. What do you know about Iron?
66
SOURCES OF AWARENESS
VITAMIN A, IODINE IRON
67
SOURCES OF AWARENESS VITAMIN A
Q13. How did you come to know of Vitamin A?
68
SOURCES OF AWARENESS IODINE
Q13. How did you come to know of Iodine?
69
SOURCES OF AWARENESS IRON
Q13. How did you come to know of Iron?
70
FORTIFIED STAPLE FOODS
71
AWARENESS FORTIFIED STAPLE FOODS
Q14. Are you aware of fortified staple foods?
72
AWARENESS FORTIFIED STAPLE FOODS
Q14a. What fortified staple foods are you aware
of/or do you know?
73
AWARENESS FORTIFIED STAPLE FOODS
Note Real fortified food staples cover only
rice, cooking oil, sugar and flour/bread.
Q14a. What fortified staple foods are you aware
of/or do you know?
74
AWARENESS FORTIFIED STAPLE FOODS
Q14a. What fortified staple foods are you aware
of/or do you know?
75
SOURCES OF AWARENESS
"REAL" FORTIFIED STAPLE FOODS
Q15. How did you come to know of fortified staple
foods?
76
ADS SAW/HEARD/READ ABOUT
"REAL" FORTIFIED STAPLE FOODS
Caution in reading LOW BASE
Q16. Can you please tell me about the ads that
you heard/saw/read about fortified staple foods?
77
PERCEPTION ON FORTIFIED STAPLE FOODS
Q17. What do you think of Fortified Staple Foods?
78
PERCEPTION ON FORTIFIED STAPLE FOODS
Q17. What do you think of Fortified Staple Foods?
79
EVER BOUGHT FORTIFIED STAPLE FOODS

• 90 claimed to have bought fortified food
  staples. This is lower than
• for the previous run (pre-test 100).

Q18. Have you ever bought fortified staple foods
for your household?(unaided)
80
EVER BOUGHT FORTIFIED STAPLE FOODS
Q19. What are Fortified Staple Foods you ever
bought?
81
EVER BOUGHT FORTIFIED STAPLE FOODS
Q19. What are Fortified Staple Foods you ever
bought?
82
EVER BOUGHT FORTIFIED STAPLE FOODS
RICE

• 67 claimed to have bought fortified rice for the
  household. This is significantly lower compared
  to the previous reading of 96 and would probably
  indicate better understanding of fortification.

Caution in reading LOW BASE
99 Significant vs. Post-Ad Test/Pre-Ad Test
Q20. Have you ever bought these fortified food
staples for your household?(aided)
83
EVER BOUGHT FORTIFIED STAPLE FOODS
COOKING OIL

• 85 of consumers claimed to have bought fortified
  cooking oil. This is likewise significantly
  lower than the previous reading of 100.

-
95 Significant vs. Post-Ad Test
Q20. Have you ever bought fortified staple foods
for your household? (aided)
84
EVER BOUGHT FORTIFIED STAPLE FOODS
SUGAR

• 75 claimed to have bought fortified sugar,
  likewise significantly lower compared to the
  previous run (97).

99 Significant vs. Post-Ad Test/Pre-Ad Test
Q20. Have you ever bought fortified staple foods
for your household? (aided)
85
EVER BOUGHT FORTIFIED STAPLE FOODS
FLOUR/BREAD

• 69 claimed to have bought fortified flour/bread,
  a significant decrease from the 100 of the
  previous run.

99 Significant vs. Post-Ad Test
Q20. Have you ever bought fortified staple foods
for your household? (aided)
86
SANGKAP PINOY ADVERTISING
87
KNOWLEDGE ON ANY ADVERTISING EFFORTS ON
SANGKAP PINOY
Q21. Do you know of any advertising effort/s on
Sangkap Pinoy?
88
SEEN/HEARD/READ ANY ADVERTISEMENT ON
SANGKAP PINOY (AIDED)
Q22. Aided Have you ever seen/heard/read any
advertisement on Sangkap Pinoy?
89
SOURCES OF AWARENESS ON SANGKAP PINOY

• Of the 115 consumers who claimed to have
  seen/heard/read any Sangkap Pinoy advertisement
  (whether Spontaneous or Aided), TV is clearly the
  main source (93) of awareness.

Q23. How did you come to know of this/these
advertisement on Sangkap Pinoy?
90
TV PRINT ADVERTISEMENT RECALL SUMMARY

• For the TV advertisement, a good 23 got both the
  Copy and Visual correctly. Conversely, 10 were
  wrong for both Copy and Visual elements.
• 12 showed confused recall for both Copy and
  Visual elements.
• It should be noted that the Visual elements seem
  to be the easiest to recall (Correct Visual
  Only 12).
• On the other hand, for the Print advertisement,
  27 got it correct for both Copy and Visual.
• As with the TV advertisement, it is easier for
  the consumers to recall the Visual elements of
  the advertisement (Correct Visual Only 45).

91
TV PRINT ADVERTISEMENT RECALL SUMMARY
Correct Recall recalled any one commercial
element correctly Wrong Recall any
advertisement recall that is not an ad of Sangkap
Pinoy Confused Recall any true and correct ad
recall of Sangkap Pinoy other than the current
Advertisement
Q23. How did you come to know of this/these
advertisement on Sangkap Pinoy?
92
ADVERTISING RECALL TV AD (SAY)
Those who recalled TV ad spontaneously
Correct Recall recalled any one commercial
element correctly Wrong Recall any
advertisement recall that is not an ad of Sangkap
Pinoy Confused Recall any true and correct ad
recall of Sangkap Pinoy other than the RAP
Advertisement
Q24.What elements of the advertisement do you
recall? What do you recall hearing in the
advertisement?
93
ADVERTISING RECALL
TV AD CORRECT RECALL (SAY)
Q24.What elements of the advertisement do you
recall? What do you recall hearing in the
advertisement?
94
ADVERTISING RECALL
TV AD WRONG RECALL (SAY)
Caution in reading LOW BASE
Q24.What elements of the advertisement do you
recall? What do you recall hearing in the
advertisement?
95
ADVERTISING RECALL
TV AD CONFUSED RECALL (SAY)
Caution in reading LOW BASE
Q24.What elements of the advertisement do you
recall? What do you recall hearing in the
advertisement?
96
ADVERTISING RECALL TV AD (SHOW)
Those who recalled TV ad spontaneously
Correct Recall recalled any one commercial
element correctly Wrong Recall any
advertisement recall that is not an ad of Sangkap
Pinoy Confused Recall any true and correct ad
recall of Sangkap Pinoy other than the RAP
Advertisement
Q24.What elements of the advertisement do you
recall? What do you recall seeing in the
advertisement?
97
ADVERTISING RECALL
TV AD CORRECT RECALL (SHOW)
Q24.What elements of the advertisement do you
recall? What do you recall seeing in the
advertisement?
98
ADVERTISING RECALL
TV AD WRONG RECALL (SHOW)
Caution in reading LOW BASE
Q24.What elements of the advertisement do you
recall? What do you recall seeing in the
advertisement?
99
ADVERTISING RECALL
TV AD CONFUSED RECALL (SHOW)
Q24.What elements of the advertisement do you
recall? What do you recall seeing or hearing in
the advertisement?
100
ADVERTISING RECALL
TV AD CONFUSED RECALL (SHOW)
Caution in reading LOW BASE
Q24.What elements of the advertisement do you
recall? What do you recall seeing or hearing in
the advertisement?
101
TV AD MESSAGE COMMUNICATION
REREANAL
Those who recalled TV ad spontaneously
Q25. What is the main message communicated to you
by the TV advertisement?
102
TV AD MESSAGE COMMUNICATION
Those who recalled TV ad spontaneously
Q25. What is the main message communicated to you
by the TV advertisement?
103
ADVERTISING DIAGNOSTICS
OVERALL TV AD APPEAL
Note Base is net of those who correctly recalled
either visual or copy element/s of the TV ad in
its purest form.
Q26. On the overall, how does the TV ad appeal to
you?
104
ADVERTISING DIAGNOSTICS
REASONS FOR OVERALL TV AD APPEAL

• Positive overall advertisement appeal is mainly
  driven by it being attractive and lively (47)
  and the involvement of kids as the main
  characters. Other major reasons for positive
  appeal of the advertisement are

• 17 though claimed that the Words/expressions
  were very fast in negative reference to the RAP
  execution.

Q27. Why did you say (mention rating)?
105
ADVERTISING DIAGNOSTICS
REASONS FOR OVERALL TV AD APPEAL
Q27. Why did you say (mention rating)?
Q28. Apart from those you mentioned any other
elements of the TV ad did you particularly like?
106
ADVERTISING DIAGNOSTICS
IF KNEW WHAT "RAP" IS
Q29. Do you know what RAP is?
107
ADVERTISING DIAGNOSTICS
COMMENTS ABOUT THE USE OF "RAP"
Q30. What can you say about the use of rap in
the TV ad of Sangkap Pinoy?
108
ADVERTISING DIAGNOSTICS
COMMENTS ABOUT THE USE OF "RAP"
Q30. What can you say about the use of rap in
the TV ad of Sangkap Pinoy?
109
TV AD BELIEVABILITY
Note Base is net of those who correctly recalled
either visual or copy element/s of the TV ad.
Q31.How would you rate this advertisement in
terms of believability?
110
TV AD RELEVANCE
Note Base is net of those who correctly recalled
either visual or copy element/s of the TV ad.
Q33. How would you rate this advertisements
message in terms of its relevance to you?
111
ADVERTISING RECALL PRINT AD (SAY)
Caution in reading, low base.
Correct Recall recalled any one print ad
element correctly Wrong Recall any print
advertisement recall that is not an ad of Sangkap
Pinoy Confused Recall any true and correct ad
recall of Sangkap Pinoy other than the Lani
Mercado Advertisement
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
112
ADVERTISING RECALL
PRINT AD CORRECT RECALL (SAY)
Caution in reading, low base.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
113
ADVERTISING RECALL
PRINT AD WRONG RECALL (SAY)
Caution in reading, low base.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
114
ADVERTISING RECALL
PRINT AD CONFUSED RECALL (SAY)
Caution in reading, low base.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
115
ADVERTISING RECALL PRINT AD (SHOW)
Caution in reading, low base.
Correct Recall recalled any one print ad
element correctly Wrong Recall any print
advertisement recall that is not an ad of Sangkap
Pinoy Confused Recall any true and correct ad
recall of Sangkap Pinoy other than the Lani
Mercado
Advertisement
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
116
ADVERTISING RECALL
PRINT AD CORRECT RECALL (SHOW)
Caution in reading, low base.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
117
ADVERTISING RECALL
PRINT AD WRONG RECALL (SHOW)
Too low to percentage.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
118
ADVERTISING RECALL
PRINT AD CONFUSED RECALL (SHOW)
Too low to percentage.
Q35. What elements of the advertisement do you
recall? What did you recall seeing in the
advertisement?
119
PRINT AD MESSAGE COMMUNICATION
Q36. What is the main message communicated to you
by the PRINT advertisement?
120
PRINT AD MESSAGE COMMUNICATION
Too low to percentage.
Q36. What is the main message communicated to you
by the PRINT advertisement?
121
ADVERTISING DIAGNOSTICS
OVERALL PRINT AD APPEAL

• With low base, Top Box likeability of the print
  advertisement is a relatively low 13. Bottom
  Two boxes rating is non-existent.

Caution in reading, very low base.
Q37. On the overall, how does the print ad appeal
to you?
122
ADVERTISING DIAGNOSTICS
REASONS FOR OVERALL PRINT AD APPEAL
Caution in reading, low base.
Q38. Why did you say (mention rating)?
Q39. Apart from those you mentioned any other
elements of the TV ad did you particularly like?
123
PRINT AD BELIEVABILITY
Caution in reading, very low base.
Q40. How would you rate this advertisement in
terms of believability?
124
PRINT AD RELEVANCE

• 63 of the respondents (albeit with very low
  base) found the ad to be Very Important to
  them. Total Relevance of the print advertisement
  is 100

Caution in reading, very low base.
Q42. How would you rate this advertisements
message in terms of its relevance to you?
125
LANI MERCADO AS ENDORSER OF THE PRINT AD

• Still with very low base (total), believability
  on Lani Mercado as endorser of the print ad is at
  100. 75 claimed Lani to be very believable.

Caution in reading, low base.
Q44. How do you see Lani Mercado as the endorser
in the ad that you saw in terms of being
believable?
126
ADVERTISING RECALL RADIO AD
Caution in reading, very low base.
Q45. What elements of the advertisement do you
recall? What do you remember hearing?
127
ADVERTISING RECALL
RADIO AD CONFUSED RECALL
Caution in reading, low base.
Q45. What elements of the advertisement do you
recall? What do you remember hearing?
128
RADIO AD MESSAGE COMMUNICATION
Caution in reading, low base.
Q46. What is the main message communicated to
you by the RADIO advertisement?
129
PURCHASE INTENT
130
PURCHASE INTENT

• Of those who claimed to have seen/heard/read any
  Sangkap Pinoy advertisement 47 Will Definitely
  Buy. Total Will Buy (Will Definitely Buy Will
  probably Buy) is at 100.

Q54. How likely are you to buy fortified staple
foods after seeing/hearing this/these
advertisement/s?
131
POSITIVE PURCHASE INTENT REASONS
Q55. Why did you say you will (mention answer in
Q54) fortified staple foods after seeing/hearing
this/these advertisement/s?
132
POSITIVE PURCHASE INTENT REASONS
Q55. Why did you say you will (mention answer in
Q54) fortified staple foods after seeing/hearing
this/these advertisement/s?
133
PRICING ACCEPTABILITY
134
PRICING ACCEPTABILITY
Q56. If these fortified staple foods were
available in the market at the price which is

(at most)higher than your
regular buying price, would you buy them?
135
PRICING ACCEPTABILITY
Q56. If these fortified staple foods were
available in the market at the price which is

(at most)higher than your
regular buying price, would you buy them?
136
PRICING ACCEPTABILITY
Q56. If these fortified staple foods were
available in the market at the price which is

(at most)higher than your
regular buying price, would you buy them?
137
PRICING ACCEPTABILITY
Q56. If these fortified staple foods were
available in the market at the price which is

(at most)higher than your
regular buying price, would you buy them?
138
POSITIVE PRICING ACCEPTABILITY REASONS - RICE
Q57. Why will you buy/Why will you NOT buy?
139
NEGATIVE PRICING ACCEPTABILITY REASONS - RICE
Caution in reading, low base.
Q57. Why will you buy/Why will you NOT buy?
140
POSITIVE PRICING ACCEPTABILITY REASONS - COOKING
OIL
Q57. Why will you buy/Why will you NOT buy?
141
NEGATIVE PRICING ACCEPTABILITY REASONS - COOKING
OIL
Caution in reading, low base.
Q57. Why will you buy/Why will you NOT buy?
142
POSITIVE PRICING ACCEPTABILITY REASONS - SUGAR
Q57. Why will you buy/Why will you NOT buy?
143
NEGATIVE PRICING ACCEPTABILITY REASONS - SUGAR
Caution in reading, low base.
Q57. Why will you buy/Why will you NOT buy?
144
POSITIVE PRICING ACCEPTABILITY REASONS - FLOUR
Q57. Why will you buy/Why will you NOT buy?
145
NEGATIVE PRICING ACCEPTABILITY REASONS - FLOUR
Caution in reading, low base.
Q57. Why will you buy/Why will you NOT buy?
146
POSITIVE PRICING ACCEPTABILITY REASONS - BREAD
Q57. Why will you buy/Why will you NOT buy?
147
NEGATIVE PRICING ACCEPTABILITY REASONS - BREAD
Caution in reading, low base.
Q57. Why will you buy/Why will you NOT buy?
148
ACCEPTABLE PRICE INCREASE
Caution in reading, low base.
Caution in reading, low base.
N.B. Amount in PhP currency
Q57a. How much increase is acceptable to you?
149
ACCEPTABLE PRICE INCREASE
Caution in reading, low base.
Caution in reading, low base.
N.B. Amount in PhP currency
Q57a. How much increase is acceptable to you?
150
OTHERS
151
EDUCATIONAL ATTAINMENT
152
TV/RADIO OWNERSHIP