Gilbert Saint Joanis

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GilbertSaint Joanis
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Mixed-media sells !

• Combining magazines TV
• Effectiveness studies
• 17 March 2005
• Gilbert SAINT JOANIS

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International experiences

• UK
• France
• Australia
• The Netherlands
• India

• US
• South Africa
• Germany
• Sweden

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Multiple ways to demonstrate

• Specific case studies
• Multi-brands analyzes

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Multiple ways to demonstrate

• Qualitative in depth interviews
• Econometric analyze
• Quantitative sample
• Panel

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Multiple ways to demonstrate

• Perception of advertising
• Campaign recall
• Image of the brand
• Sales
• Penetration
• Volume
• Market shares

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Multiple ways to demonstrate

• on Fast Moving Consumer Goods
• on non FMCG products

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Various effect

• due to the creative execution
• but positive effect in more than 70 to 80 of
  cases according to different experiences

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Various effect

• Cumulating effect

TV print
TV only
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Various effect

• Synergy effect

TV print
TV only
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Various effect

• Complementarity effect

TV print
TV only
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Some international experiences

• 1- The Cussons Carex Hand Wash case
• 1996
• UK
• TN AGB Superpanel 10.000 households
• following of brand sales and market shares before
  and during campaign

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Some international experiences

• 1- The Cussons Carex Hand Wash case

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Print investments
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Some international experiences

• 2- GFK Hassloch BehaviourScan panel
• Germany 52 weeks analyze
• GFK panel 3.000 households
• split run between only TV or TVprint exposed

Tvprint gt sales 16 more than TV only Increase
in market shares more than market penetration
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Some international experiences

• 3- PPA analysis
• UK
• TN AGB superpanel
• 10 brands
• market shares analyze

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Some international experiences

• 3- PPA analysis

Magazine ad spend
All month
Month with TV ads
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Some international experiences

• 4- The media multiplier in India
• 2003
• India
• Split run cities experiment
• 5 leading brands

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Some international experiences

• 4- The media multiplier in India
• General results
• TVprint increases all indicators vs TV only
• Closer creative treatments produce larger effects
• Awareness is increased by mix media from 20 to
  100 compared to TV effect

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Some international experiences

• 4- The media multiplier in India
• Intention of purchase index (post vs pre
  campaign)

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Some international experiences

• 5- Market test
• 2004
• France
• MarketingScan market test

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Some international experiences

• 5- Market test
• Effectiveness index

100 TV plan MagazineTV
of buyer Quantity / buyer Market share
active women under 60
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A personal experience

• Charal Case
• Nielsen Homescan panel
• 8.400 households
• penetration analyze

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A personal experience
Télévision
Primt
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A personal experience
Pénétration
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A major study

• Measuring Magazine Effectiveness
• US
• 1994 - 2000
• 186 brands
• 13 products categories
• econometric analysis
• modeling of sales according to advertising
  investments on different media

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A major study

• Measuring Magazine Effectiveness

Higher invests in magazines increase effectiveness
35 mag 58 TV 7 radio
13 mag 80 TV 7 radio
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A major study

• Measuring Magazine Effectiveness

Television effectiveness increases when more
magazine are used
0-4
4-10
10-60
of magazine invests
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A major study

• Measuring Magazine Effectiveness

Magazine advertising ads to Trade Promotion
effectiveness
0-4
4-10
10-60
of magazine invests
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A major study

• Measuring Magazine Effectiveness

Most overlap generate best results for both media
No overlap
Some overlap
Most overlap
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Conclusions

• Not A gold number
• Not on rule
• But
• Many ways to prove magazine effectiveness
• Magazines ad to TV effectiveness
• Mix media sells

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