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					     APA Advantage Study
        B2B Overview
February 2007
CS Team: Nicky Carman, Hayley Aireton




                                        [t\cs\hfasteam\apa\apa ops\template may 06.ppt 1 ]
Background

•   The Association of Publishing Agencies (APA) is the UK professional
    body representing the customer publishing industry and has developed
    a research project to measure the effectiveness of the medium
•   This (The Advantage Study) has been conducted by Millward Brown
    across a number of participating titles
•   Recently Business to Business titles have been added to this study




                                                       [t\cs\hfasteam\apa\apa ops\template may 06.ppt 2 ]
55 titles researched so far (10 000 respondents
interviewed). Categories Covered (a mix of
posted and picked up titles)


                  Automotive (13)
                   Finance (12)
                      Retail (8)
            Transport/ Travel/ Leisure (6)
                        IT (4)
                      Other (6)
              Business to Business (6)



                                             [t\cs\hfasteam\apa\apa ops\template may 06.ppt 3 ]
Readership Metrics:
Does the magazine resonate with the readers?




                                  [t\cs\hfasteam\apa\apa ops\template may 06.ppt 4 ]
     Respondents tend to read B2B titles slightly longer than
     average
     How long do you usually spend in total reading or looking at an issue of the magazine by the time you have finished with it?

                                                                                    Study
                                  B2B                                              Average
                                   %                                                  %
     Under 5 minutes                        12                                                  18
        5 - 10 minutes                          21                                                 23
      10 - 20 minutes                           22                                               21
      20 - 30 minutes                         17                                              15
30 minutes to an hour                         17                                              12
              1 - 2 hours               6                    24%                          5                  19%

   More than 2 hours                  1                                                2
            Average 26 mins                                                         24 mins
   Base: Test sample (1354)                                                        (9269)
                                            Denotes significant shift at 95% confidence
                                                                                                            [t\cs\hfasteam\apa\apa ops\template may 06.ppt 5 ]
  However, pick up rates are lower…
  How many times do you usually pick up the magazine by the time you have finished with it?

                                                                                       Study
                                  B2B                                                 Average
                                   %                                                     %

                        0                         37                                              22
                   1-2                              40                                                         45

                   3-4                13                                                          18

                   5-9            4                                                           6

               10 - 14          1                     5%                                  1                     9%

         15 or more             0                                                             2

Base: Test sample            (1354)                                                     (9269)

                                       Denotes significant shift at 95% confidence
                                                                                                   [t\cs\hfasteam\apa\apa ops\template may 06.ppt 6 ]
       In line with the study average, over half of respondents read
       about half or more of the magazine.
       Thinking about the last issue of the magazine you saw, how much of it did you read?


                                                                                Study
                      B2B                                                      Average
                       %                                                          %
            All of it        9                                                               12
                                                                                                          55%
        Most of it               18                55%                                        20

       About half                   28                                                        23

             A little                 32                                                          30

        None of it            11                                                             13

Base: Test sample (1354)                                                            (9269)

                                            Denotes significant shift at 95% confidence
                                                                                                       [t\cs\hfasteam\apa\apa ops\template may 06.ppt 7 ]
   Over half keep the magazine for a month or more – significantly
   higher than the study average.
   How long do you usually keep an issue of the magazine?

                                                                                      Study
                              B2B                                                    Average
                               %                                                        %

       About a day                   12                                                    15

         A few days                   14                                                   17

One to two weeks                        18                                                       27

             A month                  13                                                  13
                                                                  51%                                     34%

     Over a month                                 38                                           21

Base: Test sample             (1354)                                                  (8869)

                                       Denotes significant shift at 95% confidence
                                                                                               [t\cs\hfasteam\apa\apa ops\template may 06.ppt 8 ]
       1 in 3 keep it as a reference (or at least keep part of it).

       What do you generally do with the magazine after reading it?


                                                                                           Study
                                                       B2B                                Average
                                                        %                                    %

               Keep it for reference                           28                                13
                                                                          35%                                 18%
                       Keep a part of it                7                                    5

Pass it on to a friend or colleague                      8                                   6

           Throw it away/recycle it                                    54                                              72

                   Base: Test sample (1354)                                                (8869)

                                            Denotes significant shift at 95% confidence
                                                                                                 [t\cs\hfasteam\apa\apa ops\template may 06.ppt 9 ]
The relevance of B2B titles is broadly in line with the study
average.
Thinking specifically about the last issue of the magazine, how relevant did you think the contents were to you?

                                                                               Study
                                         B2B                                  Average
                                          %                                      %

              Very relevant                   6                                         9


             Quite relevant                                  47                                       47


        Not very relevant                             28                                      24


       Not at all relevant                    6                                         8

     Base: Test sample                    (1354)                                   (9269)

                                      Denotes significant shift at 95% confidence
                                                                                                      [t\cs\hfasteam\apa\apa ops\template may 06.ppt 10 ]
    Positive opinion is not as strong for these titles
    And what was your overall opinion of the last issue of the magazine? Would you say…?

                                                                                        Study
                               B2B                                                     Average
                                %                                                         %

   It was excellent            2                                                           5
                                                        42%                                                      50%
  You liked it a lot                10                                                         15

 You quite liked it                          30                                                     30

      It was alright                               42                                                   36

  You didn’t like it            4                                                      3
Base: Test sample              (1029)                                                      (9119)

                                         Denotes significant shift at 95% confidence
                                                                                                    [t\cs\hfasteam\apa\apa ops\template may 06.ppt 11 ]
        And as a result, brand appeal is not quite as strong

        How did the magazine make you feel about (brand)? Would you say the magazine made (brand) seem…?

                                                                                         Study
                                       B2B                                              Average
                                        %                                                  %
       Much more appealing
                                           5                                                 9
                                                             25%                                            29%
      A little more appealing                   20                                               20

It didn’t change your feelings                                     64                                              60

       A little less appealing 1                                                         1

        Much less appealing 1                                                            1

           Base: Test sample (1354)                                                      (9269)

                                          Denotes significant shift at 95% confidence
                                                                                                   [t\cs\hfasteam\apa\apa ops\template may 06.ppt 12 ]
1 in 4 business respondents visit the company’s website in
response to reading the magazine
   Which of the following, if any, did you do as a result of reading the magazine?

                                                                                          Study
                                      B2B                                                Average
                                       %                                                    %
   Visited the website                              29                                       14
 Entered a competition                 1                                                     12
         Used a voucher                1                                                    8

     Bought something                    5                                                   13

                   More info                 13                                              12

           Visited a store                7                                                        24

                                      (1354)                                              (9269)

                                           Denotes significant shift at 95% confidence
                                                                                                   [t\cs\hfasteam\apa\apa ops\template may 06.ppt 13 ]
Impact the magazine has on the brand:
  • Likelihood of respondents continuing their
    relationship with the brand as a result of
    receiving the magazine




                                   [t\cs\hfasteam\apa\apa ops\template may 06.ppt 14 ]
 There is little difference in consideration between test and
 control cells
    How likely are you to consider choosing BRAND the next time…?


                                    Test                            Control
                                     %                                %

 The only ….you would
                                                      43                            41
                    consider
One of 2 or 3 you would
                                                 32                               37
                    consider
    One of several you                  10                              11
          would consider

                                       7                               8
One you might consider

   Base: Test sample               (694)                            (216)

                                                                              [t\cs\hfasteam\apa\apa ops\template may 06.ppt 15 ]
Summary

•   As expected, B2B titles evoke a difference response from readers than
    more consumer based titles.
•   Whilst B2B titles are generally read for longer, kept for longer and
    more likely to be retained as a reference they perform less well in
    terms of the readers’ response to the magazine. Respondents are
    less likely to have a positive opinion about the magazine and to
    change their feelings about the company as a result of reading it.




                                                       [t\cs\hfasteam\apa\apa ops\template may 06.ppt 16 ]
     APA Advantage Study
        B2B Overview
February 2007
CS Team: Nicky Carman, Hayley Aireton




                                        [t\cs\hfasteam\apa\apa ops\template may 06.ppt 17 ]

				
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