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TOYOTA YARIS
Toyota Yaris
These results are very encouraging and give us much condence that an uplift in consideration and purchase intent can be achieved by adding a heavyweight national brand newspaper campaign to TV. A key ingredient to this was including multiple press ads in the campaign that were distinctive, interesting and involving adding to the take out from the TV ad. It was also very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.
TV creative
Online newspaper creative Brand newspaper creative A range of single-minded executions communicate far more powerfully than multimessaged ads. Tracking conrmed newspapers cumulative impact on depth of information.
Depth of Information Top 2 box %
85 69 49 57 70
Recognise TV ad plus...
1 Newspaper Brand ad
CAMPAIGN OBJECTIVES
To generate high awareness and interest in Toyota Yaris, the small car with the capabilities and characteristics of a big car.
100
MEDIA PLAN
May Media
Target Audience: ABC1 25-44
Source: Sophus3
Jun
Jul
691 TVRs 342 GRPs
Aug
Sep
187 GRPs
Research Dates
(Millward Brown)
Pre-wave Post-wave
Research Sample: 25-60 year old adults that have either purchased a car from new in the last 3 years or intend to purchase a car from new in the next 2 years (costing between 7,000 and 12,500) Media Source: NMR/BARB/NRS
Analysis of the data focuses on a comparison of: 1) Those who recognise the TV advertising only (TV solus) 2) Those who recognise both the TV and brand newspaper advertising (TV + Brand NP) 3) Those who recognise the TV, brand and tactical newspaper advertising (TV + Brand NP + Tactical NP)
For further explanation of Millward Brown and Sophus3 methodolog y go to www.nmauk.co.uk
8 9
TV solus
TV + Brand NP
+1
+3
By using newspapers as part of the brand campaign, Yaris achieved a higher increase in brand involvement than for any solus medium.
TV solus -2
TV + Brand NP +9 43 34
50
53
19
17
TV + NEWSPAPERS ENRICH BRAND EQUITY PURCHASE INTENT INCREASED WITH BRAND AND TACTICAL NEWSPAPERS + TV
The combination of brand TV and brand newspaper advertising drove an increase of +5% points in respondents purchase intent compared to a decrease pre to post for the TV solus group. By far the most powerful combination was for the group exposed to TV, brand newspaper advertising (online or paper version) and tactical newspapers with a +13% point increase in purchase intent as a result.
30 24
Purchase Intent
TV on its own improved presence, but the combination of TV and brand newspapers drove improvements for Yaris at every stage towards bonding.
TV + Brand NP + Tactical NP +13 68 55 55
TV solus TV + Brand NP Brand Dynamics Equity Analysis Change on pre-wave % points increase
TV solus -6
TV + Brand NP +5
50
6 19 21 22 50
-2 -2 -2 -2 +4
19 45 47 49 64
+5 +8 +7 +7 +5
Thinking of everything seen, heard or read recently how has it affected likelihood to choose? *
Pre to Post % points increase - Top 2 box % Prewave Postwave Prewave Postwave Prewave Postwave
10
11
32 23 17
Dull
20
Straightforward
Informative
NP Online ads
Plain
Intriguing
Original Ordinary
Irritating
+20
+22
Involving A+ Disturbing A
Distinctive A+
+24 Interesting A+
TV Advertising
Recognise TV ad only % Recognise Brand NP + TV ads % Added effect of NP
Soothing P+
Small car with features of big car Stylish car Superior quality car Small car with safety features of bigger car Small car with performance of bigger car Good value for money
65 55 46 39 37 32 12 24 19 23 40
69 52 42 47 59 32
79
Norm (698 UK TV ads) Recognise Brand NP + TV ads Recognise TV ad only (Each axis 0-70%)
Unpleasant A
Pleasant P+
A P +
Irritating A
Gentle P+
-10
Boring P Weak P
+ Added effect of NP
-9
Ordinary P
-15
-15
12
13
69
70
48
42 23
Call to Action Gives me a reason to buy * Top 2 box % Brand NP ads TV ad TV + Brand NP ads
60
64
77 67 62
74
35
Brand Values
Call to Action
Research Details: Pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at prestage), to measure changes among people seeing different media and account for any existing predispositions of any media group. Sample: 932 adults aged 25-60 who have either purchased a car from new in the last 3 years or intend to purchase a car from new in the next 2 years (costing between 7,000 and 12,500). Media quotas to match national viewing/readership.
14
15
For more information about advertising in national newspapers contact: Newspaper Marketing Agency 175 Piccadilly London W1J 9EN 020 7182 1700 www.nmauk.co.uk Email: effectiveness@nmauk.co.uk Maureen Duffy Chief Executive Anne Foster Planning Director Acknowledgements With thanks to Toyota and their agencies, CHI, Zenith Optimedia and Miller Bainbridge Brand Tracking Research conducted by Millward Brown Qualitative Creative Development Research conducted by Davey Bioletti Web data analysis by Sophus3 Media expenditure: Nielsen Media Research * Metric developed by Hall & Partners Copyright Newspaper Marketing Agency Date of Issue: November 2006 With thanks to Xtreme Information for supplying the advertising images: Simon.Wylie@xtremeinformation.co.uk