More accountability: Being the results of one exposure to an interactive programme vs traditional (frequency and reach) advertising.

Client: Chesebrough-Pond’s.
Brand: Intensive Care Hand & Nail Lotion.

Research: Burke Market Research.

"Readers of the Event were significantly more likely than non-readers to recall all four copy points, additionally readers were significantly more likely than non-readers to have tried the lotion, to have repeated buying it and to have purchased the brand recently.

　

Client: Rexona (Unilever).
Brand: Vaseline Intensive Care.

Research: AGB.

"Prompted-Brand-Product-Awareness increased at the rate of 31.5% among people seeing the Event, similarly and increase in Past-Four-Week-Purchase +90% and in increase of 81.8% Definitely-Will-Buy was recorded."

　

Client: Carter Wallace.
Brand: Dencorub & Dencorub Ice (Muscle Pain Relief).

Research: AGB.

"Quite dramatic increases in Prompted-Brand-Awareness and in the Past-Four-Week-Purchase and Next-Four-Week-Purchase-Intention (DWB) occurred amongst main grocery buyers. These range from 55.6% to 120%."

　

Client: Carter Wallace.
Brand: Nair Hair Remover.

Research: AGB.

　

"Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed."

　

Client: Carter Wallace.
Brand: Arrid Deodorant.

Research: AGB.

"Arrid’s participation within this Interactive Event again demonstrates the effectiveness of the Technique. All key measurements show positive improvements for those exposed versus people not exposed. Brand-Advertising-Awareness +200%; Past-Four-Week-Purchase +100% and Future-Purchase-Intent +66.6%.

　

Client: Carter Wallace.
Brand: Sun-In Hair Colour.

Research: AGB.

"Sun-In Hair Color benefits from exposure within the Interactive Event. Brand-Advertising-Awareness was increased by 366.6%; Purchase-in-Past-Four-Weeks +100%; and Future-Purchase-Intent +100%."

　

Client: Pork Promotion Council.
Brand: New Fashioned Pork.

Research: AGB.

"Grocery Buyers exposed to the Interactive Event showed higher Awareness +12.3%; higher Advertising Awareness +45.16%. They also had higher Past-Purchase patterns, 80% and higher figures for Purchase-Intent +36.3%.



Client: Sara Lee.
Brand: Hearty Fruit Muffins. (Frozen Bakery Goods).

Research: AGB.

"Grocery buyers who remembered seeing the Interactive Event showed a higher than average awareness of the product +30.9%, a high awareness of advertising at +83.3% and 100% increase in Future-Purchase-Intent.

　

Client: Unilever.
Brand: Streets Log Ice Cream Deserts.

Research: Martyn Research.

"Unprompted Brand-Awareness increased +8% amongst main grocery buyers who saw the Interactive Event and Purchase increased +80%; Advertising-Awareness increased 100% over people who had not see the Event."

　
　

ONLINE BANNER AND SEARCH ADS PROVE THE LEAST EFFECTIVE FOR COMMANDING ATTENTION OF CONSUMERS!

In a recent study 63% respondents most commonly block out brand messages via this medium!

Interestingly the unobtrusive nature of print advertising made it the most appealing.

Companies looking to effectively reach consumers have only to use SHOPPERS VOICE to best appeal to their desired group

"Yet most advertising is ineffective. Mathematically, that has to be true.

"With the customer hunkered down in his or her mental foxhole, it becomes harder and harder to score a hit in our overcommunicated society. With volume up and effectiveness down, advertising has become the focus of intensive research.

"Consider the facts. Most major advertising programs that run are tested. They don't run if they don't test exceptionally well.

"Yet most advertising is ineffective. Mathematically, that has to be true. In a given market four or five brands will develop marketing programs designed to increase market share. Yet on average, no one will increase market share, which in total remains at 100 percent.

Al Ries and Jack Trout
Bottom-Up Marketing. New York: McGraw-Hill, 1981. pages 152, 154, 194, 195.
Use Interactive Communication and you'll win...big time!

The need for Interactive Marketing Communication.

Put simply, because there is a human desire for interaction. We have created a media society during the past 40 or 50 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information retrieval that exists.

People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.

When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services).

More information? Please visit:http://effectiveaccountablecommunication.blogspot.com

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Demonstrating that terrestrial TV together with interactive print events can produce staggering increases

When interactive “events” have been prepared together with a direct request for the viewer to pay particular attention to participating TV commercials, there has always been a substantial and measurable lift in brand awareness, message comprehension, which always lead through to increases in sales.

To demonstrate the effectiveness of interactive programmes linked to terrestrial TV here are just some examples of the increases recorded by independent research.

Increases in television advertising awareness as result of exposure to an interactive “Event”

Birds Eye Fish Fingers + 11%
Sunsilk Shampoo +233%
Duracell Batteries +200%
Plumrose (Canned) Ham +400%
Sara Lee + 83%
Sources: AGB, NOP, Gallup

These results are just the tip of the iceberg in demonstrating that terrestrial TV aligned with interactive events can produce staggering increases in all key measurements including sales.

Want more? Please visit:http://effectaviveaccountablecommunication.blogspot.com