1、立點(diǎn)效應(yīng)媒體股份媒體部 2004年各媒體服務(wù)效益分析 By ActMedia Taiwan.本次店內(nèi)購(gòu)物經(jīng)過(guò)的商品區(qū)Source: 本研討調(diào)查 Base: 20-49歲受訪者 (n=502)%.本次店內(nèi)購(gòu)物經(jīng)過(guò)的商品區(qū)(續(xù))Source: 本研討調(diào)查 Base: 20-49歲受訪者 (n=502)%.各連鎖商店之消費(fèi)者重疊情形Source: 本調(diào)查研討 Base: 過(guò)去七天去過(guò)該連鎖店之受訪者 .影響本次商品購(gòu)買之廣告體Source: 本調(diào)查研討 Base: 本次調(diào)查之商品購(gòu)物者.影響本次商品購(gòu)買的廣告媒體Base: 20-49歲受訪者 (n=502)* Source: AC Nielsen

2、customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.AdVantage Channel優(yōu)勢(shì)頻道廣告的留意情形* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.25.3%48%AdVantage Channel (優(yōu)勢(shì)頻道廣告)1x 觸達(dá)的品牌知名度影響 n = 502 (賣場(chǎng)一切有效受訪消費(fèi)者)Source: AC Nielsen customize

3、d survey 7/158/05, 2003 ActMedia in-store marketing services impact有看過(guò)優(yōu)勢(shì)頻道廣告的記得廣告內(nèi)容的Source: May/July 2002 Customized research for AdVantage ChannelResearch International, Hong-Kong繼續(xù)收看電視廣告的觀眾,有4%的人記得廣告內(nèi)容 .* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impa

4、ct走過(guò)此品類通道者有看過(guò)AVC廣告者記得廣告內(nèi)容者奶粉n = 220n = 逛過(guò)該品類的消費(fèi)者碳酸飲料n = 411即溶咖啡n = 212 速食麵n = 371洗衣粉/精n = 220AdVantage Channel (優(yōu)勢(shì)頻道廣告)1x 觸達(dá)的品牌知名度影響 . ShelfVision貨架招貼廣告的留意情形* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.與貨架招貼廣告互動(dòng)情形 Base: 看過(guò)店內(nèi)貨架招貼廣告的受訪者 (n=124)能否曾經(jīng)觸

5、碰過(guò)貨架招貼廣告* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.24.7%21.3%* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impactShelfVision (貨架招貼廣告)1x 觸達(dá)的品牌知名度影響 n = 502 (賣場(chǎng)一切有效受訪消費(fèi)者)有看過(guò)貨架招貼廣告的記得廣告內(nèi)容的.* Source: AC N

6、ielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact即溶咖啡n = 212嬰兒紙尿褲n = 97奶粉n = 220起司n = 232衛(wèi)生棉n = 165ShelfVision (貨架招貼廣告)1x 觸達(dá)的品牌知名度影響 走過(guò)此品類通道者有看過(guò)SV廣告者記得廣告內(nèi)容者n = 逛過(guò)該品類的消費(fèi)者.相輔相承的BannerVisionBannerVision package=架設(shè) 2BV+1SV(只在量販店執(zhí)行)BannerVision=品類分配2004/01/04 上市. CartVis

7、ion手推車廣告的留意情形* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.商店內(nèi)手推車的運(yùn)用情形 Base: 20-49歲受訪者 (n=502)* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.提示後的手推車廣告記憶度Base: 會(huì)運(yùn)用手推車且有購(gòu)買廣告類商品者* Source: AC Nielsen c

8、ustomized survey 7/158/05, 2003 ActMedia in-store marketing services impactP.S 各產(chǎn)品手推車廣告架設(shè)數(shù)為樣本店手推車總數(shù) 1/3. Billboard as it should be.強(qiáng)化傳統(tǒng)手推車廣告高效率提升品牌知名度賣場(chǎng)獨(dú)一可移動(dòng)的活廣告即時(shí)效果CartSurround手推車廣告的提升2004/01/04 上市.FloorVision地貼廣告的留意情形* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing

9、 services impact.在商店內(nèi)看過(guò)地貼廣告的比例 Base: 20-49歲受訪者 (n=502)* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact.Sample size : 173 (奶粉區(qū)消費(fèi)者)(Visited the milk powder aisle)* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact地板廣告媒體服務(wù)的影響 奶粉12.7% 經(jīng)過(guò)奶粉類通道且看過(guò)此廣告Remember Milk Powderad contentHave seenMilk Powder adin the milk powder aisleFV Brand awareness at 1x exposure.指引消費(fèi)者前往到產(chǎn)檔次置區(qū)域性的廣告方式高度的購(gòu)物影響力只在