Industry hits (1st quarter 2002)
(Values = "Supporters" index of the ad vs. the average of all ads in the industry; 1.00 = average = 100%)
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best among the entire sample, i.e. among all four target groups in total, in the 1st quarter of 2002 are shown under the heading "Top Three".
Cigarettes Philip Morris Filter Kings (Bosch & Butz) 1.3
Beverages Eichhof Klosterbräu Amber (Lesch + Frei) 1.2
Banks/credit cards Baloise Bank dormancy (Contexta) 1.8
ten/Post Auto Audi Allroad Quattro 1.6
Advertising Index
For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 survey waves. The respondent first completes a psychological test (50-item test) and then leafs through a booklet containing 45 advertisements. As when reading a magazine, they are free to linger over each advertisement for as long as they wish. Before turning the page, she rates the ad on a scale from 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" attracted by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Planning support with the Advertising Index, the Radar and new
with the Print Advertising Monitor (PAM), Publimedia.
