Industry hits (2000)
(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 five times a year with an excerpt from the
Results from the Advertising Index (AX Print). 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
in the entire sample, i.e. in all four target groups, performed best in the past year are shown under the heading "Top three".
Watches Longines Dolce Vita (Capt Communication) 1.4
Car Mercedes S-Class (Studer & Wohlgemuth) 1.6
Drinks Swiss Milk- Bremen Town Musicians 1.9
producers SMP (Advico Young & Rubicam)
Cigarettes Marlboro Lights (Leo Burnett) 2.0
Body Care Guerlin Mahara (-) 1.6
Advertising Index
For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in eight waves. The respondents first complete a psychological test (50-item test) and then leaf through a magazine with 45 ads. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" appealed to 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.
