Industry hits (4th quarter 2001)
(Values = "Supporters" index of the ad vs. the average of all ads in the industry; 1.00 = average = 100%)
In collaboration with the market research institute Demoscope, Publimedia presents readers of WerbeWoche with an extract 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 the subjects that achieved the greatest acceptance in the relevant psychographic target group (see compass rose). The three subjects that performed best among the entire sample, i.e. all four target groups, in the 4th quarter of 2001 are shown under the title "Top Three".
Cigarettes Meccarillo's man with newspaper 1.3
Banks/credit cards/post Allianz Taucher 1.9
Beverages Carlsberg Eisberg (Simko, Geneva) 1.7
Car Saab Performance (Fisch Meier Direkt) 1.3
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. Publimedia provides planning support with the Advertising Index, the Radar and now the Print Advertising Monitor (PAM).
