ECP立点公司媒体服务市调报告

1、立點效應媒體股份媒體部 2004年各媒體服務效益分析 By ActMedia Taiwan.本次店內購物經過的商品區Source: 本研讨調查 Base: 20-49歲受訪者 (n=502)%.本次店內購物經過的商品區(續)Source: 本研讨調查 Base: 20-49歲受訪者 (n=502)%.各連鎖商店之消費者重疊情形Source: 本調查研讨 Base: 過去七天去過該連鎖店之受訪者 .影響本次商品購買之廣告體Source: 本調查研讨 Base: 本次調查之商品購物者.影響本次商品購買的廣告媒體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優勢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 (優勢頻道廣告)1x 觸達的品牌知名度影響 n = 502 (賣場一切有效受訪消費者)Source: AC Nielsen customize

3、d survey 7/158/05, 2003 ActMedia in-store marketing services impact有看過優勢頻道廣告的記得廣告內容的Source: May/July 2002 Customized research for AdVantage ChannelResearch International, Hong-Kong繼續收看電視廣告的觀眾,有4%的人記得廣告內容 .* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impa

4、ct走過此品類通道者有看過AVC廣告者記得廣告內容者奶粉n = 220n = 逛過該品類的消費者碳酸飲料n = 411即溶咖啡n = 212 速食麵n = 371洗衣粉/精n = 220AdVantage Channel (優勢頻道廣告)1x 觸達的品牌知名度影響 . 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情形 Base: 看過店內貨架招貼廣告的受訪者 (n=124)能否曾經觸

5、碰過貨架招貼廣告* 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 觸達的品牌知名度影響 n = 502 (賣場一切有效受訪消費者)有看過貨架招貼廣告的記得廣告內容的.* 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衛生棉n = 165ShelfVision (貨架招貼廣告)1x 觸達的品牌知名度影響 走過此品類通道者有看過SV廣告者記得廣告內容者n = 逛過該品類的消費者.相輔相承的BannerVisionBannerVision package=架設 2BV+1SV(只在量販店執行)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.商店內手推車的运用情形 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: 會运用手推車且有購買廣告類商品者* Source: AC Nielsen c

8、ustomized survey 7/158/05, 2003 ActMedia in-store marketing services impactP.S 各產品手推車廣告架設數為樣本店手推車總數 1/3. Billboard as it should be.強化傳統手推車廣告高效率提升品牌知名度賣場独一可移動的活廣告即時效果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.在商店內看過地貼廣告的比例 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 (奶粉區消費者)(Visited the milk powder aisle)* Source: AC Nielsen customized survey 7/158/05, 2003 ActMedia in-store marketing services impact地板廣告媒體服務的影響 奶粉12.7% 經過奶粉類通道且看過此廣告Remember Milk Powderad contentHave seenMilk Powder adin the milk powder aisleFV Brand awareness at 1x exposure.指引消費者前往到產档次置區域性的廣告方式高度的購物影響力只在