Highest Believable Advertising

Transcription

1 Inteplast Healthcare Advertising was voted as the Highest Believable Advertising in Repertoire Magazine October 2011 Issue Inteplast Group Integrated Bagging Systems Specimen Transport Bags Page: 53 Believable Rate: 98%

2 People think our Ad... Hard to make plastic bags interesting, but this ad sticks to the point, is informative, and leads the viewers to the next step by mentioning HIDA booth location. Colorful, give the available sizes and styles while showing them. Tells you how to find out more on the product. Colorful and grabs my attention. For complete study please see following Advertising Effectiveness Study Report

3 Advertising Effectiveness Study Report Prepared for: Inteplast Group - Integrated Bagging Systems Repertoire Magazine October 2011 Issue

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5 Repertoire Magazine, October 2011 Issue Table of Contents About the Advertising Effectiveness Study... 2 Questionnaire... 3 High Scoring Ads... 4 Using the Product/Service Category Results... 6 Step 1: Establishing Context... 7 Step 2: Reviewing Your Results... 8 Image of Studied Advertisement... 9 Results by Product/Service Category Results by Size/Color Category Reader Verbatim Comments Readex Research 1

6 Inteplast Group - Integrated Bagging Systems About the Advertising Effectiveness Study Introduction This Advertising Effectiveness Study was sponsored by Repertoire Magazine and was conducted by Readex Research, an independent research firm. Selected advertisements in the October 2011 issue of Repertoire Magazine were studied. Readers reported their perception of each item in terms of whether or not it was attention-getting, believable, or informative; and to comment about what message or feeling they got from the ad. By analyzing readers reactions to their own ads and comparing their performance with other studied ads, advertisers can discover ways to communicate more effectively with Repertoire Magazine readers, thus enhancing the return on their advertising investment. Method The sample for this online survey was systematically selected from the domestic, qualified circulation of Repertoire Magazine. All materials were produced, addressed, and sent by Readex. Survey invitations were timed to reach sample members at mid-interval between issues of the publication. A series of up to three ings were used to invite and remind readers to participate. Invitations included a clickable link to the survey site plus opt-out possibilities. As an incentive to participate, those who completed the survey were entered in a drawing for one of five $100 American Express gift cards. The study was closed with a total of 526 returns. Each respondent rated only a subset of all studied advertisements; therefore, each ad has a base of between 95 and 112 responses. The response was tabulated and this report was prepared by Readex in accordance with accepted research practice. Using the Results Use this feedback to gauge relative performance of one item compared to another. By comparing their scores with results for other studied ads both higher- and lower-scoring advertisers can get a feel for the creative approaches that best reach this particular audience. These results should not be considered projectable to the entire circulation of Repertoire Magazine. However, they do represent its active, involved readers those who spend time with the publication and are willing to provide feedback to its editors and advertisers. When used as intended, for comparison between studied items, these results can provide valuable insight. About Readex Research Readex Research is a nationally recognized independent research company located in Stillwater, Minnesota. Its roots are in survey research for the magazine publishing industry, but specialization in conducting high-quality survey research (by mail and/or the Internet) has brought clients from many other markets, including associations, corporate marketers and communicators, and government agencies. Since its founding in 1947, Readex has completed thousands of surveys for hundreds of different clients. As a full-service survey research supplier, Readex offers professional services and in-house processing of all phases of each project (traditional mailing, broadcast ing, and data processing) to ensure complete control over project quality and schedule. 2

7 Repertoire Magazine, October 2011 Issue Questionnaire Information Collected Selected advertisements in the October 2011 issue of Repertoire Magazine were measured.! Reader Scores are presented as a percentage of those answering that the ad was: Attention-Getting Believable Informative " Reader Comments: Readers provided a comment on what message or feeling they got from the ad. Using the Results In most cases, the objective of an ad is to help sell a product or service. Accordingly, an effective ad is one that stops the reader, pulls the reader into the ad (attention-getting score), and stimulates a positive feeling or attitude (believable and informative scores). Use this feedback to gauge relative performance of one ad compared to another. Advertisers can get a feel for the creative approaches that best reach this particular audience by comparing their ad s scores with results for other studied ads both higher- and lower-scoring. 3

8 Inteplast Group - Integrated Bagging Systems High Scoring Ads Attention-Getting Issue Average: 69% Advertiser Page Product/Service Category Size/Color Attention- Getting BSN Medical, Inc. 91 Disposables full page 96% Welch Allyn 116 Equipment, Office full page 95% B. Braun Medical Inc. 5 Disposables full page 95% Brewer 55 Equipment, Office 1/2 page 89% Shippert Medical Technologies, Inc. 27 Disposables 1/2 page 89% Premier Medical Products, Inc. 97 Disposables full page 89% Believable Issue Average: 81% Advertiser Page Product/Service Category Size/Color Believable Inteplast Group - Integrated Bagging Systems 53 Disposables 1/2 page 98% Metrex 29 Disposables full page 96% Brewer 55 Equipment, Office 1/2 page 94% DETECTO Equipment, Office 2 page 93% BSN Medical, Inc. 91 Disposables full page 93% Abbott Point of Care Inc. 49 Rapid Diagnostics full page 93% Health o meter Equipment, Office 2 page 93% Wallach Surgical Devices, Inc. 99 Equipment, Office 1/2 page 93% Informative Issue Average: 77% Advertiser Page Product/Service Category Size/Color Informative Metrex 29 Disposables full page 96% BSN Medical, Inc. 91 Disposables full page 96% Premier Medical Products, Inc. 97 Disposables full page 94% Inteplast Group - Integrated Bagging Systems 53 Disposables 1/2 page 94% Abbott Point of Care Inc. 49 Rapid Diagnostics full page 92% 4

9 Repertoire Magazine, October 2011 Issue Highest Attention-Getting Highest Believable BSN Medical, Inc. page: 91 Highest Informative Inteplast Group - Integrated Bagging Systems page: 53 Highest Informative Metrex page: 29 BSN Medical, Inc. page: 91 5

10 Inteplast Group - Integrated Bagging Systems Using the Product/Service Category Results Step 1: Establishing Context On the next page you ll find the scores for all the ads in your product/service category except for your ad. Your scores have been omitted, because it s important that you look at some of the techniques used by the high- and low-scoring ads in your competitive set. Take a few minutes to look at some ads and try to figure out why they may have scored the way they did. If this report doesn t break out advertisements by product/service category, then all ads studied except yours will be listed. Step 2: Reviewing Your Results After you ve determined the techniques that work well and don t work well with readers of Repertoire Magazine, you probably have some idea of how your ad scored. Turn to the next section, and you ll find your results highlighted. If you didn t do as well as you hoped relative to the other ads in your product/service category, go back and take another look at the techniques used in the higher scoring ads. 6

11 Repertoire Magazine, October 2011 Issue Step 1: Establishing Context Disposables Attention-Getting Believable Informative Advertiser Page Size/Color 70% 80% 78% Product/Service Category Average (23 ads) 55% 85% 67% Advanced Sterilization Products 85 full page 54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page 95% 55% 54% B. Braun Medical Inc. 5 full page 45% 89% 88% BD Medical 93 full page 96% 93% 96% BSN Medical, Inc. 91 full page 59% 79% 77% Crosstex 25 1/2 page 47% 72% 64% Ethicon, Inc. 17 1/2 page 53% 69% 56% Georgia-Pacific Consumer Products LP 85% 86% 80% Georgia-Pacific Consumer Products LP 50% 79% 86% Graham Professional Medical Products 57 full page 59 full page 61 1/2 page 77% 82% 68% HealthLink 45 full page 59% 86% 81% Medical Action Industries, Inc. 37 full page 68% 96% 96% Metrex 29 full page 74% 88% 90% Parker Laboratories, Inc. 33 1/2 page 89% 90% 94% Premier Medical Products, Inc. 97 full page 59% 86% 84% Professional Disposables International, Inc. 69 full page 68% 78% 77% Sempermed USA, Inc. 7 full page 77% 70% 76% Sempermed USA, Inc. 109 full page 89% 56% 67% Shippert Medical Technologies, Inc. 27 1/2 page 85% 84% 80% Sultan Healthcare 95 full page 75% 74% 81% Terumo Medical Corporation 15 full page 61% 80% 79% Terumo Medical Corporation 105 full page 7

12 Inteplast Group - Integrated Bagging Systems Step 2: Reviewing Your Results Disposables Attention-Getting Believable Informative Advertiser Page Size/Color 70% 80% 78% Product/Service Category Average (23 ads) 55% 85% 67% Advanced Sterilization Products 85 full page 54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page 95% 55% 54% B. Braun Medical Inc. 5 full page 45% 89% 88% BD Medical 93 full page 96% 93% 96% BSN Medical, Inc. 91 full page 59% 79% 77% Crosstex 25 1/2 page 47% 72% 64% Ethicon, Inc. 17 1/2 page 53% 69% 56% Georgia-Pacific Consumer Products LP 85% 86% 80% Georgia-Pacific Consumer Products LP 50% 79% 86% Graham Professional Medical Products 57 full page 59 full page 61 1/2 page 77% 82% 68% HealthLink 45 full page 88% 98% 94% Inteplast Group - Integrated Bagging Systems 53 1/2 page 59% 86% 81% Medical Action Industries, Inc. 37 full page 68% 96% 96% Metrex 29 full page 74% 88% 90% Parker Laboratories, Inc. 33 1/2 page 89% 90% 94% Premier Medical Products, Inc. 97 full page 59% 86% 84% Professional Disposables International, Inc. 69 full page 68% 78% 77% Sempermed USA, Inc. 7 full page 77% 70% 76% Sempermed USA, Inc. 109 full page 89% 56% 67% Shippert Medical Technologies, Inc. 27 1/2 page 85% 84% 80% Sultan Healthcare 95 full page 75% 74% 81% Terumo Medical Corporation 15 full page 61% 80% 79% Terumo Medical Corporation 105 full page 8

13 Repertoire Magazine, October 2011 Issue Inteplast Group - Integrated Bagging Systems Page: 53 Product/Service Category: Disposables Size/Color Category: 1/2 page 9

14 Inteplast Group - Integrated Bagging Systems Results by Product/Service Category Equipment, Laboratory Attention-Getting Believable Informative Advertiser Page Size/Color 64% 73% 68% Product/Service Category Average (4 ads) 74% 69% 60% Alfa Wassermann Diagnostic Technologies, LLC 81 full page 78% 88% 85% Beckman Coulter, Inc. 9 full page 42% 79% 79% ndd Medical Technologies 23 1/2 page 61% 56% 50% Roche Diagnostics Corporation 39 full page Equipment, Office Attention-Getting Believable Informative Advertiser Page Size/Color 68% 85% 78% Product/Service Category Average (19 ads) 77% 91% 74% American Diagnostic Corporation 87 full page 66% 75% 75% Bovie Medical Corporation 31 full page 89% 94% 75% Brewer 55 1/2 page 75% 87% 80% Cardiac Science Corporation 41 full page 60% 93% 84% DETECTO page 65% 86% 85% ENOCHS Examining Room Furniture 43 1/2 page 49% 69% 54% GE Healthcare 73 full page 68% 93% 90% Health o meter page 72% 71% 73% Leadcare 101 full page 63% 82% 75% Midmark Corporation 115 full page 68% 90% 84% Midmark Diagnostics Group 13 full page 29% 82% 62% Midmark Diagnostics Group 51 full page 55% 79% 72% Philips Burton 71 1/2 page 69% 89% 82% Schiller America 107 full page 79% 91% 87% Stereo Optical Company, Inc /2 page 70% 90% 83% Tuttnauer USA Co. Ltd /2 page 75% 93% 89% Wallach Surgical Devices, Inc. 99 1/2 page 68% 72% 71% Welch Allyn page 95% 81% 83% Welch Allyn 116 full page 10

15 Repertoire Magazine, October 2011 Issue Results by Product/Service Category Rapid Diagnostics Attention-Getting Believable Informative Advertiser Page Size/Color 62% 78% 79% Product/Service Category Average (5 ads) 86% 93% 92% Abbott Point of Care Inc. 49 full page 47% 88% 89% Alere Toxicology 89 full page 40% 86% 85% Bayer HealthCare LLC 83 full page 55% 67% 60% Sekisui Diagnostics, LLC page 83% 56% 71% Sekisui Diagnostics, LLC 75 full page Services (Finance, Education, Etc.) Attention-Getting Believable Informative Advertiser Page Size/Color 84% 84% 79% Product/Service Category Average (2 ads) 86% 90% 82% Repertoire 113 full page 82% 78% 76% Repertoire (RepConnect) 35 full page 11

16 Inteplast Group - Integrated Bagging Systems Results by Size/Color Category Using the Size/Color Category Results These results are helpful because they enable easy review of scores of ads that are the same size and color. For example, in general larger ads tend to receive higher scores. Comparing a ½-page ad with a 2-page, 4-color ad may not be the most effective way to evaluate an ad. By looking at a ½-page ad in the context of other ½-page ads, more effective comparisons can be made. Multiple page Attention-Getting Believable Informative Advertiser Page 68% 72% 71% Welch Allyn page Attention-Getting Believable Informative Advertiser Page 61% 85% 78% Size/Color Category Average (3 ads) 60% 93% 84% DETECTO % 93% 90% Health o meter % 67% 60% Sekisui Diagnostics, LLC 2-3 full page Attention-Getting Believable Informative Advertiser Page 70% 81% 77% Size/Color Category Average (35 ads) 86% 93% 92% Abbott Point of Care Inc % 85% 67% Advanced Sterilization Products 85 47% 88% 89% Alere Toxicology 89 74% 69% 60% Alfa Wassermann Diagnostic Technologies, LLC 81 77% 91% 74% American Diagnostic Corporation 87 95% 55% 54% B. Braun Medical Inc. 5 40% 86% 85% Bayer HealthCare LLC 83 45% 89% 88% BD Medical 93 78% 88% 85% Beckman Coulter, Inc. 9 66% 75% 75% Bovie Medical Corporation 31 96% 93% 96% BSN Medical, Inc % 87% 80% Cardiac Science Corporation 41 49% 69% 54% GE Healthcare 73 12

17 Repertoire Magazine, October 2011 Issue Results by Size/Color Category full page (continued) Attention-Getting Believable Informative Advertiser Page 70% 81% 77% Size/Color Category Average (35 ads) 53% 69% 56% Georgia-Pacific Consumer Products LP 57 85% 86% 80% Georgia-Pacific Consumer Products LP 59 77% 82% 68% HealthLink 45 72% 71% 73% Leadcare % 86% 81% Medical Action Industries, Inc % 96% 96% Metrex 29 63% 82% 75% Midmark Corporation % 90% 84% Midmark Diagnostics Group 13 29% 82% 62% Midmark Diagnostics Group 51 89% 90% 94% Premier Medical Products, Inc % 86% 84% Professional Disposables International, Inc % 90% 82% Repertoire % 78% 76% Repertoire (RepConnect) 35 61% 56% 50% Roche Diagnostics Corporation 39 69% 89% 82% Schiller America % 56% 71% Sekisui Diagnostics, LLC 75 68% 78% 77% Sempermed USA, Inc. 7 77% 70% 76% Sempermed USA, Inc % 84% 80% Sultan Healthcare 95 75% 74% 81% Terumo Medical Corporation 15 61% 80% 79% Terumo Medical Corporation % 81% 83% Welch Allyn 116 1/2 page Attention-Getting Believable Informative Advertiser Page 67% 82% 79% Size/Color Category Average (14 ads) 54% 64% 58% Ansell Healthcare Products LLC 11 89% 94% 75% Brewer 55 59% 79% 77% Crosstex 25 65% 86% 85% ENOCHS Examining Room Furniture 43 47% 72% 64% Ethicon, Inc % 79% 86% Graham Professional Medical Products 61 13

18 Inteplast Group - Integrated Bagging Systems Results by Size/Color Category 1/2 page (continued) Attention-Getting Believable Informative Advertiser Page 67% 82% 79% Size/Color Category Average (14 ads) 88% 98% 94% Inteplast Group - Integrated Bagging Systems 53 42% 79% 79% ndd Medical Technologies 23 74% 88% 90% Parker Laboratories, Inc % 79% 72% Philips Burton 71 89% 56% 67% Shippert Medical Technologies, Inc % 91% 87% Stereo Optical Company, Inc % 90% 83% Tuttnauer USA Co. Ltd % 93% 89% Wallach Surgical Devices, Inc

19 Repertoire Magazine, October 2011 Issue Reader Verbatim Comments What message or feeling do you get from this ad? "Bags make blood collection easier." "Bags with a purpose." "Big picture, colors and straight forward info make me want to scan the ad." "Colorful ad grabs my attention." "Colorful so you have to look." "Colorful, gives the available sizes and styles while showing them. Tells you how to find out more on the product." "Colorful." "Colorful, eye catching, to the point." "Ease and organization." "Easy." "Eye catching use of color." "Good ad - can scan and know if you want to read on - safe." "Good colors got my attention." "Hard to make plastic bags interesting, but this ad sticks to the point, is informative, and leads the viewer to the next step by mentioning HIDA booth location." "Look at the colors." "Makes Sense." "More info at HIDA." "Not familiar with the company so probably would not go out of my way to see at HIDA." "Organized Transportation of samples." "Red bags." "Safety." "Show the bags first to get my attention. How can I get samples?" "Simple, to the point, good pictures/color...eye catching." 15

20 Inteplast Group - Integrated Bagging Systems Reader Verbatim Comments What message or feeling do you get from this ad? "That they have all colors of Specimen Transport Bags." "The bright colors are eye-catching." "The different colored bags allows the department or service to know what items to place in bags." "The ease of using their bags." "The right product for the right application, variety." "They make and sell specimen transport bags." "Very good job." "Very informative and attention-getting, I believe this ad would draw potential end users to this product." "Yes - Bullet points are clearly highlighted." 16