How to Measure Your Media Multiplier Effectiveness With 360 Research

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1 Measuring the return Measuring the return on investment of your multimedia campaigns

2 Optimise and Measure Time to go multimedia and measure your campaign effectiveness. Marketing has changed dramatically. You can no longer rely on one channel to target your customers. Our research clearly demonstrates that a multimedia approach to advertising gains far greater recall. This is known as the Media Multiplier Effect. Not only can we deliver your target audience, but we can also offer you the various channels to give your brand and message the maximum exposure. Choose our brands for your next integrated campaign, via print, online and . Then measure the campaign effectiveness among our audience, your customers, with our 360 Research. Why measure my campaign? Commissioning 360 Research means you will gain full insight into your campaign effectiveness and measure the return on your advertising objectives. The research findings will also help to guide your decisions on future campaigns and set realistic campaign goals.

3 What will I get from my 360 Research? Research Methodology: Two stages of research (Pre and Post campaign), each consisting of an online audience survey of a minimum of 100 respondents from our brand s database of magazine readers, website users and newsletter recipients. The report contains: Overall recall of your campaign and recall split by print, online and . Media Multiplier Effect scores, showing minimum recall after exposure to one medium and maximum recall after exposure to all three media (publication, website and newsletter) Campaign metrics on the four stages of the purchasing process: Awareness, Consideration, Favourability/Preference and Purchase Intent. A summary of key research findings including how successfully campaign messages have been conveyed. 360 Research will cover the following areas: Spontaneous brand awareness (v competitors) Prompted brand awareness (v competitors) Brands consider purchasing (v competitors) Preferred brand overall (v competitors) Awareness of product advertised Whether consider purchasing product Overall advertising recall Message advertising trying to communicate Where advertising seen (magazine, website, newsletter).

4 The research results include a dashboard which highlights Overall Campaign Recall, Media Multiplier Effect and the 4 stages of the Purchasing Process Overall recall at the end of the campaign Sub group analysis of those respondents who recall seeing the campaign Campaign recall by media Media Multiplier Effect (increased level of awareness on exposure to more media) Summary of scores from pre and post stages of the research Example verbatim comments about the messages communicated by the campaign The 4 stages of the Purchasing Process

5 Who should commission 360 Research? 360 Research is aimed at brand marketing professionals, who appreciate the increasing importance of proving the return on investment of their integrated campaign communications. By commissioning 360 Research, brand marketing professionals will gain an insight into a campaign s effect on their customers awareness and perception of their brand/product, how well their message is communicated, their position versus competitors and, vitally, customers intent to buy. This valuable report could give you the crucial insight and competitive edge to guide key business decisions and future integrated campaigns. Client Testimonials: While the 360 research underlined the important role of hard copy, it also clearly demonstrated it is essential to utilise electronic media and other tools to improve recall and to deliver response. We were pleased with the overall result as it gave us a measure of our success. It is a very useful tool in justifying ad/marketing expenditure Simon Brown, Product Manager, Amazone. The 360 research was particularly useful as it demonstrated a real change in awareness and the contribution from each medium, confirming that online has a clear role to play in our marketing activity. We put a lot of effort into our campaign and the results confirmed it was effective

6 What s the investment? 360 Research is conducted by a team of research specialists working at Reed Business Insight. This service will: Measure recall of your campaign across our multimedia brands. Give you insight into customers perception of your brand v competitors and their intent to purchase. Measure effectiveness of your advertising message. Give you guidance for future campaign decisions. Terms & Conditions The price shown is exclusive of VAT at the prevailing rate. The full amount will be invoiced on commission of the work Invoices are payable within 28 days of invoice date. 4,000

7 Further questions? To discuss the 360 Research in detail and to book, please contact your account manager. Or visit our website: Book your 360 Research now by completing the form overleaf Who is Reed Business Insight? Reed Business Insight is the independent research services division of Reed Business Information. We provide business market expertise through innovative research solutions. Our team of market research professionals have a wealth of experience across business markets, and can help you gain valuable insight into your target audience.

8 Booking Form 360 Research Company Name: Contact Name: Contact Contact Phone: Position: What are the campaign objectives? (e.g. to launch a new product, raise awareness of existing product, change market perception, raise brand awareness) What is the nature of the product being advertised? (e.g. the specific attributes that you are trying to communicate to the market) Please indicate media to be used within the campaign: Print, Online, Campaign start and end dates: Start: End: Which companies are your key competitors? (Please name up to 3 maximum) Price: Signed: Date Please return this form to your account manager, who will arrange for one of our team of researchers to contact you and discuss next steps.