ECP立点公司媒体服务市调报告

立點效應媒體股份有限公司媒體部2004年各媒體服務效益分析ByActMediaTaiwan本次店內購物經過的商品區Source:本研究調查Base:20-49歲受訪者(n=502)0102030405060708090飲料區速食麵區起司食品區洗衣用品區洗臉洗髮用品區即溶咖啡區家用清潔劑區奶粉區婦女衛生用品區紙尿褲布區驅蟲用品區寵物食品區男性女性TOTAL%本次店內購物經過的商品區(續)Source:本研究調查Base:20-49歲受訪者(n=502)0102030405060708090飲料區速食麵區起司食品區洗衣用品區洗臉洗髮用品區即溶咖啡區家用清潔劑區奶粉區婦女衛生用品區紙尿褲布區驅蟲用品區寵物食品區量販店超市%各連鎖商店之消費者重疊情形Source:本調查研究Base:過去七天去過該連鎖店之受訪者垂直百分比愛買吉安家樂福大潤發頂好松青熊威全聯福利中心屈臣氏康是美連鎖便利商店愛買吉安12.619.613.017.39.57.114.320.012.2家樂福19.429.928.727.938.127.126.823.620.5大潤發28.428.221.719.219.020.026.825.520.5頂好22.432.025.827.928.628.631.040.021.0松青26.928.220.625.219.034.325.632.719.8熊威3.07.84.15.23.88.65.47.33.8全聯福利中心7.518.414.417.423.128.617.914.514.6屈臣氏35.843.746.445.241.342.942.961.836.0康是美16.412.614.419.117.319.011.420.211.5連鎖便利商店76.183.588.776.579.876.287.189.987.3影響本次商品購買之廣告體Source:本調查研究Base:本次調查之商品購物者01020304050607080店內廣告36.83633.3293538.540電視52.662.668.154.86461.560報紙1417.36.917.7147.716雜誌6.38.613.93.277.712廣播2.52.20002.60泡麵食品飲料個人衛生用品家用清潔劑沖泡式飲品洗衣用品洗護髮用品％影響本次商品購買的廣告媒體Base:20-49歲受訪者(n=502)40.658.818.710.63.243.355.213.472.538.961.122.3133.7010203040506070立點媒體電視報紙雜誌廣播Total量販店超市％*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpactAdVantageChannel優勢頻道廣告的注意情形*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact25.3%48%AdVantageChannel(優勢頻道廣告)1x觸達的品牌知名度影響n=502(賣場所有有效受訪消費者)•Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact有看過優勢頻道廣告的記得廣告內容的Source:May/July2002CustomizedresearchforAdVantageChannelResearchInternational,Hong-Kong繼續收看電視廣告的觀眾,有4%的人記得廣告內容0%20%40%60%80%100%KlimCokeNescafePdtNoodlesKao25%21%24%26%25%84%51%62%55%62%*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact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=220AdVantageChannel(優勢頻道廣告)1x觸達的品牌知名度影響ShelfVision貨架招貼廣告的注意情形*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact％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)28.222.930.325.634.722.23030.226.80510152025303540Total男女20-29歲30-39歲40-49歲國中及以下高中職大專及以上是否曾經觸碰過貨架招貼廣告*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact24.7%21.3%*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpactShelfVision(貨架招貼廣告)1x觸達的品牌知名度影響n=502(賣場所有有效受訪消費者)有看過貨架招貼廣告的記得廣告內容的0%20%40%60%80%100%NescafeMamipokoKlimKraftSofy20%14%25%21%17%39%40%39%39%39%*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact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BannerVisionBannerVisionpackage=架設2BV+1SV(只在量販店執行)BannerVision=品類分配2004/01/04上市CartVision手推車廣告的注意情形*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact商店內手推車的使用情形Base:20-49歲受訪者(n=502)38.820.950.861.279.149.20%10%20%30%40%50%60%70%80%90%100%Total量販店超市會使用不會使用*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact提示後的手推車廣告記憶度Base:會使用手推車且有購買廣告類商品者11.114.40246810121416沐浴乳速食麵％*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpactP.S各產品手推車廣告架設數為樣本店手推車總數1/3Billboardasitshouldbe...•強化傳統手推車廣告•高效率提升品牌知名度•賣場唯一可移動的活廣告•即時效果手推車廣告的提升2004/01/04上市FloorVision地貼廣告的注意情形*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact在商店內看過地貼廣告的比例Base:20-49歲受訪者(n=502)16.411.614024681012141618Total量販店超市％*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpactSamplesize:173(奶粉區消費者)(Visitedthemilkpowderaisle)26.673.447.852.2020406080100HaveseenKaoadindetergentaisleRememberKaodetergentadcontent-aidedAVC-Brandawarenessatx1exposureothersrememberthead*Source:ACNielsencustomizedsurvey7/15~8/05,2003ActMediain-storemarketingservicesimpact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RememberMilkPowderadcontentHaveseenMilkPowderadinthemilkpowderaisleFV–Brandawarenessat1xexposure•指引消費者前往到產品位置•區域性的廣告方式•高度的購物影響力•只在量販店執行•套裝方案=2FV+1stripe地板廣告的提升2004/01/04上市以上簡報內容如有任何疑問,請隨時向我聯絡：媒體部蕭聖熹客服專員Tel:02-2775-1818#320,Fax:[e-mail]謝謝!!