<Advertising to women.
Summary.
There are several case studies of advertising campaigns for products
aimed at women showing that a mix of advertising media gives the
optimum results. Internet advertising budgets have traditionally been
set too low at around 2%. Case studies show that around 12% to 15% of
the budget should be spent on internet advertising. For example Dove
Conditioner found the optimum distribution of advertising spend was
television 55%, print 33% and internet 12%.
Pantene Pro-V (hair care product) found that internet advertising
proved more effective than television.
Unilever found that Television was more suited to reaching the 35 to
49 year old segment whilst online was more efficient at reaching 18 to
34 year olds.
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Case studies.
Dove Conditioner ? case study
This campaign used television, print and online media. The majority of
the budget was spent on television advertising.
The overall target group was women aged 20 to 49. The primary target
group was women between 20 and 34 years. The secondary target group
was women between 35 and 49 years. The overall campaign had a success
rate of 96%. TV gave a success rate of 88%, the internet achieved 19%
and print had a success rate of 32% (37% within the primary target
group).
Table 1. shows the campaign effectiveness per separate media.
The internet performed best for an increase in brand metrics.
Intent to purchase result were
Television ? 7%
Internet ? 3%
Magazines ? 3%
The study found that a combination of media gives the best results and
that more of the budget should be allocated to internet advertising.
The optimum budget for TV should be 55% and 12% for the internet. This
new budget distribution would achieve an additional 3% intent to
purchase, to bring the overall intent to purchase up to 11 percent.
http://fp.advertising.msn.com/WWDocs/User/europe/casestudies/Cases_DEFDove%20English.pdf
The Dove campaign is analysed in greater detail here:
Source: Rex Briggs.
http://www.marketingevolution.com/downloads/industry_related/me_white_paper.cross_media_methodology.pdf
XMOS Case Study ? Unilever?s Dove Nutrium Bar
Television, print and interactive advertising media were used. The
target was adult females in the U.S.
They found that interactive contributed significantly to brand impact.
By increasing the online spend within the same total ad budget from 2%
to 15%, Unilever would produce:
An 8% increase in overall branding metrics.
A 14% increase in purchase intent.
http://www.iab.net/xmos/pdf/xmosdatadove.pdf
Dove? Sensitive Essentials skincare line
The campaign targeted 18 to 49 year old women.
Here they found that the combination of print, television and online
advertising outperformed television alone by 47%. Television was more
suited to reaching the 35 to 49 year old segment whilst online was
more efficient at reaching 18 to 34 year olds.
Source: Interactive Advertising Bureau of Canada.
http://www.iabcanada.com/newsletters/050526.shtml
The Interactive Advertising Bureau conducted a study to check the
effectiveness of different advertising channels. The XMOS study
measured online advertising alongside offline advertising to determine
the optimal mix and weight of each medium.
In the campaign examined, Kimberly-Clark introduced the Kleenex soft
pack with television, print, and online advertising. The target group
were previously hard-to-reach consumers. The advertising budget was
allocated as follows:
Television 75%
Print 23%
Online 2%
They then analyzed each medium?s effectiveness in boosting aided brand
awareness, brand image, bundeled trail intent and purchase intent.
Online could potentially deliver 26% of the target market. Online
significantly increases reach over using print.
Source: IAB
Html version
http://66.249.93.104/search?q=cache:MGmBxVySo5AJ:www.iab.net/xmos/pdf/xmosdatakleenex.pdf+kleenex+soft&hl=nl&ct=clnk&cd=2
Pdf version
http://www.marketingevolution.com/downloads/case_studies/me_case_study.kleenex.pdf
Case study - Pantene Pro-V Repair & Care ? hair product- aimed at women.
This campaign used print, tv and online advertising.
The internet advertising resulted in a 66% increase in potential buyers.
Television advertising resulted in a 30% increase in potential buyers.
Source: Interactive Media.
http://66.249.93.104/search?q=cache:gwngcjvLvMAJ:www.interactivemedia.net/e/ecomaXL/get_pdf.php%3Fsite%3Dindex.php%3Fsite%3DIMEDIA_E_facts%26thema%3D%26adform%3D%26objekt%3D+%22target+group+women%22+brand+online&hl=nl&ct=clnk&cd=3
Case study ? Pickwick Afternoon Spirit
The campaign used TV, print and online advertising.
Target: Women aged 20 to 34 years old.
Online advertising proved to be the most cost effective medium.
http://66.249.93.104/search?q=cache:aXnhfkbrFpYJ:www.emerce.nl/media/files/factsheet_sara_lee_afternoon_spirit.pdf+%22target+group%22+brand+online+%22case+study%22+women&hl=nl&ct=clnk&cd=3
For Colgate Total toothpaste it was found that dedicating 11% of the
overall budget t to online advertising generated an increase in
purchase intent to 4.3% as compared to 3.4% from using offline media
only. Source: IAB.
http://66.249.93.104/search?q=cache:s5LQ6E416v4J:www.iab.net/news/pub_pdf/mediapost2003_2_11.pdf+%22kleenex+soft%22+campaign&hl=nl&ct=clnk&cd=2>
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<Hope this helps:> |
