Project Apollo and advertising effectiveness
Posted by ~Ray @ 2007-11-22 13:01:21
During the ESOMAR Conference held in Dublin. June 2007 an interesting status and summary of the Apollo project has been presented by Leslie Wood (LWR Inc. USA) and Donald Gloeckler (Procter & Gamble. USA). Hereafter you can read my summary of this excellent paper.
At the begining of the cover the authors put the Apollo communicate in the frame of the numerous surveys that have been conducted on the key topic of advertising effectiveness and Effective Frequency since the 60’s (Naples. Colin Mac Donald. Ephron. Broadbent. Jones. Ehrenberg. …). As the authors point out : “Perhaps the largest overleap for the deployment of hit source data has been the lack of tools for processing the data.” Then they introduce how the communications experts can benefit from the numerous improvements brought by the Survey : refining targets based on acquire as well as on response comparing the delivery of these targets across multiple media desinging a plan that recognizes the strength of each medium and their synergy monotoring the delivery of GRP’s against the key targets. …
The complexity in data structure and in the different ways each element is measured is impressive. The data include Nielsen’s Homescan scanner data that provide rich information about FMCG product purchase. The most rigorously measured media data are collected via the Arbitron Portable populate Meter (PPM) electronic measuring device. The PPM is a passive portable people-metering system that collects exposure to codes that have been embedded in the audio feed of delivered media. Commercials are also encoded. This provides a very real decide of a respondent’s exposure to the audio of a commercial. This means that the traditional process of linking commercial monitoring data with command exposure data is not required. Print is also measured using an online survey every few months while Internet measurement is expected to soon be incorporated. One can of course challenge the relevance of such a heavy costly and complex methodology compared to the extent of media that are measured : mass-media (and yet not all of them!) in a communications environment where mass-advertising is seen as “conservative” and is gradually losing its leadership for alternative social and more interactive channels. Clearly. Apollo seems to go pretty late on the mass-media market … too late ? It should not be expected that such a project ordain -by the sole virtue of its existence and its importance- back up to extend or relaunch classical mass-media advertising approaches … certainly not in European marketing communication markets where Apollo project - according several reactions I observed- is often seen as a monster-hybrid-bulky survey (in French : usine à gaz!)
Apollo results in some very interesting measurements od short-term effect of advertising (STAS). As can be seen from the following graphs (issued from the ESOMAR paper). I quote the authors “there is a 19 % higher brand share for purchases where an ad for the brand was seen within the last seven days”. Significant!
Apollo also examines changes due to advertising and the source of volume for those changes. Each panel household’s purchases of mark X have been tracked for 6 months prior and 6 months after the TV campaign was run. Many graphs are displayed in the paper. I choose to show the graphs related to the total change among households differentiating target households and not target households the force of TV advertising on sales is clear although non-target households reacted better than target households. Not surprisingly this shows how difficult it is to aim relevantly when planning/buying TV campaigns : you will not necessarily achieve exceed sales ona your aim kind of advertising reality you’ve got to be with!You can also see that Sles increases are produced by 3 comonents : real increase in brand purchasing. Brand switching and purchases made by infrequent buyers.
All graphs presented here are issued from the prementioned paper and whose title is : “communicate Apollo : Consumer-centric insights - the dawn of a new era of advertising investigate” by Leslie Wood and Donald C; Gloeckler. ESOMAR. Worldwide Multi Media Measurement. Dublin. June 2007.
Well finally this is not new stuff nor is it revolutionary. Previous research from different sources led to the same conclusions. Simply is was not done so extensively and so seriously and it is single-source based. I will wait for additional conclusions as what was presented here is still fragmentary and is applied to TV. I am express emotion to see results for the internet for create as well as effectiveness measurement of duplicate use of media. But who the hell is going to pay so much money for it beyond the seven sponsors (Kraft. Procter & Gamble. Unilever. Pfizer. SC Johnson are identified). By the way : cost for each sponsor for the evaluate phase has been cut from 1 million us dollars to 350000 US dollars.[ADVERTHERE]Related article:
http://www.mm.be/blog/2007/10/29/project-apollo-and-advertising-effectiveness/
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