PPA Media Effectiveness Research – FAQ
1. What is Media Effectiveness Research?
Media Effectiveness Research is a research project designed to understand the effectiveness of client advertising in print publications.
2. Why would a publisher want to be involved?
A publisher who takes part in the project will be provided with meaningful information on the effectiveness of their client’s advertising campaign. This can be used in future sales and marketing material. Being involved in this project is FREE OF CHARGE.
3. Why would a client want to be involved?
The research will enable the client to measure advertising recall and changes in awareness for their advertising campaign. The research will measure whether the messages communicated in the advertising are understood and what affect the campaign has had on their overall brand perception. Clients who take part in this project will be provided with this insight into their advertising campaign FREE OF CHARGE.
4. What is the catch, it cannot be free?
The research is free to the client and publisher because the project is sponsored by the Periodical Publishers Association (PPA). The PPA is the organisation for magazine and professional media publishers in the UK. PPA's role is to promote and protect the interests of the industry and member companies.
5. What happens to the results?
The results from the advertising effectiveness research will be used by the PPA in their ‘The Colouring Book’, a report that contains a variety of case studies demonstrating that advertising in business publications leads to achieved marketing objectives.
6. What is the methodology?
The study takes the form of a quantitative survey amongst current readers of the publication in which the client is advertising. The questionnaire will be conducted online with a link to the questions being emailed to readers of the magazine.
The research will be conducted in 2 stages.
• Stage I will take place at the start of the advertising campaign after the first advertisement is published.
• Stage II will take place at the end of the campaign.
7. Why is it an online methodology?
This methodology is a cost effective way to gain an overview of the effectiveness of an advertising campaign and understand whether the intended messages are being communicated successfully.
8. How will the respondent ‘sample’ be obtained?
The sample will be drawn from the magazine reader database in which the campaign is appearing.
9. What will be the sample size?
We guarantee a minimum of 100 completed surveys for both stages 1 & 2.
10. How accurate are the results?
The sample will be designed to be reflective of a cross section of readers and should provide a good indication of attitudes and opinions.
11. Why do RB Insight measure awareness from the first ad and not before the campaign has started?
Due to difficulties in measuring changes in brand awareness through a research study of this nature, the focus of this research is to test recall of an advertisement from the first insertion to the end of the campaign.
12. What are the timescales for a typical project?
The time scales for the project are as follows:
• 1 week - Commission and briefing meeting
• 1 week - Final questionnaire sign off
• 2 weeks - Stage I Fieldwork
• 2 weeks - Stage II Fieldwork
• 1 week - Data analysis
• 1 week - Production of case study slides
The project needs to be commissioned at least two weeks prior to publication of the first advertisement (i.e. 2 weeks before Stage I Fieldwork). The completion time of the project will depend on the length of the campaign and subsequently when Stage II fieldwork can take place.
13. What will the research results look like?
Results of client questions will be charted in PowerPoint.
14. Who owns the research results?
Reports, surveys, and recommendations are the property of the client however a condition of the project is that the PPA can use the results as a case study in ‘The Colouring Book’.
15. How do I know if my client’s advertising campaign is suitable?
The advertising campaign should consist of a minimum of 3 inserts over a time period of 2 to 3 months. The reader database for the campaign in which the campaign is appearing must contain over 10,000 email contacts.
16. Who is Reed Business Insight?
Reed Business Insight is the independent market research division of Reed Business Information. Reed Business Insight provides business market expertise through innovative research solutions. Our team of market research professionals have a wealth of research experience in business markets.
17. I have a client, what do I do now?
If you have a client you think might be an appropriate candidate to take part in this research, please contact Jan De Iulio, Key Account Manager, Reed Business Insight Tel.+44 (0208) 652 8564, email: jan.de.iulio@rbi.co.uk.
