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Brand-to-Media Engagement AssessmentsCalculating Brand-to-Media Engagement for Print OptionsA two-phase research program was implemented to determine:
Phase One: Interviews were conducted with 700 of the advertiser's primary target audience for its line of bathroom and kitchen fixtures with respondents in Atlanta, Boston, Chicago, Houston, Kansas City, New York, and San Francisco. Each respondent was asked to assess the brand as a stand-alone entity (i.e., not in the context of any particular media vehicle), and to assess the brand in the context of each of 20 print alternatives (10 on their current roster, the other 10 being considered for use). Data were analyzed using the Brand Keys algorithm to identify the top four drivers of brand loyalty in the fixtures category, the overall brand equity score based on its performance on the four drivers when independent of any specific media context (calculated to be 126), and the overall brand equity score when in the context of each of the 20 print alternatives, i.e., its brand-to-media engagement assessment. Phase Two: The effects of the print options on the overall brand equity score found in Phase One were measured, along with the degree to which they correlated with the ad awareness scores and direct ratings of the brand when a current print brand's ad was placed in specific publications. Eight publications were selected for Phase Two. The brand's equity score if advertised in them (from Phase One) were assessed as follows:
Note: some publications enhanced the overall image, while others worsened it, i.e., < 126. The same print ad was inserted ("tipped in") into the then-current issues of each publication. The ad was then tested among eight separate samples of 100 of the brand's target respondents via central location tests in the same seven markets used in Phase One. Respondents were given a copy of one of the magazines and were asked to look through it just as they would do if they were at home. A series of questions were then elicited data in two areas: 1) Category-aided awareness of the ad, and 2) ratings of the brand on 8 category attribute statements on a 7-point rating scale (their average yielded an overall brand rating). Brand-to-Media Engagement Effects: Table 1 shows the brand-to-media engagement scores for the publications included in Phase Two and the attendant ad awareness and attribute ratings.
There is an almost perfect correlation between the Brand-to-Media Engagement scores the brand had received in Phase One, and the category aided ad awareness it received in the actual publications included in Phase Two.  There was also an almost perfect correlation between the Brand-to-Media engagements scores that the brand had received in Phase One of the research and the mean brand attribute rating scores it received in the publications included in Phase Two.  But whatever the media, the Brand-to-Media Engagement Model proves that media planners can now be armed with a new, highly effective metric that can result in superior media plans for their brands, and attendant increased levels of connectivity and effectiveness for their clients. And they can now do it before they spend their money! | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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