Campaign Analysis — tracking recapitulation DELMA on Mini

Campaign Analysis - tracking recapitulation DELMA on Mini Boards 1 st December 2001 1

Sample sizes • Women 25 -54 City < 100 th - 200 • Women 25 -45 - 200 • All Women - 400 • Women in South - 140 2

Variable Characteristics • Spontaneous Ad Awareness - unprompted awareness of brand’s advertising • Buy Nowadays - respondents declaring they buy a product these days • Top of Mind Brand Awareness - brand first mentioned by a respondent • BUMO - brand used most often • Consideration: first choice - respondents declaring Delma as the product they would select as first 3

Variable Characteristics • Cheerful, Familiar - respondents perceiving DELMA as such product • Good quality for the price - respondents stating DELMA is a good balance of the price and quality • More acceptable price - people stating that DELMA has become cheaper 4

DELMA - Spontaneous Ad Awareness Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 5

DELMA - Buy Nowadays Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 6

DELMA - TOM BA Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 7

DELMA - BUMO Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 8

DELMA - Consideration: First Choice Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 9

DELMA - Cheerful Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 10

DELMA - Familiar Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 11

DELMA - Good Quality for the Price Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 12

DELMA - More Acceptable Price Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 13

“DELMA is good for my family” - Strongly Suggest Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 14

“DELMA is good and inexpensive” - Strongly Suggest Radio Sample sizes: 140 -400, 4 weeks rolled Mini Boards Source: Umbrella, AGB GRPs calculated for Women 25 -49 15

Comments • For Women in South 140 cases sample size is by no means enough! The statistical error is too big to draw any definite conclusions. The absolute minimum should be 200 cases • In September 2001 LIVIA and MASMIX appeared strongly in TV. This is probably why TOM and BUMO (partly also other attributes which depend on competitors’ activities) dropped after the visible growth in August • Brand traits (cheerful, familiar) grew substantially - an element of communication creative message 16

Comments • Brand attributes non-dependent on price after initial growth dropped in the middle of the campaign (competition? ) and then were boosted again nearing the end • Brand attributes dependent on price after initial growth then dropped in the second stage of the campaign (did client rise the price? Or did competitors organise a price promotion? ) • We may state with absolute certainty mini boards worked perfectly in conjunction with the local radio! 17

Comments • Poor results for the Women in the South may be justified three-fold: – too small a sample size – maybe not enough distribution of boards in the South ? – stronger competitors’ activities in the South ? 18