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Recall is an important indicator as it often correlated with efficiency
Recalling an ad is considereda necessary
(but not sufficient)condition for
further effectiveness
Recall
Millward Brown identifies a clear-cut relation betweenhighly recalled campaigns and their subsequentsales effectiveness
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The Beta (β) coefficient is an accepted measure to assess recall of a media
Developped in the 70’sby A. Morgensztern
Beta = probability of recalling a given ad
after 1 contact, based on post-tests
Beta coefficient
What is this ?
Forecasts the « recalling power » of a
media
‘beta’ measures exists for different media: impact comparison
possible
Benchmark
Why is it used ?
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Establishing a « beta » value for Direct Mail
DM Barometer
Standardised « post test methodology »
Runs since 2008Market survey company:
Market Probe
Belgian Media Agency
Expertise in Media survey
Validation on survey methodology and
« beta » calculation
Bpost business
(β) of Direct Mail
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Establishing a beta value* for DM
Average DMbeta value = 67,4%
out of 89 B2C cases
Invidividual B2C campaign recall %
* « Business to consumer » value
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Establishing a beta value for DM
Average DMbeta value = 67,4%
out of 89 cases (DM Barometer post-tests, B2C)
After one DMcampaign2 out of 3
exposed consumersare likely to
recall the advertisedbrand
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Beta value* per category
77,7
56,3
70,6 65,6 60,8 60,5
0102030405060708090
Automotive Bank &Insurance
FMCG Retail Telecom &utilities
Other
Campaign recall % per category
Avg=67,4%
* « Business to consumer » value
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Beta value* per DB type
61
69
0
10
20
30
40
50
60
70
80
External (19 camp.) Internal - own (70 camp.)
Avg=67,4%
Campaign recall % per type database
* « Business to consumer » value
(= prospection) (= loyalty, upgrade;prospection on own data)
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DM = second best beta value !!!!!Medium Format Avg beta valueCinema 30" 0,700DM DM shot 0,674TV 30" 0,220Newspapers 1/4 p 0,200Magazines 1/1 p FC 0,210Internet Banner 0,110Radio 30" 0,070Outdoor 2 m² 0,041
8 m² 0,05816 m² 0,08520 m² 0,07921 m² 0,12336 m² 0,18238 m² 0,184
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What does the beta learn us ?
• Direct Mail is a highly impactfull media: on average 2 out of 3 people will recall your message
• It’s the second most performing media in terms of recall
• It makes the audience really ‘captive’, almost as much as cinema
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From recall to Beta coefficient
Developped in the 70’sby A. MorgenszternBeta = probability
of recalling a given adafter 1 contact, reconstructed,
based on post-tests
Beta coefficientRecall after 1 contact
determines recall after « n » contacts
Beta may be usedas a model parameter
for recall buildingand decay
Source:
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How beta determines subsequent effectiveness
1st contact
2nd
contact
3rd
contact
10% 90%
10% + 9% 81%
10% + 9%+ 8% 73%
Recall Do not recall
Beta coefficient
Source:
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Beta = source for modelling recall
Recall build-in
End active period
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From campaign to medium
Principally, each campaign
has its own strength (= beta).
As a forecasting toolaverage beta value
is often derived per medium
Average beta per medium+
It allows intermediacomparisons (see further)
-Not every campaignhas the « average »
Impact value
Source:
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BETA DM: assumptions
Average beta
coefficientDM
Based on recallas given by the post campaign measurements *
Frequency consideredequal to 1 *
No decay factoredsince
the first exposure *
Averaged acrosstarget groups
* Same assumptions as in France (see further)
Source:
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BETA DM based on an impact questionnaire
Recall DM - spont Aided Recall DM:product category
Aided Recall DM: DM description
Opening (Y/N)?
Recall content (describe)
Yes
No
Evaluation (score on 7 points scale)Liking, convincing, inciting, relevant for me, original, interesting, informative, give a positive image of the brand, increases knowledge on brand
Aided Recall DM: Brand prompted
Action taken(will go to the shop, call, use coupon,…)
Intention to buy(score 5 points scale)
Reading type:open not read, partially, normally, completely
Use DM after reading- thrown away, kept, given to someone else- Information discussed or seen by others: Y/N
Action after receptionThrown away, kept for reading later, given to someone else
Demographics:Age, social class, language
Brand awareness category (spont.)
Base for beta coeff.
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In France also DM second best in beta value
Medium Belgium France *
Format Avg beta value Format Avg beta value
Cinema 30" 0,70 « Average format » 0,75
DM DM shot 0,67 DM shot 0,59
TV 30" 0,22 30 0,17
Newspapers 1/4 p 0,20 ¼ p FC 0,12
Magazines 1/1 p FC 0,21 1/1 p FC 0,10
Internet Banner 0,11 « Average format » 0,11
Radio 30" 0,07 30 0,05
Outdoor 2 m² 0,04 Street furniture 0,01
8 m² 0,06
16 m² 0,09 4 X 3 0,06
20 m² 0,08
21 m² 0,12
36 m² 0,18
38 m² 0,18
* Source: OMG
Source:
