Advertising Research Resource: Is Your Advertising Working as Hard as It Could?

Thursday, November 12, 2009

Is Your Advertising Working as Hard as It Could?

Is Your Advertising Working as Hard as It Could?

If you frequently advertise, you no doubt have a good idea of which ads work and which ads don't by comparing sales levels after advertisements have run. You likely have adjusted your advertising based on these observed sales results, and will continue to do so. However, it may take quite some time for your advertisements to improve to the point where your advertising campaigns are working as hard as they could be. Advertising testing can expedite the process of optimizing your advertising efforts, allowing you to maximize sales as quickly as possible.

Advertising testing can tell you the following:

To what extent does an ad convince people to buy my product/service?

What does the ad to enhance my company's image?

What percentage of people notice my ad?

What do people recall about my company and its products/services after reading my ad?

What percentage can recall the name of my company?

Is there anything about my ad that is difficult to believe?

What components of my ad are working?

What components need to be improved or eliminated?

Advertising testing is best done inconspicuously. It is important that respondents not know that they involved in an advertising test when they are first exposed to an advertisement in a test. This mirrors the manner in which consumers/customers typically are exposed to advertising.

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101 FACTS ON NIGERIA

*1. Nigeria is found in the west of Africa, shares borders with; Republic of Benin, Niger, Republic of Chad, Cameroun & Atlantic ocean *2. Nigeria is made up of 36 states and a Federal Capital Territory(FCT), Abuja *3. The population of Nigeria was 140m according to the 2006 census and growing at an annual rate of 2.83% *4. The total population in Nigeria grew to 158.3 million in 2011 from 45.2 million in 1960, a 351 percent increase in just 50 years *5. Nigeria has 2.29 percent of the world´s total population which means that one person in every 44 people on the planet is a resident of Nigeria *6. Nigeria is the seventh most populous country in the world and the most populous country in Africa *7. Nigeria has 6% fertility rate and 43.5-47 years life expectant *8. The commercial capital of Nigeria remains Lagos, the former federal capital *9. Nigeria has 774 Local Governments *10. Official language in Nigeria is English with over 250 ethnic groups with different dialects *11. The three main ethnic groups in Nigeria are; Hausa(north), Yoruba(west), Igbo(east) *12. The geographical size of Nigeria is 912,666 square kilometers *13. Nigeria has only two seasons; dry season(October-April) and wet season(May-September) *14. The climatic condition in the south is tropical 90 Fahrenheit while in the north in sub-tropical 60-100 Fahrenheit *15. Hammartan period occurs between December-January *16. Current exchange rate in Nigeria are:157 Naira- 1 USD, 220 Naira- 1 Euro, 20 Naira- 1 Rand, 250 Naira-1 Pound *17. That Islam and Christianity religions almost divide Nigeria into equal half (North & South) with handful of traditional religions. *18. That men are more than women in Nigeria *19. That half of Nigeria population is made up of ages less than 20 years *20. No national TV or Radio, but over 160 TV and over 140 Radio stations with about 2 TV stations on network *21. Print Media have very low national circulations but with each strong in certain regiaon. Majority print around 5,000 *22. Nigeria has oil and gas *23. Mobile phones are becoming Nigerian Medium of choice for entertainment, news and communication in the coming years. *24. Nigeria register for JAMB and WAEC, check exam results, post comments on Facebook, follow friends on Twitter on the internet via their phones and computer system *25. Many living on less than $2 a day and while few are Super rich. 90% can be classified in the CDE Social economic Classes *26. There are about 7 Cable TV operators with DSTV (about 379,728 subscribers), HiTV (about 187,878 subscribers) leading *27. 7 most circulated general interest Newspapers have a total circulation figure of about 294,000 and a daily Sales figure of about 205,251. They also control about 91% market share combined. *28. 74% of Adult Population less than 34 years of age is a young market growing up in the New Media era of cybercafés, computers, Internet, Mobile phones. *29. 15 million had access to the Internet / email past 4 weeks *30. Nigerians register for JAMB and WAEC, check exam results, post comments on Facebook, follow friends on Twitter on the internet via their phones and computer system *31. TV will continue attracting high share of spend *32. GSM is Medium of contact with younger targets. Also Internet and particularly the social networks will continue to boom among the young targets. *33. TAMS and RAMS has been expanded from 10 to 15 Key Markets *34. Rural Areas have been included in NAMPS since 2010 data *35. 2011 NAMPS is currently on field and has been increased to 22,000 sample size from 14,000 *36. New investments are mainly by Foreign Media companies *37. There is new retail investment in Malls like we are witnessing in Lagos, Abuja and other major cities *38. Advertising expenditure grew from N2b in 1996 to N90b in 2009 and dropped to N80b in 2010 *39. Telecom sector is the largest advertiser in Nigeria *40. Community, University radio station are growing with Unilag FM leading *41. Media Rates to be performance related not cost driven (ADVAN-MIPAN) *42. Outdoor Clutter to be more cleaned up - will result in higher Outdoor prices *43. Digital/Online media will receive more adsend and investment as the digital divide reduces *44. Growing consumers diverted attention through Multi-Platform viewing as they multi-task while engaging media *45. There is Increase in “ME Media” (Mobile phone, iPad, Mobile TV, GSM embedded radio e.t.c.) *46. There is Growing number of Media Brokerage agencies/Independent Producers *47. There is Increase in demand for pre-payment by media houses e.g. NTA Network, Channels, FRCN etc *48. Engagement time for consumer is getting shorter *49. There is Growing requirement for content owners to deploy multi-media content delivery platforms. *50. There is Increasing popularity of BTL especially in FMCG sector *51. Media rate hyperinflation is mostly unrelated to quality & quantity of delivered audience *52. Consumers are watching their favourite ‘show’ when; how & most importantly where they want to *53. There is Increase in sponsorship and ownership of TV properties to rise above clutter and Secure long term deal *54. Media Inflation to be reduced to single digit *55. Like their exposure to the traditional media, Nigerians are more disposed to watching home video via VCD, DVD. Visiting Friends and attending Religious Meetings is also one of the most common lifestyle of Nigerians. *56. Print Media has less penetration among Nigerians. Caused by low reading habit among the general population *57. Television and Radio could be said to be the staple media. This means advertisers would spend more on the electronic media than print *58. Traditional Media of TV, Radio and Outdoor have high penetration among Nigeria as a result of their cheapness and mass appeal *59. Internet access among Nigerians is steadily growing *60. NTA with about 45 network stations leads others. *61. NTA in most States outside Lagos is the No. 1 or 2 station. AIT follows in No.2 position. *62. Television transmission hours; average is 8-24 hours(weekends) and 4am-12 midnight(weekdays), while peak period is 9am-10pm *63. Only NTA Network is received Nationally, In Nigeria during Network News and Programmes, AIT Network currently covers only 8 locations *64. Cable stations DSTV, HITV and Startimes run 24 hours *65. The Private Stations in conjunction with State TV Stations have the potential of creating alternative Network transmission during Major Sporting Events under the platform Broadcasting of Nigeria (BON) *66. With Outdoor/ OOH Nigeria has the Standard Formats for mass reach, *67. The opportunities for attracting attention and standout - ‘talk ability’ are endless and are only limited by Timing, Budget, Location and the Imagination *68. The main driver of TV inflation in Nigeria is the AIT 163% increase in rates without a significant increase in audience rating, has a projected cost index of 134 by 2013 *69. Buying 100 GRPs in Lagos is twice as expensive as the national Average *70. Nigeria currently has over 83.6 million mobile phone users *71. Nigerians spend more time on their mobile devices than on their pc/laptops *72. About 84% post a personal message each week on their social network and 82% chat online. *73. About 57% upload a photo each week on their social sites. *74. There is over 10 million page views on BBC mobile from Nigeria alone monthly *75. SMS is replacing greeting cards exchange in Nigeria *76. Digital media has been growing steadily in Nigeria in recent times as consumers now make use of their mobile phones to send SMS, browse the internet, send email and view/listen to music apart from using it to call their friends and families. *77. Internet has also become another major means of reaching consumers in Nigeria as brands now take advantage of the internet to advertise their products *78. Newspapers are now online on the internet for readers to read. This trend has greatly reduced newspapers patronage in Nigeria, but provides cross media buying opportunity *79. Information on Nollywood and films to be shown at Silverbird Cinemas (the major Cinema in Lagos) for a particular day can also be gotten through the internet. *80. Advertisers are now looking for ways to use mobile phones to advertise their products without necessarily irritating the consumers as they believed that the mobile phones are always with consumers 24/7. *81. Advertisers are also looking for ways to use traditional media differently. *82. Current telecoms subscribers indicate a huge potential in mobile marketing for advertisers on the platform of GSM. In recent times, many advertisers have taken advantage of the platform in the areas of SMS promotion and advertisement, WAP ad placement etc. *83. Advertisers are currently budgeting and using GSM medium to target young educated adults. *84. Trending the growth from 2008 to 2010, Internet Penetration in Nigeria has increased with about 7% in 2010 as a result of cheaper Internet access, Increase in access points and formats e.g. Mobile, Laptops, and PCs etc. *85. There are new media suppliers introduced in Nigeria recently, such as; Nvox Innovations (specializes on SMS/IVR, Banking transactions alert, etc), Shouting SMS (Specializes on SMS/IVR), Itouch (Specializes on ringtones/wallpapers/screen savers downloads, charting, SMS/IVR, etc), Cellulant Technology Park (Mobile entertainment services – ringtones, wallpapers, SMS), Seed Media (Yahoo! Inc. & MSN Representatives in Nigeria) etc. *86. Although Cybercafé is the single most important place where Nigerians access the Internet, Other means of accessing the Internet are increasing. Access at Workplace 6% in 2008 to 11% in 2009. Internet access via Mobile phone has risen from 1% to 5%. Access points like School, Home and Others have witness increase from 2008 to 2010 *87. Nigerians majorly surf the Internet for sending and receiving mails *88. Information and Chatting is also increasing. However, the boom in the use of social Networks such as Facebook and others might make chatting and Information be at par. *89. Yahoo.com is the leading website 52%. This lead is buttressed by the use of the Internet for Mail purpose. Google.com follows as a result of its popular use for Internet search. Facebook, a social network website and Hotmail are also visited more by Nigerians. *90. As at April 2009, Facebook had at least 350,000 Daily Unique Users, making the country the fastest growing Facebook community in Africa. *91. Facebook users in Nigeria cut across all demographics with a dominance of visitors between the ages of 16-40yrs. Facebook users are the urban, educated, mobile and active population. *92. The Facebook growth rate among Nigerian users is at an exponential rate. As at March, 2009 about 220,000 Nigerians are on Facebook while at March 2010: about One million Nigerians are on Facebook. *93. Many advertisers are using Facebook to market their brands. Top 10 advertisers are also dominant: GTBank , MTN , GLO, Etisalat , Zain , Unilever and many others are advertising to the Nigerian Facebook community *94. Many advertisers are advertising on Yahoomail. From the top 10 advertisers to financial services, utilities and other product categories: Unilever and many others are advertising to the Nigerian Facebook community *95. It is predicted that cost rates for advertising on the leading websites might increase as more advertisers continue to use the platforms. *96. Nigeria has AMPS conducted yearly and monthly Radio and TV diaries (TAMS & RAMS). *97. Radio data low/suspect as stations only have 100km broadcast radius by law (Like Community Radio) *98. Level of Compliance was between 65% and 75%. Capital Media now achieving nothing less than 95% compliance level. *99. Competition (Compliance & Content Monitoring - CCM) entering market and existing companies like MMS and Mediatrak are now forced to up their game. *100. Media Monitoring Services provides data, however at ROS rates. 25% to 150% under reporting as most advertisers pay some form of Fixed Time and Sponsored Programme Production costs. *101. Advertisers need to upgrade in-store POP from tinplates and poor display to communicate in these emerging of modern market, large supermarkets and shopping mall.

Industry Beat

Ehis Emokhare resumes at Etisalat - DDB Worldwide threatens to boycott 2013 Cannes Lion festival for lack of objectivity - PHD poised to wing Unilever global Media Planning business - First Bank sponsors 'Passion to Portfolio' on CNN - Larry Annetts takes over as MTN CMO - Bunmi Oke, Managing Director 141 elected AAAN president - Multichoice obtains license for Nigerian music broadcast - WAZOBIA newspaper launched in Lagos - TOP FM introduces mobile application on blackberry - MTN Nig. partners media agencies on Mobile Ad

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Thursday, November 12, 2009

Is Your Advertising Working as Hard as It Could?

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