Измерение радио креатива

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  • KWENDI Radio Research

    Kwendi, 2012 / www.kwendi.net

  • KWENDI - , -

    2005 30 , -, FMCG ,

    , , KWENDI Impact Studies -

    KWENDI

    Kwendi, 2012 / www.kwendi.net Page 2

  • Kwendi, 2012 / www.kwendi.net Page 3

    KWENDI Impact Studies

    , :

    -

    ,

  • Kwendi, 2012 / www.kwendi.net Page 4

  • KWENDI Impact Studies

    ,

    :

    ,

    Kwendi, 2012 / www.kwendi.net Page 5

    ,

  • Kwendi, 2012 / www.kwendi.net Page 6

  • Page 7

    KWENDI Impact Studies ,

    :

    Impact Meter , , ,

    Emo Meter ,

  • 8

    Impact Meter

    Impact Meter , 80- , -

    Impact Meter - , , ..

  • , , . () , , EMO Meter, EMO Meter , . , , "" - .

    Kwendi, 2012 / www.kwendi.net Page 9

  • EMO Meter

    Kwendi, 2012 / www.kwendi.net Page 10

    EMO Meter

    - ( , , , ..)

    , hall test

    . ,

  • Kwendi, 2012 / www.kwendi.net Page 11

  • Impact Meter +

    EMO Meter

    1 2

    3 4

    5

    Page 12

  • , , /

    Kwendi, 2012 / www.kwendi.net Page 13

  • .

    Kwendi, 2012 / www.kwendi.net Page 14

    -60

    -40

    -20

    0

    20

    40

    60

    00:00.0

    00:06.6

    00:13.2

    00:19.8

    00:26.4

    00:33.0

    00:39.6

    00:46.2

    00:52.8

    00:59.4

    01:06.0

    01:12.6

    01:19.2

    01:25.8

    01:32.4

    01:39.0

    01:45.6

    01:52.2

    01:58.8

    02:05.4

    02:12.0

    02:18.6

    02:25.2

    02:31.8

    02:38.4

    02:45.0

    02:51.6

    02:58.2

    03:04.8

    03:11.4

    03:18.0

    03:24.6

    03:31.2

    03:37.8

    03:44.4

    03:51.0

    03:57.6

    04:04.2

    04:10.8

    04:17.4

    04:24.0

    Impact Rang

    2004

    :

    :

    : .

    Media & Sat leaders - -

    - Green Day

    +

  • ( 1)

    Kwendi, 2012 / www.kwendi.net Page 15

    -60

    -40

    -20

    0

    20

    40

    60

    00:00.0

    00:06.0

    00:12.0

    00:18.0

    00:24.0

    00:30.0

    00:36.0

    00:42.0

    00:48.0

    00:54.0

    01:60.0

    01:06.0

    01:12.0

    01:18.0

    01:24.0

    01:30.0

    01:36.0

    01:42.0

    01:48.0

    01:54.0

    02:00.0

    02:06.0

    02:12.0

    02:18.0

    02:24.0

    02:30.0

    02:36.0

    02:42.0

    02:48.0

    02:54.0

    03:00.0

    03:06.0

    03:12.0

    03:18.0

    03:24.0

    03:30.0

    03:36.0

    03:42.0

    03:48.0

    03:54.0

    04:00.0

    Impact Rang

    :

    :

  • ,

    16 Page 16

  • Kwendi, 2012 / www.kwendi.net Page 17

  • Auditorium Musical Test

    Kwendi, 2012 / www.kwendi.net Page 18

    /

    /

    /

    /

  • Kwendi, 2012 / www.kwendi.net Page 19

    0%

    10%

    20%

    30%

    40%

    50%

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    70%

    80%

    90%

    100%

    1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45

    gloria_gaynor_i_will_survive YES_mp3

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45

    sankt-peterburg_ocharovana_okoldovana YES_mp3

  • Kwendi, 2012 / www.kwendi.net Page 20

  • Kwendi, 2012 / www.kwendi.net Page 21

  • , , . , Impact Meter , , /

    Kwendi, 2012 / www.kwendi.net Page 22

    (Impact Meter + EMO Meter)

  • :

    Impact Curve ( -100;

    100)

    Impact Ra}ng Score ( -100 100)

    -

    (: ?) Top Of Mind ( )

    Unprompted ( ) Brand Recall ( )

    ,

    ,

    ..

    Kwendi, 2012 / www.kwendi.net Page 23

  • Kwendi, 2012 / www.kwendi.net Page 24

    -30

    -20

    -10

    0

    10

    20

    30

    00:00.0

    00:00.6

    00:01.2

    00:01.8

    00:02.4

    00:03.0

    00:03.6

    00:04.2

    00:04.8

    00:05.4

    00:06.0

    00:06.6

    00:07.2

    00:07.8

    00:08.4

    00:09.0

    00:09.6

    00:10.2

    00:10.8

    00:11.4

    00:12.0

    00:12.6

    00:13.2

    00:13.8

    00:14.4

    00:15.0

    00:15.6

    00:16.2

    00:16.8

    00:17.4

    00:18.0

    00:18.6

    00:19.2

    00:19.8

    00:20.4

    - ,

    00:00 00:04 00:04 00:11 00:11 00:17 00:17 00:21

    Impact Rang

    2020

  • ( )

    Kwendi, 2012 / www.kwendi.net Page 25

    IR -10

    20 %

    Total sample: 100

  • :

    Impact Ra}ng

    Recall Ra}ng

    Brand Recall

    :

    KPI

    Kwendi, 2012 / www.kwendi.net Page 26

  • Kwendi, 2012 / www.kwendi.net Page 27

    !