cross media research a progress report Jason Brownlee Head of Emap Insight

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cross media research- a progress reportJason
BrownleeHead of Emap Insight
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1. what is cross media advertising?2. what are
the objectives of cross media research?
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x
single source
x
aggregate deals
x
media neutrality
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more creative use of each medium
orchestrated creative theme across media
cross media is the combination of both
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Overview of Campaign
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Fosters Pit Girlsand FHM
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Sample GroupsFHM Sample
Read FHM magazine very closely
Read FHM .com very closely
Received FHM email newsletter
Core FHM Consumers
Exposed to FHM magazine AND .com
Exposed to FHM magazine only
Exposed to FHM.com only
Secondary FHM Consumers
- Control sample of non-FHM consumers -
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Unprompted Awareness which sports does Fosters
sponsor? Formula 1/British Grand Prix
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Which word applies to Fosters Fun
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High awareness improved perception amongst
CORE CONSUMERS
Editorial promotion
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High awareness improved perception amongst
CORE CONSUMERS
Editorial promotion
Editorial promotion linked web site activity
Improved awareness perception amongst
SECONDARY CONSUMERS
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summary

• defining cross media great ads make great
  content
• cross media research understanding effective
  creativity
• the future new deals, new opportunities to
  learn
• budget pressures joint funded research