Ipsos and SSI Research Reveals Keys to Ad Success in Singapore

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Ad-effectiveness research during Great Singapore Sale highlights importance of design, message.

SSI, the leading provider of sample and data collection solutions for research, recently supported Ipsos ASI, an independent market research company, on a study to measure advertising effectiveness during the Great Singapore Sale (GSS) event.

"While advertising is only one aspect contributing to a brand’s success at the GSS, the study proved that a significant amount of spend on print advertising was not properly applied," comments Pinaki Banerjee, Research Director at Ipsos ASI, Singapore. "Sampling specialists, SSI partnered with us on this study and provided strong support throughout."

The GSS is a heavily advertised shopping event in Singapore organized by merchandisers and the Singapore Tourism Board to promote the stores and tourism in the country. The survey was conducted in Singapore among 1,053 respondents selected from SSI’s online Singapore sample, representative of the population by age, gender, race, and income. Respondents reviewed examples of 2013 GSS advertising and results will help brands receive greater value from their advertising budget.

Two-thirds of Singaporeans took advantage of special discounts during the 2013 GSS event, but the study found that most purchased their regular products. Among purchasers, 84% looked at specific GSS advertisements, indicating that ads play a role in informing shoppers. Thirty print ads across various industries were selected to understand what make some better than others at catching the reader’s attention, recall (brands were masked) and the response to the ads in terms of relevance, uniqueness and ability to persuade purchases. Across all ads, 30% were noticed by consumers. In order to aid viewer memory and get lasting impressions in consumers’ minds, IPSOS found it is important to incorporate elements that help identify the brand. Colors, characters and taglines help reach consumers’ attention, but only the correct use of color helps consumers remember and connect with the brand.

Print ads are a good medium to provide detailed information, but adding too many details may cause readers to get frustrated and skip the ad before reading it. Adding a buzzword may get the consumer’s attention but this does not necessarily mean that consumers will read it. Simply, if the messages are not specific to the consumer’s interest, it can dilute the consumers’ response. Ads that stand out have simple layouts and messages. Finally, information has to be relevant for consumers and presented in a manner that makes the brand appear unique compared to others.

For more information on advertising effectiveness research, email SSI at info(at)surveysampling(dot)com.

SSI is the premier global provider of sampling, data collection and data analytic solutions for survey research, reaching respondents in 84 countries via Internet, telephone, mobile/wireless and mixed-access offerings. Additionally, SSI staff operates from 26 offices in 18 countries, offering CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,100 employees serve more than 3,000 clients worldwide. For additional information, please visit http://www.surveysampling.com.

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Daniel Somerset
Survey Sampling International
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