A recent study by Phoenix Marketing International shows that one-in-four affluent investors report financial services advertising as most important for learning about brand offerings and most relevant for helping them to achieve their financial and investing goals
RHINEBECK, N.Y., May 24, 2010 — Phoenix Marketing International, one of the fastest growing research companies in the U.S., announced today findings from a new product designed to quantify the overall impact of integrated advertising campaigns on driving brand impression and consideration (persuasion) and to also measure the relative impact of each campaign media (Direct Mail, Online, Outdoor, Print, Radio, TV, Website).
"We built the campaign assessment product for clients who requested the ability to measure the importance and relevance of financial services advertising by media type, to answer whether campaign ads enhance or erode customer and prospect brand persuasion, to profile brand customers and prospects impacted by campaign ads, and to summarize media interaction with ad recall and response," explained Kristina Terzieva, Phoenix Director of Syndicated Financial Services.
A pilot study conducted earlier this year among affluent investors included 18 ads for a leading financial services company presented by four media channels. TV advertising was reported as a more important and relevant media than Print, and both media plus Direct Mail are valued more by affluent investors than other channels. TV was also indicated as doing the best job of "Catching investors' attention," "Being interesting or thought-provoking," and "Making investors interested in seeking out more brand information." Radio was cited as least effective for achieving these outcomes. "While this specific campaign's advertising improved prospect pre-disposition toward the brand, it was done at the expense of eroding existing customer brand sentiment. The additional challenge for this brand is that their advertising polarizes customers and prospects over age 50," added Terzieva.
Phoenix offers an integrated system for brand and advertising performance measurement that combines a consistent set of metrics with a customized approach at each stage. The system includes pre-market concept/copy testing, in-market brand and advertising evaluation, and media mix modeling. Cost-efficient and timely new insights for measuring return on marketing investment (ROMI) are provided by monthly studies conducted among active traders, brokerage and mutual fund investors, consumer and small business credit card holders, financial advisors, pre-retirees, and retail banking customers.
For over six years Phoenix has accumulated competitive information on the brand equity and advertising performance of such recognized brands as A.G. Edwards, American Express, American Funds, Ameriprise Financial, Bank of America, BB&T, Blackrock, Capital One, Charles Schwab, Chase/JPMorgan, Citi, Citizens Bank, Deutsche Bank, Discover, E*Trade, Eaton Vance, Edward Jones, Fidelity, Franklin Templeton, Genworth Financial, HSBC, ING/Sharebuilder, Janus, John Hancock, Lincoln Financial, M&T Bank, MassMutual, Merrill Lynch, MasterCard, MFS, Morgan Stanley/Smith Barney, New York Life, Oppenheimer, optionsXpress, PNC Bank, Prudential Financial, Putnam, Raymond James, Regions Bank, Scottrade, State Street, T.Rowe Price, TD Ameritrade, TD Bank, TIAA-Cref, TradeStation, UBS, Vanguard, VISA, and Wells Fargo/Wachovia.
For additional information or a free report:
Kristina Terzieva
508-647-0151
Email
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