Fuse Teen Advertising Study
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Transcript of Fuse Teen Advertising Study
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8/8/2019 Fuse Teen Advertising Study
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TeenAdvertisingStudy
Spring2009
InpartnershipwithUniversityofMassachusettsAmherst
431 Pine Street Burlington, VT 0540112 Desbrosses Street New York, NY 10013www.fusemarketing.comContact: Bill Carter, [email protected]
http://www.fusemarketing.com/ -
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Table of Contents
Methodology3
MediaHabits..................................................................................4
ProductCategory
Dashboards.9
ProductCategoriesinDetail
Health&Beauty..14
Shoes23
DepartmentStores&Retailers.32
ApparelBrands.41
CellPhones..50
ConsumerElectronics59
Food&Snacks.68
QuickServiceRestaurants..77
Demographics.86
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Methodology
ThemethodologyfortheresearchconductedforFuse includesthefollowing:
Internetbasedcollection(consumeraccesspanelsacross U.S.population)
Respondentswere
split
into
two
groups
.
Therewere
two
surveys
which
each
took
approximately
15
minutestocompleteandhad4openendseach. Thetwosurveyssharedacoresetofquestions,then
splittohaverespondentsanswerquestionsonthefollowingtopics:
GroupI: Health&Beauty,Shoes,DepartmentStores&Retailers,Apparel GroupII: CellPhones,ConsumerElectronics,Food&SnackFood,QuickServiceRestaurants
Respondents werescreened
based
on
the
following
criteria:
Betweentheagesof13and18yearsold Someconnectivitytomedia 50/50gendersplit Someeffortwasmadetoensuretherewasnotabigcitybiasinthestudy. Therefore,
respondentswere
monitored
to
ensure
that
no
more
than
half
came
from
major
metropolitan
areas.
Samplesizes,andagesper groupwereasfollows:
Group I: n=300; Age1315: 52%;Age1618: 49% Group II: n= Age1315: 49%;Age1618: 51%
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Media HabitsCore Survey
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Media Usage
Base: Total respondents (n=598)Would you consider yourself a heavy, average, light or non-user of (insert)?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
39%
40%
22%
25%
15%
9%
8%
14%
35%
38%
43%
25%
32%
37%
27%
28%
19%
16%
16%
11%
25%
30%
33%
31%
37%
28%
48%
38%
6%
7%
9%
17%
18%
22%
26%
29%
32%
45%
Live Sporting Events
Live Concerts
Magazines
Social Networking
Online Video
Radio
Email
Video Games
TV
Internet
Non-user Light User Average User Heavy User
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2.4
2.8
3.1
3.4
4.0
4.0
4.0
4.3
1 2 3 4 5
Text Messages
Video Games
Social Networking
Online Ads
Print Ads
Radio Ads
TV Ads
Sponsoring Live Events
Strongly AgreeStrongly Disagree Neutral
Attitude Towards Ad Platforms
Base: Total respondents (n=598)What is your opinion on companies sending you (insert) in order to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
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Value of Official Product Web Sites
Base: Total respondents (n=598)Have you ever visited a companys official website? Is it valuable that a company have an official web site in order to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
2% 2%
17%
32%
47%
Strongly
Disagree
Somewhat
Disagree
Neither Somewhat
Agree
Strongly Agree
Ever visitedabrandsofficialproductWebsite?
Yes: 79% No: 21%
Aretheyvaluable?
Avg.4.21
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15% 13%
31% 27%
14%
Strongly
Disagree
Somewhat
Disagree
Neither Somewhat
Agree
Strongly Agree
Attitude Toward Social Networking
Base: Total respondents (n=598)Have you ever friended a company on a social networking site (like Facebook)? What is your opinion on companies using social networking sites in order tocommunicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Ever friendedacompanyonasocialnetworkingsite?
Yes: 29% No: 71%
Opinionofbrandsusingsocialnetworking
Avg.3.09
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Product
CategoryDashboardsKey Summary
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BYPLATFORM(averagedacrossproductcategories)
Platform Group1 Group 2
Television B B
Magazines C C
OnlineVideo D D+
SocialNetworking D D
WebAds C C
OfficialWebSites C C
Product Placement C C
Newspapers C C
Radio N/A C
Email D N/A
LiveEvents D+ C
TextMessaging N/A D
VideoGames D D
63%
53%
52%
59%
51%
46%
37%
33%
30%
29%
25%
32%
10%
14%
21%
20%
17%
21%
23%
28%
31%
29%
30%
31%
24%
26%
8%
11%
11%
8%
12%
14%
17%
18%
23%
21%
23%
20%
32%
4%
4%
4%
4%
6%
6%
7%
8%
8%
9%
11%
12%
27%
TextMessaging
OnlineVideo
SocialNetworkingVideo
Games
Email
LiveEvents
Newspapers
WebAds
Radio
ProductPlacement
Magazines
ProductWebSites
TV
NeverSeen/None Half NearlyAll
1. Television: 72.8%
2. Magazines: 48.3%
3. OfficialProduct
WebSites: 40.6%
4. Radio: 40.4%
5. Newspapers: 36%
1. Television: 74.1%
2. Magazines: 56.9%
3. OfficialProduct
WebSites: 35.8%
4. Newspapers: 35.3%
5. ProductPlacement: 26.1%
Top5PlatformPreferences
GroupIIGroupI
1. Peoplelikemeenjoyingor
usingproduct: 42.3%
2. Humor:
42.2%3. Goodmusic: 37.4%
4. Facts&figures: 29.7%
5. Uniquegraphics: 29.0%
Top5AdvertisingTactics
GroupI
1. Humor: 55.6%
2. Peoplelikemeenjoyingor
usingproduct:
39.0%
3. Goodmusic: 34.3%
4. Uniquegraphics: 28.6%
5. Facts&figures: 25.3%
GroupII
DASHBOARD: B Y P L AT F O R M
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BYPLATFORM
Platform GPA Grade
GroupI
Health&Beauty 2.31 C
Shoes 2.06 C
Dept. Stores&Retailers 2.26 C
Apparel 2.14 C
Group II
Cell Phones 2.10 C
Consumer Electronics 2.08 C
Food &Snacks 2.19 C
Quick ServiceRestaurants 2.20 C
31%
34%
35%
37%
38%
38%
39%
44%
30%
26%
27%
25%
22%
24%
25%
24%
21%
18%
20%
18%
19%
17%
17%
14%
10%
9%
9%
9%
10%
7%
9%
9%
Health
&
Beauty
Food&Snacks
Dept.Stores&Retailers
Apparel
QuickServiceRestaurants
Electronics
CellPhones
Shoes
NeverSeen/None Half NearlyAll
BYPRODUCTCATEGORY(averagedacrossplatforms)
DASHBOARD: B Y P R O D U C T C AT E G O R Y
Health&
Beauty
1.Funny:54.3%
2.PeopleLikeMe:47.1%
10.EmotionalResponse:10.3%
CellPhones
1.Funny:60.5%
2.PeopleLikeme:38.5%
10.EmotionalResponse:7.9%
Shoes1.PeopleLikeMe:40.0%
2.GoodMusic:37.9%
10.EmotionalResponse:7.2%
ConsumerElectronics
1.Funny:42.1%
2.GoodMusic:37.6%
10.EmotionalResponse:8.6%
Dept.Stores
&
Retailers
1.Funny:41.7%
2.PeopleLikeMe:37.5%
10.EmotionalResponse:10.1%
Food&Snacks
1.Funny:60.8%
2.PeopleLikeMe:42.7%
10.EmotionalResponse:11.6%
Apparel1.PeopleLikeMe:40.6%
2.Funny:40.6%
10.EmotionalResponse:8.3%
QuickServiceRestaurants
1.Funny:59.2%
2.PeopleLikeMe:39.8%
10.PersonalInteraction:10.4%
MostEffective&LeastEffectiveMessageTactics
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DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S
GPA Grade Recall*
Yes No
Health &Beauty
HI:
Television 3.34 B 92.3% 4.0%
LOW: SocialNetworking 1.56 D 34.5% 55.3%
Shoes
HI: Television 3.07 B 80.2% 15.7%
LOW: Video Games 1.44 D 28.2% 62.2%
Dept. Stores&Retailers
HI: Television 3.16 B 82.6% 10.6%
LOW: SocialNetworking 1.49 D 30.9% 58.5%
Apparel
HI: Television 3.19 B
82.2% 10.3%
LOW: VideoGames 1.40 D 30.2% 58.1%
GPA Grade Recall*
Yes No
CellPhones
HI:
Television 3.06 B
85.1% 9.1%
LOW: TextMessaging 1.45 D 27.3% 63.3%
ConsumerElectronics
HI: Television 3.01 B 72.6% 13.1%
LOW: TextMessaging 1.31 D 23.5% 62.6%
Food&Snacks
HI: Television 3.30 B 86.3% 6.9%
LOW: VideoGames 1.54 D 29.5% 56.8%
QuickServiceRestaurants
HI: Television 3.36 B 87.2% 7.2%
LOW: VideoGames 1.52 D 26.7% 59.7%
*No=Neverseenadontheplatform+None;Yes=Half+NearlyAll
GroupI Group
II
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DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S
H&B Shoes Dept.&
Retail
Apparel
Top 5: PlatformPreferences
Television 1 1 1 1
Magazines 2 2 2 2
Official ProductSites 3 3 4 3
Newspapers 4 4 3 4
Product Placement 5 6 7 5
WebAdvertisements 6 7 5 6
Live SportingEvents 8 5 9 7
Top5: MessageTactics
People LikeMe 2 1 1 1
Humor 1 3 2 2
Good Music 3 2 3 3
Facts &Figures 4 6 4 5
Unique Graphics 5 4 5 4
Celebrities/Athletes 8 5 7 7
CellElectro
nics
Food&
SnacksQSRs
Top5: PlatformPreferences
Television 1 1 1 1
Magazines 2 2 2 3
Official ProductSites 3 3 4 6
Radio 4 4 3 2
Newspapers 5 5 5 4
Product Placement 7 6 6 5
Top5: MessageTactics
Humor 1 1 1 1
People LikeMe 2 3 2 2
Good Music 4 2 3 3
Facts &Figures 3 5 6 5
Different 5 6 5 6
UniqueGraphics 6 4 4 4
GroupI GroupII
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Health &Beauty
Group I
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Health and Beauty: Platform Preferences
Base: Total respondents (n=302)Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
7%
8%
10%
11%
13%
17%
17%
25%
29%
33%
39%
62%
78%
Don'tknow
Videogames
OnlinevideosConcerts,
show
or
movie
theater
Socialnetworkingsites
Atasportingevents
Email
Website
advertisements
Placing/integratingproductsintelevisionshows
Newspapers
Officialproductwebsites
Magazines
Televisioncommercials
Howwouldyoulikehealth&beautycompaniestoadvertisetoyou?Q:
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Health and Beauty: Platform Segmentation
Base: Total respondents (n=302)Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
8%
10%
8%
9%
14%
22%
14%
23%
27%
32%
34%
54%
77%
6%
5%
10%
14%
10%
12%
19%
26%
28%
34%
44%
73%
81%
Don'tknow
Videogames
Onlinevideos
Concerts,show
or
movie
theater
Socialnetworkingsites
Atasportingevents
EmailWeb
site
advertisements
Placing/integratingproductsintelevisionshows
Newspapers
OfficialproductwebsitesMagazines
Televisioncommercials
Female Male
Howwouldyoulikehealth&beautycompaniestoadvertisetoyou?Q:
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Health and Beauty: Ad Recall by Source
Base: Total respondents (n=297)Think about how health and beauty products are currently advertising to you. In a given week, approximately what percentage of health and beautyadvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 4.0% 31.0% 33.3% 27.9% 0% 3.7%
Magazines 19.1% 32.1% 29.7% 13.0% 1.4% 4.8%
Online Video 36.8% 25.4% 12.0% 4.8% 12.0% 8.9%
SocialNetworking 42.7% 20.5% 11.6% 2.4% 12.6% 10.2%
WebAdvertisements 24.3% 34.8% 19.6% 8.8% 4.7% 7.8%
Product WebSites 23.5% 29.0% 19.1% 13.3% 6.5% 8.5%
ProductPlacement 19.5% 34.1% 25.6% 8.5% 4.4% 7.8%
Newspapers 31.5% 29.8% 18.5% 4.5% 5.1% 10.6%
NeverSeenHalf MostNone
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Health & Beauty: Advertising Grade
Subject %A or
B %D
or
F GPA FINAL
GRADE
TelevisionCommercials 77.9% 3.3% 3.34 B
Magazines 58.7% 10.7% 2.92 C+
OnlineVideos 17.5% 35.0% 1.59 D
SocialNetworkingSites 15.6% 34.7% 1.56 D
WebAdvertisements 32.6% 31.2% 2.05 C
ProductWebsites 47.8% 14.9% 2.66 C
ProductPlacement 39.9% 19.7% 2.41 C
NeverSeenAd
0.7%
2.0%
18.9%
18.0%
6.7%
7.5%
6.4%
Base: Total respondents (n=299)Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
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Health & Beauty: Advertising Segmentation
Subject 13to
15 16 to
18 Male Female
TelevisionCommercials 3.29 3.38 3.32 3.36
Magazines 2.85 2.80 2.49 3.17
OnlineVideos 1.78 1.41 1.75 1.40
SocialNetworkingSites 1.46 1.63 1.65 1.46
WebAdvertisements 2.12 1.99 2.07 2.02
ProductWebsites 2.68 2.63 2.58 2.73
ProductPlacement 2.39 2.42 2.47 2.34
Average
3.34
2.92
1.59
1.56
2.05
2.66
2.41
Base: Total respondents (n=299)Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
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Health and Beauty: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite health and beauty advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print Online
(Facebook&
OfficialSite)
(OfficialSite)
(OfficialSite&
Pandora)
* PlatformFavorite
*
*
http://www.youtube.com/watch?v=xrSNzSkvi70http://www.youtube.com/watch?v=K2V5EK0azgAhttp://www.dove.us/http://www.clearasil.us/http://www.facebook.com/pages/Proactiv-Solution/7161019556http://www.youtube.com/watch?v=til0M5NhFKohttp://www.youtube.com/watch?v=0TQfpnYetxghttp://www.youtube.com/watch?v=xrSNzSkvi70 -
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Health and Beauty: Why Ad is Favorite
Base: Total respondents (n=291)Think about your favorite health and beauty advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
15%
10%
17%
21%
24%
26%
30%
42%
42%
47%
54%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Completelydifferentfromanycompetitor'sadvertising
Thead
uses
unique
graphics
and/or
animation
Theadgavefactsabouthoweffectivetheproductis
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Whatisappealingaboutyourfavoritehealth&beautyadvertisements?Q:
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Base: Total respondents (n=291)Think about your favorite health and beauty advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
15%
10%
16%
22%
22%
28%
34%
35%
38%
43%
61%
15%
11%
17%
27%
20%
24%
27%
50%
47%
52%
47%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwas
able
to
personally
interact
with
the
ad
Theadhasapowerfulmessageand/orusespowerfulimagry
Therearecelebritiesand/orathletesthatIlikeinthead
Completelydifferentfromanycompetitor'sadvertising
Theadusesuniquegraphicsand/oranimation
Theadgavefactsabouthoweffectivetheproductis
Ilikethemusicinthead
Thead
shows
people
like
me
enjoying
or
using
the
product
Theadisfunny
Female Male
Whatisappealingaboutyourfavoritehealth&beautyadvertisements?Q:
Health and Beauty: Favorite Ad Segmentation
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ShoeCompanies
Group I
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Shoe Companies: Platform Preferences
Base: Total respondents (n=292)Now lets consider advertisements for shoes? How would you like shoe companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
10%
9%
9%
9%
10%
14%
23%
25%
26%
29%
36%
57%
77%
Don'tknow
Videogames
Concerts,showsormovietheaters
Socialnetworking
sites
Onlinevideos
Email
Websiteadvertisements
Placing/integratingproducts
in
television
shows
Atasportingevent
Newspapers
Officialproductwebsites
Magazines
Televisioncommercials
Howwouldyoulikeshoecompaniestocommunicatewithyou?Q:
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Shoe Companies: Platform Segmentation
Base: Total respondents (n=292)Now lets consider advertisements for shoes? How would you like shoe companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
9%
14%
9%
8%
12%
14%
22%
25%
37%
27%
29%
45%
81%
10%
2%
9%
10%
8%
14%
24%
24%
13%
32%
42%
69%
73%
Don'tknow
Videogames
Concerts,showsormovietheaters
Socialnetworkingsites
Onlinevideos
Email
Websiteadvertisements
Placing/integratingproductsintelevisionshows
Atasportingevent
Newspapers
Officialproductwebsites
Magazines
Televisioncommercials
Female Male
Howwouldyoulikeshoecompaniestocommunicatewithyou?Q:
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Shoe Companies: Ad Recall by Source
Base: Total respondents (n=293)Think about how shoe companies are currently advertising to you. In a given week, approximately what percentage of shoe advertisements to you remember.Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 13.0% 29.0% 29.4% 21.8% 2.7% 4.1%
Magazines 21.0% 31.6% 22.0% 16.2% 3.8% 5.5%
Online Video 43.2% 17.1% 8.9% 1.7% 19.5% 9.6%
SocialNetworking 42.7% 16.9% 6.4% 3.4% 18.3% 12.2%
WebAdvertisements 28.5% 31.3% 11.5% 8.0% 10.4% 10.4%
Product WebSites 25.3% 22.3% 18.5% 15.1% 8.9% 9.9%
ProductPlacement 24.5% 34.4% 20.4% 6.1% 7.8% 6.8%
Newspapers 33.4% 25.9% 12.8% 7.2% 9.0% 11.7%
VideoGames 44.0% 17.9% 5.5% 4.8% 18.2% 9.6%
Email 42.3% 17.4% 7.8% 6.5% 16.7% 9.2%
LiveEvents 37.1% 22.7% 13.1% 5.5% 13.1% 8.6%
NeverSeenHalf MostNone
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Shoe Companies: Advertising Grade
Base: Total respondents (n=299)Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Subject %A orB %DorF GPAFINAL
GRADE
TelevisionCommercials 69.0% 9.8% 3.07 B
Magazines 50.7% 15.2% 2.62 C
OnlineVideos 14.3% 31.1% 1.57 D
SocialNetworkingSites 14.5% 30.1% 1.51 D
WebAdvertisements 30.1% 25.3% 2.07 C
ProductWebsites 44.7% 14.3% 2.60 C
ProductPlacement 36.6% 20.9 2.24 C
Video
Games 15.6% 34.1 1.44 DNewspapers 29.4% 26.6 1.97 D+
Email 17.9% 32.0 1.63 D
LiveEvents 25.5% 24.8 1.95 D+
Never
SeenAd
3.0%
4.7%
25.6%
26.4%
13.2%
13.0%
8.9%
25.5%11.9%
24.1%
20.1%
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Shoe Companies: GPA Segmentation
Base: Total respondents (n=299)Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Subject 13 to15 14 to16 Male Female
TelevisionCommercials 3.10 3.04 3.09 3.05
Magazines 2.37 2.88 2.53 2.72
OnlineVideos 1.66 1.48 1.60 1.55
SocialNetworkingSites 1.61 1.39 1.43 1.58
WebAdvertisements 2.05 2.09 2.11 2.03
ProductWebsites 2.58 2.62 2.59 2.61
ProductPlacement 2.42 2.04 2.26 2.23
Video
Games 1.69 1.11 1.43 1.44Newspapers 1.92 2.03 1.96 1.99
Email 1.51 1.75 1.55 1.70
LiveEvents 2.24 1.63 1.91 1.99
Average
3.07
2.62
1.57
1.51
2.07
2.60
2.24
1.441.97
1.63
1.95
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Shoe Companies: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite shoe advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print Online
*
*
* PlatformFavorite
http://www.converse.com/http://www.adidas.com/us/homepage.asphttp://www.adidas.com/us/homepage.asphttp://www.nike.com/nikeos/p/nike/en_US/ -
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Shoe Companies: Why Ad is Favorite
Base: Total respondents (n=290)Think about your favorite shoe advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
22%
7%
17%
17%
25%
28%
32%
34%
36%
38%
40%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Theadhasapowerfulmessageand/orusespowerfulimagery
Completelydifferentfromanycompetitor'sadvertising
Theadgavefactsabouthoweffectivetheproductis
Thereare
celebrities
and/or
athletes
that
Ilike
in
the
ad
Theadusesuniquegraphicsand/oranimation
Theadisfunny
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Whatisappealingaboutyourfavoriteshoeadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
32/90
32
Shoe Companies: Favorite Ad Segmentation
Base: Total respondents (n=290)Think about your favorite shoe advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
20%
8%
14%
21%
28%
28%
35%
41%
39%
38%
38%
25%
6%
19%
13%
22%
28%
29%
26%
33%
38%
42%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Theadhasapowerfulmessageand/orusespowerfulimagery
Completelydifferentfromanycompetitor'sadvertising
Theadgavefactsabouthoweffectivetheproductis
Therearecelebritiesand/orathletesthatIlikeinthead
Theadusesuniquegraphicsand/oranimation
Theadisfunny
I
like
the
music
in
the
ad
Theadshowspeoplelikemeenjoying/usingtheproduct
Female Male
Whatisappealingaboutyourfavoriteshoeadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
33/90
Dept. Stores& Retailers
Group I
-
8/8/2019 Fuse Teen Advertising Study
34/90
34
Department Stores & Retailers: Platform Preferences
Base: Total respondents (n=298)Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
13%
6%
8%
10%
10%
11%
23%
25%
25%
39%
43%
53%
71%
Don'tknow
Videogames
OnlinevideosAt
a
sporting
events
Socialnetworkingsites
Concerts,showsormovietheaters
Placing/integratingproductsintelevisionshows
Email
Websiteadvertisements
Officialproductwebsites
Newspapers
Magazines
Televisioncommercials
Howwouldyoulikedepartmentstores/retailerstocommunicatewithyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
35/90
35
Department Stores & Retailers: Platform Segmentation
Base: Total respondents (n=298)Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
15%
9%
10%
11%
12%
10%
25%
19%
21%
32%
36%
43%
66%
12%
2%
7%
9%
9%
12%
22%
30%
29%
45%
50%
64%
76%
Don'tknow
Videogames
OnlinevideosAt
a
sporting
events
Socialnetworkingsites
Concerts,showsormovietheaters
Placing/integratingproductsintelevisionshowsEmail
Websiteadvertisements
Officialproductwebsites
Newspapers
Magazines
Televisioncommercials
Howwouldyoulikedepartmentstores/retailerstocommunicatewithyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
36/90
36
Department Stores & Retailers: Ad Recall by Source
Base: Total respondents (n=293)Think about how department stores and retailers are currently advertising to you. In a given week, approximately what percentage of departmentstore/retailer advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 8.5% 26.6% 34.8% 21.2% 2.0% 6.8%
Magazines 18.5% 31.5% 24.3% 11.3% 6.2% 8.2%
SocialNetworking
34.4% 18.6% 9.6% 2.7% 24.4% 10.3%WebAdvertisements 24.9% 29.4% 17.1% 5.1% 12.6% 10.9%
Product WebSites 21.6% 26.0% 19.5% 11.6% 11.0% 10.3%
ProductPlacement 20.8% 31.1% 19.8% 8.2% 10.6% 9.6%
Newspapers 20.3% 33.0% 18.6% 10.3% 7.6% 10.3%
Email 30.7% 23.1% 14.8% 5.9% 15.5% 10.0%
NeverSeenHalf MostNone
-
8/8/2019 Fuse Teen Advertising Study
37/90
37
Department Stores & Retailers: Advertising Grade
Subject %A orB %DorF GPAFINAL
GRADE
TelevisionCommercials 71.5% 7.8% 3.16 B
Magazines 49.5% 15.7% 2.60 C
SocialNetworkingSites 16.0% 33.3% 1.49 D
WebAdvertisements 32.0% 26.2% 2.10 C
ProductWebsites 44.4% 16.9% 2.55 C
ProductPlacement 33.1% 21.8% 2.18 C
Newspapers 38.2% 23.5% 2.23 C
Email 22.9% 30.8% 1.80 D+
Never
SeenAd
1.4%
4.4%
23.1%
11.9%
9.5%
9.9%
6.5%
17.5%
Base: Total respondents (n=293)Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=veryineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
38/90
38
Department Stores & Retailers: GPA Segmentation
Subject 13to15 16 to18 Male Female
TelevisionCommercials 3.07 3.26 3.09 3.24
Magazines 2.31 2.89 2.41 2.79
SocialNetworkingSites 1.57 1.40 1.29 1.65
WebAdvertisements 1.97 2.22 2.11 2.09
ProductWebsites 2.38 2.72 2.46 2.63
ProductPlacement 2.20 2.15 2.14 2.22
Newspapers2.11 2.36 2.10 2.37
Email 1.67 1.98 1.65 1.94
Average
3.16
2.60
1.49
2.10
2.55
2.18
2.23
1.80
Base: Total respondents (n=293)Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=veryineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
39/90
39
Department Stores & Retailer: Favorite Advertisement
Base: Total respondents (n=300)Can you name some of your favorite department store advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print Online
* PlatformFavorite
* *(Newspaper,
DirectMail&
Email)
(Magazines&
DirectMail)
**
(SocialNetworking)
http://www.youtube.com/watch?v=eOUl6pzQBtIhttp://www.target.com/http://www.kohls.com/kohlsStore/homepage.jsphttp://www.walmart.com/http://www.target.com/http://www.facebook.com/pages/Nordstrom-Inc/12854644836http://www.jcpenney.com/jcp/default.aspxhttp://www.youtube.com/watch?v=V8PDpx8Ncrohttp://www.youtube.com/watch?v=TB-CL1at514http://www.youtube.com/watch?v=QJHWJHYH_bkhttp://www.youtube.com/watch?v=eOUl6pzQBtIhttp://www.youtube.com/watch?v=CWFsOkvGAug -
8/8/2019 Fuse Teen Advertising Study
40/90
40
Department Stores & Retailers: Why Ad is Favorite
Base: Total respondents (n=288)Think about your favorite department store or retailer advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
28%
10%
15%
15%
18%
21%
25%
27%
37%
38%
42%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Completelydifferentfromanycompetitor'sadvertising
Thead
uses
unique
graphics
and/or
animation
Theadgavefactsabouthoweffectivetheproductis
Ilikethemusicinthead
Theadisfunny
Theadshowspeoplelikemeenjoying/usingtheproduct
Whatisappealingaboutyourfavoritedepartmentstore/retaileradvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
41/90
41
Department Stores & Retailers: Favorite Ad Segmentation
Base: Total respondents (n=288)Think about your favorite department store or retailer advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
29%
8%
14%
13%
16%
19%
27%
30%
32%
40%
34%
25%
12%
17%
18%
20%
23%
23%
23%
42%
34%
50%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Completelydifferentfromanycompetitor'sadvertising
Theadusesuniquegraphicsand/oranimation
Theadgavefactsabouthoweffectivetheproductis
Ilikethemusicinthead
The
ad
is
funny
Theadshowspeoplelikemeenjoying/usingtheproduct
Female Male
Whatisappealingaboutyourfavoritedepartmentstore/retaileradvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
42/90
ApparelBrands
Group I
-
8/8/2019 Fuse Teen Advertising Study
43/90
43
Apparel Brands: Platform Preferences
Base: Total respondents (n=292)Lastly, lets talk about apparel. How would you like apparel companies to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
14%
10%
10%
10%
13%
14%
23%
24%
28%
36%
41%
56%
71%
Don'tknow
Videogames
SocialnetworkingsitesOnline
videos
Concerts,showsormovietheaters
Atasportingevents
Email
Website
advertisements
Placing/integratingproductsintelevisionshows
Newspapers
Officialproductwebsites
Magazines
Televisioncommercials
Howwouldyoulikeapparelcompaniestocommunicatewithyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
44/90
44
Apparel Brands: Platform Segmentation
Base: Total respondents (n=292)Lastly, lets talk about apparel. How would you like apparel companies to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
16%
13%
10%
10%
12%
18%
18%
24%
30%
33%
38%
48%
71%
13%
6%
9%
10%
15%
9%
29%
24%
25%
40%
44%
64%
71%
Don'tknow
Videogames
SocialnetworkingsitesOnline
videos
Concerts,showsormovietheaters
Atasportingevents
EmailWeb
site
advertisements
Placing/integratingproductsintelevisionshows
Newspapers
Officialproductwebsites
Magazines
Televisioncommercials
Female Male
Howwouldyoulikeapparelcompaniestocommunicatewithyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
45/90
45
Apparel Brands: Ad Recall by Source
Base: Total respondents (n=292)Think about how apparel companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements to youremember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 7.9% 26.7% 29.1% 26.4% 2.4% 7.5%
Magazines 16.6% 26.9% 29.3% 13.8% 4.5% 9.0%
Online Video 34.8% 20.3% 9.3% 3.1% 19.0% 13.4%
SocialNetworking 35.5% 16.4% 8.9% 2.0% 22.9% 14.3%
WebAdvertisements 23.0% 30.6% 19.6% 5.5% 8.6% 12.7%
Product WebSites 19.9% 25.0% 20.2% 14.0% 8.9% 12.0%
ProductPlacement 22.3% 28.9% 18.9% 7.9% 9.3% 12.7%
VideoGames 34.7% 18.9% 8.9% 2.4% 23.4% 11.7%
Newspapers 23.2% 29.4% 19.0% 7.3% 8.0% 13.1%
Email 32.2% 22.1% 13.5% 6.2% 14.2% 11.8%
Never
SeenHalf MostNone
-
8/8/2019 Fuse Teen Advertising Study
46/90
46
Apparel Brands: Advertising Grade
Subject %A orB %D orF GPAFINAL
GRADE
TelevisionCommercials 73.2% 7.6% 3.19 B
Magazines 54.9 13.2% 2.71 C
OnlineVideos 18.5% 32.9% 1.63 D
Social
Networking
Sites 15.5% 33.8% 1.5 DWebAdvertisements 29.5% 25.7% 2.07 C
ProductWebsites 45.7% 17.2% 2.56 C
ProductPlacement 34.4% 19.2% 2.22 C
VideoGames 13.8% 35.2% 1.40 D
Newspapers 37.5% 20.8% 2.28 C
Email 25.2% 31.0% 1.85 D+
Never
SeenAd
1.7%
4.5%
20.2%
22.1%
9.6%
7.9%
9.6%
23.4%
7.5%
14.8%
Base: Total respondents (n=291)Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
47/90
47
Apparel Brands: GPA Segmentation
Subject 13 to15 16to18 Male Female
TelevisionCommercials 3.17 3.21 3.20 3.18
Magazines 2.41 3.04 2.59 2.84
OnlineVideos 1.63 1.64 1.63 1.63
Social
Networking
Sites 1.66 1.32 1.45 1.54WebAdvertisements 2.13 2.02 2.07 2.08
ProductWebsites 2.55 2.57 2.52 2.60
ProductPlacement 2.25 2.19 2.15 2.29
VideoGames 1.50 1.27 1.32 1.47
Newspapers 2.17 2.39 2.21 2.35
Email 1.59 2.09 1.79 1.90
Average
3.19
2.71
1.63
1.52.07
2.56
2.22
1.40
2.28
1.85
Base: Total respondents (n=291)Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
48/90
48
Apparel Brands: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite apparel advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print Online
* PlatformFavorite
*
*
http://www.youtube.com/watch?v=pQ9zhOaEIrwhttp://www.youtube.com/watch?v=pQ9zhOaEIrwhttp://www.abercrombie.com/anf/index.htmlhttp://www.gap.com/http://shop.pacsun.com/home.jsphttp://www.ae.com/web/index.jsphttp://www.youtube.com/watch?v=pQ9zhOaEIrw -
8/8/2019 Fuse Teen Advertising Study
49/90
49
Apparel Brands: Why Ad is Favorite
Base: Total respondents (n=288)Think about your favorite apparel advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
27%
8%
16%
18%
19%
22%
22%
27%
32%
41%
41%
Idon'tknow
Ifeelanemotionalresponsefromthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Completelydifferentfromanycompetitor'sadvertising
Thead
gave
facts
about
how
effective
the
product
is
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
Theadisfunny
Theadshowspeoplelikemeenjoying/usingtheproduct
Whatisappealingaboutyourfavoriteappareladvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
50/90
50
Apparel Brands: Favorite Ad Segmentation
Base: Total respondents (n=288)Think about your favorite apparel advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
23%
8%
16%
19%
22%
20%
23%
31%
33%
44%
39%
32%
8%
15%
17%
15%
24%
21%
21%
32%
37%
42%
Idon'tknow
Ifeelanemotionalresponsefromthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Completelydifferentfromanycompetitor'sadvertising
Theadgavefactsabouthoweffectivetheproductis
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
The
ad
is
funny
Theadshowspeoplelikemeenjoying/usingtheproduct
Female Male
Whatisappealingaboutyourfavoriteappareladvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
51/90
Cell PhoneProviders
Group II
-
8/8/2019 Fuse Teen Advertising Study
52/90
52
Cell Phone Providers: Platform Preferences
Base: Total respondents (n=292)Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
10%
8%
8%
17%
18%
21%
25%
27%
28%
34%
41%
43%
54%58%
69%
Don'tknow
Textmessaging
Videogames
Socialnetworking
sites
Onlinevideos
Concerts,showsormovietheaters
Atasportingevent
EmailPlacing/integrating
products
in
television
shows
Websiteadvertisements
Newspapers
Radio
OfficialproductwebsitesMagazines
Televisioncommercials
Howwouldyoulikecellphoneproviderstoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
53/90
53
Cell Phone Providers: Platform Segmentation
Base: Total respondents (n=292)Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
10%
6%
10%
12%
17%
24%
27%
27%
27%
30%
38%
42%
51%
49%
66%
11%
9%
5%
21%
19%
18%
22%
28%
29%
37%
45%
45%
56%
66%
71%
Don'tknow
Textmessaging
VideogamesSocial
networking
sites
Onlinevideos
Concerts,showsormovietheaters
Atasportingevent
Email
Placing/integratingproductsintelevisionshows
Websiteadvertisements
Newspapers
RadioOfficial
product
web
sites
Magazines
Televisioncommercials
Female Male
Howwouldyoulikecellphoneproviderstoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
54/90
54
Cell Phone Providers: Ad Recall by Source
Base: Total respondents (n=295)Think about how cell phone companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements toyou remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 8.1% 27.7% 30.4% 27.0% 1.0% 5.7%Magazines 26.6% 30.4% 17.4% 7.8% 6.5% 11.3%
Online Video 33.4% 24.6% 10.9% 4.4% 17.1% 9.6%
SocialNetworking 35.2% 20.8% 11.9% 5.1% 15.0% 11.9%
WebAdvertisements 23.8% 32.7% 20.1% 10.9% 4.8% 7.8%
Product WebSites 22.4% 21.7% 25.8% 14.9% 6.1% 9.2%
ProductPlacement 21.7% 29.8% 20.3% 11.5% 7.5% 9.2%
Newspapers 35.6% 28.1% 13.6% 5.1% 7.8% 9.8%
Radio 27.8% 30.2% 21.7% 8.5% 4.4% 7.5%
Live Events 32.2% 25.4% 11.5% 6.1% 12.9% 11.9%
TextMessaging 42.8% 15.2% 8.4% 3.7% 20.5% 9.4%
VideoGames 41.5% 17.0% 7.1% 4.8% 19.0% 10.5%
NeverSeenHalf MostNone
Cell Phone Providers: Advertising Grade
-
8/8/2019 Fuse Teen Advertising Study
55/90
Cell Phone Providers: Advertising Grade
Subject %A orB %D orF GPAFINAL
GRADE
TelevisionCommercials 68.4% 8.1% 3.06 B
Magazines 36.5% 20.3% 2.30 C
OnlineVideos 21.7% 20.7% 1.97 D+
SocialNetworkingSites 16.2% 24.6% 1.81 D+
WebAdvertisements 33.1% 21.3% 2.19 C
ProductWeb
Sites 50.5% 13.2% 2.67 C
ProductPlacement 32.2% 24.4% 2.16 C
Newspapers 25.8% 22.4% 2.04 C
Radio 36.0% 22.6% 2.19 C
LiveEvents 23.0% 22.6% 1.94 D+
Text Messaging 14.9% 31.4% 1.45 D
VideoGames 12.4% 26.6% 1.46 D
Never
SeenAd
4.0%
11.1%
29.8%
25.3%
10.5%
9.8%
13.2%
17.3%
9.9%
21.3%
32.1%
35.2%
Base: Total respondents (n=297)Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Cell Phone Providers: GPA Segmentation
-
8/8/2019 Fuse Teen Advertising Study
56/90
Cell Phone Providers: GPA Segmentation
Subject 13to15 16 to18 Male Female
TelevisionCommercials 3.16 2.96 2.93 3.20
Magazines 2.30 2.30 2.08 2.49
OnlineVideos 2.01 1.94 1.84 2.12
SocialNetworkingSites 1.81 1.81 1.59 2.03
WebAdvertisements 2.28 2.11 2.03 2.35
ProductWeb
Sites 2.74 2.60 2.45 2.89
ProductPlacement 2.11 2.20 2.05 2.27
Newspapers 2.01 2.06 1.85 2.21
Radio 2.34 2.03 1.93 2.43
LiveEvents 1.96 1.93 1.89 2.01
Text Messaging 1.47 1.43 1.24 1.70
VideoGames 1.64 1.31 1.47 1.45
Average
3.06
2.30
1.97
1.81
2.19
2.67
2.16
2.04
2.19
1.94
1.45
1.46
Base: Total respondents (n=297)Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
57/90
57
Cell Phone Providers: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite cell phone advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print/Radio Online
* PlatformFavorite
*
(Fave 5)
(Storm)
(RolloverMinutes)
(DeadZone&TheNetwork)
(Chad
&
Friends)
(Apps)
(Newspapers,Magazines)
(Newspapers,Magazines)
(Radio)
(Radio)
http://www.virginmobileusa.com/http://www.youtube.com/watch?v=mn10NLEvJT0http://www.youtube.com/watch?v=o1jfofjPtEYhttp://www.youtube.com/watch?v=KgFw7o5hQtchttp://www.youtube.com/watch?v=cwOTJohWark -
8/8/2019 Fuse Teen Advertising Study
58/90
58
Cell Phones: Why Ad is Favorite
Base: Total respondents (n=291)Think about your favorite cell phone advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
19%
8%
10%
16%
19%
27%
28%
32%
35%
38%
60%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Theadusesuniquegraphicsand/oranimation
Completelydifferent
from
any
competitor's
advertising
Ilikethemusicinthead
Theadgavefactsabouthoweffectivetheproductis
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Whatisappealingaboutyourfavoritecellphoneadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
59/90
59
Cell Phones: Favorite Ad Segmentation
Base: Total respondents (n=291)Think about your favorite cell phone advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
20%
6%
9%
15%
21%
27%
23%
27%
30%
32%
58%
18%
10%
11%
17%
17%
28%
33%
37%
39%
44%
62%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Theadusesuniquegraphicsand/oranimation
Completelydifferentfromanycompetitor'sadvertising
Ilikethemusicinthead
Theadgavefactsabouthoweffectivetheproductis
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Female Male
Whatisappealingaboutyourfavoritecellphoneadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
60/90
ConsumerElectronics
Group II
-
8/8/2019 Fuse Teen Advertising Study
61/90
61
Consumer Electronics: Platform Preferences
Base: Total respondents (n=294)Lets consider advertisements for electronics. How would you like electronics companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
15%
6%
14%
15%
16%
16%
17%
19%
26%
26%
31%
37%
45%46%
69%
Don'tknow
Textmessaging
Socialnetworkingsites
Videogames
Onlinevideos
Concerts,showsormovietheaters
Atasportingevents
EmailWeb
site
advertisements
Placing/integratingproductsintelevisionshows
Newspapers
Radio
OfficialproductwebsitesMagazines
Televisioncommercials
Howwouldyoulikeconsumerelectronicscompaniestoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
62/90
62
Consumer Electronics: Platform Segmentation
Base: Total respondents (n=294)Lets consider advertisements for electronics. How would you like electronics companies to communicate with you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
13%
3%
13%
20%
15%
17%
20%
20%
22%
24%
26%
36%
45%
38%
70%
17%
9%
15%
10%
17%
15%
14%
17%
29%
28%
35%
37%
45%
53%
69%
Don'tknow
Textmessaging
SocialnetworkingsitesVideo
games
Onlinevideos
Concerts,showsormovietheaters
Atasportingevents
Email
Websiteadvertisements
Placing/integratingproductsintelevisionshows
Newspapers
RadioOfficial
product
web
sites
Magazines
Televisioncommercials
Female Male
Howwouldyoulikeconsumerelectronicscompaniestoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
63/90
63
Consumer Electronics: Ad Recall by Source
Base: Total respondents (n=295)Think about how consumer electronics companies are currently advertising to you. In a given week, approximately what percentage of appareladvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television10.5% 24.7% 31.9% 21.0%
3.1% 8.8%
Magazines 20.5% 32.1% 19.5% 7.5% 8.2% 12.3%
Online Video 23.8% 22.1% 12.6% 4.4% 23.5% 13.6%
SocialNetworking 24.7% 22.0% 10.1% 4.1% 25.3% 13.9%
WebAdvertisements 19.5% 35.2% 19.1% 5.8% 9.2% 11.3%
Product WebSites 18.6% 23.6% 20.9% 12.2% 12.5% 12.2%
ProductPlacement 21.8% 25.9% 22.8% 6.8% 9.5% 13.3%
Newspapers 25.3% 25.0% 14.7% 6.5% 13.4% 15.1%
Radio 22.5% 29.4% 20.5% 5.5% 10.2% 11.9%
Live Events 24.4% 21.4% 15.3% 4.4% 19.0% 15.6%
TextMessaging 33.3% 12.6% 7.5% 3.4% 29.3% 13.9%
Video
Games 25.9% 18.4% 9.9% 7.1% 25.5% 13.3%
NeverSeenHalf MostNone
Consumer Electronics: Advertising Grade
-
8/8/2019 Fuse Teen Advertising Study
64/90
Consumer Electronics: Advertising Grade
Subject %A orB %D orF GPAFINAL
GRADE
TelevisionCommercials 65.5% 7.4% 3.01 B
Magazines 38.2% 16.7% 2.35 C
OnlineVideos 21.7% 21.4% 1.94 D+
SocialNetworkingSites 16.0% 25.3% 1.75 D
WebAdvertisements 32.1% 19.6% 2.18 C
ProductWeb
Sites 45.2% 14.7% 2.56 D
ProductPlacement 28.5% 20.7% 2.12 C
Newspapers 25.8% 22.7% 2.01 C
Radio 30.6% 23.5% 2.07 C
LiveEvents 19.3% 19.3% 1.97 D+
Text Messaging 9.1% 29.1% 1.31 D
VideoGames 17.3% 24.7% 1.66 D
Never
SeenAd
3.0%
9.6%
23.7%
25.9%
11.5%
14.0%
10.5%
15.6%
10.5%
23.6%
32.1%
29.8%
Base: Total respondents (n=295)Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Consumer Electronics: GPA Segmentation
-
8/8/2019 Fuse Teen Advertising Study
65/90
Consumer Electronics: GPA Segmentation
Subject 13to15 16to18 Male Female
TelevisionCommercials 3.14 2.89 2.94 3.08
Magazines 2.40 2.38 2.12 2.57
OnlineVideos 1.90 1.98 1.93 1.96
SocialNetworkingSites 1.62 1.86 1.55 1.94
WebAdvertisements 2.15 2.21 2.18 2.19
ProductWeb
Sites 2.64 2.49 2.45 2.67
ProductPlacement 2.08 2.16 2.04 2.22
Newspapers 1.90 2.12 1.87 2.15
Radio 1.95 2.18 1.90 2.22
LiveEvents 1.97 1.97 1.92 2.02
Text Messaging 1.13 1.45 1.13 1.50
VideoGames 1.81 1.52 1.70 1.61
Average
3.01
2.35
1.94
1.75
2.18
2.56
2.12
2.01
2.07
1.97
1.31
1.66
Base: Total respondents (n=295)Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
66/90
66
Consumer Electronics: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite consumer electronics advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print/Radio Online
* PlatformFavorite
(IPodTouch)
(Macvs.PC)
*
(Magazine&Radio)
(NoClearTrends)
http://www.youtube.com/watch?v=TCwKndz41P4http://www.youtube.com/watch?v=uGSmC-FllNkhttp://www.youtube.com/watch?v=FiYQgxTNnt0http://www.youtube.com/watch?v=kH-bKykKR0Q -
8/8/2019 Fuse Teen Advertising Study
67/90
67
Consumer Electronics: Why Ad is Favorite
Base: Total respondents (n=290)Think about your favorite consumer electronics advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
31%
9%
12%
15%
16%
22%
29%
31%
35%
38%
42%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Therearecelebritiesand/orathletesthatIlikeinthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Completelydifferentfromanycompetitor'sadvertising
Thead
gave
facts
about
how
effective
the
product
is
Theadusesuniquegraphicsand/oranimation
Theadshowspeoplelikemeenjoying/usingtheproduct
Ilikethemusicinthead
Theadisfunny
Whatisappealingaboutyourfavoriteconsumerelectronicsadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
68/90
68
Consumer Electronics: Favorite Ad Segmentation
Base: Total respondents (n=290)Think about your favorite consumer electronics advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
33%
7%
11%
12%
16%
22%
26%
30%
30%
34%
44%
29%
10%
14%
18%
15%
22%
32%
32%
40%
41%
41%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwas
able
to
personally
interact
with
the
ad
Therearecelebritiesand/orathletesthatIlikeinthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Completelydifferentfromanycompetitor'sadvertising
Theadgavefactsabouthoweffectivetheproductis
Theadusesuniquegraphicsand/oranimation
Theadshowspeoplelikemeenjoying/usingtheproduct
Ilikethemusicinthead
Theadisfunny
Female Male
Whatisappealingaboutyourfavoriteconsumerelectronicsadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
69/90
Food & SnacksGroup II
-
8/8/2019 Fuse Teen Advertising Study
70/90
70
Food & Snacks: Platform Preferences
Base: Total respondents (n=294)Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
14%
5%
10%
11%
14%
15%
19%
24%28%
34%
35%
36%
39%
51%
78%
Don'tknow
Textmessaging
Videogames
Socialnetworking
sites
Email
Onlinevideos
Websiteadvertisements
Concerts,showsormovietheatersAt
asporting
events
Placing/integratingproductsintelevisionshows
Newspapers
Officialproductwebsites
Radio
Magazines
Televisioncommercials
Howwouldyoulikefood&snackscompaniestoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
71/90
71
Food & Snacks: Platform Segmentation
Base: Total respondents (n=294)Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
14%
3%
14%
10%
10%
14%
13%
24%
30%
33%
28%
29%
32%
45%
77%
14%
8%
7%
13%
18%
15%
24%
25%
25%
35%
41%
43%
45%
58%
78%
Don'tknow
Textmessaging
Videogames
Socialnetworking
sites
Email
Onlinevideos
Websiteadvertisements
Concerts,showsormovietheaters
Atasportingevents
Placing/integratingproductsintelevisionshows
Newspapers
OfficialproductwebsitesRadio
Magazines
Televisioncommercials
Female Male
Howwouldyoulikefood&snackscompaniestoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
72/90
72
Food & Snacks: Ad Recall by Source
Base: Total respondents (n=293)Think about how food and snack food companies are currently advertising to you. In a given week, approximately what percentage of appareladvertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 5.2% 22.7% 31.3% 32.3% 1.7% 6.9%
Magazines 15.2% 35.9% 23.4% 8.6% 6.2% 10.7%
Online Video 29.0% 20.0% 11.0% 3.8% 22.1% 14.1%
SocialNetworking 27.4% 20.2% 11.0% 5.1% 23.6% 12.7%
WebAdvertisements 24.6% 27.6% 17.7% 5.1% 12.3% 12.6%
Product WebSites 19.6% 25.4% 22.0% 7.2% 11.7% 14.1%
ProductPlacement 15.1% 32.0% 20.6% 12.0% 7.6% 12.7%
Newspapers 22.8% 27.0% 17.6% 6.9% 12.1% 13.5%Radio 19.3% 31.7% 20.7% 6.6% 10.3% 11.4%
Live Events 21.8% 24.8% 15.6% 7.5% 15.0% 15.3%
VideoGames 29.5% 16.8% 10.3% 2.4% 27.4% 13.7%
NeverSeenHalf MostNone
Food & Snacks: Advertising Grade
-
8/8/2019 Fuse Teen Advertising Study
73/90
g
Subject %A orB %D orF GPAFINAL
GRADE
TelevisionCommercials 75.2% 5.4% 3.30 B
Magazines 44.4% 13.7% 2.50 C
OnlineVideos 15.5% 24.7% 1.72 D
SocialNetworkingSites 14.6% 27.6% 1.60 D
WebAdvertisements 23.7% 26.1% 1.91 D+
ProductWebSites 38.0% 18.2% 2.39 C
ProductPlacement 43.9% 17.0% 2.43 C
Newspapers 30.6% 20.7% 2.16 C
Radio 38.6% 23.2% 2.26 C
LiveEvents 30.0% 17.4% 2.23 C
VideoGames 13.7% 26.4% 1.54 D
Never
SeenAd
2.4%
7.5%
25.8%
26.9%
16.5%
14.4%
8.2%
13.9%
8.5%
17.4%
31.8%
Base: Total respondents (n=294)Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Food & Snacks: GPA Segmentation
-
8/8/2019 Fuse Teen Advertising Study
74/90
g
Subject 13to15 16to18 Male Female
TelevisionCommercials 3.46 3.14 3.22 3.28
Magazines 2.52 2.49 2.30 2.69
OnlineVideos 1.68 1.75 1.64 1.80
SocialNetworkingSites 1.35 1.83 1.47 1.74
WebAdvertisements 1.93 1.90 1.74 2.08
ProductWebSites 2.47 2.32 2.26 2.52
ProductPlacement 2.44 2.43 2.27 2.58
Newspapers 2.07 2.24 1.82 2.48
Radio 2.22 2.31 2.07 2.46
LiveEvents 2.27 2.20 2.25 2.22
VideoGames 1.41 1.66 1.48 1.62
Average
3.30
2.50
1.72
1.60
1.91
2.39
2.43
2.16
2.26
2.23
1.54
Base: Total respondents (n=294)Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=veryineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
-
8/8/2019 Fuse Teen Advertising Study
75/90
75
Food & Snacks: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite food and snack food advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print/Radio Online
* PlatformFavorite
*
(NoClearTrends)(NoClearTrends)
http://www.youtube.com/watch?v=1pBnTdVBV7Ahttp://www.youtube.com/watch?v=Jj1XNjrJ-EY&feature=pyvhttp://www.youtube.com/watch?v=1pBnTdVBV7A -
8/8/2019 Fuse Teen Advertising Study
76/90
76
Food & Snacks: Why Ad is Favorite
Base: Total respondents (n=293)Think about your favorite food and snack food advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
20%
12%
12%
15%
16%
19%
24%
30%
32%
43%
61%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwasabletopersonallyinteractwiththead
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Theadgavefactsabouthoweffectivetheproductis
Completelydifferent
from
any
competitor's
advertising
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Whatisappealingaboutyourfavoritefoodandsnacksadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
77/90
77
Food & Snacks: Favorite Ad Segmentation
Base: Total respondents (n=293)Think about your favorite food and snack food advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
22%
10%
9%
17%
13%
16%
23%
28%
30%
39%
63%
18%
14%
14%
13%
18%
23%
25%
32%
35%
46%
58%
Idon'tknow
Ifeelanemotionalresponsefromthead
Iwas
able
to
personally
interact
with
the
ad
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Theadgavefactsabouthoweffectivetheproductis
Completelydifferentfromanycompetitor'sadvertising
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Female Male
Whatisappealingaboutyourfavoritefoodandsnacksadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
78/90
Quick ServeRestaurants
Group II
-
8/8/2019 Fuse Teen Advertising Study
79/90
79
Quick Serve Restaurants: Platform Preferences
Base: Total respondents (n=289)Lastly, lets talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
16%
6%
10%
13%
13%
14%
19%
23%23%
28%
28%
29%
39%
43%
75%
Don'tknow
Textmessaging
VideogamesEmail
Onlinevideos
Socialnetworkingsites
Websiteadvertisements
Concerts,showsormovietheatersAt
asporting
events
Officialproductwebsites
Placing/integratingproductsintelevisionshows
Newspapers
Magazines
Radio
Televisioncommercials
Howwouldyoulikequickserverestaurantstoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
80/90
80
Quick Serve Restaurants: Platform Segmentation
Base: Total respondents (n=289)Lastly, lets talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
17%
2%
15%
10%
15%
11%
15%
22%
26%
18%
24%
22%
34%
38%
73%
14%
9%
6%
17%
12%
17%
22%
23%
20%
37%
32%
36%
44%
47%
77%
Don'tknow
Textmessaging
Videogames
Email
OnlinevideoslikeYouTube
Socialnetworkingsites
Websiteadvertisements
Concerts,showsormovietheaters
Atasportingevents
Officialproductwebsites
Placing/integratingproductsintelevisionshows
Newspapers
Magazines
Radio
Televisioncommercials
Female Male
Howwouldyoulikequickserverestaurantstoadvertisetoyou?Q:
-
8/8/2019 Fuse Teen Advertising Study
81/90
81
Quick Service Restaurants: Ad Recall by Source
Base: Total respondents (n=289)Think about how quick service restaurants are currently advertising to you. In a given week, approximately what percentage of apparel advertisementsto you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television 5.2% 17.2% 34.5% 35.5% 2.1% 5.5%
Magazines 18.6% 31.0% 21.7% 6.9% 11.0% 10.7%
Online Video 26.5% 19.2% 12.2% 3.5% 25.8% 12.9%
SocialNetworking 27.1% 17.4% 10.4% 4.2% 27.8% 13.2%
WebAdvertisements 25.4% 26.1% 14.6% 7.0% 15.3% 11.5%
Product WebSites 21.5% 21.8% 15.9% 11.4% 17.6% 11.8%
ProductPlacement 18.3% 25.9% 21.7% 13.1% 10.0% 11.0%
Newspapers 21.2% 23.6% 18.5% 6.5% 16.8% 13.4%
Radio 17.5% 25.3% 30.2% 12.3% 6.7% 8.1%
Live Events 22.9% 21.2% 17.0% 10.1% 15.6% 13.2%
VideoGames 28.1% 13.9% 9.4% 3.5% 31.6% 13.5%
NeverSeenHalf MostNone
Quick Serve Restaurants: Advertising Grade
-
8/8/2019 Fuse Teen Advertising Study
82/90
Base: Total respondents (n=289)Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Subject %A orB %D orF GPAFINAL
GRADE
TelevisionCommercials 79.0% 4.5% 3.36 B
Magazines 34.7% 21.0% 2.23 C
OnlineVideos 17.4% 26.4% 1.70 D
SocialNetworkingSites 15.2% 26.6% 1.68 D
WebAdvertisements 24.9% 21.1% 2.04 C
ProductWeb
Sites 31.8% 17.0% 2.32 C
ProductPlacement 38.1% 18.2% 2.37 C
Newspapers 29.4% 20.4% 2.12 C
Radio 47.0% 16.0% 2.56 C
LiveEvents 29.5% 16.7% 2.25 C
VideoGames 12.5% 24.3% 1.52 D
Never
SeenAd
1.7%
11.7%
25.3%
27.0%
17.0%
17.0%
10.3%
15.2%
8.7%
19.1%
33.3%
Quick Serve Restaurants: Grade Segmentation
-
8/8/2019 Fuse Teen Advertising Study
83/90
Base: Total respondents (n=289)Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Subject 13to15 16to18 Male Female
TelevisionCommercials 3.46 3.26 3.34 3.49
Magazines 2.12 2.33 2.08 2.38
OnlineVideos 1.64 1.76 1.70 1.70
SocialNetworkingSites 1.67 1.69 1.62 1.74
WebAdvertisements 2.03 2.06 1.91 2.18
ProductWeb
Sites 2.35 2.30 2.23 2.42
ProductPlacement 2.36 2.38 2.30 2.45
Newspapers 1.91 2.30 1.93 2.31
Radio 2.65 2.47 2.41 2.70
LiveEvents 2.26 2.24 2.26 2.24
VideoGames 1.64 1.42 1.65 1.36
Average
3.36
2.23
1.70
1.68
2.04
2.32
2.37
2.12
2.56
2.25
1.52
-
8/8/2019 Fuse Teen Advertising Study
84/90
84
Quick Serve Restaurants: Favorite Advertisements
Base: Total respondents (n=300)Can you name some of your favorite quick service advertisements right now?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Television Print/Radio Online
* PlatformFavorite
*(Radio&Magazine)
(Radio)
(NoClearTrends)
http://www.youtube.com/watch?v=C6eIvJ_qOVghttp://www.youtube.com/watch?v=GUYhBZ1TKMYhttp://www.youtube.com/watch?v=C6eIvJ_qOVghttp://www.youtube.com/watch?v=GUYhBZ1TKMYhttp://www.youtube.com/watch?v=7gMZ62PsvRMhttp://www.youtube.com/watch?v=C6eIvJ_qOVg -
8/8/2019 Fuse Teen Advertising Study
85/90
85
Quick Serve Restaurants: Why Ad is Favorite
Base: Total respondents (n=289)Think about your favorite quick serve restaurant advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
21%
10%
11%
15%
17%
17%
24%
25%
35%
40%
59%
Idon'tknow
Iwasabletopersonallyinteractwiththead
Ifeelanemotionalresponsefromthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Theadgavefactsabouthoweffectivetheproductis
Completelydifferent
from
any
competitor's
advertising
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Whatisappealingaboutyourfavoritequickserverestaurantadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
86/90
86
Quick Serve Restaurants: Favorite Ad Segmentation
Base: Total respondents (n=289)Think about your favorite quick serve restaurant advertisements. What makes them your favorite?Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
19%
8%
8%
13%
18%
17%
25%
23%
35%
37%
60%
23%
13%
14%
17%
17%
18%
22%
28%
34%
43%
58%
Idon'tknow
Iwasabletopersonallyinteractwiththead
Ifeelanemotionalresponsefromthead
Theadhasapowerfulmessageand/orusespowerfulimagery
Therearecelebritiesand/orathletesthatIlikeinthead
Theadgavefactsabouthoweffectivetheproductis
Completelydifferentfromanycompetitor'sadvertising
Theadusesuniquegraphicsand/oranimation
Ilikethemusicinthead
Theadshowspeoplelikemeenjoying/usingtheproduct
Theadisfunny
Female Male
Whatisappealingaboutyourfavoritequickserverestaurantadvertisements?Q:
-
8/8/2019 Fuse Teen Advertising Study
87/90
Demographics
i i hi d
-
8/8/2019 Fuse Teen Advertising Study
88/90
88
Base: Total respondents (n=295)Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Participant Demographics: Gender
50%Female
50%Male
51%
Female
49%
Male
48%
Female52%
Male
Total(n=600)
GroupI: H&B,Shoes,Dept.
Store&Retail,Apparel(n=300)
GroupII: CellPhones,Electronics,
Food&Snacks,QSRs(n=300)
i i hi l i
-
8/8/2019 Fuse Teen Advertising Study
89/90
89
36%
LargeCityor
Suburb64%SmallCity
orRural
Base: Total respondents (n=295)Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Participant Demographics: Hometown Population
Total(n=598)
33%
Large/
Suburb
67%
Small
City/
Rural
38%
Large/
Suburb62%
Small
City/
Rural
GroupI: H&B,Shoes,Dept.
Store&Retail,Apparel(n=299)
GroupII: CellPhones,Electronics,
Food&Snacks,QSRs(n=299)
P i i D hi A & E h i i
-
8/8/2019 Fuse Teen Advertising Study
90/90
Participant Demographics: Age & Ethnicity
Ethnicity Total(n=600)
GI*(n=303)
GII**(n=297)
White/Caucasian 76% 78% 73%
Black/African
American 12% 12% 11%Hispanic 5% 3% 8%
Asian 2% 1% 3%
AmericanIndian/Alaskan Native 2% 2% 2%
Other 2% 2% 1%
Prefernottoanswer 1% 1% 1%
Age Total(n=600) GI*
(n=300) GII**
(n=300)
13to15 50% 49% 51%
16to18 50% 52% 48%