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267 S. Dean St., Englewood, NJ 07631
201.945.6903 | signetresearch.com
Conducted By
SAE OFF-HIGHWAY ENGINEERING
February 2016
AdImpact™ Report
SAE OFF-HIGHWAY ENGINEERING February 2016
2 Introduction
3 Scores Used in this Report
4 Reader Profile
10 Publication Verbatim Comments
11 Top 5 AdImpact™ Scores
12 Advertiser Scores by Category
14 Reader Traffic Flow Chart
CONTENTS
1
SAE OFF-HIGHWAY ENGINEERING February 2016
This report contains the results of an AdImpact™ Study, conducted by SIGNET RESEARCH, INC. using ads from the February 2016 issue of SAE OFF-HIGHWAY ENGINEERING. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdImpact™ Study is to measure Exposure of ads that appeared in a particular issue and specific actions respondents took as a result of reading the measured ad. Readers from the publication’s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 120 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.
INTRODUCTION
2
SAE OFF-HIGHWAY ENGINEERING February 2016
• the percentage of respondents who read or looked at the advertisement in the issue.
Read/Looked At
•Call advertiser/visit advertiser's website •Recommend/purchase product •Discuss ad with others or save for future reference
Took Action: the percentage of respondents who have taken or plan to take one or more of the following actions:
•a measure of Impact. It is calculated by adding the Read/Looked At and Took Action percentages.
AdImpact™ Score
• the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months
Have Seen Sales Representation
SCORES USED IN THIS REPORT
3
SAE OFF-HIGHWAY ENGINEERING February 2016
0%
5%
10%
15%
20%
25%
30%
18% 16%
25%
7%
2%
12%
9%
12%
Which of the following best describes your primary job title or function? Corporate Official
Engineering Management
Design Engineering
Manufacturing/Production
Purchasing
Test/Quality/R&D
Other
Not Answered
READER PROFILE
4
SAE OFF-HIGHWAY ENGINEERING February 2016
Mean: 41 minutes
51%
16%
12%
4%
2%
16%
Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a
typical issue of SAE OFF-HIGHWAY ENGINEERING?
Less than 30 mins.
30 - 59 mins.
1 hr. - less than 2 hrs.
2 hrs. - less than 3 hrs.
3 hrs. or more
Not Answered
How many people, other than yourself, usually read or look through your
issue of SAE OFF-HIGHWAY ENGINEERING?
Mean Pass Along: 0.8 person Total Readers Per Copy: 1.8 people
READER PROFILE
5
SAE OFF-HIGHWAY ENGINEERING February 2016
Which of the following trade publications, other than SAE OFF-HIGHWAY ENGINEERING, do you receive personally addressed to you? OEM Off-Highway 14% Diesel Progress 11% Automotive Engineering 25% Ward’s Auto World 7% Hydraulics & Pneumatics 16% Heavy Duty Trucking 2% Other 2% None of the Above 42% Multiple responses permitted Which of the following trade publications, in your opinion, have credible authors? SAE Off-Highway Engineering 30% OEM Off-Highway 14% Diesel Progress 11% Automotive Engineering 26% Ward’s Auto World 11% Hydraulics & Pneumatics 16% Heavy Duty Trucking 4% Other 7% Multiple responses permitted
READER PROFILE
6
SAE OFF-HIGHWAY ENGINEERING February 2016
Which of the following general design publications do you read regularly? Design News 61% Machine Design 44% Other 4% Multiple responses permitted Please indicate if you are involved, either as an individual or as part of a group or committee, in the initiation, recommendation, specification, approval or purchase of any of the following products or services. Body/Chassis 14% Interiors/Cabs 9% Engineering & Manufacturing Software 14% Drivetrains 11% Electrical/Electronic Systems & Components 28% Engines/Engine Parts 14% Hydraulic/Pneumatic Systems 9% Manufacturing Equipment 19% Materials, Coatings, Chemicals & Lubricants 19% Mechanical Parts & Components 26% Testing 26% Engineering Design Services 30% Recruitment 5% Other Products & Services 14%
Involved in One or More: 63% Multiple responses permitted
READER PROFILE
7
SAE OFF-HIGHWAY ENGINEERING February 2016
What action(s) have you taken during the past year as a result of advertisements and/or articles in SAE OFF-HIGHWAY ENGINEERING? Referred to, routed or discussed an article or advertisement with someone else in your organization 18% Saved or filed an article or advertisement for future reference 28% Requested additional information directly from a company, sales representative or distributor noted in an article or advertisement 11% Evaluated, recommended, purchased or authorized the purchase of a product or service advertised 9% Saved entire issue 14% Incorporated information from an article into work 12% Visited a company's website or e-mailed for more information 21% Took One or More Actions: 44% Multiple responses permitted Which of the following statements would you agree with? The advertising in SAE OFF-HIGHWAY ENGINEERING educates and is an important part of the publication. 23% I read through SAE OFF-HIGHWAY ENGINEERING as much for the advertising as for the articles. 28% SAE OFF-HIGHWAY ENGINEERING is one resource I use for researching new products, services, and technologies emerging in the automotive industry. 33% I can read SAE OFF-HIGHWAY ENGINEERING at work. 39% Multiple responses permitted
READER PROFILE
8
SAE OFF-HIGHWAY ENGINEERING February 2016
How have you benefited from reading SAE OFF-HIGHWAY ENGINEERING? Discovered new design/product ideas 47% Found suppliers 32% Saved time/money in engineering or manufacturing 19% Developed new partnerships 9% Licensing or acquired technologies 4% Other 4%
Have Benefited (Net): 60% Multiple responses permitted In which of the following engineering disciplines are you involved? Electronic 44% Manufacturing 42% Materials 30% Mechanical 40% Software 26% Other 11%
Involved in One or More: 77% Multiple responses permitted
READER PROFILE
9
SAE OFF-HIGHWAY ENGINEERING February 2016
Tell us how useful SAE OFF-HIGHWAY ENGINEERING is to you and how you use it in your job. New. Interesting. Useful. Another tool. Reference. New suppliers and ones I had forgotten are brought to the forefront of my mind. This product sparks my imagination to build or research opportunities to build new
tools for industrial assembly. Some areas of interest. It is useful in that it provides another source of news, innovations and suppliers to my
repertoire. Keeps me up to date, leads to new products and processes. It is a useful resource for information. Latest knowledge.
PUBLICATION VERBATIMS
10
SAE OFF-HIGHWAY ENGINEERING February 2016
*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.
Smalley Steel Ring Company: 53
Isuzu Motors America LLC: 52
Thermal Structures, Inc.: 52 LADD Distribution: 50
John Deere Power Systems: 55
TOP 5 ADIMPACT™ SCORES*
11
SAE OFF-HIGHWAY ENGINEERING February 2016
AdImpact™ Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep
DESIGN ENGINEERING & STYLING dSPACE Inc. 1 page 3 45 31% 14% 3%
Average for Category
45 31% 14% 3%
ELECTRICAL, ELECTRONIC AND AVIONICS LADD Distribution 1/2 page 29 50 36% 14% 7% Molex, Inc. 1 page 7 36 32% 4% 7% RM Michaelides 1 page C.4 38 31% 7% 6%
Average for Category
41 33% 8% 7%
MATERIALS Thermal Structures, Inc. 1/2 page 24 52 37% 15% 3%
Average for Category
52 37% 15% 3%
PARTS & COMPONENTS Aurora Bearing Company 1/4 page 34 46 34% 12% 5%
Smalley Steel Ring Company 1/2 page 28 53 43% 10% 10%
Average for Category
50 39% 11% 8%
POWER, PROPULSION & DRIVETRAIN BorgWarner Inc. 1 page C.2 48 41% 7% 4% Cat Industrial 1 page C.3 48 38% 10% 5% Danfoss Power Solutions 1/2 page 32 44 34% 10% 4% Isuzu Motors America LLC 1 2/3 page 8-11, 13 52 40% 12% 4% John Deere Power Systems 1/2 page 25 55 41% 14% 7% Perkins Engine Company 1 page 15 47 32% 15% 7%
Average for Category
49 38% 11% 5%
ADVERTISER SCORES
12
SAE OFF-HIGHWAY ENGINEERING February 2016
AdImpact™ Read/ Took Have Seen
Advertiser Size Page Score* Looked At Action Sales Rep
TESTS & TESTING HBM, Inc. 1 page 5 39 29% 10% 3%
Average for Category
39 29% 10% 3%
TOTAL ISSUE AVERAGE
47 36% 11% 5%
SIZE AVERAGES
NO. OF ADS
One Page or More
8 44 34% 10% 5% Fractional Page
6 50 38% 13% 6%
*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.
Percentages may not add up due to rounding.
ADVERTISER SCORES
13
SAE OFF-HIGHWAY ENGINEERING February 2016
The above are averages per 1/4 of the magazine (i.e. 44 is the average score for the first 1/4 of the book)
0
20
40
6044
50 53 44
AdImpact™ Score - 1/4 Book Averages
READER TRAFFIC FLOW CHART
14