présentation powerpointfipp.s3.amazonaws.com/media/documents/heavy readers heavy...brand media...

Source: Pareto principle

130

126

119

118

106

104

99

97

Specializedmagazines

Generalmagazines

Cinema Folders Websites Billboards Television Radio

AFFINITY ON INFLUENTIAL IN ALL OR ALMOST ALL CATEGORIES

Hea

vy u

sers

of

WOM XL or L - Base FR 18-64

Brand Media Monitor 2013 18-64 years FR, n=4082

=

Brand Media Monitor 2013 18-64 years FR, n=4082

Brand Media M

onitor 2013 18-64 years FR, n=4082

Brand Media M

onitor 2013 18-64 years FR, n=4082

Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

-3 -2 -1 0 1 2 3

Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

2

3

Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

Very

unpleasant

Rather

unpleasant

A little

unplesant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

0

Very

unpleasant

Rather

unpleasant

A little

unplesant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

-3 -2 -1 0 1 2 3

Ex. PERFUME average

underrated overrated neutral

Brand Media M

onitor 2013 18-64 years FR, n=4082

PERFUME

FAMILY

Pleasure Duty

Attachment

Detachment

Tradition Harmony

Reflexion Sensuality

Evasion Adventure

Freedom

Rationality

Might

Conflict

Morality

Discipline

Brand Media Monitor 2013 18-64 years FR, n=603 & 1089

Brand Media Monitor 2013 18-64 years FR, n=603

Brand Media Monitor 2013 18-64 years FR, n= 1089

Brand Media Monitor 2013 FR, n=1077 & 613

Brand Media Monitor 2013 FR, n=1077

Brand Media Monitor 2013 FR, n= 613

Brand Media Monitor 2013 18-64 years FR, n=4082

Brand Media Monitor 2013 FR, n=452

Tradition

Idealism

Sensuality/dream

Materialism

Brand Media Monitor 2013 FR, n=565

Sensuality Pragmatism

Idealism

Brand Media Monitor 2013 FR, n=654

Challenge/ Open-mindedness

Tradition Materialism

Creation

COMMON WORDS

Materialism

Idealism

I was looking for I experienced …

Aff. 193

It makes me want to

look for more info

about a product, …

it makes me want

to buy

Belgium, 2012,n=3000 , IP & TNS , The magazine experience

Vs

BMM 2013 18-64 years FR

Heavy readers of magazines, motivated by their materialistic values, are the top influentials concerning consumption