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Page 1: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 2: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 3: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 4: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 5: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Source: Pareto principle

Page 7: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 8: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

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

Page 9: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603
Page 10: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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=4082

=

Page 11: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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=4082

Page 12: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Brand Media M

onitor 2013 18-64 years FR, n=4082

Page 13: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Brand Media M

onitor 2013 18-64 years FR, n=4082

Page 14: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

-3 -2 -1 0 1 2 3

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Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

2

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3

Very

unpleasant

Rather

unpleasant

A little

unpleasant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

Page 17: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Very

unpleasant

Rather

unpleasant

A little

unplesant No feeling

A little

pleasant

Rather

pleasant

Very

pleasant

0

Page 18: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

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

Page 19: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Brand Media M

onitor 2013 18-64 years FR, n=4082

PERFUME

FAMILY

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Pleasure Duty

Attachment

Detachment

Tradition Harmony

Reflexion Sensuality

Evasion Adventure

Freedom

Rationality

Might

Conflict

Morality

Discipline

Page 21: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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=603 & 1089

Page 22: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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=603

Page 23: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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

Page 24: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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 FR, n=1077 & 613

Page 25: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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 FR, n=1077

Page 26: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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 FR, n= 613

Page 27: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...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=4082

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Brand Media Monitor 2013 FR, n=452

Tradition

Idealism

Sensuality/dream

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Materialism

Brand Media Monitor 2013 FR, n=565

Sensuality Pragmatism

Idealism

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Brand Media Monitor 2013 FR, n=654

Challenge/ Open-mindedness

Tradition Materialism

Creation

Page 31: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

COMMON WORDS

Materialism

Idealism

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Page 33: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

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

Page 34: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

Vs

BMM 2013 18-64 years FR

Page 35: Présentation PowerPointfipp.s3.amazonaws.com/media/documents/Heavy readers Heavy...Brand Media Monitor 2013 18-64 years FR, n=603 & 1089 Brand Media Monitor 2013 18-64 years FR, n=603

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