Touch Points Norms Deck - Global All Projects - 5 Jan 2010

8/3/2019 Touch Points Norms Deck - Global All Projects - 5 Jan 2010

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Touchpoints NormsGlobal All Projects

4 January 2010



Global Touchpoints Norms Database

At 05 January 2010 Macro Category Projects

413 projects

404,328 interviews

5,681 brands

37 countries

98 clients

147 categories

Base: Total

Alcoholic Drinks 30Automotive 13

Baby Care 7

Confectionry 21

Consumer Durables 67

Education 2

Financial Services 32

Food 52

Media & Entertainment 2

Non-alcoholic Drinks 47

Petcare 10

Pharma 9

Public Info 5

Retail 20Telecoms 22

Tobacco 1

Toiletries & Cosmetics 66

Travel 6

Utilities 1

Total 413



Global Norms for 116 Touchpoints (10+ projects)

Advice/ Reco Mass Media One-to-One POS Spons/ Events

Awards (55)

Beautician reco (27)Brand received as gift frm friend

(14)Brand rep reco (74)

Colleagues reco (43)

Cons opinion site/ blogs (185)

Expert reco (172)

Friends/ family reco (402)

Independent review (122)

Kids/ family request (43)

Personal use of the brand (42)

Print articles (328)

Recipes/ menus (49)

Relevant websites (61)

Salesperson reco (243)

Seeing others with brand (114)

Specialist one-to-one reco (135)Use of other products frm the

brand (52)

Ads at sports events (58)

Ads near store (140)Ads/ leaflets in waiting rooms (53)Advertorial/ infomerical (115)Airport ads (30)Booklets/ info kits (21)Brand website (347)Branded merchandise (118)Bus shelter ads/ other small (87)Celeb endorsement (162)Cinema ads (236)Co-brand activity (50)Colour supps ads (35)Delivery/ branded vehicles (27)Directory ads (16)

Gym/ club ads (46)Huge outdoor ads (61)i TV ads/ sites (23)Inflight media (18)Internet display ads (346)Internet search (173)Internet video ads (20)Leaflets (80)Lite boxes/ screens (11)Magazine ads (395)Mass transit ads (188)Newspaper ads (322)Newspaper ads by retailers (29)Outdoor ads (372)Print inserts/ leaflets (146)

Print promo/ coupons (80)Product placement (214)Radio ads (354)Radio promos/ DJ reco (42)Relevant TV progs (44)Sample in magazines (101)School ads (13)Specialist magazine ads (100)TV ads (411)TV ads by retailers (13)TV ads in public areas (26)TV adv funded prog (17)Vehicle exteriors (68)Video game ads (15)

Brochure/ catalogue (82)

Call centre/ help line (145)Comparison websites (139)Customer mag/ letter (62)Direct mail (170)Email (209)Home visit from salesperson (11)Invitation (11)Loyalty card/ scheme (80)Mailed instore promos (119)Mobile phone ads/ promo (99)Personal letter/ statement (58)Podcasts (10)Retailer customer mag/ letter (30)Retailer websites (79)

Sample to home (111)Social networking sites (16)Telesales (38)

Brand store (74)

Branded furniture (28)Coupons (117)Coupons at checkout (29)Coupons on package (27)Free gift with purchase (174)Info on packaging (81)Instore ads (202)Instore displays (270)Instore flyers/ catalogues (187)Instore product tester (52)Instore promo (195)Instore sales circular (53)Instore sample/ demo (268)Instore touch screen (11)

Instore TV ad (55)Package bundle (49)Packaging (238)POC ads (74)Retailer catalogues (77)Sample with other products (17)Shelf ads/ info (50)Vending machines (72)Window display/ ad (92)

Brand event (57)

Classes (21)Contest/ competitions (111)Event demo/ trial (220)Event sponsor (279)Field marketing (34)Good causes sponsor (101)Radio prog sponsor (25)Roadshows (38)Seminars/ trade fairs (142)Sports sponsor (124)TV prog sponsor (277)

Base: Total



CCF Norms

Contact Clout Factor

A number from 0 to 100 for each touchpoint that indicates its

relative influence on purchasing

Note: the CCF does not take into account the cost of touchpoint activity, or the reach of

the touchpoint, or the role of the touchpoint in addressing brand objectives

The CCF derives from each touchpoint's ability to:

í provide information

í make brands appealing or attractive

í play a role in the decision to choose a brand



CCF Norms: Total

Touchpoint Type

100

90

80

70

60

50

40

30

20

10

0Low

Influence

High

Influence

Base: Total (413 projects)

All Touchpoints

Advice & Recommendation

Mass Media

One-to-One

Point of Sale

Sponsorship & Events



CCF Norms: Total

Major Mass Media

100

90

80

70

60

50

40

30

20

10

0Low

Influence

High

Influence


All Touchpoints

Brand website

Cinema adsInternet display ads

Internet search

Internet video ads

Magazine ads

Newspaper adsOutdoor adsRadio ads

TV ads



CCF Norms: Total

Other Mass Media

100

90

80

70

60

50

40

30

20

10

0Low

Influence

High

Influence


All Touchpoints

Ads at sports events

Ads near store

Advertorial/ infomerical

Airport ads

Booklets/ info kits

Branded merchandise

Bus shelter ads/ other small

Celeb endorsementGym/ club ads

Huge outdoor ads

i TV ads/ sites

LeafletsMass transit ads

Print inserts/ leaflets

Print promo/ coupons

Product placement

Sample in magazines

Specialist magazine ads

TV ads in public areasVehicle exteriors

Video game ads



CCF Norms: Total

Major Advice/ Reco

100

90

80

70

60

50

40

30

20

10

0Low

Influence

High

Influence


All Touchpoints

Brand rep reco

Colleagues reco

Cons opinion site/ blogs

Expert reco

Friends/ family reco

Independent review

Print articles

Salesperson reco

Specialist one-to-one reco



CCF Norms: Total

Other Advice/ Reco

100

90

80

70

60

50

40

30

20

10

0Low

Influence

High

Influence


All Touchpoints

Awards

Beautician reco

Brand received as gift frm friend

Kids/ family request

Personal use of the brand

Recipes/ menus

Relevant websites

Seeing others with brand

Use of other products frm the brand

Touch Points Norms Deck - Global All Projects - 5 Jan 2010

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