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Touchpoints NormsGlobal All Projects
4 January 2010
8/3/2019 Touch Points Norms Deck - Global All Projects - 5 Jan 2010
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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
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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
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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
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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
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CCF Norms: Total
Major Mass Media
100
90
80
70
60
50
40
30
20
10
0Low
Influence
High
Influence
Base: Total (413 projects)
All Touchpoints
Brand website
Cinema adsInternet display ads
Internet search
Internet video ads
Magazine ads
Newspaper adsOutdoor adsRadio ads
TV ads
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CCF Norms: Total
Other Mass Media
100
90
80
70
60
50
40
30
20
10
0Low
Influence
High
Influence
Base: Total (413 projects)
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
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CCF Norms: Total
Major Advice/ Reco
100
90
80
70
60
50
40
30
20
10
0Low
Influence
High
Influence
Base: Total (413 projects)
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
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CCF Norms: Total
Other Advice/ Reco
100
90
80
70
60
50
40
30
20
10
0Low
Influence
High
Influence
Base: Total (413 projects)
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
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