Transcript facultynh.syr.edu

UK - December 2008
Contents
BAIT Methodology
A segment: IQ
A segment: Aygo
B segment: Yaris
• Methodology
• Advertising scores
• Advertising scores
• Advertising scores
• Questionnaire Structure
• Advertising indicators
• Ad recall
• All advertisements
• IQ
– TV and image
• IQ
– Print
• IQ
– Billboard
• IQ
– Global campaign
• Ad recall
• All advertisements
• Aygo – TV and image
• Aygo – Print
• Aygo – Billboard
• Aygo – Global campaign
• Ad recall
• All advertisements
• Yaris – TV and image
• Yaris – Print
• Yaris – Billboard
• Yaris – Global campaign
• Purchase funnel indicators
• Purchase funnelKPIs
• Purchase funnelKPIs
• Purchase funnelKPIs
• Image items
• TOYOTA DNA Image
• TOYOTA DNA Image
• TOYOTA DNA Image
• IQ Image items
• A segment image items
• Aygo Image items
• A segment image items
• Terminology
• IQ Purchase funnel KPIs
• A segment Purchase funnel KPIs
• Aygo Purchase funnel KPIs
• A segment Purchase funnel KPIs
• Yaris Purchase funnel KPIs
• B segment Purchase funnel KPIs
• Yaris Image items
• B segment image items
Brand section : Toyota
C segment: Auris
• Advertising recall
• Advertising scores
• Advertising scores
• Advertising scores
• Purchase funnelKPIs
• Purchase funnelKPIs
• All advertisements
• Corporate – TV and image
• Corporate – Print
• Corporate – Billboard
• Purchase funnelKPIs
• Toyota Purchase funnel KPIs
• Market Purchase funnel KPI’s
• TOYOTA DNA Image
• Toyota Image items
• Market image items
• Ad recall
• All advertisements
• Auris– TV and image
• Auris– Print
• Auris– Billboard
• Auris– Global campaign
• Auris Purchase funnel KPIs
• C seg. Purchase funnel KPIs
• TOYOTA DNA Image
• Auris Image items
• C segment image items
C-MPV : Corolla Verso
• Ad recall
• All advertisements
• C Verso – TV and image
• C Verso – Print
• C Verso – Billboard
• C Verso– Global campaign
• C Verso Purchase funnel KPIs
• C-MPV seg. Purchase funnel KPIs
• TOYOTA DNA Image
• C Verso Image items
• C-MPV segment image items
Contents
BAIT
Methodology
• Methodology
D segment: Prius
• Advertising scores
• Advertising scores
• Ad recall
• All advertisements
• Avensis
– TV and image
• Avensis – Print
• Avensis – Billboard
• Avensis – Global campaign
• Questionnaire Structure
• Advertising indicators
• Purchase funnel indicators
• Image items
• Purchase funnel
KPIs
• Avensis Purchase funnel KPIs
• D segment Purchase funnel KPIs
• TOYOTA DNA Image
Brand section : Toyota
• All advertisements
• Corporate
–TV and image
• Corporate
– Print
• Corporate
– Billboard
• Purchase funnel
KPIs
• Toyota Purchase funnel KPIs
• Market Purchase funnel KPI’s
DNA Image
• Toyota Image items
• Market image items
• Purchase funnel
• Advertising scores
KPIs
• Rav4 Purchase funnel KPIs
• SUV seg. Purchase funnel KPIs
• TOYOTA DNA Image
• Rav4 image items
• SUV segment image items
KPIs
• Prius Purchase funnel KPIs
• D segment Purchase funnel KPIs
SUV-Core: Land Cruiser
• Advertising scores
• Ad recall
• All advertisements
• Rav4 – TV and image
• Rav4 – Print
• Rav4 – Billboard
• Rav4 – Global campaign
• Purchase funnel
• Prius Image items
• D segment image items
SUV-Compact: RAV4
• Advertising recall
• Advertising scores
• Ad recall
• All advertisements
• Prius
– TV and image
• Prius
– Print
• Prius
– Billboard
• Prius
– Global campaign
• TOYOTA DNA Image
• Avensis Image items
• D segment image items
• Terminology
• TOYOTA
D segment: Avensis
• Ad recall
• All advertisements
• Land – TV and image
• Land – Print
• Land – Billboard
• Land – Global campaign
• Purchase funnel
KPIs
• Land Purchase funnel KPIs
• SUV seg. Purchase funnel KPIs
• TOYOTA DNA Image
• Land image items
• SUV segment image items
BAIT
Methodology and indicators
UK - December 2008
BAIT Methodology

Advertisements tested the month following the aired period.
 Media tested : TV, print, posters.
 All results compared to automotive norms specific to the country.
Target:

Main drivers of a car who intend to buy a NEW car in a specific sector.
 User-choosers of the brand & model of the car.
 If current car was bought second-hand, purchase intention is limited to 2 years.
Data collection:

Face-to-Face CAPI interviews (Computer Assisted Personal Interviews).
 CAPI allows to show real advertisements on laptop screen.
 Fieldwork conducted by TNS local company
Samples & car sectors followed:

4 car sectors tracked:
 A+B : 130 interviews per wave
 C+C-MPV : 130 interviews per wave
 D : 100 interviews per wave
 SUV : 100 interviews per wave
 12 waves per year for B, C and D segments
 6 waves for the SUV segment (February, April, June, August, October, December)
 360 / 460 interviews per wave - 4920 interviews per year.
BAIT questionnaire structure
 Recruitment
 Spontaneous advertising recall (brands and models)
 Brand awareness (Prompted)
BRAND PART
 Brand global opinion (liking) and Image
 Model awareness (spontaneous and prompted)
 Model global opinion (liking) and image
MODEL PART
 Model consideration and preference
 Display of the advertisements (Billboard / Print / TV)
ADVERTISING PART
 Recognition of the advertisements & Attribution (Brand + Model)
All advertisements tested
are debranded, i.e. all
brand, model names and
logos have been erased.
 Liking of adverts and Comprehension of TV spots (image items)
 Socio-demographics
Advertising indicators
1. Visibility/Impact
2. Brand and model
attribution
Advertising recall
Question F09: ”During the last three months,
for which make or model of car have you seen
or heard any advertising either on Television,
Cinema, Radio, Press, Billboard or Internet ?”
Recognition
Question P01: ”I would like to know if you
recall having seen/heard it, even if you don't
recognize the make or the model”.
3. Enjoyment
Make attribution
Question P03A: ”What make of car is it for ?”
Potential of your
campaign to
generate impact and
to work efficiently
for your model
Model attribution
Question P03B: ”What model of car is it for
?”
Model Efficiency
=Perfect attribution/Recognition
4. Messages conveyed
Liking
Comprehension of TVCs
Question: “How much did you like the advert
: like it a lot, liked it quite a lot, didn't like it
very much, didn't like it at all ?”
Question P05: ”After having seen this advert,
which are the items amongst this list highlight
features of this model ?”
• Spontaneous Brand Awareness: % of respondents who spontaneously mentioned the
brand/model for car owned, brand/models known; brand/models recalled or purchase intention.
KNOWLEDGE
• Brand Knowledge: % of respondents who know the brand/model very well or a fair amount
when it is prompted to them. (score 4 to 5 on a 5 point scale)
LIKING
• Liking: % of respondents who say they have a good or very good opinion of the brand/model
(7 to 10 on a 10-pt scale) - Question asked only to people who know the brand/model at least a
little.
CONSIDERA
TION
• Prompted Brand Awareness: % of respondents who are aware of the brand/model (at least a
little) when it is prompted to them. (score 3 to 5 on a 5 point scale)
• Consideration: % of respondents who declared they would probably or certainly buy the
brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale)
PREFERENCE
AWARENESS
Purchase Funnel indicators
• Preference: % of respondents who declared they would certainly buy the brand/model when it is
prompted to them. (score 1 on a 4 point scale)
Image items – DNA pyramid
 Images Items are available on Brand and Model levels
 % of respondents on the sector associating the prompted brand or model to the statement.
 Basis: Respondents who declared to know the brand or model at least a little.
 Question: « Thinking of all brands or models you know at least a little, which brand or model
correspond the best to the following item »
•Offers advanced technology
•Makes cars that are a pleasure to drive
•Is a pleasure to drive
•Makes comfortable cars
•Is comfortable
•Makes cars whose design is attractive
•Has an attractive design
•Makes cars that have personality and character
•Has personality and character
•Makes reliable, high quality cars
•Is reliable, is a high quality car
•Makes cars which offer a good level of safety
•Offer good level of safety
SQ
•Is an innovative company
Driving
pleasure
MODEL ITEMS
Design
Innovation
BRAND ITEMS
Terminology
Advertising Recall
Execution
Model Knowledge
Aired period
Global campaign
Norm
Attribution
Image perception
Preference
Brand
Impact
Presence in minds
Brand/Model Awareness
Item
Prompted
Brand/Model Knowledge
KPI
Purchase Intention
Branding Efficiency
Liking
Recognition
CAPI
Messages conveyed
Sample
Consideration
Model consideration
Target
Display of advertisement
Model efficiency
User Chooser
De-branded
Model Global opinion
Visibility
Enjoyment
Model Awareness
Wave
A

Advertising Recall: % of respondent who remember having seen or heard any
advertising either on Television, Cinema, Radio, Press, Billboard or Internet
during the last 3 months.


Spontaneous Advertising Recall: Spontaneous mentions of the respondents
Prompted Advertising Recall: Level of recall based on a prompted list of models

Aired period: Period during which the campaign is aired

Attribution: % of respondents who are able to correctly identify the brand and/
or the model of a de-branded advertisement



Make Attribution (Brand Attribution): % of respondents who are able to correctly
identify the car maker of a de-branded advertisement
Model Attribution: % of respondents who are able to correctly identify the model of a
de-branded advertisement
Perfect Attribution: % of respondents who are able to correctly identify both brand and
model of a de-branded advertisement
A
B C D-E G I K-L M N P R-S-T U-V-W
B

Brand: Within BAIT survey, brand is referring to the car maker (not to the model)

Brand/Model Awareness: % of respondents who mentioned the brand/model for
car owned, brand/models known; brand/models recalled or purchase intention.


Spontaneous Brand/Model Awareness: % of respondents who spontaneously
mentioned the brand/model for car owned, brand/models known; brand/models recalled
or purchase intention.
Prompted Brand/Model Awareness: % of respondents who are aware of the
brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point
scale)

Brand/Model Knowledge: % of respondents who know the brand/model very
well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)

Branding Efficiency: Ratio Perfect attribution / Recognition
A
B C D-E G I K-L M N P R-S-T U-V-W
C

CAPI: Computer Assisted Personnal Interview. Face to face interview using a
laptop

Consideration: % of respondents who declared they would probably or certainly
buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point
scale)
A
B C D-E G I K-L M N P R-S-T U-V-W
D-E

Display of advertisement: advertisement is shown on the CAPI screen to the
respondent

De-branded: all brand, model names and logos are erased of the advertisement
shown to the respondent.

Enjoyment: % of people who enjoyed watching the ad

Execution: the same as “advertisement”
A
B C D-E G I K-L M N P R-S-T U-V-W
G

Global campaign : we consider a reach of all the advertisements tested in the
same wave for a model
A
B C D-E G I K-L M N P R-S-T U-V-W

I
Image Perception: % of respondents who associated an image characteristic to
a specific brand / make as it is perceived through a TV advertisement.

Impact: Capacity of an advertisement to be remembered; i.e. capacity of an
advertisement to generate visibility/ recall for a brand and/or model.

Item: Image characteristics
A
B C D-E G I K-L M N P R-S-T U-V-W
K-L

KPI: Key Performance Indicators

Liking: Global opinion of a model / brand
A
B C D-E G I K-L M N P R-S-T U-V-W
M

Messages Conveyed: % of respondents who associated an image
characteristic to a specific brand / make as it is perceived through a TV
advertisement (same as Image .perception).

Model consideration: % of respondents who declared they would probably or
certainly buy a model when it is prompted to them. (score 1 or 2 on a 4 point
scale)

Model efficiency: Ratio model attribution / Recognition

Model Global opinion: same as liking
Click here for other terms starting with M >>
A
B C D-E G I K-L M N P R-S-T U-V-W
M

Model Awareness: % of respondents who mentioned the model for car owned,
models known; models recalled or purchase intention.



Spontaneous Model Awareness: % of respondents who spontaneously mentioned the
brand/model for car owned, brand/models known; brand/models recalled or purchase
intention.
Prompted Model Awareness: % of respondents who are aware of the brand/model (at
least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)
Model Knowledge: % of respondents who know the model very well or a fair
amount when it is prompted to them. (score 4 to 5 on a 5 point scale)
A
B C D-E G I K-L M N P R-S-T U-V-W
N

Norm: Represents the benchmark of reference. It is an average of scores
obtained by the market (segment of car) on the indicator considered over a
period of 2 years.

Norm: The norms may be considered as real standards since they are calculated on a
basis of at least 35 adverts tested in the corresponding category. Standards will remain
stable throughout the year.
 Semi-norm: Semi-standards refer to at least 20 adverts tested in the corresponding
category; figures will remain stable.
 Average: These figures indicate an average per category. The number of adverts
tested (basis) is between 5 and 19. In each wave the average will be adapted and may
move until the number of adverts tested arrives at 20. Then the average will become a
semi-standard.
In case of less than 5 adverts tested per category there will be no average calculated.
A
B C D-E G I K-L M N P R-S-T U-V-W

P
Preference: % of respondents who declared they would certainly buy the
brand/model when it is prompted to them. (score 1 on a 4 point scale)

Presence in minds: Level of visibility of a model / brand. It refers to the
Spontaneous Advertising Recall indicator

Prompted: Assisted question on the opposite to the spontaneous one. It means
that a list of brands/models/Items is proposed to the respondent to facilitate the
answers.

Purchase Intention: same as preference
A
B C D-E G I K-L M N P R-S-T U-V-W

R-S-T
Recognition: % of respondents who declared having seen the advertisement
shown

Sample: Fragment of population interviewed for the survey based on target
specifications.

Target: Characteristics of the population recruited
A
B C D-E G I K-L M N P R-S-T U-V-W
U-V-W

User Chooser: fact of being the person who decides the make and model of car
when buying a new vehicle.

Visibility: same as Spontaneous Advertising Recall and Presence in minds

Wave: Fieldwork period (11 per year, August is excluded)
A
B C D-E G I K-L M N P R-S-T U-V-W
Brand section
TOYOTA
UK - December 2008
Advertising Recall
Brand level
UK - December 2008
BRAND LEVEL– ADVERTISING RECALL
40
Toyot a
Spontaneous advertising recall (%)
Ford
35
30
Vauxhall
Peugeot
25
20
Renault
Volkswagen
15
13.7
12.8
11.4
10
16.1
14.7
14.3
7.8
7.6
5
Honda
0
Last Year
YTD
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Market
Last
mean
Year
A dvertising recall - T OM (%)
4.5
4.2
3.9
ND
4.2
ND
3.6
ND
5.9
ND
4.2
ND
3.2
ND
2.6
A dvertising recall - Spo ntaneo us (%)
12.4
13.7
11.4
ND
12.8
ND
14.7
ND
16.1
ND
14.3
ND
7.8
ND
7.6
TOYOTA Presence in
Minds
YTD
Jan
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
CORPORATE segment – ADVERTISING
SCORES
LIKING : % ( Basis :
RANK
MAKE
1
CITROEN
2
B.M.W.
RECOGNITION
MAKE
(%)
ATTRIBUTION ( % )
TV
63
TV
Global Norm
CAMPAIGN/ CREATION
Promot ion 20 0 8/ Skat er ( 30 / C2/ C4/ C4
-
Pic/ Berlingo)
Efficient Dynamics/ Helping t o creat e
( 40 )
MEDIA
recognit ion)
Like a lot
Tot al Like
49
34
82
41
37
24
92
TV
42
29
22
78
3
TOYOTA
Hybrid Synergy Drive/ Idea ( 30 )
TV
20
12
7
64
4
HYUNDAI
Gamme Hyundai/ Harmonie ( 30 )
TV
18
5
10
65
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Click here for all billboard campaign scores >>
Click here for all print campaign scores >>
Ranking
on
Make
attribution
CORPORATE segment – ADVERTISING
SCORES
LIKING : % ( Basis :
RANK
MAKE
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Global Average
MEDIA
Bill
RECOGNITION
MAKE
(%)
ATTRIBUTION ( % )
6
3
Click here for all TV campaign scores >>
Click here for all print campaign scores >>
recognit ion)
Like a lot
Tot al Like
9
49
Ranking
on
Make
attribution
CORPORATE segment – ADVERTISING
SCORES
LIKING : % ( Basis :
RANK
1
MAKE
CAMPAIGN/ CREATION
PEUGEOT
-
MEDIA
RECOGNITION
MAKE
(%)
ATTRIBUTION ( % )
Like a lot
Tot al Like
Blue Lion/ Reduce ( 10 7,20 7,30 8/ DP)
Print
14
10
0
81
Global Norm
Print
9
5
18
74
Print
7
3
9
39
Moreforless/ 0 % finance
2
TOYOTA
3
TOYOTA
Hybrid Synergy Drive/ Eart h paper ( SP)
Print
2
1
4
TOYOTA
Hybrid Synergy Drive/ Ticket ( SP)
Print
0
0
( DP/ Auris/ Verso/ Yaris/ Rav4)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
recognit ion)
Click here for all TV campaign scores >>
Click here for all billboard campaign scores >>
Ranking
on
Make
attribution
Toyota – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Efficiency
42
29
0.7
07/08
The Best Built Cars (60)
11/08
Idea (30)
12/08
Idea (30)
05/06 - 18/06
02/10 - 15/10
30/10 - 12/11
30/06 - 27/07
4
0
0.0
27/10 - 23/11
16
8
0.5
24/11 - 21/12
20
12
0.6
07/08
The Best Built Cars (60)
11/08
Idea (30)
12/08
Idea (30)
10 0
Like a lot ( %)
80
60
40
20
.
( Base > 30 Resp.)
0
Norm
Global
Local
Foreign
Like a lot
22
9
7
Tot al Like
78
61
64
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Toyota – IMAGE PERCEPTION OF TV
A pleasure t o drive
Is prest igious
20
15
Reliable, high qualit y car
Suit able for young people
Good engine performance
10
Int erest ing price
Has personalit y and charact er
5
0
Advanced t echnologically
Environment friendly
-5
-1
0
Economical t o run
Innovat ive
- 15
For t he family
Funct ional
Good level of equipment
Is a spacious car ( passengers and luggage)
Has st at us
Good degree of safet y
Nice shape/ design
Road holding
Comfort able
Suit able for women
segment average
TV Range Toyot a/ The Best Built Cars ( 60 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:16 (07/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Toyota – IMAGE PERCEPTION OF TV
Environment friendly
Suit able for all roads ( roads, mout ain ...)
Nice shape/ design
Has personalit y and charact er
60
50
Economical t o run
Advanced t echnologically
40
Innovat ive
30
20
Good level of equipment
Suit able for women
10
0
Comfort able
Int erest ing price
- 10
- 20
Suit able t o drive in t own
Road holding
- 30
A pleasure t o drive
Good degree of safet y
Funct ional
Is prest igious
Reliable, high qualit y car
Fun t o drive
Is a spacious car ( passengers and luggage)
Has st at us
Suit able for young people
For t he family
Good engine performance
segment average
TV Hybrid Synergy Drive/ Idea ( 30 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:129 (12/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Toyota – FOCUS ON MEDIA
BILLBOARD
Reco. (%)
Make Att. (%)
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Efficiency
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Efficiency
6
3
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
( Base > 30 Resp.)
0
Norm
Global
Like a lot
9
Tot al Like
49
Local
Foreign
Toyota – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Efficiency
9
5
0.6
10/08
0%finance
Foreign (DP/Auris/Verso/Yaris/Ra
10/08
To see the whole picture
(SP/Yaris/RAV4)
11/08
0%finance
(DP/Auris/Verso/Yaris/Ra
12/08
Ticket (SP)
12/08
Earth paper (SP)
12/08
0%finance
(DP/Auris/Verso/Yaris/Ra
21/08 - 03/09
21/08 - 03/09
02/10 - 15/10
16/10 - 29/10
30/10 - 12/11
30/10 - 12/11
15/09 - 12/10
8
4
0.6
15/09 - 12/10
4
2
0.4
27/10 - 23/11
4
1
0.3
10/11 - 07/12
0
0
0.0
24/11 - 21/12
2
1
0.3
24/11 - 21/12
7
3
0.5
10/08
To see the whole picture
(SP/Yaris/RAV4)
11/08
0%finance
(DP/Auris/Verso/Yaris/Ra
12/08
Ticket (SP)
12/08
Earth paper (SP)
12/08
0%finance
(DP/Auris/Verso/Yaris/Ra
10 0
Like a lot ( %)
80
60
40
20
.
( Base > 30 Resp.)
0
Norm
Global
Local
10/08
0%finance
Foreign (DP/Auris/Verso/Yaris/Ra
Like a lot
18
9
Tot al Like
74
39
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Purchase Funnel KPIs
Brand level
UK - December 2008
TOYOTA – PURCHASE FUNNEL
120
Awareness - prompt ed
(%)
100
Awareness - spont (%)
80
Knowledge (%)
60
Liking (% 7- 10 )
40
Considerat ion (%)
20
Preference (%)
0
Last Year
Purchase Funnel -
Market
Last
TOYOTA
mean
Year
Awareness – Prompted (%)
98.8
99.8
Awareness – Spont. (%)
39.4
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
98.8
ND
99.1
ND
98.4
ND
97.5
ND
96.1
ND
100
ND
100
33.4
34.2
ND
28.7
ND
32.2
ND
42.7
ND
36.1
ND
35.1
ND
40.4
28.1
21.4
22.4
ND
17.3
ND
21.3
ND
20.8
ND
27
ND
24.2
ND
24.6
Liking (% 7-10)
75.8
74.2
77.4
ND
78.8
ND
76.7
ND
77.8
ND
79.3
ND
72.7
ND
78.9
Consideration (%)
19.8
19.1
15.8
ND
14.9
ND
14.3
ND
18.4
ND
19.7
ND
15
ND
16.7
7.6
6.6
5.4
ND
3.3
ND
6.6
ND
7.5
ND
7.5
ND
4.9
ND
5.4
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
Preference (%)
P re fe re n c e (% )
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Ford
V auxhall
Peugeot
Renault
V olkswagen
Honda
98.8
99.9
99.9
98.6
99
99.1
98.6
Awareness – Spont. (%)
39.4
34.2
71.4
57.7
47.9
41.8
43.2
29.9
Knowledge (%)
28.1
22.4
58.2
51.8
33.6
32
37.3
19.1
Liking (% 7-10)
75.8
77.4
78
74.2
72
68.9
87
77.9
Consideration (%)
19.8
15.8
40.1
37
18.9
23.3
30.8
17.6
Preference (%)
7.6
5.4
17.2
15.6
7.1
7.9
9.8
6.3
and COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
mean
98.8
Purchase Funnel - TOYOTA
Market
Toyot a
BRAND LEVEL – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Toyota DNA Pyramid
Brand level
UK - December 2008
TOYOTA - DNA PYRAMID
TOYOTA and COMPETITORS - DNA
Market
Last
mean
Year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is an innovative company
33.9
34.6
33.4
ND
30.8
ND
30.5
ND
38.8
ND
35.1
ND
30.6
ND
34.2
Makes cars that are a pleasure to drive
37
32.7
31.5
ND
25.9
ND
29
ND
37.1
ND
34.5
ND
29.9
ND
31.6
Makes comfortable cars
47
41.6
40.7
ND
39.1
ND
39.4
ND
45.9
ND
42.7
ND
35.1
ND
41.8
Makes cars whose design is attractive
41.6
36.8
34
ND
34.1
ND
34.6
ND
40.3
ND
33.7
ND
30.9
ND
30.9
Makes cars that have personality and character
29.3
26.1
23
ND
22.9
ND
24.2
ND
27.9
ND
22.8
ND
20.2
ND
20.6
Makes reliable, high quality cars
47.7
46.6
46.9
ND
42.7
ND
42
ND
55.8
ND
47.8
ND
43.9
ND
48.3
Makes cars which offer a good level of safety
49.8
49.5
45.4
ND
39.4
ND
42.6
ND
49.8
ND
50.6
ND
42.9
ND
46.3
Isa n in n o v a tiv e c o mp a n y
M a k e sc a rsth a ta re a p le a su re to d riv e
M a k e sc o mfo rta b le c a rs
M a k e sc a rsw h o se d e sig n isa tra c tiv e
M a k e sc a rsth a th a v e p e rso n a litya n d c h a ra c te r
M a k e sre lia b le ,h ig h q u a lityc a rs
SQ
M a k e sc a rsw h ic h o fe ra g o o d le v e lo fsa fe ty
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores
of the purchase funnel indicators and image indicators.
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
TOYOTA – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Market
Last
mean
Year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Makes t echnologically advanced cars
40
41.5
38.7
ND
32.6
ND
36.4
ND
47.6
ND
37.6
ND
35.9
ND
41.3
Act s in a responsible manner t owards t he environment
39.8
38.4
43.1
ND
37.9
ND
41.4
ND
47.9
ND
44.4
ND
40.4
ND
45.6
Makes cars which have good engine performances
44.7
38.8
39.5
ND
34.6
ND
37.7
ND
45.6
ND
39.1
ND
36.3
ND
42.8
Is a brand t hat I would like t o own
32.7
30.2
27.2
ND
26.4
ND
25.6
ND
31.5
ND
30.7
ND
25
ND
24
Is a friendly and warm heart er brand
25.4
21.3
21
ND
20.4
ND
19.7
ND
23
ND
21.4
ND
19.4
ND
22
Makes cars which offer good value for money
33.2
30.1
28.4
ND
23.6
ND
28.1
ND
34.2
ND
30.2
ND
27.5
ND
26.2
Makes cars which have low running cost s
29.5
33.4
28.6
ND
27.6
ND
30.2
ND
32.6
ND
26.9
ND
26.2
ND
28.5
Makes cars which use qualit y mat erials in t he int erior
40.4
34.5
ND
ND
38.8
ND
31.9
ND
33.2
ND
ND
From February 2008, brand figures include 4x4 segment. This may have a minor impact on
the scores of the purchase funnel indicators and image indicators.
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Market mean
Toyota
Ford
Vauxhall
Peugeot
Renault
Volkswagen
Honda
BRAND LEVEL - DNA PYRAMID
33.9
33.4
32.5
33.2
25.7
26.7
38.9
35.3
37
31.5
39.6
39.9
30.1
30.6
44.8
34
Makes comfortable cars
47
40.7
50.4
51
42.7
44.5
53.2
42.8
Makes cars whose design is attractive
41.6
34
42.1
45.9
39.1
35.2
47.8
39
Makes cars that have personality and character
M a k e sc a rsth a th a v e p e rso n a litya n d c h a ra c te r
29.3
23
29.8
32.1
26.3
27.7
34.4
23.7
Makes reliable, high quality cars
M a k e sre lia b le ,h ig h q u a lityc a rs
47.7
46.9
47.1
46.6
37.6
40.3
58.6
50.4
Makes cars which offer a good level of safety
49.8
45.4
50.3
50.4
41
46.5
61.4
47.8
TOYOTA and COMPETITORS - DNA
pleasur
Design
Driving
Innovat ion
PYRAMID
Is an innovative company
Isa n in n o v a tiv e c o mp a n y
Makes cars that are a pleasure to drive
M a k e sc a rsth a ta re a p le a su re to d riv e
M a k e sc o mfo rta b le c a rs
M a k e sc a rsw h o se d e sig n isa tra c tiv e
SQ
M a k e sc a rsw h ic h o fe ra g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
OTHER IMAGE ITEMS
Market mean
Toyota
Ford
Vauxhall
Peugeot
Renault
Volkswagen
Honda
BRAND LEVEL – OTHER IMAGE ITEMS
Makes t echnologically advanced cars
40
38.7
35.5
35.4
27.5
30.2
47
43.3
Act s in a responsible manner t owards t he environment
39.8
43.1
44
43.4
38.1
38.4
43.8
42.2
Makes cars which have good engine performances
44.7
39.5
44.8
45
35.9
36.6
55.6
46.4
Is a brand t hat I would like t o own
32.7
27.2
33.1
33.5
24.8
24
40
30.6
Is a friendly and warm heart er brand
25.4
21
33
34.6
24
24.9
29
22
Makes cars which offer good value for money
33.2
28.4
48.5
43.6
34
34.8
34.8
27.2
Makes cars which have low running cost s
29.5
28.6
49.2
42.7
35
36.2
26.6
22.6
Makes cars which use qualit y mat erials in t he int erior
40.4
34.5
36.8
38.1
28.9
31.2
52
39.8
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
A segment
TOYOTA Aygo
UK - December 2008
A segment
BAIT Advertising scores
UK - December 2008
A segment – ADVERTISING RECALL
TOYOTA Aygo
6
Spontaneous advertising recall (%)
VOLKSWAGEN Fox
5
PEUGEOT 10 7
CITROEN C1
KIA Picant o
FIAT Panda
4
3
2
1.6
RENAULT Twingo
1
FORD Ka
FIAT 50 0
0.9
0.7
Last year
Seg.
Last
year
A dvertising recall - T OM (%)
0.3
0.4
A dvertising recall - Spo ntaneo us (%)
0.9
A dvertising recall - P ro mpted (%)
2
YTD
YTD
0.8
0.7
0
Mean
Aygo Presence in Minds
2.5
2.4
Jan
0.0
Feb
0.0
M ar
0.0
Apr
M ay
Jun
Jul
Aug
0.0
Sep
0.0
Oct
0.8
Nov
0.0
Dec
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
0.3
0
0
0
0
0.8
2.5
0.7
0
0
0
0
0
0.9
0.7
0
0
0
1.6
2.4
2.5
0.7
0
0
0.8
0.8
0
2.8
2.2
3.8
1.6
3.2
2.3
4.8
2.5
1.5
1.6
0.8
0.8
0.8
2.3
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
1
VAUXHALL
CORSA
2
FORD
FIESTA
CAMPAIGN/ CREATION
Corsa follow up ( 20 0 8) / Concert
VAUXHALL
MERIVA
4
PEUGEOT
20 7
5
VAUXHALL
ZAFIRA
6
PEUGEOT
20 7
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
67
56
54
23
75
New Fiest a ( 20 0 8) / Tvs joining ( 30 )
TV
34
28
27
18
84
Global Norm
TV
42
25
19
25
79
TV
48
25
14
5
77
TV
37
18
8
8
65
TV
48
25
5
5
77
TV
26
13
5
9
68
( 30 )
3
MEDIA
RECOGNITION
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
20 7 follow up ( 20 0 8) / Heart beat
( 30 )
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
Blue Lion/ Reduce ( 20 7/ 30 )
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Ranking on
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attribution
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
Global Average
1
CAMPAIGN/ CREATION
PEUGEOT
PARTNER
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Part ner Tepee ( 20 0 8) / Tepee
Versat ile
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
25
83
Bill
10
5
4
Bill
4
2
0
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Perfect
attribution
A+B segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
FIESTA
2
VAUXHALL
CORSA
3
PEUGEOT
20 7
4
PEUGEOT
20 7
5
FIAT
50 0
6
FIAT
50 0
7
PEUGEOT
20 7
8
RENAULT
CLIO
9
NISSAN
MICRA
10
VW
POLO
11
NISSAN
NOTE
CAMPAIGN/ CREATION
New Fiest a ( 20 0 8) / This is now ( DP)
Offers Vauxhall ( 20 0 8) / 3 years 0 %
APR ( DP)
Blue Lion/ Reduce ( 20 7)
20 7 follow up ( 20 0 8) / Hearbeat
Wallet ( DP/ Price)
50 0 Eco Drive/ Take it from a donkey
( DP)
50 0 Eco Drive/ Obey t he cake ( SP)
20 7 follow up ( 20 0 8) / Heart beat
Office ( DP/ Price)
Dynamique/ No int erest ( SP/ Clio)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Collect ion Ecolo Chic/ Burst ing wit h
ext ras ( SP)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Global Norm
12
SEAT
IBIZA
13
PEUGEOT
10 7
14
VAUXHALL
CORSA
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Ibiza SC ( 20 0 8) / There can be
( SP/ Red)
Blue Lion/ Reduce ( 10 7)
Corsa follow up ( 20 0 8) / Vauxhall's
big value drive ( SP)
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
29
90
18
77
Print
24
21
20
Print
16
14
13
Print
13
13
8
Print
12
10
8
Print
11
8
8
Print
10
8
8
Print
12
11
7
Print
8
6
6
Print
9
8
5
Print
9
6
5
Print
9
8
4
Print
9
5
4
Print
7
5
3
Print
6
4
3
Print
6
3
2
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Ranking on
Perfect
attribution
A+B segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
SEAT
IBIZA
16
SKODA
FABIA
17
VAUXHALL
CORSA
18
FIAT
PUNTO
19
HONDA
JAZZ
20
SEAT
ALHAMBRA
21
HONDA
FIT
22
PEUGEOT
PARTNER
23
RENAULT
TWINGO
CAMPAIGN/ CREATION
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Greenline/ Miles ( SP)
VXR Art ic Edit ion/ Limit ed Addict ion
( DP)
Abart h ( 20 0 8) / When will you ( SP)
Jazz follow up ( 20 0 8) / I'm a Brown
Owl ( SP)
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Launch Fit ( 20 0 8) / Avoid gas hogs
( DP)
Part ner Tepee ( 20 0 8) / Tepee
Versat ile ( SP)
Renault Sport 133/ Excit ement ( SP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
(%)
Print
5
4
2
Print
4
2
2
Print
2
2
2
Print
3
2
1
Print
2
1
1
Print
5
4
0
Print
2
1
0
Print
2
0
0
Print
1
0
0
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
Aygo – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
42
25
19
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
79
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
Aygo – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
10
5
4
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
83
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
Aygo – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
5
4
0.4
04/08
05/08
The new price of platinium The new price of platinium
(SP)
(SP)
03/08
Is forged (DP/Aygo)
04/08
Is forged (DP/Aygo)
24/01 - 06/02
21/02 - 05/03
21/02 - 05/03
18/02 - 16/03
6
2
2
0.3
17/03 - 13/04
2
1
1
0.5
17/03 - 13/04
2
1
1
0.3
03/08
Is forged (DP/Aygo)
04/08
Is forged (DP/Aygo)
05/08
Is forged (DP/Aygo)
06/08
The new price of platinium
(SP)
20/03 - 02/04
03/04 - 23/04
24/04 - 07/05
14/04 - 18/05
2
1
0
0.0
05/05 - 01/06
4
0
0
0.0
19/05 - 15/06
6
2
0
0.0
05/08
Is forged (DP/Aygo)
06/08
The new price of platinium
(SP)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
18
Tot al Like
77
Local
Foreign
04/08
05/08
The new price of platinium The new price of platinium
(SP)
(SP)
Basis: Purchase intenders of a new car in segment A or B
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Aygo – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
02/ 08
03/ 08
04/ 08
05/ 08
05/ 08
06/ 08
(1Print )
(1Print )
(2 Print )
(1Print )
(1Print )
(1Print )
10/01 - 23/01 24/01 - 06/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04 24/04 - 07/05
04/02 - 02/03 18/02 - 16/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06 19/05 - 15/06
Reco. (% )
5
6
4
2
4
6
Make At t . (% )
2
2
2
1
0
2
Perfect At t . (% )
0
2
2
0
0
0
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
Basis: Purchase intenders of a new car in segment A or B
A segment
BAIT Purchase Funnel
UK - December 2008
Aygo – PURCHASE FUNNEL
90
Awareness - prompt ed
(%)
80
Awareness - spont (%)
70
60
Knowledge (%)
Liking (% 7- 10 )
50
40
30
Considerat ion (%)
20
Preference (%)
10
0
Last year
Purchase Funnel - Aygo
Seg.
Last
Mean
year
Awareness – Prompted (%)
69.8
57
Awareness – Spont. (%)
4.3
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
61.4
56.1
63.3
64.5
58.9
61.3
60.7
60.4
53.2
63.5
64.6
64.3
66.2
4
3.6
0.8
3.1
4.8
5.4
7.3
4.9
2.2
4
2.4
2.4
3.1
3.1
4.8
3.6
3.5
3
1.6
4.8
2.3
4
4.1
2.2
5.6
1.6
3.9
4.7
3.8
Liking (% 7-10)
56.8
60.3
69.5
*
*
*
*
*
*
*
*
*
*
*
*
Consideration (%)
3.7
4.7
4.4
2.3
3.1
7.3
4.7
6.5
4.9
2.2
6.3
3.2
3.1
3.1
6.2
Preference (%)
1.3
1.7
1.6
0.8
1.6
4
1.6
2.4
1.6
0.7
3.2
0
1.6
1.6
0.8
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Fox
10 7
C1
Picant o
Panda
Twingo
Ka
50 0
69.8
61.4
51.9
86.2
81.8
66.6
87.7
51
96.9
57.1
Awareness – Spont. (%)
4.3
3.6
2.5
4.5
4.2
2.2
3.9
2
13
3.5
Knowledge (%)
4.8
3.5
2.5
5.9
3.1
2.4
5.6
0.9
18.8
2
Liking (% 7-10)
56.8
69.5
62.2
55
49.6
59.3
42.2
55.6
63.5
50.9
Consideration (%)
3.7
4.4
2
5
3.1
2.1
2.6
1.3
11.7
2.1
Preference (%)
1.3
1.6
0.7
1.7
1.1
0.8
0.8
0.4
4.1
0.8
Purchase Funnel Aygo and
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
Aygo
Segment
A segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
A segment
BAIT Image items
UK - December 2008
Aygo – DNA PYRAMID
Aygo and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
18.4
28.1
29.9
*
*
*
*
*
*
*
*
*
*
*
*
Is a pleasure to drive
16.9
24.7
25
*
*
*
*
*
*
*
*
*
*
*
*
Is comfortable
20.5
28.9
27.4
*
*
*
*
*
*
*
*
*
*
*
*
Has an attractive design
20.8
33.6
29.3
*
*
*
*
*
*
*
*
*
*
*
*
Has personality and character
18.1
24.7
20.1
*
*
*
*
*
*
*
*
*
*
*
*
Is reliable, is a high quality car
22.7
32.9
33.5
*
*
*
*
*
*
*
*
*
*
*
*
Offers a good level of safety
27.5
33.6
32.3
*
*
*
*
*
*
*
*
*
*
*
*
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Aygo – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
29.4
24.2
36
*
*
*
*
*
*
*
*
*
*
*
*
Has good engine performance
22.1
28.1
28
*
*
*
*
*
*
*
*
*
*
*
*
Has good road holding
23
32.9
31.1
*
*
*
*
*
*
*
*
*
*
*
*
Is t rendy
21.3
25.3
29.3
*
*
*
*
*
*
*
*
*
*
*
*
Has st at us
9
7
12.8
*
*
*
*
*
*
*
*
*
*
*
*
Is a car for t he family
8.6
*
*
*
*
*
*
*
Is well equipped
20.5
27.2
28.7
*
*
*
*
*
*
*
*
*
*
*
*
Is a spacious car ( passengers and luggages)
9.9
16.7
16.5
*
*
*
*
*
*
*
*
*
*
*
*
Has an adjust able int erior
14.3
21.9
15.2
*
*
*
*
*
*
*
*
*
*
*
*
Is good value for money
23
21.9
25
*
*
*
*
*
*
*
*
*
*
*
*
Uses qualit y mat erials in t he int erior
17.9
*
*
*
*
*
*
14.1
20.5
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Aygo
Fox
10 7
C1
Picanto
Panda
Twingo
Ka
50 0
29.9
22.5
17.3
19.9
17.1
9.3
15.6
19.5
16.7
16.9
25
13.5
15.6
11.5
14.3
8.2
12.2
23.3
13.2
Is comfortable
20.5
27.4
23.4
21.8
15.5
17.1
12.3
14.4
25.2
15.8
Has an attractive design
20.8
29.3
16.2
21.8
16.4
21.4
12.3
22.2
23.3
25.4
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
18.1
20.1
17.1
17.6
15.5
17.1
11.6
15.6
21.2
25.4
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
22.7
33.5
29.7
23.8
20.8
25.7
10.8
21.1
25.2
14
Offers a good level of safety
27.5
32.3
27.9
28.9
24.3
23.6
18.3
31.1
31.1
25.4
Is technologically advanced
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Driving
Innovat ion
PYRAMID
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
18.4
Aygo and COMPETITORS - DNA
Design
Segment
A segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Fox
10 7
C1
Picanto
Panda
Twingo
Ka
50 0
Is environment friendly
29.4
36
27
27.5
25.7
34.3
19
25.6
34.1
28.9
Has good engine performance
22.1
28
28.8
22.1
18.1
20.7
11.6
18.9
26.5
20.2
Has good road holding
23
31.1
22.5
23.8
16.8
26.4
11.9
23.3
27.9
16.7
Is t rendy
21.3
29.3
18.9
18.4
14.2
23.6
14.9
13.3
26.1
28.1
Has st at us
9
12.8
9
12.5
10.2
6.4
2.2
4.4
9.1
12.3
Is a car for t he family
8.6
14.1
11.7
13.9
3.5
6.6
5.6
3.3
8.9
3.9
Is well equipped
20.5
28.7
23.4
22.9
19
19.3
9.3
24.4
22.3
18.4
Is a spacious car ( passengers and luggages)
9.9
16.5
9
13.3
9.3
6.4
4.1
14.4
10.2
4.4
Has an adjust able int erior
14.3
15.2
14.4
16.1
11.9
6.4
7.1
22.2
16.8
18.4
Is good value for money
23
25
17.1
20.4
24.3
29.3
20.1
11.1
26.7
21.9
Uses qualit y mat erials in t he int erior
17.9
20.5
27.9
23.7
14.8
8.8
7.7
8
20.3
21.7
OTHER IMAGE ITEMS
YTD results
Mean
Aygo
Segment
A segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
A segment
TOYOTA IQ
UK - December 2008
A segment
BAIT Advertising scores
UK - December 2008
A segment – ADVERTISING RECALL
TOYOTA IQ
6
Spontaneous advertising recall (%)
VOLKSWAGEN Fox
5
PEUGEOT 10 7
CITROEN C1
KIA Picant o
FIAT Panda
4
3
2
RENAULT Twingo
1
0.8
FORD Ka
FIAT 50 0
IQ Presence in Minds
0.8
0.4
0
Last year
Seg.
Last
Mean
year
YTD
YTD
Jan
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Sep
0.0
Oct
Nov
0.0
Dec
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
A dvertising recall - T OM (%)
0.3
0
0
0
0
0
A dvertising recall - Spo ntaneo us (%)
0.9
0.4
0
0.8
0
0.8
A dvertising recall - P ro mpted (%)
2
0.4
0
0.8
0
0.8
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
1
VAUXHALL
CORSA
2
FORD
FIESTA
CAMPAIGN/ CREATION
Corsa follow up ( 20 0 8) / Concert
VAUXHALL
MERIVA
4
PEUGEOT
20 7
5
VAUXHALL
ZAFIRA
6
PEUGEOT
20 7
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
67
56
54
23
75
New Fiest a ( 20 0 8) / Tvs joining ( 30 )
TV
34
28
27
18
84
Global Norm
TV
42
25
19
25
79
TV
48
25
14
5
77
TV
37
18
8
8
65
TV
48
25
5
5
77
TV
26
13
5
9
68
( 30 )
3
MEDIA
RECOGNITION
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
20 7 follow up ( 20 0 8) / Heart beat
( 30 )
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
Blue Lion/ Reduce ( 20 7/ 30 )
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attribution
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
Global Average
1
CAMPAIGN/ CREATION
PEUGEOT
PARTNER
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Part ner Tepee ( 20 0 8) / Tepee
Versat ile
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
25
83
Bill
10
5
4
Bill
4
2
0
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attribution
A+B segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
FIESTA
2
VAUXHALL
CORSA
3
PEUGEOT
20 7
4
PEUGEOT
20 7
5
FIAT
50 0
6
FIAT
50 0
7
PEUGEOT
20 7
8
RENAULT
CLIO
9
NISSAN
MICRA
10
VW
POLO
11
NISSAN
NOTE
CAMPAIGN/ CREATION
New Fiest a ( 20 0 8) / This is now ( DP)
Offers Vauxhall ( 20 0 8) / 3 years 0 %
APR ( DP)
Blue Lion/ Reduce ( 20 7)
20 7 follow up ( 20 0 8) / Hearbeat
Wallet ( DP/ Price)
50 0 Eco Drive/ Take it from a donkey
( DP)
50 0 Eco Drive/ Obey t he cake ( SP)
20 7 follow up ( 20 0 8) / Heart beat
Office ( DP/ Price)
Dynamique/ No int erest ( SP/ Clio)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Collect ion Ecolo Chic/ Burst ing wit h
ext ras ( SP)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Global Norm
12
SEAT
IBIZA
13
PEUGEOT
10 7
14
VAUXHALL
CORSA
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Ibiza SC ( 20 0 8) / There can be
( SP/ Red)
Blue Lion/ Reduce ( 10 7)
Corsa follow up ( 20 0 8) / Vauxhall's
big value drive ( SP)
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
29
90
18
77
Print
24
21
20
Print
16
14
13
Print
13
13
8
Print
12
10
8
Print
11
8
8
Print
10
8
8
Print
12
11
7
Print
8
6
6
Print
9
8
5
Print
9
6
5
Print
9
8
4
Print
9
5
4
Print
7
5
3
Print
6
4
3
Print
6
3
2
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Ranking on
Perfect
attribution
A+B segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
SEAT
IBIZA
16
SKODA
FABIA
17
VAUXHALL
CORSA
18
FIAT
PUNTO
19
HONDA
JAZZ
20
SEAT
ALHAMBRA
21
HONDA
FIT
22
PEUGEOT
PARTNER
23
RENAULT
TWINGO
CAMPAIGN/ CREATION
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Greenline/ Miles ( SP)
VXR Art ic Edit ion/ Limit ed Addict ion
( DP)
Abart h ( 20 0 8) / When will you ( SP)
Jazz follow up ( 20 0 8) / I'm a Brown
Owl ( SP)
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Launch Fit ( 20 0 8) / Avoid gas hogs
( DP)
Part ner Tepee ( 20 0 8) / Tepee
Versat ile ( SP)
Renault Sport 133/ Excit ement ( SP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
(%)
Print
5
4
2
Print
4
2
2
Print
2
2
2
Print
3
2
1
Print
2
1
1
Print
5
4
0
Print
2
1
0
Print
2
0
0
Print
1
0
0
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
IQ – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
42
25
19
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
79
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
IQ – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
10
5
4
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
83
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
IQ – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
5
4
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
18
Tot al Like
77
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
IQ – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
No advertisements tested
since January 2008
.
Period of 1st
appearance
Period of t est
Reco. (% )
Make At t . (% )
Perfect At t . (% )
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
Basis: Purchase intenders of a new car in segment A or B
A segment
BAIT Purchase Funnel
UK - December 2008
IQ – PURCHASE FUNNEL
40
Awareness - prompt ed
(%)
35
Awareness - spont (%)
30
Knowledge (%)
25
20
Liking (% 7- 10 )
15
Considerat ion (%)
Preference (%)
10
5
0
Last year
Purchase Funnel - IQ
Seg.
Last
Mean
year
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
W.1
W.2
W.3
W.4
M ay
May
0 8 W.5
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Awareness – Prompted (%)
69.8
31.8
28.6
34.6
29.5
34.6
Awareness – Spont. (%)
4.3
0.8
0
1.6
0
1.5
Knowledge (%)
4.8
1
0
2.4
0.8
0.8
Liking (% 7-10)
56.8
*
*
*
*
Consideration (%)
3.7
0.6
0
0.8
0
1.5
Preference (%)
1.3
0
0
0
0
0
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Fox
10 7
C1
Picant o
Panda
Twingo
Ka
50 0
69.8
31.8
51.9
86.2
81.8
66.6
87.7
51
96.9
57.1
Awareness – Spont. (%)
4.3
0.8
2.5
4.5
4.2
2.2
3.9
2
13
3.5
Knowledge (%)
4.8
1
2.5
5.9
3.1
2.4
5.6
0.9
18.8
2
Liking (% 7-10)
56.8
*
62.2
55
49.6
59.3
42.2
55.6
63.5
50.9
Consideration (%)
3.7
0.6
2
5
3.1
2.1
2.6
1.3
11.7
2.1
Preference (%)
1.3
0
0.7
1.7
1.1
0.8
0.8
0.4
4.1
0.8
Purchase Funnel IQ and
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
IQ
Segment
A segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
A segment
BAIT Image items
UK - December 2008
IQ – DNA PYRAMID
pleasur
Design
Driving
Innovat ion
IQ and COMPETITORS - DNA PYRAMID
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
18.4
*
*
*
*
Is a pleasure to drive
16.9
*
*
*
*
Is comfortable
20.5
*
*
*
*
Has an attractive design
20.8
*
*
*
*
Has personality and character
18.1
*
*
*
*
Is reliable, is a high quality car
22.7
*
*
*
*
Offers a good level of safety
27.5
*
*
*
*
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
IQ – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
29.4
*
*
*
*
Has good engine performance
22.1
*
*
*
*
Has good road holding
23
*
*
*
*
Is t rendy
21.3
*
*
*
*
Has st at us
9
*
*
*
*
Is a car for t he family
8.6
*
*
*
*
Is well equipped
20.5
*
*
*
*
Is a spacious car ( passengers and luggages)
9.9
*
*
*
*
Has an adjust able int erior
14.3
*
*
*
*
Is good value for money
23
*
*
*
*
Uses qualit y mat erials in t he int erior
17.9
*
*
*
*
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
IQ
Fox
10 7
C1
Picanto
Panda
Twingo
Ka
50 0
*
22.5
17.3
19.9
17.1
9.3
15.6
19.5
16.7
16.9
*
13.5
15.6
11.5
14.3
8.2
12.2
23.3
13.2
Is comfortable
20.5
*
23.4
21.8
15.5
17.1
12.3
14.4
25.2
15.8
Has an attractive design
20.8
*
16.2
21.8
16.4
21.4
12.3
22.2
23.3
25.4
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
18.1
*
17.1
17.6
15.5
17.1
11.6
15.6
21.2
25.4
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
22.7
*
29.7
23.8
20.8
25.7
10.8
21.1
25.2
14
Offers a good level of safety
27.5
*
27.9
28.9
24.3
23.6
18.3
31.1
31.1
25.4
Innovat ion
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Driving
Is technologically advanced
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
18.4
IQ and COMPETITORS - DNA PYRAMID
Design
Segment
A segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Fox
10 7
C1
Picanto
Panda
Twingo
Ka
50 0
Is environment friendly
29.4
*
27
27.5
25.7
34.3
19
25.6
34.1
28.9
Has good engine performance
22.1
*
28.8
22.1
18.1
20.7
11.6
18.9
26.5
20.2
Has good road holding
23
*
22.5
23.8
16.8
26.4
11.9
23.3
27.9
16.7
Is t rendy
21.3
*
18.9
18.4
14.2
23.6
14.9
13.3
26.1
28.1
Has st at us
9
*
9
12.5
10.2
6.4
2.2
4.4
9.1
12.3
Is a car for t he family
8.6
*
11.7
13.9
3.5
6.6
5.6
3.3
8.9
3.9
Is well equipped
20.5
*
23.4
22.9
19
19.3
9.3
24.4
22.3
18.4
Is a spacious car ( passengers and luggages)
9.9
*
9
13.3
9.3
6.4
4.1
14.4
10.2
4.4
Has an adjust able int erior
14.3
*
14.4
16.1
11.9
6.4
7.1
22.2
16.8
18.4
Is good value for money
23
*
17.1
20.4
24.3
29.3
20.1
11.1
26.7
21.9
Uses qualit y mat erials in t he int erior
17.9
*
27.9
23.7
14.8
8.8
7.7
8
20.3
21.7
OTHER IMAGE ITEMS
YTD results
Mean
IQ
Segment
A segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
B segment
TOYOTA Yaris
UK - December 2008
B segment
BAIT Advertising scores
UK - December 2008
B segment – ADVERTISING RECALL
TOYOTA Yaris
45
VOLKSWAGEN Polo
40
PEUGEOT 20 6
35
PEUGEOT 20 7
Spontaneous advertising recall (%)
30
25
FORD Fiest a
20
VAUXHALL Corsa
RENAULT Clio
15
10
14.8
12.9
12.7
14.0
12.1
CITROEN C3
FIAT Punt o
9.8
8.1
7.9
7.5
5
6.3
2.4
1.6
0
Last year
Sep
Oct
2.3
Nov
3.1
YTD
Jan
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Dec
YTD
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Seg.
Last
Mean
year
A dvertising recall - T OM (%)
1.8
4.5
2.5
3.8
5.5
4.8
3.1
2.4
2.5
3.7
0
0
0.8
2.3
0.8
A dvertising recall - Spo ntaneo us (%)
4.8
12.7
7.9
12.9
14.8
12.1
14
8.1
9.8
7.5
6.3
1.6
2.4
2.3
3.1
A dvertising recall - P ro mpted (%)
9.7
24.9
22
28
19.5
32.3
29.5
32.3
23.8
26.9
17.5
13.5
14.2
19.4
7.7
Yaris Presence in Minds
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
1
VAUXHALL
CORSA
2
FORD
FIESTA
CAMPAIGN/ CREATION
Corsa follow up ( 20 0 8) / Concert
VAUXHALL
MERIVA
4
PEUGEOT
20 7
5
VAUXHALL
ZAFIRA
6
PEUGEOT
20 7
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
67
56
54
23
75
New Fiest a ( 20 0 8) / Tvs joining ( 30 )
TV
34
28
27
18
84
Global Norm
TV
42
25
19
25
79
TV
48
25
14
5
77
TV
37
18
8
8
65
TV
48
25
5
5
77
TV
26
13
5
9
68
( 30 )
3
MEDIA
RECOGNITION
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
20 7 follow up ( 20 0 8) / Heart beat
( 30 )
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
Blue Lion/ Reduce ( 20 7/ 30 )
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attribution
A+B segment – ADVERTISING SCORES
RANK
MAKE
MODEL
Global Average
1
CAMPAIGN/ CREATION
PEUGEOT
PARTNER
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Part ner Tepee ( 20 0 8) / Tepee
Versat ile
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
25
83
Bill
10
5
4
Bill
4
2
0
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attribution
A+B segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
FIESTA
2
VAUXHALL
CORSA
3
PEUGEOT
20 7
4
PEUGEOT
20 7
5
FIAT
50 0
6
FIAT
50 0
7
PEUGEOT
20 7
8
RENAULT
CLIO
9
NISSAN
MICRA
10
VW
POLO
11
NISSAN
NOTE
CAMPAIGN/ CREATION
New Fiest a ( 20 0 8) / This is now ( DP)
Offers Vauxhall ( 20 0 8) / 3 years 0 %
APR ( DP)
Blue Lion/ Reduce ( 20 7)
20 7 follow up ( 20 0 8) / Hearbeat
Wallet ( DP/ Price)
50 0 Eco Drive/ Take it from a donkey
( DP)
50 0 Eco Drive/ Obey t he cake ( SP)
20 7 follow up ( 20 0 8) / Heart beat
Office ( DP/ Price)
Dynamique/ No int erest ( SP/ Clio)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Collect ion Ecolo Chic/ Burst ing wit h
ext ras ( SP)
Promot ion 20 0 8/ So much ext ra
( DP/ Micra, Not e)
Global Norm
12
SEAT
IBIZA
13
PEUGEOT
10 7
14
VAUXHALL
CORSA
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
Ibiza SC ( 20 0 8) / There can be
( SP/ Red)
Blue Lion/ Reduce ( 10 7)
Corsa follow up ( 20 0 8) / Vauxhall's
big value drive ( SP)
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
29
90
18
77
Print
24
21
20
Print
16
14
13
Print
13
13
8
Print
12
10
8
Print
11
8
8
Print
10
8
8
Print
12
11
7
Print
8
6
6
Print
9
8
5
Print
9
6
5
Print
9
8
4
Print
9
5
4
Print
7
5
3
Print
6
4
3
Print
6
3
2
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attribution
A+B segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
SEAT
IBIZA
16
SKODA
FABIA
17
VAUXHALL
CORSA
18
FIAT
PUNTO
19
HONDA
JAZZ
20
SEAT
ALHAMBRA
21
HONDA
FIT
22
PEUGEOT
PARTNER
23
RENAULT
TWINGO
CAMPAIGN/ CREATION
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Greenline/ Miles ( SP)
VXR Art ic Edit ion/ Limit ed Addict ion
( DP)
Abart h ( 20 0 8) / When will you ( SP)
Jazz follow up ( 20 0 8) / I'm a Brown
Owl ( SP)
Ecomot ive/ Wit h t ypical 0 % APR
( SP)
Launch Fit ( 20 0 8) / Avoid gas hogs
( DP)
Part ner Tepee ( 20 0 8) / Tepee
Versat ile ( SP)
Renault Sport 133/ Excit ement ( SP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
(%)
Print
5
4
2
Print
4
2
2
Print
2
2
2
Print
3
2
1
Print
2
1
1
Print
5
4
0
Print
2
1
0
Print
2
0
0
Print
1
0
0
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
Yaris – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
42
25
19
0.5
03/08
At a training exercise
(30/12B-07)
03/08
Revenge (30/12B-07)
04/08
Revenge (30/2B-08)
04/08
At a training exercise
(30/2B-08)
05/08
Revenge (30/2B-08)
05/08
At a training exercise
(30/2B-08)
24/01 - 06/02
24/01 - 06/02
21/02 - 05/03
21/02 - 05/03
20/03 - 02/04
20/03 - 02/04
18/02 - 16/03
57
34
31
0.6
18/02 - 16/03
63
40
38
0.6
17/03 - 13/04
59
44
41
0.7
17/03 - 13/04
45
31
29
0.6
14/04 - 18/05
67
54
52
0.8
14/04 - 18/05
59
37
35
0.6
03/08
At a training exercise
(30/12B-07)
03/08
Revenge (30/12B-07)
04/08
Revenge (30/2B-08)
04/08
At a training exercise
(30/2B-08)
05/08
Revenge (30/2B-08)
05/08
At a training exercise
(30/2B-08)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Local
Foreign
Like a lot
25
22
23
27
22
24
26
Tot al Like
79
78
84
83
83
89
89
Basis: Purchase intenders of a new car in segment A or B
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Yaris – IMAGE PERCEPTION OF TV
Suit able for women
A pleasure t o drive
30
25
Innovat ive
Comfort able
Funct ional
20
For t he family
15
Reliable, high qualit y car
10
5
Is a spacious car ( passengers and luggage)
Has personalit y and charact er
0
-5
Good engine performance
Economical t o run
- 10
Good degree of safet y
Good level of equipment
Advanced t echnologically
Has st at us
Is prest igious
Suit able for young people
Int erest ing price
Road holding
Nice shape/ design
Environment friendly
segment average
TV Yaris follow up/ Revenge ( 30 / 12B- 0 7)
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:77 (03/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Reliable, high qualit y car
Suit able for women
For t he family
Is a spacious car ( passengers and luggage)
20
Road holding
15
Suit able for young people
10
Economical t o run
5
Advanced t echnologically
Nice shape/ design
0
-5
Innovat ive
Funct ional
- 10
Good engine performance
Good level of equipment
Is prest igious
Has personalit y and charact er
Int erest ing price
Good degree of safet y
A pleasure t o drive
Environment friendly
Has st at us
Comfort able
segment average
TV SR/ At a t raining exercise ( 30 / 12B- 0 7)
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:69 (03/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Good level of equipment
For t he family
Innovat ive
Suit able for women
12
1
0
8
6
Has st at us
Road holding
Nice shape/ design
4
2
Advanced t echnologically
Good engine performance
0
-2
Is a spacious car ( passengers and luggage)
A pleasure t o drive
-4
-6
-8
Economical t o run
Environment friendly
Is prest igious
Reliable, high qualit y car
Suit able for all roads ( roads, mout ain ...)
Funct ional
Suit able t o drive in t own
Int erest ing price
Good degree of safet y
Has personalit y and charact er
Comfort able
Suit able for young people
segment average
TV Yaris follow up/ At a t raining exercise ( 30 / 2B- 0 8)
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:131 (05/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Suit able for women
25
For t he family
Road holding
20
15
Int erest ing price
Reliable, high qualit y car
Funct ional
Good level of equipment
10
5
Good engine performance
Nice shape/ design
0
-5
-1
Is prest igious
Economical t o run
0
- 15
Suit able for all roads ( roads, mout ain ...)
Suit able for young people
Suit able t o drive in t own
Has personalit y and charact er
Innovat ive
Is a spacious car ( passengers and luggage)
Advanced t echnologically
Has st at us
A pleasure t o drive
Good degree of safet y
Comfort able
Environment friendly
segment average
TV Yaris follow up/ Revenge ( 30 / 2B- 0 8)
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:157 (05/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Yaris – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
10
5
4
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
83
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
Yaris – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
5
4
0.4
07/08
M ore for less (SP/Yaris)
07/08
Fashionably never late
(SP)
08/08
Fashionably never late
(SP)
09/08
Fashionably never late
(SP)
11/08
O%APR typical
(SP/Yaris/Auris)
05/06 - 18/06
05/06 - 18/06
03/07 - 16/07
31/07 - 20/08
02/10 - 15/10
30/06 - 27/07
7
6
4
0.5
30/06 - 27/07
7
6
6
0.9
28/07 - 24/08
13
10
10
0.8
01/09 - 28/09
12
8
8
0.7
27/10 - 23/11
2
1
0
0.0
07/08
M ore for less (SP/Yaris)
07/08
Fashionably never late
(SP)
08/08
Fashionably never late
(SP)
09/08
Fashionably never late
(SP)
11/08
O%APR typical
(SP/Yaris/Auris)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
18
Tot al Like
77
Local
Foreign
Basis: Purchase intenders of a new car in segment A or B
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Yaris – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
03/ 08
04/ 08
04/ 08
05/ 08
05/ 08
06/ 08
07/ 08
08/ 08
09/ 08
11/ 08
(1Print )
(2 TV)
(1Print )
(2 TV)
(2 Print )
(2 Print )
(2 Print )
(1Print )
(1Print )
(1Print )
07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 03/04 - 23/04 08/05 - 21/05 05/06 - 18/06 03/07 - 16/07 31/07 - 20/08 02/10 - 15/10
03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 05/05 - 01/06 02/06 - 29/06 30/06 - 27/07 28/07 - 24/08 01/09 - 28/09 27/10 - 23/11
Reco. (% )
2
66
9
77
10
12
12
13
12
2
Make At t . (% )
2
48
5
57
7
9
10
10
8
1
Perfect At t . (% )
2
44
5
54
6
4
7
10
8
0
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
Basis: Purchase intenders of a new car in segment A or B
B segment
BAIT Purchase Funnel
UK - December 2008
Yaris – PURCHASE FUNNEL
120
Awareness - prompt ed
(%)
100
Awareness - spont (%)
80
Knowledge (%)
60
Liking (% 7- 10 )
40
Considerat ion (%)
20
Preference (%)
0
Last year
Purchase Funnel - Yaris
Seg.
Last
Mean
year
84
95.5
Awareness – Spont. (%)
15.7
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
94.6
93.9
96.9
91.9
88.4
96
92.6
93.3
92.1
96.8
96.9
98.4
97.7
25.8
24.9
26.5
24.2
25.8
27.9
32.3
23.8
23.9
20.6
23
21.3
24
25.4
13.8
20.1
20.4
15.9
14.1
16.9
18.6
25
21.3
20.9
23
16.7
18.9
27.9
26.2
Liking (% 7-10)
72.2
74.9
82.1
83.5
82.4
83.7
83.2
83.8
86.1
84.6
83.8
76.1
76.8
79.5
80.3
Consideration (%)
12.9
24
20.8
24.2
22.7
21
20.2
25.8
23.8
16.4
21.4
19
16.5
20.2
18.5
Preference (%)
4.4
8.4
6.6
6.8
2.3
6.5
10.1
8.9
6.6
5.2
9.5
4
3.1
9.3
6.9
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Polo
20 6
20 7
Fiest a
Corsa
Clio
C3
Punt o
84
94.6
97.7
94.7
93.4
99.4
99.4
98
87.2
96.3
Awareness – Spont. (%)
15.7
24.9
23.8
14
19.1
55.5
55.8
41.3
10.1
13.4
Knowledge (%)
13.8
20.4
24.2
18.1
18.8
44.4
44
34.4
5.2
13.3
Liking (% 7-10)
72.2
82.1
84.1
75.8
75.7
79.3
76.4
76.4
51.4
57.1
Consideration (%)
12.9
20.8
25.5
15.9
21.4
35.3
38.2
31.7
5.4
11.2
Preference (%)
4.4
6.6
5.4
4.1
7.5
14.2
15.3
10.5
2.2
3.4
Purchase Funnel Yaris and
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
Yaris
Segment
B segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
B segment
BAIT Image items
UK - December 2008
pleasur
Design
Driving
Innovat ion
Yaris – DNA PYRAMID
Seg.
Last
Yaris and COMPETITORS - DNA PYRAMID Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
29.1
37
33
48.4
43.5
35.6
35.5
38.5
36.9
26.8
20.7
23.9
26.8
29.9
34.6
Is a pleasure to drive
29.1
32.2
26.2
30.8
24.1
22.1
28
32.5
35.2
26
19.8
20.2
21.4
25.6
27.6
Is comfortable
35.9
39.2
34.9
36.3
31.5
35.6
42.1
44.4
41.8
30.1
29.7
33
26.8
33.3
37
Has an attractive design
36.5
39.4
35.4
42.9
38.9
42.3
43.9
45.3
41
29.3
30.6
30.3
23.2
29.1
34.6
Has personality and character
26.9
31.1
24.7
28.6
26.9
27.9
29
33.3
32.8
21.1
17.1
20.2
20.5
20.5
22
Is reliable, is a high quality car
38.7
44.9
43.8
53.8
48.1
43.3
49.5
55.6
53.3
36.6
35.1
40.4
37.5
36.8
39.4
Offers a good level of safety
43.7
48.9
48
51.6
52.8
49
51.4
58.1
57.4
44.7
36.9
38.5
39.3
40.2
49.6
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Yaris – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
37.9
37
39.4
44
39.8
37.5
42.1
40.2
47.5
50.4
38.7
28.4
28.6
37.6
39.4
Has good engine performance
35.5
36.6
36.8
46.2
33.3
31.7
43
48.7
45.9
35
28.8
35.8
35.7
33.3
33.9
Has good road holding
37.1
38.8
38
41.8
34.3
40.4
46.7
49.6
43.4
27.6
26.1
33
33
35
43.3
Is t rendy
32.3
32.1
32.3
36.3
32.4
35.6
42.1
45.3
40.2
29.3
27
28.4
26.8
26.5
26
Has st at us
20.5
20
17.5
23.1
21.3
15.4
14
23.1
24.6
17.9
16.2
16.5
13.4
14.5
15
Is a car for t he family
27.6
27.9
24.4
22.5
29.4
24.1
20.5
26
Is well equipped
37.3
41.4
39.9
46.2
42.6
39.4
42.1
47.9
50
36.6
33.3
37.6
31.3
34.2
39.4
Is a spacious car ( passengers and luggages)
28.1
33.2
28.1
36.3
36.1
36.5
37.4
34.2
28.7
22.8
24.3
26.6
25
18.8
18.9
Has an adjust able int erior
30.2
24.2
31.7
25.3
19.4
21.2
29.9
37.6
44.3
35.8
33.3
34.9
26.8
25.6
34.6
Is good value for money
29.9
29.8
28.7
29.7
25.9
27.9
32.7
35
33.6
25.2
27.9
27.5
20.5
28.2
30.7
Uses qualit y mat erials in t he int erior
32.5
29
30.6
28.4
27.7
33.3
36.2
24.8
31.7
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Yaris
Polo
20 6
20 7
Fiesta
Corsa
Clio
C3
Punto
33
35.6
24.5
27.7
31.6
36.1
32.7
20.5
19.7
29.1
26.2
34
23.5
29.1
37.6
40.3
33.4
15.8
22.7
Is comfortable
35.9
34.9
41.5
33.3
37.2
46.4
48.8
43
21.1
30.2
Has an attractive design
36.5
35.4
38.6
30.1
42.6
43.9
49.1
44.1
22.1
27.9
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
26.9
24.7
27.4
24.8
27.2
29.6
36.7
34.1
15.1
20.9
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
38.7
43.8
48.5
35
38.1
45.1
49
43
22.4
26.9
Offers a good level of safety
43.7
48
54.3
39.5
44.8
49.8
52.2
49.2
28.1
33.6
Innovat ion
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Driving
Is technologically advanced
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
29.1
Yaris and COMPETITORS - DNA PYRAMID
Design
Segment
B segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Polo
20 6
20 7
Fiesta
Corsa
Clio
C3
Punto
Is environment friendly
37.9
39.4
39.5
34
39.8
43.9
47.2
43.6
29.3
28.5
Has good engine performance
35.5
36.8
42
31.7
36.1
41.3
45
39.3
25.9
28.3
Has good road holding
37.1
38
42.1
33
38.7
45.6
46
42.3
25.2
28.6
Is t rendy
32.3
32.3
29.4
27.8
36.6
36.7
46
40.6
15.8
23.6
Has st at us
20.5
17.5
26.4
16.3
23.6
24.5
28.8
26.2
9.8
11.1
Is a car for t he family
27.6
24.8
32.6
29.9
42.3
35.5
33.8
19.1
24.6
Is well equipped
37.3
39.9
41.7
32.4
39.9
44
49
45.1
23.7
28.1
Is a spacious car ( passengers and luggages)
28.1
28.1
34.1
30.1
30.1
40.6
37.6
32.6
18.6
23.9
Has an adjust able int erior
30.2
31.7
34.5
23.2
30.5
38.1
40.7
34.2
17
25.5
Is good value for money
29.9
28.7
26.7
24.8
27.3
38.8
42.4
37.9
24.9
30.9
Uses qualit y mat erials in t he int erior
32.5
31.7
44.4
37.3
40
41
37
19
19.7
OTHER IMAGE ITEMS
YTD results
Mean
Yaris
Segment
B segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
C segment
TOYOTA Auris
UK - December 2008
C segment
BAIT Advertising scores
UK - December 2008
C segment – ADVERTISING RECALL
TOYOTA Auris
30
Spontaneous advertising recall (%)
TOYOTA Corolla
25
VOLKSWAGEN Golf
PEUGEOT 30 8
FORD Focus
VAUXHALL Ast ra
20
15
10
8.3
RENAULT Megane
5
HONDA Civic
KIA Ceed
5.5
5.1
3.5
2.6
2.3
1.5
0
Last year
4.7
3.2
2.4
1.5
3.2
3.8
0.8
YTD
Jan
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Sep
Oct
Nov
Dec
YTD
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Seg.
Last
Mean
year
A dvertising recall - T OM (%)
1.8
0.8
1.2
0.8
1.5
0.8
0
0.8
1.7
2.4
2.3
1.6
0.8
0.8
1.5
A dvertising recall - Spo ntaneo us (%)
4.5
2.6
3.5
2.3
1.5
2.4
1.5
0.8
5.1
5.5
8.3
3.2
4.7
3.2
3.8
A dvertising recall - P ro mpted (%)
9.3
6.2
6.6
4.6
4.6
7.1
6.1
4.7
11
6.3
8.3
7.9
7
3.2
8.3
Auris Presence in Minds
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
C segment – ADVERTISING SCORES
RANK
1
MAKE
VAUXHALL
MODEL
CAMPAIGN/ CREATION
Zafira and Meriva/ Flexworld
ZAFIRA
( 30 / Oct ober)
Global Norm
2
VAUXHALL
MERIVA
3
PEUGEOT
30 8
4
PEUGEOT
30 8
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
30 8 Follow up ( 20 0 8) / Winds of
change/ Birt h ( 30 )
Blue Lion/ Reduce ( 30 8/ 30 / 9B- 0 8)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
55
31
22
15
73
TV
43
29
20
25
80
TV
55
31
6
15
73
TV
18
10
4
TV
29
17
1
5
55
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attribution
C segment – ADVERTISING SCORES
RANK
MAKE
MODEL
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Global Average
MEDIA
Bill
RECOGNITION
(%)
9
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
6
5
17
74
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attribution
C segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
FOCUS
2
FORD
FOCUS
3
PEUGEOT
30 8
4
PEUGEOT
30 8
5
AUDI
A3
6
VW
GOLF
7
VW
SCIROCCO
CAMPAIGN/ CREATION
Focus follow up ( 20 0 8) / Exhaust
VAUXHALL
ASTRA
9
FORD
FOCUS
10
FIAT
BRAVO
11
RENAULT
SCENIC
12
VAUXHALL
ASTRA
13
VAUXHALL
VECTRA
14
HONDA
CIVIC
(%)
(%)
8
Print
10
8
8
Blue Lion/ Reduce ( 30 8)
Print
18
14
7
Blue Lion/ Reduce ( 30 8/ 9B- 0 8)
Print
17
14
5
Print
11
9
5
Print
9
5
5
Print
6
5
5
Print
8
5
3
Print
3
3
3
Print
12
5
2
Print
11
3
2
Print
5
2
2
Print
5
2
2
Print
3
3
2
Print
3
2
2
New S3 follow up ( 20 0 8) / Wit h
quat t ro grip ( DP/ 10 B- 0 8)
Mat ch ( 20 0 8) / Economical
Launch Scirocco ( 20 0 8) / Escape t he
ordinary ( DP)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Focus Coupé- Cabriolet
( 20 0 8) / Rist orant e ( SP)
Bravo follow up ( 20 0 8) / 5 year
warrant y ( SP/ 10 A- 0 8)
Dynamique/ No int erest ( SP/ Scénic)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Bandeau/ Ast ra Life)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Civic follow up/ Civic 5 door ( SP/ 10 A-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
ATTRIBUTION ATTRIBUTION
8
gent lemen ( SP)
0 8)
LIKING : % ( Basis :
PERFECT
13
Global Norm
8
(%)
MAKE
Print
silencer t rumpet
New Focus ( 20 0 7) / Ladies and
-
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Tot al Like
16
75
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attribution
C segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
HONDA
CIVIC
16
TOYOTA
AURIS
17
TOYOTA
VERSO
18
RENAULT
MEGANE
19
MITSUBISHI
LANCER
20
VW
TOURAN
CAMPAIGN/ CREATION
Civic follow up/ Leat her upgrade
(%)
MAKE
ATTRIBUTION ATTRIBUTION
(%)
(%)
2
2
2
Moreforless/ Diesel ( Bandeau)
Print
7
2
0
SR/ More for less ( Verso SR)
Print
5
1
0
Print
4
2
0
Print
3
0
0
Print
2
0
0
New Megane ( 20 0 8) / Remenber
( Bandeau)
Sport back ( 20 0 8) / The sensat ional
( SP)
Touran follow up ( 20 0 8) / Wit h 72
seat ing combinat ions ( spending
LIKING : % ( Basis :
PERFECT
Print
( SP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
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recognit ion)
Like a lot
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Tot al Like
Auris – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Perfect Att. (%)
0 .8
60
0 .6
40
0 .4
20
0 .2
0
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
43
29
20
0.5
07/08
Join With Us (30)
08/08
Join With Us (30)
09/08
Join With Us (30)
22/05 - 04/06
19/06 - 02/07
17/07 - 30/07
16/06 - 13/07
21
12
10
0.5
14/07 - 10/08
32
19
10
0.3
11/08 - 14/09
21
12
8
0.4
07/08
Join With Us (30)
08/08
Join With Us (30)
09/08
Join With Us (30)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Local
Foreign
Like a lot
25
10
Tot al Like
80
64
0
Efficiency
80
.
.
Efficiency
1
( Perfect At t ./ Reco.)
(%)
10 0
Auris – IMAGE PERCEPTION OF TV
Is a spacious car ( passengers and luggage)
Has st at us
A pleasure t o drive
Good engine performance
8
Funct ional
6
Suit able for young people
4
Comfort able
2
Innovat ive
Nice shape/ design
0
-2
Has personalit y and charact er
Good degree of safet y
-4
-6
Advanced t echnologically
Suit able t o drive in t own
-8
Fun t o drive
Suit able for all roads ( roads, mout ain ...)
Road holding
Is prest igious
For t he family
Reliable, high qualit y car
Economical t o run
Suit able for women
Good level of equipment
Environment friendly
Int erest ing price
segment average
TV Auris follow up/ Join Wit h Us ( 30 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:95 (09/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Auris – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
6
5
0.6
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
17
Tot al Like
74
Local
Foreign
Auris – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
8
5
3
0.4
10/08
0%finance (SP/Auris)
10/08
Le M ans (DP)
11/08
O%APR typical
(SP/Yaris/Auris)
11/08
0%finance (SP/Auris)
12/08
Diesel (Bandeau)
04/09 - 17/09
04/09 - 17/09
02/10 - 15/10
02/10 - 15/10
30/10 - 12/11
29/09 - 26/10
4
1
1
0.2
29/09 - 26/10
7
2
1
0.1
27/10 - 23/11
6
3
1
0.1
27/10 - 23/11
4
2
0
0.0
24/11 - 21/12
7
2
0
0.0
10/08
0%finance (SP/Auris)
10/08
Le M ans (DP)
11/08
O%APR typical
(SP/Yaris/Auris)
11/08
0%finance (SP/Auris)
12/08
Diesel (Bandeau)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
16
Tot al Like
75
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Auris – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
06/ 08
07/ 08
07/ 08
08/ 08
08/ 08
09/ 08
09/ 08
10/ 08
11/ 08
12/ 08
(1Print )
(1TV,2 Print )
(1Print )
(1TV,1Print )
(1Print )
(1TV,1Print )
(2 Print )
(2 Print )
(2 Print )
(1Print )
24/04 - 07/05 22/05 - 04/06 05/06 - 18/06 19/06 - 02/07 03/07 - 16/07 17/07 - 30/07 31/07 - 20/08 04/09 - 17/09 02/10 - 15/10 30/10 - 12/11
19/05 - 15/06 16/06 - 13/07 30/06 - 27/07 14/07 - 10/08 28/07 - 24/08 11/08 - 14/09 01/09 - 28/09 29/09 - 26/10 27/10 - 23/11 24/11 - 21/12
Reco. (% )
7
27
5
36
7
22
9
10
10
7
Make At t . (% )
3
13
3
22
4
14
4
3
5
2
Perfect At t . (% )
2
11
2
12
3
9
3
2
1
0
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
C segment
BAIT Purchase Funnel
UK - December 2008
Auris – PURCHASE FUNNEL
100
Awareness - prompt ed
(%)
Awareness - spont (%)
90
80
70
Knowledge (%)
60
50
Liking (% 7- 10 )
Considerat ion (%)
40
30
20
Preference (%)
10
0
Last year
Purchase Funnel - Auris
Seg.
Last
Mean
year
Awareness – Prompted (%)
89.7
70.2
Awareness – Spont. (%)
15.3
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
80.9
74
82.4
75.6
78.6
77.2
83.9
77.2
80.3
86.5
83.7
86.5
84.8
4.9
7.4
4.6
3.1
3.1
3.1
3.1
11
11.8
14.4
7.9
11.6
5.6
9.8
14.5
3.8
5.6
3.1
3.8
3.1
3.8
3.9
9.3
5.5
5.3
7.1
10.1
5.6
6.8
Liking (% 7-10)
73.1
63.4
69.4
*
*
*
*
*
*
*
73.1
73
71.2
64.8
64.4
Consideration (%)
13.2
5.6
7.4
5.3
3.8
5.5
3.8
6.3
11.9
7.1
14.4
7.1
10.1
5.6
7.6
Preference (%)
4.7
1.1
1.9
0.8
0.8
2.4
0
0
4.2
2.4
2.3
3.2
3.9
0.8
2.3
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
30 8
Focus
Ast ra
Megane
Civic
Ceed
99.1
91.5
99.6
99.9
97.7
96.1
68.6
Awareness – Spont. (%)
15.3
7.4
32.7
11.6
53
49.3
27.5
18
3.3
Knowledge (%)
14.5
5.6
38.3
11.6
44.6
47.8
20.7
15.9
1.6
Liking (% 7-10)
73.1
69.4
86.2
72.6
78.1
74
68.9
78.9
55.8
Consideration (%)
13.2
7.4
33.2
12.1
36.6
35.7
15.5
17
2.2
Preference (%)
4.7
1.9
12.7
3.8
15.1
14.4
5
6.7
0.7
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Corolla
80.9
COMPETITORS
Auris
89.7
Purchase Funnel Auris and
Mean
Golf
Segment
C segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
C segment
BAIT Image items
UK - December 2008
Auris – DNA PYRAMID
Auris and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
32.7
28.1
33.5
*
*
*
*
*
*
*
40.4
28.6
28.8
31.5
28.8
Is a pleasure to drive
31.5
16.9
26.3
*
*
*
*
*
*
*
30.8
28.6
32.2
29.6
20.3
Is comfortable
38.9
23.9
33.1
*
*
*
*
*
*
*
36.5
30.2
28.8
29.6
30.5
Has an attractive design
38.1
32.9
38.8
*
*
*
*
*
*
*
36.5
31.7
35.6
35.2
32.2
Has personality and character
26.4
19.7
18.9
*
*
*
*
*
*
*
17.3
14.3
22
20.4
13.6
Is reliable, is a high quality car
42.5
31.5
43.4
*
*
*
*
*
*
*
57.7
47.6
40.7
31.5
30.5
Offers a good level of safety
46.9
36.5
53.4
*
*
*
*
*
*
*
63.5
54
47.5
46.3
47.5
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Auris – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
38.1
24.5
51.2
*
*
*
*
*
*
*
55.8
47.6
45.8
51.9
52.5
Has good engine performance
39.3
26.8
35.2
*
*
*
*
*
*
*
34.6
33.3
35.6
27.8
32.2
Has good road holding
40.7
22.1
37.7
*
*
*
*
*
*
*
30.8
36.5
42.4
38.9
39
Has st at us
23.8
12
11
*
*
*
*
*
*
*
17.3
7.9
5.1
7.4
8.5
Is a car for t he family
38.3
29.3
33.5
*
*
*
*
*
*
*
32.7
33.3
32.2
33.3
35.6
Is well equipped
39.7
31.7
46.3
*
*
*
*
*
*
*
55.8
49.2
37.3
38.9
42.4
Is a spacious car ( passengers and luggages)
33.4
27.5
26.3
*
*
*
*
*
*
*
26.9
25.4
22
18.5
18.6
Has an adjust able int erior
30.5
14.4
28.1
*
*
*
*
*
*
*
34.6
25.4
27.1
35.2
27.1
Is good value for money
27.7
19.2
23.8
*
*
*
*
*
*
*
28.8
23.8
27.1
31.5
28.8
Uses qualit y mat erials in t he int erior
38.4
*
51.9
36.5
32.2
35.2
33.9
38.8
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Golf
30 8
Focus
Astra
Megane
Civic
Ceed
27.4
31.8
35.9
26
39.4
18.8
31.5
26.3
42.2
26.6
39.3
38.9
23.7
34.2
13.8
Is comfortable
38.9
33.1
47.1
38.6
47.5
48.7
34.7
38.3
23.9
Has an attractive design
38.1
38.8
47.2
33.8
43.8
47.1
29.8
41.2
30.4
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
26.4
18.9
35.5
23.3
27.8
34.9
23.9
26.7
17.4
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
42.5
43.4
56.6
39.2
45.2
45.6
33.6
50
27.5
Offers a good level of safety
46.9
53.4
58.4
47
48.4
51
45.9
47.6
39.1
Innovat ion
pleasur
Driving
Iste c h n o lo g ic a lya d v a n c e d
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Corolla
42.3
Is technologically advanced
Auris
33.5
PYRAMID
Mean
32.7
Auris and COMPETITORS - DNA
Design
Segment
C segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
30 8
Focus
Astra
Megane
Civic
Ceed
51.2
40.4
47.8
42.5
43.3
34.9
37.1
41.3
Has good engine performance
39.3
35.2
53.4
35.5
42.1
43.9
29.2
47.5
23.9
Has good road holding
40.7
37.7
51.8
34.4
45.8
46.2
34.2
45.7
26.1
Has st at us
23.8
11
37.6
16.7
22.4
24.1
12.7
21.5
7.2
Is a car for t he family
38.3
33.5
38.4
49.5
51
47.7
40
33.1
23.9
Is well equipped
39.7
46.3
46.9
40.4
44.8
46.7
36.3
43.2
31.2
Is a spacious car ( passengers and luggages)
33.4
26.3
35.7
43.7
41.2
40
32.8
30.1
18.1
Has an adjust able int erior
30.5
28.1
36.7
35.3
35.4
39.4
30.1
26.2
23.2
Is good value for money
27.7
23.8
29.3
26.4
41.7
41.1
22.6
25.4
32.6
Uses qualit y mat erials in t he int erior
38.4
38.8
50.8
36.2
34.2
39.8
26.2
46.5
35.2
YTD results
Corolla
38.1
Auris
Is environment friendly
OTHER IMAGE ITEMS
Mean
Golf
Segment
C segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
C-MPV segment
TOYOTA Corolla
Verso
UK - December 2008
C-MPV segment
BAIT Advertising scores
UK - December 2008
C-MPV segment – ADVERTISING RECALL
TOYOTA Verso
10
Spontaneous advertising recall (%)
9
8
VOLKSWAGEN Touran
7
6
FORD Focus C- Max
5
4
3
VAUXHALL Zafira
2
1
RENAULT Scenic
0.3
0
Last year
0.8
0.3
0.8
0.0
M ar
0.0
Apr
0.0
M ay
0.0
Jun
0.0
Jul
0.0
Aug
0.0
Sep
0.8
Oct
0.0
Nov
0.8
YTD
Jan
Feb
Dec
YTD
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Seg.
Last
Mean
year
A dvertising recall - T OM (%)
0.7
0.1
0
0
0
0
0
0
0
0
0
0
0
0
0
A dvertising recall - Spo ntaneo us (%)
2.1
0.3
0.3
0.8
0
0
0
0
0
0
0
0.8
0
0.8
0.8
A dvertising recall - P ro mpted (%)
8.2
1.6
0.8
0
0.8
1.6
0.8
0
0.8
1.6
2.3
0
0
0.8
0.8
Corolla Verso Presence
in Minds
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
C-MPV segment – ADVERTISING
SCORES
RANK
1
MAKE
VAUXHALL
MODEL
CAMPAIGN/ CREATION
Zafira and Meriva/ Flexworld
ZAFIRA
( 30 / Oct ober)
Global Norm
2
VAUXHALL
MERIVA
3
PEUGEOT
30 8
4
PEUGEOT
30 8
Zafira and Meriva/ Flexworld
( 30 / Oct ober)
30 8 Follow up ( 20 0 8) / Winds of
change/ Birt h ( 30 )
Blue Lion/ Reduce ( 30 8/ 30 / 9B- 0 8)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
55
31
22
15
73
TV
43
29
20
25
80
TV
55
31
6
15
73
TV
18
10
4
TV
29
17
1
5
55
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Perfect
attribution
C-MPV segment – ADVERTISING
SCORES
RANK
MAKE
MODEL
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Global Average
MEDIA
Bill
RECOGNITION
(%)
9
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
6
5
17
74
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Perfect
attribution
C-MPV segment – ADVERTISING
SCORES (1/2)
RANK
MAKE
MODEL
1
FORD
FOCUS
2
FORD
FOCUS
3
PEUGEOT
30 8
4
PEUGEOT
30 8
5
AUDI
A3
6
VW
GOLF
7
VW
SCIROCCO
CAMPAIGN/ CREATION
Focus follow up ( 20 0 8) / Exhaust
VAUXHALL
ASTRA
9
FORD
FOCUS
10
FIAT
BRAVO
11
RENAULT
SCENIC
12
VAUXHALL
ASTRA
13
VAUXHALL
VECTRA
14
HONDA
CIVIC
(%)
(%)
8
Print
10
8
8
Blue Lion/ Reduce ( 30 8)
Print
18
14
7
Blue Lion/ Reduce ( 30 8/ 9B- 0 8)
Print
17
14
5
Print
11
9
5
Print
9
5
5
Print
6
5
5
Print
8
5
3
Print
3
3
3
Print
12
5
2
Print
11
3
2
Print
5
2
2
Print
5
2
2
Print
3
3
2
Print
3
2
2
New S3 follow up ( 20 0 8) / Wit h
quat t ro grip ( DP/ 10 B- 0 8)
Mat ch ( 20 0 8) / Economical
Launch Scirocco ( 20 0 8) / Escape t he
ordinary ( DP)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Focus Coupé- Cabriolet
( 20 0 8) / Rist orant e ( SP)
Bravo follow up ( 20 0 8) / 5 year
warrant y ( SP/ 10 A- 0 8)
Dynamique/ No int erest ( SP/ Scénic)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Bandeau/ Ast ra Life)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Civic follow up/ Civic 5 door ( SP/ 10 A-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
ATTRIBUTION ATTRIBUTION
8
gent lemen ( SP)
0 8)
LIKING : % ( Basis :
PERFECT
13
Global Norm
8
(%)
MAKE
Print
silencer t rumpet
New Focus ( 20 0 7) / Ladies and
-
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Tot al Like
16
75
Ranking on
Perfect
attribution
C-MPV segment – ADVERTISING
SCORES (2/2)
RANK
MAKE
MODEL
15
HONDA
CIVIC
16
TOYOTA
AURIS
17
TOYOTA
VERSO
18
RENAULT
MEGANE
19
MITSUBISHI
LANCER
20
VW
TOURAN
CAMPAIGN/ CREATION
Civic follow up/ Leat her upgrade
(%)
MAKE
ATTRIBUTION ATTRIBUTION
(%)
(%)
2
2
2
Moreforless/ Diesel ( Bandeau)
Print
7
2
0
SR/ More for less ( Verso SR)
Print
5
1
0
Print
4
2
0
Print
3
0
0
Print
2
0
0
New Megane ( 20 0 8) / Remenber
( Bandeau)
Sport back ( 20 0 8) / The sensat ional
( SP)
Touran follow up ( 20 0 8) / Wit h 72
seat ing combinat ions ( spending
LIKING : % ( Basis :
PERFECT
Print
( SP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
Corolla Verso – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
43
29
20
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
25
Tot al Like
80
Local
Foreign
Corolla Verso – FOCUS ON MEDIA
BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
6
5
0.6
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
17
Tot al Like
74
Local
Foreign
Corolla Verso – FOCUS ON MEDIA
PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
8
5
3
0.4
04/08
M ore for less (Verso SR)
08/08
M ore for less (Verso SR)
09/08
M ore for less (Verso SR)
12/08
M ore for less (Verso SR)
21/02 - 05/03
03/07 - 16/07
31/07 - 20/08
30/10 - 12/11
17/03 - 13/04
6
4
0
0.0
28/07 - 24/08
4
1
0
0.0
01/09 - 28/09
2
0
0
0.0
24/11 - 21/12
5
1
0
0.0
04/08
M ore for less (Verso SR)
08/08
M ore for less (Verso SR)
09/08
M ore for less (Verso SR)
12/08
M ore for less (Verso SR)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
16
Tot al Like
75
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Corolla Verso – GLOBAL CAMPAIGN
IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
04/ 08
08/ 08
09/ 08
12/ 08
(1Print )
(1Print )
(1Print )
(1Print )
21/02 - 05/03 03/07 - 16/07 31/07 - 20/08 30/10 - 12/11
17/03 - 13/04 28/07 - 24/08 01/09 - 28/09 24/11 - 21/12
Reco. (% )
6
4
2
5
Make At t . (% )
4
1
0
1
Perfect At t . (% )
0
0
0
0
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
C-MPV segment
BAIT Purchase Funnel
UK - December 2008
Corolla Verso – PURCHASE FUNNEL
90
Awareness - prompt ed
(%)
80
Awareness - spont (%)
70
60
Knowledge (%)
Liking (% 7- 10 )
50
40
30
Considerat ion (%)
20
Preference (%)
10
0
Last year
Purchase Funnel - Corolla
Seg.
Last
Verso
Mean
year
Awareness – Prompted (%)
89.3
68.8
Awareness – Spont. (%)
7.5
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
72.7
67.2
72.5
74
65.6
66.9
76.3
74.8
72.7
70.6
71.3
79.4
81.1
1.5
1.6
1.5
0.8
0.8
1.5
0
2.5
0.8
1.5
2.4
2.3
1.6
3.8
10.5
3.5
2.1
1.5
0.8
0.8
2.3
0.8
1.7
2.4
4.5
0.8
3.9
3.2
3
Liking (% 7-10)
61.3
54.4
53.5
*
*
*
*
*
*
*
*
*
*
*
*
Consideration (%)
8.8
3.5
2.7
1.5
1.5
2.4
2.3
0
4.2
3.1
4.5
2.4
3.1
4
3.8
Preference (%)
3
1
0.7
0
0
0
1.5
0
1.7
0
2.3
0.8
0.8
0.8
0.8
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Touran
Focus C- Max
Zafira
Scenic
72.7
80.4
92.6
96.2
96.5
Awareness – Spont. (%)
7.5
1.6
2.7
7
15.9
12.8
Knowledge (%)
10.5
2.1
3.6
12.9
18.7
15.7
Liking (% 7-10)
61.3
53.5
59.5
74.1
63.8
58.7
Consideration (%)
8.8
2.7
3.7
12.9
12.3
11.6
Preference (%)
3
0.7
1.2
3.2
6.2
4
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
89.3
Purchase Funnel Corolla
Verso and COMPETITORS
Segment
C- V erso
C-MPV segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
C-MPV segment
BAIT Image items
UK - December 2008
Corolla Verso – DNA PYRAMID
Corolla V erso and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
23.9
26.4
25.2
*
*
*
*
*
*
*
*
*
*
*
*
Is a pleasure to drive
20.8
17.8
23.2
*
*
*
*
*
*
*
*
*
*
*
*
Is comfortable
30.6
23.7
25.2
*
*
*
*
*
*
*
*
*
*
*
*
Has an attractive design
21.9
21.3
18.1
*
*
*
*
*
*
*
*
*
*
*
*
Has personality and character
16.4
15.4
12.3
*
*
*
*
*
*
*
*
*
*
*
*
Is reliable, is a high quality car
29.3
26.6
27.7
*
*
*
*
*
*
*
*
*
*
*
*
Offers a good level of safety
38.9
25
39.4
*
*
*
*
*
*
*
*
*
*
*
*
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Corolla Verso – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
31.2
17.9
34.2
*
*
*
*
*
*
*
*
*
*
*
*
Has good engine performance
25.2
23.1
24.5
*
*
*
*
*
*
*
*
*
*
*
*
Has good road holding
27
21.3
27.7
*
*
*
*
*
*
*
*
*
*
*
*
Has st at us
10.9
7.9
12.9
*
*
*
*
*
*
*
*
*
*
*
*
Is a car for t he family
56.6
25.2
38.1
*
*
*
*
*
*
*
*
*
*
*
*
Is well equipped
33.1
28.3
27.7
*
*
*
*
*
*
*
*
*
*
*
*
Is a spacious car ( passengers and luggages)
53.9
26
35.5
*
*
*
*
*
*
*
*
*
*
*
*
Has an adjust able int erior
46.1
27.6
26.5
*
*
*
*
*
*
*
*
*
*
*
*
Is good value for money
22.5
12.6
17.4
*
*
*
*
*
*
*
*
*
*
*
*
Uses qualit y mat erials in t he int erior
25
*
*
*
*
*
*
21.6
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Touran
Focus C- Max
Zafira
Scenic
25.2
22.5
31.1
23.8
21.9
20.8
23.2
16.2
22.4
24.8
20.6
Is comfortable
30.6
25.2
26.1
34.5
34.9
31.9
Has an attractive design
21.9
18.1
18.9
25.9
22.9
21.3
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
16.4
12.3
8.6
19.6
18.3
17
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
29.3
27.7
29.7
34.3
31.6
28.6
Offers a good level of safety
38.9
39.4
38.3
42.9
41.8
38.4
Is technologically advanced
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Design
Driving
Innovat ion
PYRAMID
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
23.9
Corolla V erso and COMPETITORS - DNA
Segment
C- Verso
C-MPV segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Touran
Focus C- Max
Zafira
Scenic
31.2
34.2
19.8
39.3
34
27.7
Has good engine performance
25.2
24.5
20.3
32.1
26.6
24.3
Has good road holding
27
27.7
26.6
32.1
29.8
25.5
Has st at us
10.9
12.9
12.6
13.4
12.3
9.9
Is a car for t he family
56.6
38.1
50.9
59.5
67.8
53.3
Is well equipped
33.1
27.7
26.1
41.1
37
31.9
Is a spacious car ( passengers and luggages)
53.9
35.5
52.7
57.3
65.7
48.8
Has an adjust able int erior
46.1
26.5
41
48.1
60
39.6
Is good value for money
22.5
17.4
12.2
25.5
26.2
22.6
Uses qualit y mat erials in t he int erior
25
21.6
21.3
29.4
28.5
23.1
YTD results
Mean
Is environment friendly
OTHER IMAGE ITEMS
Segment
C- Verso
C-MPV segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
D segment
TOYOTA Avensis
UK - December 2008
D segment
BAIT Advertising scores
UK - December 2008
D segment – ADVERTISING RECALL
TOYOTA Avensis
25
Spontaneous advertising recall (%)
MAZDA 6
20
VOLKSWAGEN Passat
PEUGEOT 4 0 7
FORD Mondeo
15
10
VAUXHALL Vect ra
5
4.1
RENAULT Laguna
1.8
SKODA Oct avia
3.2
0
Last year
YTD
Jan
YTD
0.0
3.0
2.0
1.4
2.0
0.9
0.0
Aug
2.0
Sep
0.0
Oct
Nov
0.0
0.0
Feb
M ar
Apr
M ay
Jun
Jul
Dec
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Seg.
Last
Mean
year
A dvertising recall - T OM (%)
1.4
1
0.7
0
1
3.2
1
0
1
0
0
0
2
0
0
A dvertising recall - Spo ntaneo us (%)
3.7
1.8
1.4
0
4.1
3.2
2
0.9
3
0
2
0
2
0
0
A dvertising recall - P ro mpted (%)
8.9
6.6
3.9
5.5
4.1
3.2
3
3.8
7.9
0.9
6
2
4
4.9
2
Avensis Presence in
Minds
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
D segment – ADVERTISING SCORES
RANK
1
MAKE
FORD
MODEL
MONDEO
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Mondeo follow up ( 20 0 8) / Desire
( 30 / 10 A- 0 8)
Global Norm
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
76
59
57
21
78
TV
38
24
16
21
77
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Ranking on
Perfect
attribution
D segment – ADVERTISING SCORES
RANK
MAKE
MODEL
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Global Average
MEDIA
Bill
RECOGNITION
(%)
8
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
6
4
19
89
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Ranking on
Perfect
attribution
D segment – ADVERTISING SCORES
RANK
MAKE
MODEL
1
B.M.W.
SERIE 3
2
B.M.W.
SERIE 3
3
HONDA
ACCORD
CAMPAIGN/ CREATION
New 3 Series Saloon ( 20 0 8) / When
4
VW
PASSAT
5
VAUXHALL
VECTRA
6
NISSAN
ALTIMA
7
VAUXHALL
ASTRA
8
VW
PASSAT
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
(%)
MAKE
ATTRIBUTION ATTRIBUTION
(%)
(%)
20
20
10
Print
16
16
10
Accord GT/ When you believe ( DP)
Print
14
7
5
Global Norm
Print
9
6
4
Highline/ Leat her as st andard ( DP)
Print
6
5
4
Print
5
3
2
Print
7
0
0
Print
5
3
0
Print
2
0
0
5 people ( DP)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Launch Alt ima ( 20 0 8) / The t unnel
chickens
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Highline/ Now coms wit h creaks
( Bandeau/ 11A- 0 8)
LIKING : % ( Basis :
PERFECT
Print
was t he last t ime ( DP)
New 3 Series Touring ( 20 0 8) / Holds
-
MEDIA
RECOGNITION
Click here for all TV campaign scores >>
Click here for all billboard campaign scores >>
recognit ion)
Like a lot
Tot al Like
18
78
Ranking on
Perfect
attribution
Avensis – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
38
24
16
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
21
Tot al Like
77
Local
Foreign
Avensis – FOCUS ON MEDIA
BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
8
6
4
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
19
Tot al Like
89
Local
Foreign
Avensis – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
6
4
0.4
03/08
Sweeps everything aside
(Bandeau)
04/08
Don't miss the game
(Bandeau)
04/08
Don't make decisions
(B&W/Bandeau)
05/08
Who needs up (Bandeau)
05/08
Following your team
(Bandeau)
07/02 - 20/02
21/02 - 05/03
21/02 - 05/03
20/03 - 02/04
03/04 - 23/04
03/03 - 30/03
5
5
5
1.0
17/03 - 13/04
7
5
4
0.6
17/03 - 13/04
7
6
5
0.7
14/04 - 18/05
6
3
2
0.3
05/05 - 01/06
2
2
2
1.0
03/08
Sweeps everything aside
(Bandeau)
04/08
Don't miss the game
(Bandeau)
04/08
Don't make decisions
(B&W/Bandeau)
05/08
Who needs up (Bandeau)
05/08
Following your team
(Bandeau)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
18
Tot al Like
78
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Avensis – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
03/ 08
04/ 08
05/ 08
05/ 08
(1Print )
(2 Print )
(1Print )
(1Print )
07/02 - 20/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04
03/03 - 30/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06
Reco. (% )
5
10
6
2
Make At t . (% )
5
8
3
2
Perfect At t . (% )
5
7
2
2
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
D segment
BAIT Purchase Funnel
UK - December 2008
Avensis – PURCHASE FUNNEL
120
Awareness - prompt ed
(%)
100
Awareness - spont (%)
80
Knowledge (%)
60
Liking (% 7- 10 )
40
Considerat ion (%)
20
Preference (%)
0
Last year
Purchase Funnel -
Seg.
Last
Avensis
Mean
year
Awareness – Prompted (%)
93.7
97.4
Awareness – Spont. (%)
19.2
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
96.7
96.3
96.9
97.9
97
95.3
93.1
96.3
95
99
98
99
97
16.9
14.7
13.8
13.4
11.6
14.9
10.4
19.8
10.1
17
16.8
14.1
19.4
16
19.9
17.6
18.4
18.3
16.5
14.7
16.8
15.1
17.8
15.6
18
14.9
23.2
29.1
21
Liking (% 7-10)
76.5
70.8
70.8
67.1
67.9
71
68.2
66.2
75.4
74.7
69.1
70.1
65.8
66
77.8
Consideration (%)
16.7
15.8
11.7
13.8
12.4
10.5
9.9
11.3
13.9
12.8
12
9.9
11.1
9.7
13
Preference (%)
6.4
4.9
4.2
4.6
5.2
5.3
4
3.8
5.9
1.8
3
4
2
4.9
6
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Mazda 6
Passat
407
Mondeo
V ect ra
Laguna
Oct avia
93.7
96.7
93.4
98.7
96.8
99.7
99
98
95.4
Awareness – Spont. (%)
19.2
14.7
5.3
43.3
20.7
60
42.6
24.4
12.3
Knowledge (%)
19.9
18.4
10.2
39.4
19.1
49.3
37.8
20.9
12.1
Liking (% 7-10)
76.5
70.8
73
84.2
66.5
77.1
68.3
63.6
66.7
Consideration (%)
16.7
11.7
10.4
36
12.9
37.4
24.3
13.6
10.6
Preference (%)
6.4
4.2
3.1
11.2
4.9
17.2
9.7
4
3.4
Purchase Funnel Avensis and
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
Avensis
Segment
D segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
D segment
BAIT Image items
UK - December 2008
Avensis – DNA PYRAMID
Avensis and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
39
31.7
30.7
37.1
35.9
31.9
33.3
35.3
33.3
30.7
19.8
18.2
27.8
31.9
34.4
Is a pleasure to drive
34.5
26.3
22.7
27.1
26.9
23.2
21.2
22.1
21.7
21.3
18.5
18.2
21.5
19.1
25.6
Is comfortable
44.1
33.5
33.3
32.9
30.8
27.5
31.8
39.7
39.1
36
28.4
24.7
29.1
35.1
40
Has an attractive design
37.5
27
25.3
31.4
34.6
31.9
24.2
20.6
29
29.3
18.5
16.9
24.1
20.2
22.2
Has personality and character
25.9
13.6
15.3
15.7
14.1
13
18.2
17.6
13
16
17.3
15.6
12.7
13.8
16.7
Is reliable, is a high quality car
44
39
34.3
30
33.3
39.1
36.4
35.3
36.2
33.3
30.9
29.9
34.2
36.2
35.6
Offers a good level of safety
48.8
42.6
39.3
37.1
34.6
37.7
37.9
44.1
44.9
36
30.9
36.4
44.3
41.5
43.3
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Avensis – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
35.5
25.7
32.8
28.6
24.4
23.2
24.2
35.3
34.8
34.7
32.1
33.8
40.5
37.2
38.9
Has good engine performance
43.2
31.6
32.2
31.4
33.3
30.4
31.8
36.8
37.7
33.3
23.5
26
32.9
28.7
34.4
Has good road holding
44.8
33.3
35.2
38.6
41
42
34.8
32.4
37.7
34.7
29.6
32.5
35.4
30.9
33.3
Is prest igious
30.3
15.2
15.3
15.7
15.4
18.8
16.7
13.2
15.9
20
17.3
15.6
12.7
13.8
14.4
Is a car for t he family
52.8
53.3
50.3
52.9
47.4
39.1
47
51.5
52.2
50.7
48.1
50.6
50.6
46.8
55.6
Is well equipped
44.6
41
39.1
40
41
36.2
34.8
44.1
49.3
40
33.3
36.4
40.5
38.3
36.7
Is a spacious car ( passengers and luggages)
51.5
43.2
49.5
44.3
43.6
43.5
50
54.4
52.2
54.7
42
37.7
53.2
48.9
55.6
Has an adjust able int erior
35.3
22.9
27.2
32.9
32.1
27.5
24.2
29.4
21.7
18.7
24.7
26
29.1
27.7
30
Is good value for money
27.1
22.9
24.2
24.3
23.1
27.5
30.3
25
17.4
21.3
22.2
20.8
27.8
23.4
24.4
Uses qualit y mat erials in t he int erior
40.8
*
29.6
27.3
29.1
24.5
20
26
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Avensis
Mazda 6
Passat
407
Mondeo
Vectra
Laguna
Octavia
30.7
31.8
44.3
24.3
35.7
26.7
25.2
24
34.5
22.7
28.2
43.7
24.3
35.1
28.1
21.9
22
Is comfortable
44.1
33.3
37.5
51.8
35
50.1
41.7
34.9
32.2
Has an attractive design
37.5
25.3
37.2
43.5
25
38.9
27.9
24.6
24.5
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
25.9
15.3
19.2
29.6
19.4
24.2
20.6
19.1
11.8
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
44
34.3
39
51.8
28
42.1
33.3
27.1
35
Offers a good level of safety
48.8
39.3
41.1
56.1
35.7
47.9
39.3
39.3
41.9
Is technologically advanced
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Driving
Innovat ion
PYRAMID
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
39
Avensis and COMPETITORS - DNA
Design
Segment
D segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Mazda 6
Passat
407
Mondeo
Vectra
Laguna
Octavia
Is environment friendly
35.5
32.8
27.3
38.6
31.3
38.3
31.9
32
36.1
Has good engine performance
43.2
32.2
38.4
52
30.6
42
34.4
31.5
34.2
Has good road holding
44.8
35.2
39
51.6
31.5
45.2
37.1
31.5
35.8
Is prest igious
30.3
15.3
16.2
30.8
13.9
16.3
14.1
14
7.4
Is a car for t he family
52.8
50.3
45.9
64
51.3
67.8
60.9
54.1
50.4
Is well equipped
44.6
39.1
41.4
52.6
34.3
48.9
38.6
36.6
37.7
Is a spacious car ( passengers and luggages)
51.5
49.5
45
64.1
47.2
64.7
53.5
49.1
48.5
Has an adjust able int erior
35.3
27.2
31.2
43.4
33
43.1
35.1
32.3
28.4
Is good value for money
27.1
24.2
26.1
34
26.3
43.7
33.8
22.6
33.6
Uses qualit y mat erials in t he int erior
40.8
26
36.3
50.5
20.9
35.6
26.4
22.2
23.4
OTHER IMAGE ITEMS
YTD results
Mean
Avensis
Segment
D segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
D segment
TOYOTA Prius
UK - December 2008
D segment
BAIT Advertising scores
UK - December 2008
D segment – ADVERTISING RECALL
TOYOTA Prius
25
Spontaneous advertising recall (%)
MAZDA 6
20
VOLKSWAGEN Passat
PEUGEOT 4 0 7
FORD Mondeo
15
10
VAUXHALL Vect ra
5
RENAULT Laguna
SKODA Oct avia
3.0
1.4
0.8
0
0.9
Last year
YTD
Jan
Feb
YTD
Jan 0 8
W.1
0.0
1.9
1.1
0.0
2.0
0.9
Jul
Aug
2.9
2.0
Sep
0.0
Oct
Nov
2.0
M ar
Apr
M ay
Jun
Dec
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Seg.
Last
Mean
year
A dvertising recall - T OM (%)
1.4
0.5
0.7
0.9
0
0
1
0.9
0
0
1
0
2
1
1
A dvertising recall - Spo ntaneo us (%)
3.7
0.8
1.4
0.9
0
1.1
3
1.9
0
0.9
2
0
2
2.9
2
A dvertising recall - P ro mpted (%)
8.9
5
3.5
3.7
2.1
2.1
2
2.8
2
1.8
5
2
5.1
7.8
6
Prius Presence in Minds
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
D segment – ADVERTISING SCORES
RANK
1
MAKE
FORD
MODEL
MONDEO
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Mondeo follow up ( 20 0 8) / Desire
( 30 / 10 A- 0 8)
Global Norm
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
76
59
57
21
78
TV
38
24
16
21
77
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Ranking on
Perfect
attribution
D segment – ADVERTISING SCORES
RANK
MAKE
MODEL
-
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
Global Average
MEDIA
Bill
RECOGNITION
(%)
8
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
6
4
19
89
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Ranking on
Perfect
attribution
D segment – ADVERTISING SCORES
RANK
MAKE
MODEL
1
B.M.W.
SERIE 3
2
B.M.W.
SERIE 3
3
HONDA
ACCORD
CAMPAIGN/ CREATION
New 3 Series Saloon ( 20 0 8) / When
4
VW
PASSAT
5
VAUXHALL
VECTRA
6
NISSAN
ALTIMA
7
VAUXHALL
ASTRA
8
VW
PASSAT
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
(%)
MAKE
ATTRIBUTION ATTRIBUTION
(%)
(%)
20
20
10
Print
16
16
10
Accord GT/ When you believe ( DP)
Print
14
7
5
Global Norm
Print
9
6
4
Highline/ Leat her as st andard ( DP)
Print
6
5
4
Print
5
3
2
Print
7
0
0
Print
5
3
0
Print
2
0
0
5 people ( DP)
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Launch Alt ima ( 20 0 8) / The t unnel
chickens
Offers Vauxhall ( 20 0 8) / Vauxhall's
Aut umn sale ( Ast ra/ Vect ra/ DP)
Highline/ Now coms wit h creaks
( Bandeau/ 11A- 0 8)
LIKING : % ( Basis :
PERFECT
Print
was t he last t ime ( DP)
New 3 Series Touring ( 20 0 8) / Holds
-
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Tot al Like
18
78
Ranking on
Perfect
attribution
Prius – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
38
24
16
0.4
03/08
Synergy Driving (30)
04/08
Hybrid M inute Acceleration (60)
04/08
Hybrid M inute - Quiet (60)
05/08
Hybrid M inute - Cleaner
Air (60)
07/02 - 20/02
21/02 - 05/03
21/02 - 05/03
20/03 - 02/04
03/03 - 30/03
7
4
2
0.3
17/03 - 13/04
14
11
8
0.6
17/03 - 13/04
14
10
7
0.5
14/04 - 18/05
17
9
7
0.4
03/08
Synergy Driving (30)
04/08
Hybrid M inute Acceleration (60)
04/08
Hybrid M inute - Quiet (60)
05/08
Hybrid M inute - Cleaner
Air (60)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
21
Tot al Like
77
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Prius – IMAGE PERCEPTION OF TV
Environment friendly
A pleasure t o drive
Good level of equipment
20
15
10
5
Has personalit y and charact er
0
For t he family
Road holding
Innovat ive
-5
- 10
Has st at us
Good engine performance
- 15
- 20
- 25
Reliable, high qualit y car
Good degree of safet y
- 30
Is prest igious
Funct ional
Comfort able
Nice shape/ design
Economical t o run
Int erest ing price
Suit able for young people
Is a spacious car ( passengers and luggage)
Suit able for women
Advanced t echnologically
segment average
TV Prius follow up ( 20 0 7) / Synergy Driving ( 30 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:7 (03/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Environment friendly
50
Has st at us
Has personalit y and charact er
40
30
Nice shape/ design
Advanced t echnologically
Good engine performance
Economical t o run
20
10
Comfort able
Funct ional
0
- 10
Is prest igious
Good level of equipment
- 20
- 30
Is a spacious car ( passengers and luggage)
Int erest ing price
For t he family
Good degree of safet y
A pleasure t o drive
Reliable, high qualit y car
Suit able for young people
Suit able for women
Road holding
Innovat ive
Suit able t o drive in t own
Suit able for all roads ( roads, mout ain ...)
segment average
TV Prius follow up ( 20 0 7) / Hybrid Minut e - Quiet ( 60 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:14 (04/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Environment friendly
50
Nice shape/ design
Has personalit y and charact er
40
30
Has st at us
Economical t o run
Advanced t echnologically
Reliable, high qualit y car
20
10
A pleasure t o drive
Int erest ing price
0
- 10
Innovat ive
Good degree of safet y
- 20
- 30
Is a spacious car ( passengers and luggage)
Road holding
For t he family
Good level of equipment
Is prest igious
Suit able t o drive in t own
Funct ional
Comfort able
Good engine performance
Suit able for all roads ( roads, mout ain ...)
Suit able for women
Suit able for young people
segment average
TV Prius follow up ( 20 0 7) / Hybrid Minut e - Accelerat ion ( 60 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:14 (04/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Environment friendly
Has st at us
Comfort able
60
50
Economical t o run
Advanced t echnologically
40
30
Road holding
Funct ional
20
10
Nice shape/ design
Innovat ive
0
- 10
- 20
Is a spacious car ( passengers and luggage)
Good engine performance
- 30
For t he family
Good level of equipment
Is prest igious
Suit able for women
Good degree of safet y
A pleasure t o drive
Has personalit y and charact er
Suit able for young people
Int erest ing price
Reliable, high qualit y car
segment average
TV Prius follow up ( 20 0 7) / Hybrid Minut e - Cleaner Air ( 60 )
= t he it em is significant ly above/ below t he segment average ( 95% )
Basis:18 (05/08)
Figures shown for the film (in %) correspond to the
deviation from the segment average
Prius – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
8
6
4
0.5
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
19
Tot al Like
89
Local
Foreign
Prius – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
9
6
4
0.4
03/08
Fresher Air (SP)
04/08
Fresher Air (SP)
05/08
The Bandwagon (SP)
08/08
Couple kissing (DP)
08/08
Prostitute (DP)
07/02 - 20/02
06/03 - 19/03
20/03 - 02/04
19/06 - 02/07
19/06 - 02/07
03/03 - 30/03
4
0
0
0.0
31/03 - 27/04
8
3
2
0.3
14/04 - 18/05
5
1
0
0.0
14/07 - 10/08
3
1
1
0.3
14/07 - 10/08
5
4
4
0.8
03/08
Fresher Air (SP)
04/08
Fresher Air (SP)
05/08
The Bandwagon (SP)
08/08
Couple kissing (DP)
08/08
Prostitute (DP)
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
18
Tot al Like
78
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Prius – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
03/ 08
04/ 08
04/ 08
05/ 08
08/ 08
(1TV,1Print )
(2 TV)
(1Print )
(1TV,1Print )
(2 Print )
07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 19/06 - 02/07
03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 14/07 - 10/08
Reco. (% )
11
17
8
20
8
Make At t . (% )
4
11
3
10
5
Perfect At t . (% )
2
8
2
7
5
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
D segment
BAIT Purchase Funnel
UK - December 2008
Prius – PURCHASE FUNNEL
100
Awareness - prompt ed
(%)
Awareness - spont (%)
90
80
70
Knowledge (%)
60
50
Liking (% 7- 10 )
Considerat ion (%)
40
30
20
Preference (%)
10
0
Last year
Purchase Funnel - Prius
Seg.
Last
Mean
year
Awareness – Prompted (%)
93.7
77.5
Awareness – Spont. (%)
19.2
Knowledge (%)
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
86.2
85.3
86.6
82.1
81.2
87.7
82.2
85.3
86
88.1
89.9
88.3
91
2.1
2.9
2.8
1
1.1
4
3.8
1
3.7
7
0
4
4.9
2
19.9
5.6
4.5
1.8
3.1
1.1
3
2.8
3
5.5
12
5
5.1
6.8
5
Liking (% 7-10)
76.5
59.2
53.1
*
*
*
*
*
*
*
*
*
*
50
56
Consideration (%)
16.7
5.3
4.1
1.8
2.1
2.1
4
3.8
4
3.7
7
3
7.1
6.8
4
Preference (%)
6.4
1.7
1.7
0.9
2.1
0
3
2.8
1
0.9
5
1
2
1.9
0
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Mazda 6
Passat
407
Mondeo
V ect ra
Laguna
Oct avia
93.7
86.2
93.4
98.7
96.8
99.7
99
98
95.4
Awareness – Spont. (%)
19.2
2.9
5.3
43.3
20.7
60
42.6
24.4
12.3
Knowledge (%)
19.9
4.5
10.2
39.4
19.1
49.3
37.8
20.9
12.1
Liking (% 7-10)
76.5
53.1
73
84.2
66.5
77.1
68.3
63.6
66.7
Consideration (%)
16.7
4.1
10.4
36
12.9
37.4
24.3
13.6
10.6
Preference (%)
6.4
1.7
3.1
11.2
4.9
17.2
9.7
4
3.4
Purchase Funnel Prius and
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
Prius
Segment
D segment – PURCHASE FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
D segment
BAIT Image items
UK - December 2008
pleasur
Design
Driving
Innovat ion
Prius – DNA PYRAMID
Seg.
Last
Prius and COMPETITORS - DNA PYRAMID Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
39
43.7
39.1
*
*
*
*
*
*
*
*
*
*
33.3
38
Is a pleasure to drive
34.5
12
15.6
*
*
*
*
*
*
*
*
*
*
13
20
Is comfortable
44.1
20.1
19.8
*
*
*
*
*
*
*
*
*
*
24.1
20
Has an attractive design
37.5
17.9
9.9
*
*
*
*
*
*
*
*
*
*
7.4
4
Has personality and character
25.9
21.2
13.5
*
*
*
*
*
*
*
*
*
*
11.1
8
Is reliable, is a high quality car
44
21.2
24.5
*
*
*
*
*
*
*
*
*
*
25.9
20
Offers a good level of safety
48.8
25.3
31.8
*
*
*
*
*
*
*
*
*
*
31.5
32
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Prius – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
35.5
45.6
55.7
*
*
*
*
*
*
*
*
*
*
59.3
60
Has good engine performance
43.2
22.8
22.4
*
*
*
*
*
*
*
*
*
*
20.4
22
Has good road holding
44.8
23.4
22.4
*
*
*
*
*
*
*
*
*
*
24.1
28
Is prest igious
30.3
14.3
7.8
*
*
*
*
*
*
*
*
*
*
5.6
4
Is a car for t he family
52.8
18.8
30.2
*
*
*
*
*
*
*
*
*
*
27.8
32
Is well equipped
44.6
25.6
28.1
*
*
*
*
*
*
*
*
*
*
25.9
20
Is a spacious car ( passengers and luggages)
51.5
16.5
27.6
*
*
*
*
*
*
*
*
*
*
31.5
28
Has an adjust able int erior
35.3
14.3
18.2
*
*
*
*
*
*
*
*
*
*
20.4
10
Is good value for money
27.1
9.8
12
*
*
*
*
*
*
*
*
*
*
11.1
12
Uses qualit y mat erials in t he int erior
40.8
*
*
*
*
14.8
10
14.8
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Prius
Mazda 6
Passat
407
Mondeo
Vectra
Laguna
Octavia
39.1
31.8
44.3
24.3
35.7
26.7
25.2
24
34.5
15.6
28.2
43.7
24.3
35.1
28.1
21.9
22
Is comfortable
44.1
19.8
37.5
51.8
35
50.1
41.7
34.9
32.2
Has an attractive design
37.5
9.9
37.2
43.5
25
38.9
27.9
24.6
24.5
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
25.9
13.5
19.2
29.6
19.4
24.2
20.6
19.1
11.8
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
44
24.5
39
51.8
28
42.1
33.3
27.1
35
Offers a good level of safety
48.8
31.8
41.1
56.1
35.7
47.9
39.3
39.3
41.9
Innovat ion
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Driving
Is technologically advanced
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
39
Prius and COMPETITORS - DNA PYRAMID
Design
Segment
D segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Mazda 6
Passat
407
Mondeo
Vectra
Laguna
Octavia
Is environment friendly
35.5
55.7
27.3
38.6
31.3
38.3
31.9
32
36.1
Has good engine performance
43.2
22.4
38.4
52
30.6
42
34.4
31.5
34.2
Has good road holding
44.8
22.4
39
51.6
31.5
45.2
37.1
31.5
35.8
Is prest igious
30.3
7.8
16.2
30.8
13.9
16.3
14.1
14
7.4
Is a car for t he family
52.8
30.2
45.9
64
51.3
67.8
60.9
54.1
50.4
Is well equipped
44.6
28.1
41.4
52.6
34.3
48.9
38.6
36.6
37.7
Is a spacious car ( passengers and luggages)
51.5
27.6
45
64.1
47.2
64.7
53.5
49.1
48.5
Has an adjust able int erior
35.3
18.2
31.2
43.4
33
43.1
35.1
32.3
28.4
Is good value for money
27.1
12
26.1
34
26.3
43.7
33.8
22.6
33.6
Uses qualit y mat erials in t he int erior
40.8
14.8
36.3
50.5
20.9
35.6
26.4
22.2
23.4
OTHER IMAGE ITEMS
YTD results
Mean
Prius
Segment
D segment - OTHER IMAGE ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
SUV Compact segment
TOYOTA Rav 4
UK - December 2008
SUV Compact segment
BAIT Advertising scores
UK - December 2008
SUV Compact segment – ADVERTISING RECALL
TOYOTA RAV- 4
NISSAN Qashqai
VAUXHALL Ant ara
20
NISSAN X- Trail
16
LAND ROVER Freelander
14
SUZUKI Grand Vit ara
12
HYUNDAI Tucson
Spontaneous advertising recall (%)
18
10
HONDA CR- V
VOLKSWAGEN Tiguan
8
CHEVROLET Capt iva
6
CITROEN C- Crosser
4
PEUGEOT 4 0 0 7
2
RENAULT Koleos
5.2
4.8
4.2
4.2
3.2
0
Last year
FORD Kuga
Rav 4 Presence in Minds
6.3
6.0
Seg.
Last
Mean
year
YTD
Jan
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Sep
Oct
Nov
Dec
YTD
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
A dvertising recall - T OM (%)
1.3
2.4
ND
2
ND
2.1
ND
3.2
ND
2.1
ND
2.1
ND
3.1
A dvertising recall - Spo ntaneo us (%)
3.1
4.8
ND
6
ND
4.2
ND
3.2
ND
4.2
ND
6.3
ND
5.2
A dvertising recall - P ro mpted (%)
6.9
11.9
ND
8
ND
17.7
ND
12.6
ND
11.5
ND
10.5
ND
11.5
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
SUV segment – ADVERTISING SCORES
RANK
1
MAKE
FORD
MODEL
CAMPAIGN/ CREATION
Kuga follow up ( 20 0 8) / World
KUGA
wapped/ Lift ( 40 )
Global Average
2
VW
TIGUAN
3
VOLVO
XC6 0
Tiguan follow up ( 20 0 8) / Learner
driver ( 30 )
New XC- 60 / From Sweden wit h Love
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
( 30 )
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
49
35
24
11
64
TV
42
26
14
19
78
TV
40
25
14
16
71
TV
39
30
0
14
68
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Ranking on
Perfect
attribution
SUV segment – ADVERTISING SCORES
RANK
MAKE
MODEL
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
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(%)
recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
SUV segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
KUGA
2
FORD
KUGA
3
NISSAN
X- TRAIL
4
VW
TIGUAN
5
6
7
CAMPAIGN/ CREATION
Kuga follow up ( 20 0 8) / Why does a
(%)
Print
21
17
16
Print
17
15
10
Print
16
8
8
Print
13
10
7
Print
13
8
7
Discovery 3/ Made t he world ( SP)
Print
10
8
6
Global Norm
Print
10
6
4
( DP)
Qashqai follow up/ Playing wit h t he
cit y ( DP)
-
(%)
18
New Tiguan ( 20 0 8) / The compact
LAND ROVER DISCOVERY
ATTRIBUTION ATTRIBUTION
19
Promot ion 20 0 8/ Trek ( DP)
8
TOYOTA
RAV- 4
Moreforless/ Great fuel
Print
7
4
3
9
PEUGEOT
4007
40 0 7 follow up/ Int roducing ( DP)
Print
11
5
2
10
TOYOTA
RAV- 4
Print
7
3
2
11
RENAULT
KOLEOS
Print
5
4
2
12
SUZUKI
SX4
Print
5
3
2
Print
5
3
2
Print
10
3
1
13
14
Moreforless/ Low mont hly payment s
( SP)
Launch Koleos ( 20 0 8) / The 10 t h
Renault ( SP)
SX4 follow up/ More space, less
expense ( DP)
Out lander follow up/ The lowest
MITSUBISHI OUTLANDER
KIA
SPORTAGE
emissions ( SP/ 11A- 0 8)
Sport age follow up
( 20 0 8) / Overcomes obst acles ( DP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
LIKING : % ( Basis :
PERFECT
21
4X4 ( SP)
QASHQAI
(%)
MAKE
Print
car ( SP)
Kuga follow up ( 20 0 8) / Why does a
LAND ROVER FREELANDER Freelander 2/ The deposit helps ( SP)
NISSAN
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Tot al Like
10
80
Ranking on
Perfect
attribution
SUV segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
RENAULT
KOLEOS
16
NISSAN
MURANO
17
SUZUKI
GRAND VITARA
18
AUDI
Q5
CAMPAIGN/ CREATION
Launch Koleos ( 20 0 8) / 4x4 out side
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
( SP)
New Murano ( 20 0 8) / The refined
( DP)
Grand Vit ara follow up
( 20 0 8) / Tough t imes ( 3 years/ SP)
New Q5 ( 20 0 8) / St reamlined ( DP)
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
(%)
Print
4
1
1
Print
5
1
0
Print
3
0
0
Print
2
0
0
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
Rav 4 – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
42
26
14
0.3
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
19
Tot al Like
78
Local
Foreign
Rav 4 – FOCUS ON MEDIA BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
NA
NA
NA
NA
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
NA
Tot al Like
NA
Local
Foreign
Rav 4 – FOCUS ON MEDIA PRINT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Efficiency
1
0 .8
60
0 .6
40
0 .4
20
0 .2
0
.
.
Norm
Global
Local
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
06/08
The beautiful (DP)
10/08
Great fuel
12/08
Great fuel
12/08
Low monthly payments
(SP)
08/05 - 21/05
08/05 - 21/05
04/09 - 17/09
30/10 - 12/11
30/10 - 12/11
02/06 - 29/06
4
2
2
0.5
02/06 - 29/06
7
6
5
0.7
29/09 - 26/10
5
2
1
0.2
24/11 - 21/12
7
4
3
0.4
24/11 - 21/12
7
3
2
0.3
06/08
M ore for less (RAV4/SP)
06/08
The beautiful (DP)
10/08
Great fuel
12/08
Great fuel
12/08
Low monthly payments
(SP)
06/08
Foreign M ore for less (RAV4/SP)
10
6
4
0.4
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
10
Tot al Like
80
Local
Foreign
0
Efficiency
80
( Perfect At t ./ Reco.)
(%)
10 0
Rav 4 – GLOBAL CAMPAIGN IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
10 0
80
(%)
60
40
20
0
.
Period of 1st
appearance
Period of t est
04/ 08
06/ 08
10/ 08
12/ 08
(2 Print )
(2 Print )
(1Print )
(2 Print )
06/03 - 19/03 08/05 - 21/05 04/09 - 17/09 30/10 - 12/11
31/03 - 27/04 02/06 - 29/06 29/09 - 26/10 24/11 - 21/12
Reco. (% )
14
11
5
11
Make At t . (% )
6
7
2
6
Perfect At t . (% )
4
6
1
4
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
SUV Compact segment
BAIT Purchase Funnel
UK - December 2008
Rav 4 – PURCHASE FUNNEL
120
Awareness - prompt ed
(%)
100
Awareness - spont (%)
80
Knowledge (%)
60
Liking (% 7- 10 )
40
Considerat ion (%)
20
Preference (%)
0
Last year
Purchase Funnel - Rav 4
Seg.
Last
Mean
year
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Awareness – Prompted (%)
75.9
95.5
ND
94
ND
94.8
ND
93.7
ND
95.8
ND
95.8
ND
99
Awareness – Spont. (%)
11.5
30.6
ND
23
ND
30.2
ND
28.4
ND
32.3
ND
34.7
ND
35.4
Knowledge (%)
11.9
29.2
ND
26
ND
29.2
ND
26.3
ND
29.2
ND
30.5
ND
34.4
Liking (% 7-10)
75.5
78.4
ND
81.5
ND
86.5
ND
73.1
ND
74.1
ND
75
ND
80.7
Consideration (%)
10.1
20.6
ND
24
ND
15.6
ND
20
ND
18.8
ND
20
ND
25
Preference (%)
3.6
8.1
ND
9
ND
5.2
ND
9.5
ND
9.4
ND
9.5
ND
6.3
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Qashqai
Ant ara
X - Trail
Freelander
Grand V it ara
Tucson
CR- V
Tiguan
Capt iva
C- Crosser
4007
Koleos
Kuga
95.5
79.4
64.5
94.3
97.9
91
69
92.6
73
45
58.1
57.3
52.8
69.2
Awareness – Spont. (%)
11.5
30.6
19.9
1.2
20.6
36.9
8.5
2.4
27.3
8.3
0
4.7
0.9
2.6
8.8
Knowledge (%)
11.9
29.2
15.9
1.9
20.9
43.9
16.8
3.6
25.1
7.3
0.5
2.4
0.7
0.7
6.4
Liking (% 7-10)
75.5
78.4
84.3
50
75.8
86.2
65
54.4
83.5
76.5
*
64.9
*
*
75.5
Consideration (%)
10.1
20.6
20.6
1.4
15.7
34.1
9.9
4.2
25.1
6.9
0.5
3.1
0.9
1.6
5.5
Preference (%)
3.6
8.1
5.9
0.5
4.5
18
2.6
1.4
10.2
1.9
0
0.5
0
0
0.7
COMPETITORS
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Mean
75.9
Purchase Funnel Rav 4 and
Segment
RAV - 4
SUV Compact segment – PURCHASE
FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
SUV Compact segment
BAIT Image items
UK - December 2008
Rav 4 – DNA PYRAMID
Rav 4 and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
38.3
38.3
ND
48.1
ND
48.1
ND
28.8
ND
31
ND
30.4
ND
43.9
Is a pleasure to drive
28.7
30.4
ND
29.6
ND
30.8
ND
23.1
ND
27.6
ND
32.1
ND
38.6
Is comfortable
37.3
35.9
ND
40.7
ND
42.3
ND
25
ND
31
ND
35.7
ND
40.4
Has an attractive design
36.1
35.6
ND
38.9
ND
40.4
ND
32.7
ND
32.8
ND
37.5
ND
31.6
Has personality and character
24.5
25.2
ND
29.6
ND
32.7
ND
17.3
ND
25.9
ND
23.2
ND
22.8
Is reliable, is a high quality car
43.4
46.2
ND
50
ND
50
ND
48.1
ND
39.7
ND
39.3
ND
50.9
Offers a good level of safety
53.8
55.3
ND
57.4
ND
53.8
ND
51.9
ND
55.2
ND
53.6
ND
59.6
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Rav 4 – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
39.5
40.7
ND
37
ND
36.5
ND
40.4
ND
43.1
ND
37.5
ND
49.1
Has good engine performance
40.2
40.4
ND
44.4
ND
50
ND
42.3
ND
32.8
ND
30.4
ND
43.9
Has good road holding
48.7
49.2
ND
46.3
ND
53.8
ND
44.2
ND
46.6
ND
48.2
ND
56.1
Is t rendy
27.2
33.1
ND
35.2
ND
42.3
ND
25
ND
31
ND
32.1
ND
33.3
Is prest igious
19.1
15.7
ND
ND
13.5
ND
12.1
ND
16.1
ND
21.1
Is a car for t he family
49.7
50.5
ND
51.9
ND
46.2
ND
44.2
ND
46.6
ND
50
ND
63.2
Is well equipped
47.5
48.9
ND
50
ND
48.1
ND
48.1
ND
50
ND
39.3
ND
57.9
Is a spacious car ( passengers and luggages)
51.1
48
ND
40.7
ND
53.8
ND
48.1
ND
48.3
ND
46.4
ND
50.9
Has an adjust able int erior
48.5
48.3
ND
35.2
ND
50
ND
44.2
ND
46.6
ND
55.4
ND
57.9
Is good value for money
27.5
30.1
ND
31.5
ND
32.7
ND
26.9
ND
27.6
ND
25
ND
36.8
Uses qualit y mat erials in t he int erior
39.3
39.2
ND
ND
44.8
ND
39.3
ND
33.3
ND
ND
ND
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Qashqai
Antara
X- Trail
Freelander
Grand Vitara
Tucson
CR- V
Tiguan
Captiva
C- Crosser
4007
Koleos
Kuga
38.3
45.1
20
39.4
56
24.7
21.5
50.5
33.9
*
28.1
*
*
31.9
28.7
30.4
36.3
15
24.2
45
17
17.7
39.6
27.8
*
17.5
*
*
21.3
Is comfortable
37.3
35.9
46.1
23.3
37.2
53.8
22.4
32.9
46
40
*
24.6
*
*
30.9
Has an attractive design
36.1
35.6
59.3
20
29.7
51.6
20.2
16.5
43.2
33.9
*
35.1
*
*
35.1
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
24.5
25.2
39.2
11.7
20.8
37.1
13.5
12.7
29.1
20
*
14
*
*
26.6
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
43.4
46.2
58.8
26.7
42
59
29.6
34.2
49.8
43.5
*
29.8
*
*
31.9
Offers a good level of safety
53.8
55.3
67.2
30
52
68.1
39.5
45.6
63.2
53
*
42.1
*
*
48.9
Is technologically advanced
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Design
Driving
Innovat ion
PYRAMID
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Mean
38.3
Rav 4 and COMPETITORS - DNA
Segment
RAV- 4
SUV Compact segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Qashqai
Antara
X- Trail
Freelander
Grand Vitara
Tucson
CR- V
Tiguan
Captiva
C- Crosser
4007
Koleos
Kuga
39.5
40.7
52.5
18.3
37.9
46.2
36.3
25.3
44.6
29.6
*
31.6
*
*
47.9
Has good engine performance
40.2
40.4
47.5
21.7
37.9
57.2
26
31.6
48.4
45.2
*
35.1
*
*
33
Has good road holding
48.7
49.2
58.8
31.7
49.1
63.1
36.8
43
55.4
46.1
*
43.9
*
*
43.6
Is t rendy
27.2
33.1
54.9
15
17.8
37.8
15.7
10.1
31.9
21.7
*
21.1
*
*
30.9
Is prest igious
19.1
15.7
19.2
*
10.6
44.6
10.3
9.1
21
16.7
*
*
*
*
18.8
Is a car for t he family
49.7
50.5
61.8
38.3
42.8
61.7
32.7
49.4
57.5
55.7
*
42.1
*
*
53.2
Is well equipped
47.5
48.9
63.7
25
46.5
60
34.5
43
56.8
36.5
*
36.8
*
*
38.3
Is a spacious car ( passengers and luggages)
51.1
48
59.3
35
50.6
60.2
43.5
50.6
53
55.7
*
49.1
*
*
55.3
Has an adjust able int erior
48.5
48.3
66.2
28.3
49.1
58
43.5
38
53
38.3
*
47.4
*
*
45.7
Is good value for money
27.5
30.1
43.1
18.3
22.7
34.9
19.3
20.3
35.4
21.7
*
15.8
*
*
20.2
Uses qualit y mat erials in t he int erior
39.3
39.2
52.3
*
33.8
61.6
28.8
*
49.3
31.7
*
*
*
*
35.2
YTD results
Mean
Is environment friendly
OTHER IMAGE ITEMS
Segment
RAV- 4
SUV Compact segment - OTHER IMAGE
ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
SUV Core segment
TOYOTA Land
Cruiser
UK - December 2008
SUV Core segment
BAIT Advertising scores
UK - December 2008
SUV Core segment – ADVERTISING RECALL
10
TOYOTA Land Cruiser
Spontaneous advertising recall (%)
9
8
7
LAND ROVER Discovery
6
5
4
NISSAN Pat hfinder
3
2
2.1
2.0
1
1.1
0.9
MITSUBISHI Shogun
0
Last year
Land Cruiser Presence in
Minds
Seg.
Last
Mean
year
0.0
Sep
Oct
0.0
Nov
0.0
YTD
Jan
Feb
M ar
Apr
M ay
Jun
Jul
Aug
Dec
YTD
Jan 0 8
Feb 0 8
Mar 0 8
Apr 0 8
May 0 8
Jun 0 8
Jul 0 8
Aug 0 8
Sep 0 8
Oct 0 8
Nov 0 8
Dec 0 8
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
A dvertising recall - T OM (%)
1.2
0.7
ND
2
ND
1
ND
1.1
ND
0
ND
0
ND
0
A dvertising recall - Spo ntaneo us (%)
2.6
0.9
ND
2
ND
2.1
ND
1.1
ND
0
ND
0
ND
0
A dvertising recall - P ro mpted (%)
6
2.2
ND
3
ND
5.2
ND
1.1
ND
1
ND
1.1
ND
2.1
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
SUV segment – ADVERTISING SCORES
RANK
1
MAKE
FORD
MODEL
CAMPAIGN/ CREATION
Kuga follow up ( 20 0 8) / World
KUGA
wapped/ Lift ( 40 )
Global Average
2
VW
TIGUAN
3
VOLVO
XC6 0
Tiguan follow up ( 20 0 8) / Learner
driver ( 30 )
New XC- 60 / From Sweden wit h Love
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
( 30 )
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
recognit ion)
(%)
(%)
Like a lot
Tot al Like
TV
49
35
24
11
64
TV
42
26
14
19
78
TV
40
25
14
16
71
TV
39
30
0
14
68
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Ranking on
Perfect
attribution
SUV segment – ADVERTISING SCORES
RANK
MAKE
MODEL
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
CAMPAIGN/ CREATION
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
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(%)
recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
SUV segment – ADVERTISING SCORES
(1/2)
RANK
MAKE
MODEL
1
FORD
KUGA
2
FORD
KUGA
3
NISSAN
X- TRAIL
4
VW
TIGUAN
5
6
7
CAMPAIGN/ CREATION
Kuga follow up ( 20 0 8) / Why does a
(%)
Print
21
17
16
Print
17
15
10
Print
16
8
8
Print
13
10
7
Print
13
8
7
Discovery 3/ Made t he world ( SP)
Print
10
8
6
Global Norm
Print
10
6
4
( DP)
Qashqai follow up/ Playing wit h t he
cit y ( DP)
-
(%)
18
New Tiguan ( 20 0 8) / The compact
LAND ROVER DISCOVERY
ATTRIBUTION ATTRIBUTION
19
Promot ion 20 0 8/ Trek ( DP)
8
TOYOTA
RAV- 4
Moreforless/ Great fuel
Print
7
4
3
9
PEUGEOT
4007
40 0 7 follow up/ Int roducing ( DP)
Print
11
5
2
10
TOYOTA
RAV- 4
Print
7
3
2
11
RENAULT
KOLEOS
Print
5
4
2
12
SUZUKI
SX4
Print
5
3
2
Print
5
3
2
Print
10
3
1
13
14
Moreforless/ Low mont hly payment s
( SP)
Launch Koleos ( 20 0 8) / The 10 t h
Renault ( SP)
SX4 follow up/ More space, less
expense ( DP)
Out lander follow up/ The lowest
MITSUBISHI OUTLANDER
KIA
SPORTAGE
emissions ( SP/ 11A- 0 8)
Sport age follow up
( 20 0 8) / Overcomes obst acles ( DP)
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
LIKING : % ( Basis :
PERFECT
21
4X4 ( SP)
QASHQAI
(%)
MAKE
Print
car ( SP)
Kuga follow up ( 20 0 8) / Why does a
LAND ROVER FREELANDER Freelander 2/ The deposit helps ( SP)
NISSAN
MEDIA
RECOGNITION
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recognit ion)
Like a lot
Tot al Like
10
80
Ranking on
Perfect
attribution
SUV segment – ADVERTISING SCORES
(2/2)
RANK
MAKE
MODEL
15
RENAULT
KOLEOS
16
NISSAN
MURANO
17
SUZUKI
GRAND VITARA
18
AUDI
Q5
CAMPAIGN/ CREATION
Launch Koleos ( 20 0 8) / 4x4 out side
Period of 1st appearance: 16/10 - 12/11
Period of test: 10/11 - 21/12
( SP)
New Murano ( 20 0 8) / The refined
( DP)
Grand Vit ara follow up
( 20 0 8) / Tough t imes ( 3 years/ SP)
New Q5 ( 20 0 8) / St reamlined ( DP)
MEDIA
RECOGNITION
(%)
MAKE
LIKING : % ( Basis :
PERFECT
ATTRIBUTION ATTRIBUTION
(%)
(%)
Print
4
1
1
Print
5
1
0
Print
3
0
0
Print
2
0
0
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recognit ion)
Like a lot
Ranking on
Perfect
attribution
Tot al Like
Land Cruiser – FOCUS ON MEDIA TV
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
42
26
14
0.3
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
19
Tot al Like
78
Local
Foreign
Land Cruiser – FOCUS ON MEDIA
BILLBOARD
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
NA
NA
NA
NA
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
NA
Tot al Like
NA
Local
Foreign
Land Cruiser – FOCUS ON MEDIA
PRINT
Reco. (%)
Make Att. (%)
Efficiency
0 .8
60
0 .6
40
0 .4
20
0 .2
0
0
Norm
Global
Local
Efficiency
80
.
.
Perfect Att. (%)
1
( Perfect At t ./ Reco.)
(%)
10 0
Foreign
Period of 1st
appearance
Period of test
Reco. (% )
Make Att. (% )
Perfect Att. (% )
Efficiency
10
6
4
0.4
No advertisements tested
since January 2008
10 0
Like a lot ( %)
80
60
40
20
.
(Base > 30 Resp.)
0
Norm
Global
Like a lot
10
Tot al Like
80
Local
Foreign
Land Cruiser – GLOBAL CAMPAIGN
IMPACT
Reco. (%)
Make Att. (%)
Perfect Att. (%)
No advertisements tested
since January 2008
.
Period of 1st
appearance
Period of t est
Reco. (% )
Make At t . (% )
Perfect At t . (% )
Global Campaign impact = at least one advert recognized / attributed
within one period of test
No norm available for the “Global campaign” level.
SUV Core segment
BAIT Purchase Funnel
UK - December 2008
Land Cruiser – PURCHASE FUNNEL
120
Awareness - prompt ed
(%)
100
Awareness - spont (%)
80
Knowledge (%)
60
Liking (% 7- 10 )
40
Considerat ion (%)
20
Preference (%)
0
Last year
Purchase Funnel - Land
Seg.
Last
Cruiser
Mean
year
YTD
Jan
Feb
M ar
Apr
YTD Jan 0 8 Feb 0 8 Mar 0 8 Apr 0 8
M ay
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jun 0 8 Jul 0 8 Aug 0 8 Sep 0 8 Oct 0 8 Nov 0 8 Dec 0 8
W.1
W.2
W.3
W.4
0 8 W.5
W.6
W.7
W.8
W.9
W.10
W.11
W.12
Awareness – Prompted (%)
89.8
95
ND
95
ND
95.8
ND
94.7
ND
90.6
ND
96.8
ND
96.9
Awareness – Spont. (%)
12.2
8.1
ND
11
ND
9.4
ND
11.6
ND
3.1
ND
4.2
ND
9.4
Knowledge (%)
19.8
15.4
ND
17
ND
16.7
ND
14.7
ND
14.6
ND
15.8
ND
13.5
Liking (% 7-10)
82.6
82.4
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Consideration (%)
14.3
11.4
ND
12
ND
12.5
ND
11.6
ND
13.5
ND
9.5
ND
9.4
Preference (%)
5.5
2.9
ND
3
ND
4.2
ND
6.3
ND
2.1
ND
1.1
ND
1
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Discovery
Pat hfinder
Shogun
95
98.6
81
97.2
Awareness – Spont. (%)
12.2
8.1
22.7
3.1
22.1
Knowledge (%)
19.8
15.4
43.4
9.2
23.7
Liking (% 7-10)
82.6
82.4
89.1
75.4
80.3
Consideration (%)
14.3
11.4
29.4
7.4
18.5
Preference (%)
5.5
2.9
14.9
1
6.4
Awareness – Prompted (%)
A w a re n e s-p ro mp te d (% )
A w a re n e s-p o n t(% )
K n o w le d g e (% )
L ik in g (% 7 -1 0)
C o n sid e ra tio n (% )
P re fe re n c e (% )
YTD results
Defender
Land Cruiser
89.8
Purchase Funnel Land
Cruiser and COMPETITORS
Segment
Mean
SUV Core segment – PURCHASE
FUNNEL
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
SUV Core segment
BAIT Image items
UK - December 2008
Land Cruiser – DNA PYRAMID
Land Cruiser and COMPETITORS - DNA
Seg.
Last
Mean
year
YTD
pleasur
Design
Driving
Innovat ion
PYRAMID
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is technologically advanced
42.7
37.4
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is a pleasure to drive
32
21.6
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is comfortable
39.8
30
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Has an attractive design
33.9
26
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Has personality and character
23.4
15.4
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is reliable, is a high quality car
45.3
36.1
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Offers a good level of safety
54.7
43.2
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Iste c h n o lo g ic a lya d v a n c e d
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
H a sp e rso n a litya n d c h a ra c te r
Isre lia b le ,isa h ig h q u a lityc a r
SQ
O fe rsa g o o d le v e lo fsa fe ty
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Land Cruiser – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Last
Mean
year
YTD
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
08
08
08
08
08
08
08
08
08
08
08
08
W.1
W.2
W.3
W.4
W.5
W.6
W.7
W.8
W.9
W.10 W.11 W.12
Is environment friendly
36.4
30
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Has good engine performance
40.6
33.9
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Has good road holding
49.8
44.1
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is t rendy
20.9
15
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is prest igious
31.5
17.8
ND
ND
*
ND
*
ND
*
ND
*
Is a car for t he family
47.6
42.3
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is well equipped
47.8
38.3
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is a spacious car ( passengers and luggages)
59.8
59.5
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Has an adjust able int erior
48
39.6
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Is good value for money
23
14.5
ND
*
ND
*
ND
*
ND
*
ND
*
ND
*
Uses qualit y mat erials in t he int erior
45.1
29.5
ND
ND
*
ND
*
ND
*
ND
ND
ND
Figures in bold = significantly higher / lower than current wave
ND : Not Delivered
Reading limits : * base under 50
Pathfinder
Shogun
59.1
24.6
38.2
32
21.6
47.2
23.8
27.8
Is comfortable
39.8
30
55.7
24.6
38.2
Has an attractive design
33.9
26
46.1
24.6
31.4
Has personality and character
H a sp e rso n a litya n d c h a ra c te r
23.4
15.4
36
16.2
18.4
Is reliable, is a high quality car
Isre lia b le ,isa h ig h q u a lityc a r
45.3
36.1
62.4
26.9
41.7
Offers a good level of safety
54.7
43.2
70.7
36.2
52.4
Innovat ion
Iste c h n o lo g ic a lya d v a n c e d
pleasur
Design
Driving
Is technologically advanced
Is a pleasure to drive
Isa p le a su re to d riv e
Isc o mfo rta b le
H a sa n a tra c tiv e d e sig n
Defender
Discovery
37.4
PYRAMID
Mean
42.7
Land Cruiser and COMPETITORS - DNA
Segment
Land Cruiser
SUV Core segment - DNA PYRAMID
SQ
O fe rsa g o o d le v e lo fsa fe ty
YTD results
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50
Pathfinder
Shogun
30
45.9
24.6
30.7
Has good engine performance
40.6
33.9
54.9
30
36.2
Has good road holding
49.8
44.1
65.5
35.4
45.3
Is t rendy
20.9
15
28.8
17.7
18.4
Is prest igious
31.5
17.8
55.3
16.3
27
Is a car for t he family
47.6
42.3
58.8
37.7
43.7
Is well equipped
47.8
38.3
61.4
33.8
43.7
Is a spacious car ( passengers and luggages)
59.8
59.5
71.8
43.1
56
Has an adjust able int erior
48
39.6
61.4
33.1
44.7
Is good value for money
23
14.5
31.6
18.5
18.8
Uses qualit y mat erials in t he int erior
45.1
29.5
64.7
20.8
43.5
YTD results
Defender
Discovery
36.4
Mean
Is environment friendly
OTHER IMAGE ITEMS
Segment
Land Cruiser
SUV Core segment - OTHER IMAGE
ITEMS
Figures in bold = significantly higher / lower than Toyota brand / model
Reading limits : * base under 50