{"id":1791,"date":"2020-07-29T15:20:05","date_gmt":"2020-07-29T13:20:05","guid":{"rendered":"https:\/\/impactmemoire.com\/\/?p=298"},"modified":"2024-03-08T10:44:43","modified_gmt":"2024-03-08T10:44:43","slug":"les-cles-dun-parrainage-tv-efficace","status":"publish","type":"post","link":"https:\/\/impactmemoire.com\/en\/les-cles-dun-parrainage-tv-efficace\/","title":{"rendered":"Les cl\u00e9s d&#8217;un parrainage TV efficace"},"content":{"rendered":"<p>Deux univers de donn\u00e9es ont \u00e9t\u00e9 confront\u00e9s, d&#8217;un c\u00f4t\u00e9 les r\u00e9sultats quanti de 78 post-tests multichaines, multi-secteurs, et de l&#8217;autre la puissance d&#8217;expression des cr\u00e9ations sur 7 dimensions cl\u00e9s: <strong>l&#8217;attention, l&#8217;\u00e9motion, l&#8217;int\u00e9r\u00eat, le lien \u00e0 l&#8217;\u00e9mission<\/strong> et enfin<strong> la pr\u00e9sence de la Marque et de ses produits ou services<\/strong>. Cette analyse de qualification des billboards ayant \u00e9t\u00e9 r\u00e9alis\u00e9s selon la m\u00e9thode d&#8217;\u00e9valuation cognitive.<\/p>\n\n\n\n<p>Il en ressort pour principaux enseignements que<strong><span style=\"color:#ec613d\" class=\"has-inline-color\"> le parrainage fait progresser de fa\u00e7on significative les attributs de notori\u00e9t\u00e9, d&#8217;image ou encore d&#8217;intention d&#8217;achat<\/span><\/strong> (pour exemple en moyenne 4 points de notori\u00e9t\u00e9 spontan\u00e9e gagn\u00e9s ou encore +7 points d&#8217;intention d&#8217;achat pour environ 1 000 GRP).<br>Concernant les composants des billboards, <strong>c&#8217;est la force du lien \u00e0 l&#8217;\u00e9mission d\u00e9velopp\u00e9e dans le billboard qui booste le mieux les r\u00e9sultats<\/strong>. La pr\u00e9sence Marque et la &#8220;<strong><em>bonne pr\u00e9sence Produit<\/em><\/strong>&#8221; sont \u00e9galement des composants importants.<\/p>\n\n\n\n<p>Enfin, dynamiser <strong>Attention et Emotion feront progresser l&#8217;impact m\u00e9moriel et l&#8217;intention d&#8217;achat<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><span style=\"color:#ec613d\" class=\"has-inline-color\"><a href=\"https:\/\/impactmemoire.com\/\/wp-content\/uploads\/2020\/07\/Efficacit\u00e9-Parraine-TV-SNPTV-IM-25mars-2019-2.pdf\">Cliquer ici pour t\u00e9l\u00e9charger l&#8217;\u00e9tude<\/a><\/span><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Quel est l&#8217;impact du Parrainage TV pour la Marque, ses produits ou services ? Quels sont les composants cr\u00e9atifs des billboards les plus porteurs d&#8217;efficacit\u00e9 ? Voici les questions auxquels r\u00e9pond cette  \u00e9tude Quanti\/Cr\u00e9a.<\/p>","protected":false},"author":1,"featured_media":2171,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-1791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etude"],"_links":{"self":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/1791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/comments?post=1791"}],"version-history":[{"count":1,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/1791\/revisions"}],"predecessor-version":[{"id":2202,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/1791\/revisions\/2202"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media\/2171"}],"wp:attachment":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media?parent=1791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/categories?post=1791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/tags?post=1791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}