RAM Feedback Report

Failte Ireland

Reference First page

Publication date: 15 January 2011 Size: Supplement/ ad insert Base: 218 Noticed ad: 170 Paper part: Ad insert/supplement The advertisement's range: 280000Persons Publication date: 15 January 2011

Failte Ireland

Panorama

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

Failte Ireland

Ad Recall Did you see/read this ad when you read the newspaper? (answer: Yes)

Ad Recall: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

78, 67, 58, 47,

74, 65, 56, 44,

82, 71, 61, 49,

85, 67, 57, 40,

67, 64, 55, 44,

89 72 63 50

Failte Ireland

Read thoroughly How closely did you read/look at the ad?

(Very closely, answer: 7-10)

Read thoroughly: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

52, 48, 39, 30,

50, 45, 36, 28,

54, 53, 42, 33,

43, 57, 38, 26,

51, 53, 43, 31,

54 45 35 27

Failte Ireland

Sender identification How difficult or easy was it to understand who the advertiser was?

(Very easy, answer: 9-10)

Sender identification: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

72, 62, 52, 40,

70, 58, 46, 36,

74, 68, 57, 43,

56, 63, 45, 33,

71, 61, 51, 37,

75 65 53 42

Failte Ireland

Previous knowledge How well did you previously know the advertiser?

(Know very well, answer: 7-10)

Previous knowledge: 87, 85, 89, 100, Best, Q3: 85, 85, 84, 88, Median: 71, 70, 73, 69, Low , Q1: 51, 47, 50, 44, 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

87, 85, 72, 50,

87 87 72 50

Failte Ireland

Overall impression How much did you like the ad?

(Liked it very much, answer: 7-10)

Overall impression: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

61, 49, 39, 29,

55, 47, 35, 26,

66, 51, 42, 30,

69, 56, 36, 21,

56, 54, 42, 30,

65 47 36 27

Failte Ireland

Easy to understand The ad is easy to understand (Totally agree, answer: 7-10)

Easy to understand: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

84, 76, 68, 61,

81, 73, 65, 57,

87, 79, 72, 61,

87, 81, 68, 55,

83, 77, 68, 60,

85 77 68 59

Failte Ireland

New information The ad contains new information (Totally agree, answer: 7-10)

New information: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

68, 62, 52, 43,

68, 60, 49, 39,

69, 65, 55, 46,

69, 69, 53, 38,

56, 67, 54, 41,

78 62 48 41

Failte Ireland

Positive The ad makes me feel positive towards the advertiser (Totally agree, answer: 7-10)

Positive: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

70, 44, 35, 28,

67, 42, 33, 25,

73, 48, 36, 29,

69, 56, 40, 26,

67, 48, 39, 29,

74 41 31 23

Failte Ireland

Appeals to me Ad appeals to you (Totally agree, answer: 7-10)

Appeals to me: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

68, 50, 41, 33,

70, 49, 39, 29,

66, 55, 43, 31,

69, 56, 40, 25,

67, 55, 44, 32,

68 48 39 28

Failte Ireland

Benefit Have you benefited or will you benefit from something in the ad? (answer: Yes)

Benefit: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

70, 33, 24, 16,

70, 36, 25, 16,

71, 25, 73, 71 35, 35, 37, 35 24, 21, 27, 21 13, 9, 18, 13

Failte Ireland

Interesting The ad is interesting (Totally agree, answer: 7-10)

Interesting: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

69, 53, 42, 35,

66, 51, 42, 32,

72, 55, 43, 33,

56, 54, 39, 24,

65, 55, 45, 33,

74 51 42 32

Failte Ireland

Fresh approach The ad has an original design (Totally agree, answer: 7-10)

Fresh approach: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

55, 49, 35, 22,

51, 45, 32, 22,

59, 53, 38, 20,

75, 51, 26, 14,

53, 48, 36, 20,

55 51 36 23

Failte Ireland

Look for more information.

Have you looked for or will you look for more information due to the ad? (answer: Yes)

Look for more information.: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

53, 27, 19, 11,

56, 31, 19, 12,

50, 25, 49, 58 29, 30, 32, 26 17, 13, 22, 17 10, 5, 13, 8

Failte Ireland

Visit web site Have you visited or will you visit the web site as a result of seeing this ad? (answer: Yes)

Visit web site: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

39, 27, 19, 13,

39, 31, 19, 12,

40, 25, 35, 44 28, 29, 32, 25 20, 15, 22, 17 11, 5, 15, 8

Failte Ireland

Visit advertiser Have you visited or will you visit this advertiser as a result of seeing this ad? (answer: Yes)

Visit advertiser: Best, Q3: Median: Low , Q1: 1 All.

2 M/1.

3 W/2.

4 16-29.

5 30-49.

6 50-85.

Reference: Own survey data, Print references, Number of references: 203, Number of interviews in reference: 65119, Publication date: From 2005-07-01,

40, 26, 18, 11,

45, 30, 18, 10,

35, 25, 36, 44 24, 27, 33, 24 18, 12, 21, 15 10, 2, 10, 7

RAM Effectiveness Index

One of the benefits of RAM is the ability to assess an advertisement’s overall effectiveness, benchmarked against the national ad average (in the database) 3 factors are used to assess effectiveness: • Engagement: did the reader like the ad/feel more positive towards the advertiser/understand the ad/feel they would benefit from it?

• Stopping power: did readers notice the ad appearing in the paper?

• Action: How likely is the reader to visit the advertiser/buy something/ visit the website/look for more information?

RAM calculates the effectiveness of the ad, returning the result as an index figure.

An ad that achieves an index of, e.g., 125 is 25% more effective than the national average. Similarly, we can see if the ad is less effective.

For example an index score of 65 means the ad is 35% less effective than the national average.

Discover Ireland Calendar Insert AEI (Ad Effectiveness Index) Discover Ireland calendar is the second ever most effective ad of all those we’ve surveyed since The Irish Times began using RAM in 2005.

Looking at our total audience, it was 194% more likely to be effective than the average ad in engaging our readers, driving them reader to act on it, and being noticeable to our readers.

Looking separately at all inserts that we’ve surveyed, Discover Ireland is the best performing insert ever measured in The Irish Times.