{"id":3180,"date":"2015-07-07T11:37:21","date_gmt":"2015-07-07T10:37:21","guid":{"rendered":"http:\/\/www.magazinemedia.be\/le-facteur-q-ou-la-qualite-de-limpact-publicitaire-mesuree\/"},"modified":"2015-07-23T12:38:36","modified_gmt":"2015-07-23T11:38:36","slug":"le-facteur-q-ou-la-qualite-de-limpact-publicitaire-mesuree","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/le-facteur-q-ou-la-qualite-de-limpact-publicitaire-mesuree\/","title":{"rendered":"Le facteur Q, ou la qualit\u00e9 de l\u2019impact publicitaire mesur\u00e9e"},"content":{"rendered":"<p>Il n\u2019y a pas que le nombre de consommateurs influenc\u00e9s par la publicit\u00e9 qui soit important, mais aussi la fa\u00e7on dont ils le sont. Tel est le point de d\u00e9part d\u2019une \u00e9tude men\u00e9e en Espagne par Cond\u00e9 Nast. Le groupe d\u2019\u00e9dition de presse magazine y a d\u00e9gag\u00e9 le facteur Q, qui exprime la qualit\u00e9 de l\u2019impact publicitaire.<\/p>\n<p>\u00a0\u00bb Nous tentons de d\u00e9couvrir comment la publicit\u00e9 influence les consommateurs, et non combien de gens sont touch\u00e9s ou influenc\u00e9s. Notre objectif est de quantifier la qualit\u00e9 de l&rsquo;impact publicitaire des m\u00e9dias traditionnels. \u00a0\u00bb Dans le cadre de cette \u00e9tude ambitieuse, Cond\u00e9 Nast Espagne a d&rsquo;abord organis\u00e9 un workshop afin de d\u00e9finir ce qu&rsquo;est la &lsquo;qualit\u00e9&rsquo;. Ensuite, un questionnaire de trente questions a \u00e9t\u00e9 soumis \u00e0 1.500 consommateurs.<\/p>\n<p>Le facteur Q comporte\u00a0quatre \u00e9l\u00e9ments, auxquels on a attribu\u00e9 un facteur de pond\u00e9ration :<\/p>\n<ul>\n<li>Qualit\u00e9 du m\u00e9dia (35 %)<\/li>\n<li>Inspiration insuffl\u00e9e au public (35 %)<\/li>\n<li>Autorit\u00e9 et expertise du m\u00e9dia (15 %)<\/li>\n<li>Intention d&rsquo;achat (15 %)<\/li>\n<\/ul>\n<p>Sur base de ces donn\u00e9es, il s&rsquo;av\u00e8re que pas moins de 34 % des r\u00e9pondants choisissent le m\u00e9dia magazine comme meilleur m\u00e9dia pour g\u00e9n\u00e9rer un impact de qualit\u00e9.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11.png\"><img decoding=\"async\" class=\"alignnone  wp-image-3188\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11-300x136.png\" alt=\"grafiek 1_11\" width=\"488\" height=\"221\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11-300x136.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1_11.png 480w\" sizes=\"(max-width: 488px) 100vw, 488px\" \/><\/a><\/p>\n<p>L&rsquo;\u00e9diteur s&rsquo;est ensuite focalis\u00e9 sur la qualit\u00e9 de l&rsquo;impact publicitaire dans le cadre de campagnes pour des marques premium et de luxe. Dans ce segment, la publicit\u00e9 joue en effet un r\u00f4le encore plus important. C&rsquo;est l&rsquo;\u00e9l\u00e9ment cl\u00e9 de l&rsquo;exp\u00e9rience de marque. C&rsquo;est aussi ce qui ressort des r\u00e9sultats\u00a0: dans les campagnes premium ou haut de gamme, c\u2019est \u00e0 la publicit\u00e9 en print et dans les magazines digitaux (41 %) que les consommateurs attachent le plus d\u2019importance. En outre, le m\u00e9dia magazine est aussi le m\u00e9dia qui incite le plus efficacement \u00e0 l&rsquo;achat (37 %).<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3.png\"><img decoding=\"async\" class=\"alignnone  wp-image-3189\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2_3-300x111.png\" alt=\"grafiek 2_3\" width=\"540\" height=\"201\" \/><\/a><\/p>\n<p>Il s&rsquo;agit l\u00e0 de r\u00e9sultats remarquables. A\u0080 tel point que l&rsquo;\u00e9tude s&rsquo;est vu d\u00e9cerner un Gold Award \u00e0 l&rsquo;occasion du FIPP Insights Forum 2015.<\/p>\n<p><a href=\"http:\/\/fipp.s3.amazonaws.com\/media\/documents\/Q%20Factor%20-%20Susana%20Ibanez.pdf\" target=\"_blank\">Plus d&rsquo;info ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><span lang=\"FR-BE\">Il n\u2019y a pas que le nombre de consommateurs influenc\u00e9s par la publicit\u00e9 qui soit important, mais aussi la fa\u00e7on dont ils le sont. Tel est le point de d\u00e9part d\u2019une \u00e9tude men\u00e9e en Espagne par Cond\u00e9 Nast. Le groupe d\u2019\u00e9dition de presse magazine y a d\u00e9gag\u00e9 le facteur Q, qui exprime la qualit\u00e9 de l\u2019impact publicitaire. On a aussi pu d\u00e9terminer \u00e0 quel les magazines de luxe dits \u2018glossy\u2019 continuent \u00e0 jouer un r\u00f4le important pour les marques plus on\u00e9reuses.\u00a0<\/span><\/p>\n","protected":false},"author":2,"featured_media":3181,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1054],"class_list":["post-3180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le facteur Q, la qualite de l&#039;impact<\/title>\n<meta name=\"description\" content=\"Le groupe d\u2019\u00e9dition de presse magazine Cond\u00e9 Nast Espagne a d\u00e9gag\u00e9 le facteur Q, qui exprime la qualit\u00e9 de l\u2019impact publicitaire.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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