{"id":548,"date":"2014-12-01T09:23:29","date_gmt":"2014-12-01T08:23:29","guid":{"rendered":"http:\/\/www.magazinemedia.be\/les-marques-automobiles-font-mieux-avec-le-media-magazine\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"les-marques-automobiles-font-mieux-avec-le-media-magazine","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-marques-automobiles-font-mieux-avec-le-media-magazine\/","title":{"rendered":"Les marques automobiles font mieux avec le m\u00e9dia magazine"},"content":{"rendered":"<p><span lang=\"FR\">L&rsquo;avantage d&rsquo;un grand pays, comme l&rsquo;Allemagne, c&rsquo;est que des \u00e9tudes de grande envergure et de longue dur\u00e9e y sont possibles. Quelques \u00e9diteurs se sont alli\u00e9s pour mettre sur pied une m\u00e9ga \u00e9tude concernant toutes sortes d&rsquo;as&rsquo;\u00adpects du m\u00e9dia magazine*. <\/span><\/p>\n<p><span lang=\"FR\">Sur base de 906 (!) analyses de marque, il s&rsquo;est av\u00e9r\u00e9 qu&rsquo;en moyenne le ROI des quotidiens est sup\u00e9rieur de 64 % \u00e0 celui de la t\u00e9l\u00e9vision, tandis que les magazines font quasi le double de la TV (+97 %). Il n&rsquo;est pas d\u00e9raisonnable de conclure qu&rsquo;une grande partie de ces 906 campagnes auraient gagn\u00e9 en efficacit\u00e9 si l&rsquo;on avait investi une partie du budget TV dans d&rsquo;autres m\u00e9dias. <\/span><\/p>\n<p><span lang=\"FR\">Pour la marque automobile Mercedes, on a sp\u00e9cifiquement analys\u00e9 l&rsquo;efficacit\u00e9 de diff\u00e9rentes combinaisons de m\u00e9dias par rapport \u00e0 des KPIs comme la notori\u00e9t\u00e9, le capital sympathie (la &lsquo;likeability&rsquo;) et la disposition \u00e0 l&rsquo;achat. Il a d\u00e9j\u00e0 souvent \u00e9t\u00e9 d\u00e9montr\u00e9 qu&rsquo;un mix m\u00e9dia plus large engendre une notori\u00e9t\u00e9 sup\u00e9rieure, ce qui est aussi le cas ici : l&rsquo;utilisation de magazines + quotidiens + on-line + t\u00e9l\u00e9vision a produit la plus forte augmentation de la notori\u00e9t\u00e9. Il est int\u00e9ressant de constater que pour le capital sympathie et la disposition \u00e0 l&rsquo;achat de Mercedes, la combinai&rsquo;\u00adson sans la t\u00e9l\u00e9vision \u00e9tait la plus efficace : magazines + quotidiens + on-line.<\/span><\/p>\n<p><span lang=\"FR\"><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/mercedes_0.png\" alt=\"\" width=\"480\" height=\"287\" \/><\/span><\/p>\n<p><span lang=\"FR\">Le case de BMW est surtout int\u00e9ressant parce qu&rsquo;il concerne une campagne print\/en ligne combin\u00e9e. La publicit\u00e9 en ligne \u00e9tait une vid\u00e9o montrant la nouvelle BMW en action. Les publicit\u00e9s print et on-line ont \u00e9t\u00e9 test\u00e9es selon les crit\u00e8res suivants : reconnaissance, souvenir publicitaire, branding, action entreprise\/planifi\u00e9e et attrait (&lsquo;appeal&rsquo;). En comparaison avec le benchmark, la campagne BMW a enregistr\u00e9 des scores sup\u00e9rieurs \u00e0 la moyenne sur tous ces points. Il est frappant de constater que les r\u00e9sultats de l&rsquo;annonce print ont surpass\u00e9 ceux de la vid\u00e9o en ligne sur tous les KPIs, \u00e0 l&rsquo;exception de l&rsquo;attrait.<\/span><\/p>\n<p><span lang=\"FR\"><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/bmw_0.png\" alt=\"\" width=\"480\" height=\"303\" \/><\/span><\/p>\n<p><span lang=\"FR\">Plus d&rsquo;info sur le ROI\u00a0? <a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/academy\" target=\"_blank\" rel=\"noopener\">Cliquez ici\u00a0<\/a><\/span><\/p>\n<p><span lang=\"FR\">* Depuis quelques ann\u00e9es, un vaste projet de recherche est en cours en Allemagne visant \u00e0 \u00e9tudier l&rsquo;efficacit\u00e9 du m\u00e9dia magazine, l&rsquo;Ad Impact Monitor (AIM). Un de ses volets a \u00e9t\u00e9 baptis\u00e9 Ad Tracking and Brand Tracking Study. L&rsquo;Ad Tracking \u00e9value les travaux cr\u00e9atifs, tandis que l&rsquo;\u00e9tude Brand Tracking se penche sur la strat\u00e9gie m\u00e9dia.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><span lang=\"FR\">Le m\u00e9dia magazine peut avoir un impact dans chacune des phases de la consumer journey, comme il ressort des \u2018cases\u2019 pour les marques automobiles Mercedes et BMW.<\/span><\/p>\n","protected":false},"author":1,"featured_media":549,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les marques automobiles font mieux avec le m\u00e9dia magazine - WE MEDIA Magazine Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marques automobiles font mieux avec le m\u00e9dia magazine - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Le m\u00e9dia magazine peut avoir un impact dans chacune des phases de la consumer journey, comme il ressort des \u2018cases\u2019 pour les marques automobiles Mercedes et BMW.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-12-01T08:23:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:56:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/bmw%20pic_0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"847\" \/>\n\t<meta property=\"og:image:height\" content=\"660\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"Les marques automobiles font mieux avec le m\u00e9dia magazine\",\"datePublished\":\"2014-12-01T08:23:29+00:00\",\"dateModified\":\"2022-12-19T09:56:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\"},\"wordCount\":429,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/automotive-scoort-beter-met-magazine-media\/\",\"name\":\"Les marques automobiles font mieux avec le m\u00e9dia magazine - 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