Indiana Division of Tourism 2005
- Details
- Last Updated on Wednesday, 15 February 2012 02:01
- Hits: 390
INDIANA.
Indiana Tourism. Indiana Recreation. Indiana Travel.
This is the html version of the file http://www.in.gov/tourism/pdfs/Tourism_2005_Ad_Effectiveness_rpt.pdf.
Google automatically generates html versions of documents as we crawl the web.
Google automatically generates html versions of documents as we crawl the web.
| Page 1 |
Indiana Division of Tourism
Ad Effectiveness Research Report
2005 Spring Campaign
November 2005
Table of Contents
DEMOGRAPHICS.......................................................................................................................... 21
MARKET PERFORMANCE ............................................................................................................ 22
ADVERTISING EFFECTIVENESS SURVEY – 993121 INDIANA TOURISM ........................................ 27
TESTED ADS ............................................................................................................................... 40
Strategic Marketing & Research, Inc.
SMARI.com
1
BACKGROUND & OBJECTIVES
The Indiana Office of Tourism Development is committed to evaluating its advertising
and marketing efforts, as this process provides both a “report card” relative to the impact
of the marketing efforts and tactical information which can be used to enhance
effectiveness. The specific methodology used in this research is designed to determine if
advertising awareness is linked to increased travel to the State. This methodology,
developed by Strategic Marketing & Research, Inc., has been used by numerous
destinations across the country. It is based on the recognition that the influence of
advertising on destination selection usually includes several steps.
People see advertising, identify with the marketing message, become interested in the
destination, and eventually visit. As such, to adequately measure the impact of an
advertising campaign, the research measures impact at various steps in the consumer’s
decision-making process. While the campaign may not generate immediate travel, if it
has positive impact on consumers’ image of the State, it is effective in one area of
influence.
This study addresses the following informational objectives:
• Determine the level of advertising recall generated by Indiana’s
advertising campaign among target audiences;
• Compare Indiana’s share of voice to that of its key competitors;
• Compare consumers’ reactions to Indiana’s ads and those of
competitors;
• Gauge the effectiveness of advertising within target markets and
compare the relative value of the options under consideration;
• Evaluate the campaign’s influence on consumers’ attitudes and the
generation of additional travel to the State;
• Compare results among targeted geographic regions which were the
focus of the campaign;
• Determine visitors’ activities and expenditures during their stays in
Indiana;
• Calculate the economic benefit of the marketing campaign; and
• Provide specific conclusions and recommendations relative to the
effectiveness of marketing Indiana as a tourism destination.
Strategic Marketing & Research, Inc.
SMARI.com
2
METHODOLOGY
The methodology used in this research used an on-line survey to measure consumers’
attitudes and behavior among a representative sample of those who were targeted with
the advertising. This allows a measure of the total influence on the target audience and
focuses on the level of additional travel which can be attributed to the advertising.
The on-line survey was conducted in November 2005. In total, 1002 surveys were
completed from a qualified list of potential participants. To qualify for participation,
respondents had to take at least one, overnight, leisure trip per year. Within the total
sample, quotas were set by geographic region with the following results: Chicago - 147,
Cincinnati - 190, Dayton - 190, Champaign - 94, Peoria - 118, Indianapolis - 132 and
Indiana - 131. The resultant data were weighted to represent the population in each target
area.
The questionnaire included a review of Indiana and key competitors’ (Illinois, Kentucky,
Michigan, and Ohio) print, radio and TV ads, evaluation of the Indiana ads, travel to
Indiana and other states, and the specifics of respondents’ trips. Upon conclusion of the
data collection process, the data were cleaned and coded for analysis.
The analysis involved comparing attitudes and imagery of the State between aware and
non-aware respondents to accurately measure advertising exposure (which can be used to
evaluate various media purchases and the overall campaign). Moreover, the advertising
creative and the manner in which the advertising influenced the State’s imagery and
consumers’ interest in visitation were evaluated. The following report summarizes the
findings and forwards conclusions and recommendations for consideration.
Strategic Marketing & Research, Inc.
SMARI.com
3
CAMPAIGN OVERVIEW
Before reviewing the research findings, we review the tested elements of the Indiana
campaign and the other advertising, including the competitive ads which were included in
the analysis.
TV Ads:
Indiana - Nine 15-second ads which featured specific unique attractions throughout the
State. The ads focused on Blue Springs Cavern, the Indiana Dunes, Monument Circle, the
Paramount Theater, Turkey Run, West Baden, Holiday World, Madison/Scenic Byways and
Notre Dame. The ads ran in pairs to create 30-second spots.
Ohio - Three 30-second ads showing the Ohio experience and the theme, “So much to
discover.”
Michigan - Two 30-second ads which focused on getting people to the Michigan Website.
Illinois - Two 30-second ads which featured “magnificent miles” in Illinois. The ads used
black and white photography.
Kentucky - One 30-second ad featuring the new Kentucky theme – Unbridled Excitement.
Radio Ads:
Indiana - Seven 15-second ads which mirrored the TV advertising and included an ad for
Indiana Beach and the White River in lieu of Monument Circle. Each ad focused on the
uniqueness of the attractions.
Ohio - Two 30-second ads featuring the Vintage Grand Prix and Air Force Museum with the
theme, “Ohio, the experience stays with you”.
Print Ads:
Indiana - Two co-op ads with a montage of individual ads from the co-op partners.
Ohio - Two full-page, print ads, using a screened background and then views of various
attractions and two advertising inserts which included a brochure on Ohio.
Kentucky- Five print ads
Strategic Marketing & Research, Inc.
SMARI.com
4
Marketing Budget
The 2005 marketing budget decreased 16% compared to 2004, with a total of $678,000
this year compared to $810,000 in 2004. For the 2005 campaign, the largest expenditure
was for television, followed by print, with the smallest investment in radio.
Media Type
Investment
Television
$351,020
Radio
$106,781
Co-op Print
$220,172
Total Campaign Costs
$677,973
The TV and radio costs can be allocated by geographic market. About one-half of the
money was spent in-state -- split between Indianapolis and the rest of the State. Ohio
markets represented about one-third of the spending, with the rest invested in Illinois.
Media Costs
Markets
TV
Radio
Total
%
Cincinnati
$65,395
$28,070
$93,465
20%
Dayton
$40,840
$13,475
$54,315
12%
Champaign
$22,320
$6,024
$28,344
6%
Peoria
$21,365
$7,093
$28,458
6%
Chicago
$17,055
- - -
$17,055
4%
Indianapolis
$81,385
$23,235
$104,620
23%
Indiana
$102,660
$28,884
$131,544
29%
Strategic Marketing & Research, Inc.
SMARI.com
5
COMPETITIVE SITUATION
With marketing endeavors, one must judge their effectiveness in a competitive context.
The challenge for Indiana is especially difficult given its small marketing budget. In
addition, the State has traditionally had a weaker image than its primary, nearby
competitors. Consequently, before reviewing the impact of the advertising, we consider
the overall image of Indiana and that of other nearby states. The State has done this type
of competitive profiling over the past several years and it is clear that consumers have
relatively well defined images of the various states. However, Indiana must continue to
assess the competitive situation as it attempts to change its image – and competitors make
similar attempts.
The respondents in the Advertising Effectiveness Study were asked to rate various
attributes relative to Indiana and its key competitors. The states were rated via the use of
a 5-point scale, where a higher rating is better; with this scale, a rating of 3.5 or higher is
good. Ratings of “3” or lower indicate that the State does not currently have a particular
image. The attributes used this year differed somewhat from those used previously. As
such, the results cannot be compared to those of previous studies.
The key attributes for Indiana included being
welcoming, simplistic, relaxing, and peaceful.
These descriptors are similar to those used in past
studies, which revealed that one of the State’s
key images was having a welcoming personality.
This year, two highly rated attributes suggest
a change in Indiana’s image - it was rated
fairly highly for being beautiful and full of
places to discover.
Ratings of Indiana
State is…
Indiana
Welcoming
3.57
Simplicity
3.57
Relaxing
3.56
Peaceful
3.52
Beautiful
3.49
Full of places to discover
3.41
Charming
3.34
Has arts & culture
3.29
Fun
3.25
Entertaining
3.22
Refreshing
3.22
Engaging
3.16
Modern
3.11
Rejuvenating
3.08
Unique
3.07
Lively
3.04
Exciting
2.99
Adventurous
2.94
Action-packed
2.89
Despite some of Indiana’s fairly high ratings, the
competitive situation remains difficult. In a
competitive context, the only above average
ratings for Indiana are for being welcoming,
relaxing and simplistic. While the ratings for
beautiful and full of things to discover are high,
other states received higher ratings.
Strategic Marketing & Research, Inc.
SMARI.com
6
In reviewing the other states, many of the same images persist:
▪ Michigan – has the highest overall image this year, with above average
ratings in every category. The areas where Michigan does best
competitively include being refreshing, rejuvenating and adventurous. It is
also viewed as being more welcoming than Indiana.
▪ Illinois – is viewed as being more fun and exciting, modern, lively and
full of arts and culture.
▪ Kentucky – is viewed as peaceful and beautiful and more welcoming than
Indiana.
▪ Ohio – has the weakest image overall - no specific strengths are noted in a
comparative context.
Image Attribute Ratings
Image – State is…
IN
MI
KY OH
IL
Welcoming
101 103 102
94
99
Simplistic
108 102 104
94
92
Relaxing
104 103 104
93
96
Peaceful
103 104 105
95
92
Beautiful
98 104 105
95
97
Full of places to discover
96 104 100
93 106
Charming
99 105 102
94 100
Has arts & culture
96 101
92
97 114
Fun
96 103
97
95 109
Entertaining
94 103
97
96 110
Refreshing
97 106 103
93 101
Engaging
95 105
99
95 106
Modern
95 103
89
99 114
Rejuvenating
96 106 100
96 102
Unique
94 104 101
94 107
Lively
92 103
96
95 114
Exciting
92 104
98
94 112
Adventurous
91 107
99
95 108
Action-packed
92 104
95
96 113
Currently, Indiana’s points of differentiation include welcoming and relaxing. The
State has made progress in communicating the fact that it is full of places to discover, but
it needs to continue convincing consumers that it is fun, exciting, and unique.
Strategic Marketing & Research, Inc.
SMARI.com
7
AWARENESS
Advertising Effectiveness research considers the impact of advertising on consumers’
selection of a destination and the decision-making process. The power of an ad is built on
consumer exposure. Consequently, the first step in the promotional process is reaching
potential visitors. Here, the first measure of effectiveness is “reach,” or the number of
households that recall seeing some portion of the marketing campaign.
While traditional measures of advertising recall involved describing advertising to
consumers and asking them to indicate their recall, this methodology actually asks
consumers to view the advertising via the Internet and then to indicate recall. Since
advertising performs in a competitive context, the ads from four competitive states were
included. These findings provide a context for comparing the effectiveness of the Indiana
campaign. As noted, Indiana used nine 15-second TV ads, which ran in pairs to produce
30-second commercials, seven radio ads and a number of co-op print ads. The nine ads
used this year included six from 2004, and an additional three which were added in 2005.
Of the three media - television, radio and print - awareness of the print advertising
was strongest – but only slightly. This year, the print recall rating was almost exactly
the same as that recorded in 2004. The levels of recall for TV increased slightly from
18.7% to 26.8%, and recall of radio increased from 18.9% to 25.9%. As such, overall
advertising recall was significantly higher. In total, 54.9% of respondents recalled one
of Indiana’s ads, compared to 40.2%, in 2004. This finding indicates that this year’s
media schedule was more effective. Nonetheless, it is difficult to evaluate these findings
without a competitive context.
Recall of Indiana Advertising
26.8%
25.9%
29.5%
54.9%
Television
Radio
Print
Overall ad
awareness
As noted, competitive ads from several states were included in the study to provide a
competitive context. Two 30-second radio ads from Ohio were
included, and recall of the Indiana ads was much higher – with the
Ohio ads earning just a 9.8% recall rating.
Advertising
Awareness
Radio
Indiana
25.9
Ohio
9.8%
Strategic Marketing & Research, Inc.
SMARI.com
8
TV ads from all four competitors were included. The highest
level of recall was for Ohio, at 38.5%, followed by Michigan,
with recall of 30.8%. The recall ratings for Indiana and
Illinois’ advertising were similar, and recall of the Kentucky
ads was slightly lower.
Advertising
Awareness
TV
Indiana
26.8%
Michigan
30.8%
Kentucky
23.6%
Illinois
26.2%
Ohio
38.5%
In addition to its TV campaign, Indiana has a co-op print ad
program. Overall, about 30% of respondents recalled the print
ads, a number higher than recall for either TV or radio. When
recall for competitive print advertising was considered,
Indiana did slightly better than Ohio, and significantly better
than Kentucky.
Of course, these comparisons are not comprehensive. It is
likely that the media plan for each state includes markets
which are not considered here. Still, these comparisons
provide a good measure of how prevalent the Indiana advertising is within its chosen
markets. This can be considered a measure of “share of voice” and, as such, is a valid
way to consider competitive context.
Advertising
Awareness
Print
Ohio
28.3%
Kentucky
18.4%
Indiana
29.5%
The reach of the campaign can also be considered by translating the percentage of recall
into the actual number of households that recalled the advertising. Each medium reached
about 2 million households, and the total campaign reached about 4.2 million households
throughout the various geographic areas.
Reach by Media – In Number of Households
1,980,676
2,049,502
2,255,982
4,198,421
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Radio
TV
Print
Total
Strategic Marketing & Research, Inc.
SMARI.com
9
At the same time, while the
media
reached
similar
numbers of households, the
cost for these media differed.
As such, we consider the
comparative cost to reach an
aware household for each
medium.
The respondents were asked
to indicate other types of
information they had seen or received since January. Indiana generated reasonable
recall for these ancillary media. While Illinois earned the strongest recall rating for
its public relations efforts, Indiana’s rating was superior to that of any other state.
In addition, Indiana earned the highest recall of e-mail and direct mail promotions.
Again, the survey was conducted among Indiana’s target audience; still the State is
performing competitively.
Cost per Household – by Media
$0.05
$0.17
$0.10
$0.16
$0.00
$0.05
$0.10
$0.15
$0.20
Radio
TV
Print
Overall
Recall of Ancillary Media
Other information
MI
KY
IN
OH
IL
Saw an article or story
20.5% 15.6%
22.9% 15.6% 23.0%
Received an e-mail promotion 30.2% 25.8%
33.4% 26.7% 32.4%
Received direct mail
5.9% 4.0%
9.8%
5.1% 8.4%
When the total awareness ratings for the marketing efforts are combined, 72.6% of the
households claimed to recall some type of Indiana marketing. This number translates to
5.6 million households. Recall of both advertising and the total marketing effort are
significantly higher this year, showing improved marketing efficiencies.
Indiana Awareness – 2003 - 2005
37.8%
40.4%
54.90%
60.7%
63.5%
72.60%
0%
20%
40%
60%
80%
2003
2004
2005
Ad Awareness
Any Awareness
Strategic Marketing & Research, Inc.
SMARI.com
10
The findings also indicate that the other states are reaching the majority of the audience.
Indiana is doing a good job – especially given its smaller budget – but the competition is
strong and Indiana must continue to work hard to convince people to choose Indiana over
other options.
Given that Indiana used an integrated media plan, it is also
helpful to know how the various elements interacted. About
one-third of respondents recalled exposure to multiple
media, with PR having the strongest single reach.
Obviously, the integrated media plan is working, as the
various media are creating synergistic reinforcement.
The ancillary media did a good job of extending the
reach of the advertising.
State
Any
Awareness
Ohio
81.2%
Michigan
75.9%
Indiana
72.6%
Illinois
77.6%
Kentucky
72.9%
Type of Awareness
Other only
23%
TV only
4%
Print only
11%
Radio only
3%
Multiple
media
59%
Strategic Marketing & Research, Inc.
SMARI.com
11
ADVERTISING MESSAGE
The first step in developing an effective marketing effort is getting the message to a wide
audience. Advertising does not influence people if they are not exposed to it. However,
reaching people is only effective if the message hits home. Ideally, the advertising
communicates a meaningful message and fulfills pre-determined communication
objectives. In addition, the advertising has to be at least as effective as that launched by
the competition. To determine whether the advertising is delivering a meaningful and
motivational message, the survey respondents were asked to view the ads and then to rate
the campaign of each state. Ads from Indiana, Ohio, Michigan, Kentucky and Illinois
were included, and descriptions and pictures of the ads appear in the Appendix.
Using a 5-point rating scale, where the higher the number the stronger the respondent’s
agreement that the advertising fulfilled the criteria, the respondents evaluated each
campaign by seven criteria:
Makes you more interested in traveling the State
▪
▪
▪
▪
▪
▪
▪
Left you wondering about the location and wanting more information
Makes you interested in visiting the State’s Website
Makes the State seem fun and exciting
Makes the State appear scenic and beautiful
Shows something unique and remarkable about the State
Portrays the State as a place full of unexpected discoveries
Generally, on this 5-point scale, the goal is "4" or higher. SMARI has used this scale to
rate travel advertising for myriad states and destinations and, relative to travel
advertising, a rating of “4” or higher is sometimes achieved though not consistently. We
find that “3.75” is considered good for travel ads; a score of “3.5” is strong; and scores
above “3.0” are considered acceptable. Ratings below “3.0” indicate areas of weakness
and suggest that the intended message is not being effectively communicated.
All the ratings for Indiana’s campaign are at or above 3.5, except that for generating
interest in the Website (although Indiana’s rating was as high as any of the competitors).
The strongest ranking was for making the State seem scenic and beautiful – which is
a major change in the State’s existing image. Indiana’s ads also do a good job of
communicating other key messages, including that it has unique and remarkable
attractions and is full of unexpected discoveries. As such, the advertising creates interest
in visitation.
From a competitive standpoint, the Indiana ads do fairly well – although both Illinois and
Kentucky launched strong campaigns. The Ohio and Michigan campaigns earned
significantly lower ratings and were not as effective in generating interest in traveling to
those states. Indiana’s advertising campaign builds on a successful theme, expands
its ability to generate consumer interest in visitation, and is beginning to change the
State’s image.
Strategic Marketing & Research, Inc.
SMARI.com
12
Advertising Ratings
Criteria
IN
IL
KY
MI
OH
Makes you more interested in traveling within the state
3.6 3.7 3.6 3.2
3.3
Leaves you wondering about location & wanting more info
3.5 3.3 3.5 3.2
3.2
Makes you interested in visiting the state's Website
3.4 3.4 3.4 3.1
3.2
Makes the state seem fun and exciting
3.5 3.6 3.6 3.2
3.3
Makes it appear scenic and beautiful
3.7 3.6 3.8 3.3
3.3
Shows something unique & remarkable about the state
3.6 3.6 3.6 3.0
3.2
Portrays it as a place full of unexpected discoveries
3.6 3.6 3.6 3.2
3.2
In terms of tracking, three attributes have been used over the past three years. A
comparison shows that the ratings in these three areas have steadily improved and, in
2005, are significantly better. Most importantly, the greatest improvement with the
campaign is in making people more interested in traveling Indiana.
Attribute Tracking 2003 - 2005
Criteria
2003 2004 2005
Difference
since 2003
Makes you more interested in traveling within the State 3.19 3.45 3.59
0.40
Left you wondering about location & wanting more info 3.10 3.47 3.49
0.39
Makes you interested in visiting State Website
3.08 3.37 3.44
0.36
These findings are positive given the strong improvement for Indiana since last year. In
addition, these findings reflect the ratings of the State’s overall image. Seemingly, the
ads are beginning to improve Indiana’s image, making it seem more scenic, exciting
and full of interesting and unique things to do. As a result, people are more
interested in visiting the State.
Strategic Marketing & Research, Inc.
SMARI.com
13
IMPACT OF THE ADS - IMAGE
So far, the findings suggest that Indiana’s advertising is positively influencing
consumers’ image of the State. To further explore this issue, the attitudes among those
who saw the advertising are compared to those who did not.
Before the respondents were exposed to any of the ads, they were asked to rate the states
by several criteria. A comparison of the ratings of those who recalled seeing ads to those
who were not exposed highlights the influence of the advertising on the respondents’
perceptions of Indiana. The findings are quite positive, as those who saw the
advertising are significantly more positive about Indiana. There was strong impact
in several areas, including being beautiful, being full of places to discover, having
arts and culture and being unique and fun.
Perceptions of State – Exposed vs. Non-exposed
State is…
Did Not
See Ads
Saw
Ads
Diff.
Beautiful
3.73
3.29
0.44
Full of places to discover
3.60
3.21
0.39
Refreshing
3.42
3.04
0.38
Has arts & culture
3.49
3.11
0.38
Unique
3.26
2.89
0.37
Fun
3.45
3.08
0.37
Engaging
3.34
2.96
0.37
Welcoming
3.76
3.39
0.37
Entertaining
3.40
3.03
0.37
Exciting
3.17
2.81
0.37
Rejuvenating
3.27
2.91
0.35
Lively
3.22
2.88
0.34
Charming
3.53
3.21
0.32
Adventurous
3.12
2.80
0.31
Relaxing
3.75
3.44
0.31
Peaceful
3.68
3.38
0.30
Modern
3.26
3.01
0.26
Action-packed
3.03
2.78
0.25
Simplistic
3.66
3.52
0.14
This campaign had a positive influence on consumers’ attitudes and communicated
the desired messages. This campaign began to change the image of the State last
year and the additional ads further contributed to this process.
Strategic Marketing & Research, Inc.
SMARI.com
14
IMPACT OF THE ADVERTISING - TRAVEL
Thus far, the research indicates that Indiana’s 2005 advertising has been effective. The
ultimate measure of effectiveness is the ability to increase travel to the State. Yet,
measuring the effectiveness of advertising in terms of travel is difficult – as even if the
State did not advertise people would visit. Therefore, the goal becomes determining a
way to measure how much incremental travel resulted from the advertising. In this light,
the assessment focuses on the level of travel among those who saw the ads versus those
who did not. The assumption is that the level of travel among those who did not see the
advertising represents that baseline level, and any additional travel which occurred
among those who did see advertising is a result of that advertising.
The initial findings indicated that Indiana’s advertising and marketing efforts achieved
wide reach and communicated meaningful messages, suggesting that the marketing will
have a positive influence on visitation to Indiana. In fact, the level of visitation among
those who recalled advertising was 10.3 points higher, and it was 16 points higher
among those who saw either advertising or ancillary marketing efforts (public
relations/e-mail and direct mail). Since this year the campaign reached a significantly
larger audience, the combination of strong reach and strong incremental travel should
result in a large number of incremental trips being made to Indiana.
Impact of Indiana Marketing Efforts
Marketing
Exposed
No
Exposure
Impact
Advertising
37.5%
27.2%
10.3
Any marketing
36.4%
20.4%
16.0
In a competitive context, the impact of Indiana’s marketing efforts was stronger than that
recorded for the other states. Michigan had the next highest rating, followed by
Kentucky. Predictably, Indiana generated the highest level of visitation among these
markets (since they are specifically Indiana’s markets), but the level of visitation among
those who were exposed to the marketing is much higher than for the other states.
Impact of Indiana Marketing Efforts
Competitive Context
States
Any
Marketing
No
Ads
Impact
Ohio
24.4%
20.2%
4.2
Michigan
25.7%
12.0%
13.7
Indiana
36.4%
20.4%
16.0
Illinois
29.1%
31.6%
0.0
Kentucky
24.9%
17.9%
7.0
Strategic Marketing & Research, Inc.
SMARI.com
15
Another issue in terms of impact is exposure to multiple media. In this case, the level of
visitation increased as people saw more advertising, suggesting that a media campaign
with strong overlap will be the best way to increase visitation.
Impact of Exposure to Advertising or PR
24.5%
32.0%
41.8%
51.5%
No exposure
One type
2 Types
3 Or more types
Strategic Marketing & Research, Inc.
SMARI.com
16
TRIP SPECIFICS
In addition to impacting behavior relative to generating additional trips to Indiana, the
advertising may also influence the specific details of consumers’ trips. Potentially, the
advertising may influence visitors to stay longer, participate in different activities or
spend more money. A review of the specifics of visitors’ trips helps to uncover any
additional influences.
Indiana typically hosts much of its leisure visitation during the summer months. This was
the case among people in this study. The advertising had some impact on those who saw
it, promoting additional travel during the summer. It makes sense that the advertising
spurred trips soon after the campaign was launched.
Travel Seasons
Season
Ad
Effectiveness
2005 Overall
Saw
Ad
Did not
see ads
Spring
26.3%
24.5%
28.2%
Summer
43.7%
45.9%
41.5%
Fall
24.5%
22.8%
26.2%
Winter
5.5%
6.9%
4.1%
Last year, the advertising seemed to help influence longer trips, but that was not the case
this year. Still, the advertising may have influenced more people with children to visit. As
a result, the average party size among those who saw the advertising was higher. This is
important given that larger travel parties tend to spend more money.
Overnight Trip Specifics
Trip Specifics
Overall
Saw
Ads
Did Not
See Ads
Duration of Trip – Nights
2.2
2.2
2.2
Number of People on Trip
3.3
3.5
3.0
% Of Trips with Kids
32.0%
35.8%
23.8%
Among Indiana visitors, 72.9% indicated using paid accommodations, while the
remainder stayed with family or friends. Accommodation usage did not differ
significantly between ad aware and non-aware consumers.
However, since the advertising influenced larger travel parties, those who saw the
advertising spent about 7% more during their visit. Those who saw advertising
actually spent less on lodging, but more in every other category. The biggest dollar
differences included expenditures for transportation and shopping. The largest percentage
increases are noted for entertainment and recreation.
Strategic Marketing & Research, Inc.
SMARI.com
17
This year, average expenditures per
trip were $625, significantly higher
than the $550 reported last year.
Expenditures among the ad aware were
$645 per trip compared to $604 for those
without awareness.
To assess visitors in total and to review
any advertising influence, it is important
to know what people did while visiting
Indiana. The most popular activities
included enjoying scenic beauty, dining
at unique restaurants and shopping.
Visitors’ Activities
%
Enjoy scenic beauty
54.9%
Dine at restaurants unique to the area
52.0%
Shop
46.1%
Go to lakes, rivers, other natural features
40.7%
Visit friends or relatives
38.0%
Take scenic drives or driving tours
33.4%
Visit small or quaint towns
33.3%
Visit historic sites
30.6%
Visit state or national parks
21.0%
Visit zoos or child-oriented museums
19.9%
Go hiking or biking
18.8%
Visit larger more metropolitan cities
18.6%
Attend fairs or festivals
17.7%
Gamble at a riverboat casino
17.5%
Look for distinctive architecture
16.8%
Shop for antiques
16.2%
Visit nightclubs or bars
14.9%
Outdoor activities – e.g., fishing/hunting/
canoeing/boating/sailing
14.8%
Go camping
14.0%
Visit amusement or theme parks
13.0%
Visit art or cultural museums
12.3%
Go to a music concert
9.6%
Attend sporting events
9.1%
Attend musical performances – e.g.,
symphony/opera/theater/ballet
8.3%
Overnight Visitors
Average Expenditures
Expenditures for… Overall
Saw
Ads
Did Not
See
Ads
Lodging
$147
$138
$167
Meals
$113
$114
$110
Attractions
$54
$56
$49
Recreation
$13
$14
$11
Novelties/Souvenirs
$29
$32
$27
Shopping
$108
$112
$99
Entertainment
$32
$38
$22
Transportation
$93
$100
$83
Other
$37
$40
$34
Total
$625
$645
$604
Less Transportation
$532
$546
$521
Per-person/Per-day
$86
$84
$91
Strategic Marketing & Research, Inc.
SMARI.com
18
The most popular activities among those who saw advertising included scenic
drives, historic sites, outdoor activities, lakes and rivers and visiting amusement
parks. Activities not influenced by the ads included gambling and entertainment, both
nightlife and symphony / opera. Apparently, the ads – and the subject of the ads – are
influencing specific types of trips. The ads show scenery, history and amusement
parks –the activities that people were most likely to report – another indication that
the advertising influenced behavior.
Visitors’ Chosen Activities
Visitors’ Activities
Ads
No Ads
Diff.
Take scenic drives or driving tours
39.6%
23.0% 16.6%
Visit historic sites
35.9%
22.3% 13.6%
Outdoor activities – e.g., fishing/hunting/
canoeing/boating/sailing
19.5%
7.1% 12.3%
Go to lakes, rivers, or other natural features
43.9%
32.6% 11.3%
Visit amusement or theme parks
17.9%
7.0% 11.0%
Attend fairs or festivals
22.0%
11.3% 10.7%
Enjoy scenic beauty
58.2%
50.0%
8.2%
Go camping
15.7%
7.7%
8.0%
Visit larger more metropolitan cities
18.7%
14.4%
4.4%
Visit with friends or relatives
38.8%
34.9%
3.9%
Visit state or national parks
22.7%
18.9%
3.9%
Shop
49.0%
45.2%
3.8%
Visit zoos or children-oriented museums
22.0%
18.4%
3.6%
Look for distinctive architecture
16.6%
13.2%
3.5%
Go antique shopping
16.7%
13.3%
3.3%
Go hiking or biking
19.0%
15.8%
3.2%
Attend sporting events
8.9%
8.4%
0.5%
Visit small or quaint towns
33.8%
33.3%
0.5%
Visit art or cultural museums
13.0%
12.6%
0.4%
Go to a music concert
9.5%
10.1%
-0.6%
Eat at restaurants unique to the area
53.6%
54.5%
-1.0%
Attend musical performances – e.g.,
symphony/opera/theater/ballet
7.3%
12.0%
-4.7%
Visit nightclubs or bars
12.0%
17.2%
-5.2%
Gamble at a riverboat casino
14.5%
20.5%
-6.0%
Rating of Trip Experience
Fair
2%
Excellent
37%
Very good
43%
Good
18%
Poor
0%
On a final positive note, consumers reported
having good experiences in the State. In fact,
all visitors rated their trip at least “fair,” with
the majority saying that the experience was
much better. Here, a great deal of repeat
visitation is suggested.
Strategic Marketing & Research, Inc.
SMARI.com
19
ECONOMIC IMPACT
Having reviewed the reach and impact of the advertising campaign as well as consumers’
behavior while they visited Indiana, we can calculate the economic impact of the
marketing efforts. The actual measure of impact is relatively conservative and considers
only travel among those who saw the advertising. In addition, not all travel among this
group is considered. Rather, only the incremental travel, or additional travel which can
be linked to advertising, is counted. To determine this result, the measure of recall is first
projected across all the advertising and used to determine the total number of exposed
households. The measure of incremental travel is used to determine the number of trips
represented by these households. The average trip expenditures are then factored in to
determine the overall economic impact of the campaign.
This year, the findings thus far have been quite positive. Advertising recall
improved and average trip expenditures increased, although the level of incremental
travel was a bit lower. The result is that the economic impact generated by the campaign
was higher than in 2004. The following calculations suggest that the overall impact of
the campaign was over $508 million and that the ROI increased from $618, in 2003,
to $857 in 2005. Even when the impact of just the paid advertising is considered, the
impact is over $240 million, for an ROI of $411.
Total Economic Impact of the Campaign
Advertising
Recall 2004
Advertising
Recall 2005
Any
Marketing 2004
Any Marketing
2005
Households
7,134,522
7,647,397
7,134,522
7,647,397
Awareness
40.40%
54.90%
63.50%
72.60%
Aware HHS
2,882,347
3,677,817
4,530,421
4,863,561
Incremental travel
13.80%
10.30%
20.10%
16.00%
Incremental trips
397,764
378,815
910,615
778,170
Average expenditures
$575
$645
$550
$654
Total
$228.7 million $278.9 million $500.8 million $581.0 million
Total Tax Generated
$13.7 million
$16.7 million
$30 million
$34.9 million
Expenditures
$810,310
$677,973
$810,310
$677,973
ROI
$282
$411
$618
$857
Tax ROI
$17
$25
$37
$51
Another way to consider the return on investment is to calculate the tax funds generated
by this effort. To develop a completely accurate number would involve a detailed
analysis of the different types of taxes generated at the state, county and local level.
However, a conservative estimate can be achieved by using the 6% sales tax figure. This
indicates that the incremental travel to Indiana generated almost $35 million in taxes for
Indiana. Based on this number, the ROI for advertising alone was $25, and the overall
ROI was $51 in tax revenue generated by each $1 invested in marketing.
Strategic Marketing & Research, Inc.
SMARI.com
20
TACTICAL CONSIDERATIONS
In addition to providing information about the effectiveness and impact of the campaign,
this research provides information that Indiana Tourism can use to design future
marketing and advertising efforts. These issues include a review of who sees the
advertising, who responds to the ads, and the comparative performance of the four target
markets.
Demographics
In evaluating the advertising campaign, one interesting finding relates to the
demographics of those who recalled the ads. The profile shows that those with
advertising awareness earned lower household incomes and claimed lower levels of
education than did those with no recall. In the past, the ad aware tended to be more
upscale than the non-aware. This year, as in 2004, however, the impact of the advertising
among this group was greater, suggesting that targeting a slightly lower demographic
might make sense.
Demographic Profile
Demographics
No
Exposure
Saw
Ads
Married
64.1%
68.1%
Divorced
12.5%
12.9%
Widowed
2.6%
2.5%
Single
19.5%
16.0%
High school or less
13.3%
18.7%
Some college/tech school
36.2%
43.3%
College graduate
34.4%
26.3%
Post grad degree
15.7%
11.4%
Male
28.2%
27.0%
Female
71.8%
73.0%
People in HH
2.8
3.0
Children in HH
0.9
1.0
Age
41.7
43.5
Income
$62,051
$57,193
Strategic Marketing & Research, Inc.
SMARI.com
21
Market Performance
The performance of the various markets needs to be considered as well. (This analysis
considers awareness of television and radio, since this is where costs can be allocated by
market). When the overall impact of the campaign is considered relative to incremental
travel, the importance of the Chicago market is clear, as visitors from this area
generated over $113 million in economic impact. Chicago produced the best ROI –
basically because of low spending levels in this area. This was probably supported by
other spending from some northern Indiana destinations, which helped generate this ROI.
This year the in-state ROI numbers are strong, as is the ROI for Champaign. The lowest
ROIs were recorded for Dayton and Peoria.
Market Performance
Cincinnati
Dayton
Champaign
Peoria
Chicago
Indianapolis
Indiana
HHS
731,090
451,327
313,009
210,006
2,953,672
894,920
1,145,095
Awareness
47.3%
44.9%
48.2%
39.2%
47.2%
76%
71.7%
Aware HHS
345,786
202,519
150,848
82,355
1,395,436
679,795
820,651
Increment
8%
2%
12%
3%
11%
10%
10%
# Incremental
Trips
26,971
4,253
18,253
2,306
157,684
67,979
82,065
Avg. Trip
Expenditures
$645
$645
$645
$645
$722
$645
$645
Economic
Impact
$17.4M
$2.7M
$11.8M
$1.5M
$113.8M
$43.8M
$52.9M
Advertising
Expenditures
$93,465
$54,315
$28,344
$28,458
$17,055
$104,620
$131,544
ROI
$186
$51
$415
$52
$6,675
$419
$402
These findings can help Indiana Tourism make the best use of its advertising budget. This
year, the ROI for most of the markets was quite strong, indicating a good allocation of
dollars between markets. Dayton and Peoria are newer markets and it may take more time
to develop travel from these areas.
Strategic Marketing & Research, Inc.
SMARI.com
22
CONCLUSIONS & RECOMMENDATIONS
Conclusions:
• The overall impact of the campaign was in excess of $581 million, compared
to $508 million in 2004, an increase of 14%. This success was achieved with a
significantly lower advertising budget. Given the money expended on the
marketing efforts, each $1 in advertising expenditures generated $411 in visitor
spending; and when the total marketing effort is considered, the ROI is $857.
Relative to tax revenues, each $1 invested in advertising generated $25 in taxes,
and the overall marketing effort generated a $1:$51 ROI.
• Indiana continues to be viewed as a welcoming, relaxing, simple place to
visit. The most notable improvements in image relate to beauty and being full of
places to discover. While Indiana’s image is changing slowly (in part due to the
low level of advertising) the State is making progress and consumers are coming
to consider the State more fun and cultured.
• The link between the State’s image and the tourism advertising campaign
are clear both in terms of consumers’ reactions to the ads – and the impact
on their attitudes. Indiana’s ads were rated as positively as the best
competitive ads and earned strong ratings for showing Indiana as scenic and
beautiful and highlighting unique and remarkable sites. Most importantly, the
consumers who recalled advertising expressed much more positive attitudes
about Indiana. The areas where ad-aware consumers indicated the greatest
change for the good included being beautiful, full of places to discover, fun and
exciting.
• The positive impact of the advertising is even more encouraging because it
reached a larger audience this year. The level of advertising awareness rose
from 40%, in 2004, to 54.9%, in 2005.
• Indiana earned the highest advertising awareness ratings for both radio and
print. The State also did a good job of using PR as well as e-mail and direct mail
promotions to extend the reach of the campaign. When these ancillary media are
considered, Indiana’s campaign reached over 72% of the target market.
• In total, 4.2 million households reported awareness of Indiana’s advertising,
and 5.6 million households recalled some element of the marketing
campaign. In part, the increase in awareness resulted from building on the
successful 2004 campaign and expanding the sites featured in the ads. Repetition
of the campaign helped build awareness and familiarity and leveraged Indiana’s
smaller budget quite effectively.
Strategic Marketing & Research, Inc.
SMARI.com
23
• Given that the ads are more effective in communicating the key messages, it
is not surprising that the campaign was effective in generating additional
visitation. This year, the incremental impact of the overall campaign was 16
points, a number slightly lower than that recorded in 2004 – but the impact was
upon a larger audience. In addition, the impact from Indiana’s marketing efforts
was stronger than that of any other state tested.
• Synergy between the various media is important; the research indicates that
the impact of the advertising increases as consumers see more than one medium.
• In addition to generating additional trips to the State, the advertising is
seemingly helping to increase economic impact by influencing per-trip
expenditures. Those who saw the advertising spent about 7% more per trip than
did those who were not exposed to the ads.
• Again, as in 2004, people who recalled the Indiana ads claimed both lower
levels of income and education than did those with no recall. This finding
may be a function of the way the ads were targeted or to the appeal of the
creative.
• Significant differences in effectiveness were noted between the target
markets. Chicago continues to be the most important market, generating both the
strongest economic impact and the highest ROI. This year, in-state performance
was much stronger, with high levels of economic impact and ROI.
Recommendations:
• The current campaign is working well on many levels. The campaign is
beginning to change consumers’ attitudes about the State and it is generating
incremental travel. This campaign should remain the focus for advertising, while
additional ads can be developed to highlight other unique sites throughout the
State. The theme in the ads should focus on Indiana’s scenic beauty, fun and
excitement.
• The current media schedule is working fairly well, generating high levels of
advertising awareness. One goal for future media plans should be to ensure
that consumers are exposed to multiple media to increase the impact of the
overall campaign.
• The cost to reach an aware household is lower for print than television. But,
the existing split between these two media works well. Radio is actually
cheaper and, therefore, more efficient per household. Of course, because its
impact is not as great, it works well as a support to TV and print.
Strategic Marketing & Research, Inc.
SMARI.com
24
• As in 2004, Indiana should consider its targeted demo and how best to focus
the campaign. While consumers with higher incomes and education levels have
more disposable income, households from somewhat lower socio-economic
groups may be better targets. Continuing to target this demographic seems the
best option.
• The selection and allocation of resources among markets is an important factor in
maximizing economic impact and ROI. Chicago is a prime market and
Indiana should continue to search for ways to increase its presence there.
The in-state markets seem to be working well and to be good options for
generating trips. The two markets with the weakest performance were
Dayton and Peoria, which are relatively new markets. As such, it may take
time to generate travel from these areas. Thus, the current allocation of funds
between markets seems quite good although, as additional money becomes
available, consideration should be given to increasing expenditures in the
Chicago area.
Strategic Marketing & Research, Inc.
SMARI.com
25
APPENDIX
Strategic Marketing & Research, Inc.
SMARI.com
26
Advertising Effectiveness Survey – 993121
Indiana Tourism
October, 2005
Thank you for participating in our travel survey. Your opinions are valuable to us! This survey is
about travel and vacation choices. This is for research purposes only and is an opportunity for you
to give feedback to travel destinations so that they can improve. No sales effort will ever result
from your participation.
This survey will take approximately 20 minutes to complete. Before you begin, there are a few
things to note about the survey:
1. For most questions, simply click on the button of your response and then click
on the Next button to go on to the next question.
2. If you need to go back to the preceding question to change your response, click
on the Previous button.
3. For some questions, you will need to scroll down to respond to all the questions
on a screen.
4. You will be viewing actual print and television ads as part of this survey, and it
may take a short time for the ads to load onto your computer for viewing.
To stop at any point, close the browser window. The survey will terminate and you will not be
able to re-enter.
[THREE LINKS – INDIANA(in LINK) & INDIANAPOLIS(ip LINK) WILL NOT GET QSX.
AND OTHER LINK WHICH WILL GET QSX.]
INDIANA & INDIANAPOLIS LINKS GETS – IN, KY & OH ADS
OTHER LINK GETS ADS ACCORDING TO INSTRUCTION BELOW QSX.
SX. Which of the following markets is closest to where you live?
1... Cincinnati
2... Dayton
3... Champaign
4... Peoria
5... Chicago
[EVERYONE GETS IN 3 RANDOMLY CHOSEN TV AND 3 RANDOMLY CHOSEN RADIO
INDIANA ADS PLUS IF SX = 1 OR 2 GET OH, KY ADS …. IF 3, 4, OR 5 GET MI, IL ADS]
S1. Who in your household is primarily responsible for making decisions concerning travel
destinations?
Me
My spouse (TERMINATE)
Jointly with my spouse
Someone else (TERMINATE)
Strategic Marketing & Research, Inc.
SMARI.com
27
S2. Do you normally take at least one overnight, pleasure trip per year?
Yes
No TERMINATE
S3. Which of the following best describes the Internet connection you are using for this survey?
Dial up
Cable modem
DSL
Satellite
Don’t Know
1. Please consider the following statements concerning [INSERT STATE]. Indicate how
much you agree with each statement by marking a number on the 5 point scale, where the
more you agree with the statement, the higher the number. A rating of 5 means that you
strongly agree with the statement, while a 1 means you strongly disagree. You can use
any number from 1 to 5.
ASK FOR INDIANA AND ONE OTHER STATE, CHOSEN RANDOMLY
INDIANA
MICHIGAN
KENTUCKY
OHIO
ILLINOIS
How much do you agree that [INSERT STATE]…
Strongly
disagree
Strongly
agree
Is welcoming
1
2
3
4
5
Is engaging
1
2
3
4
5
Is entertaining
1
2
3
4
5
Is simplicity
1
2
3
4
5
Is full of places to discover
1
2
3
4
5
Is exciting
1
2
3
4
5
Is unique
1
2
3
4
5
Is fun
1
2
3
4
5
Is lively
1
2
3
4
5
Is beautiful
1
2
3
4
5
Has arts and culture
1
2
3
4
5
Is relaxing
1
2
3
4
5
Is action-packed
1
2
3
4
5
Is adventurous
1
2
3
4
5
Is charming
1
2
3
4
5
Is modern
1
2
3
4
5
Is rejuvenating
1
2
3
4
5
Is refreshing
1
2
3
4
5
Is peaceful
1
2
3
4
5
Strategic Marketing & Research, Inc.
SMARI.com
28
2. Since the first of the year, which of the following states was the destination for a leisure
trip that included an overnight stay?
SELECT ALL THAT APPLY
MICHIGAN
KENTUCKY
INDIANA
OHIO
ILLINOIS
NONE OF THE ABOVE
(IF Q2=INDIANA, ASK Q3-10 ABOUT TRIP TO INDIANA. IF RESPONDENT DID NOT
SELECT INDIANA, RANDOMLY SELECT ANOTHER STATE SELECTED IN Q2 AND ASK
ABOUT THAT ONE STATE)
Now, please give us some information about the trip you took this year to [INSERT NAME OF
STATE].
3. For the most recent trip you took to [INSERT STATE], in what season did you visit?
Winter (December - February)
Spring (March - May)
Summer (June – August)
Fall (September- November)
4. As part of your trip, did you…?
Use paid accommodations
or Stay with family and/or friends
5. Including yourself, how many people were on this trip? RECORD NUMBER ______
6. Were there any children under the age of 18 yrs old on your trip?
Yes
No
7. Which of the following places or activities did you visit or participate in as a part of your
trip? (Mark all that apply.)
Look for distinctive architecture
Visit historic sites
Attend musical performances such as the symphony, opera, theater, or ballet
Visit art or cultural museums
Visit zoos or children-oriented museums
Visit amusement or theme parks
Enjoy scenic beauty
Go to lakes, rivers, or other natural features
Go hiking or biking
Outdoor activities, such as fishing, hunting, canoeing, boating or sailing
Go camping
Go to a music concert
Visit nightclubs or bars
Go shopping
Gamble at a riverboat casino
Eat at restaurants unique to the area (continued next page)
Strategic Marketing & Research, Inc.
SMARI.com
29
Attend fairs or festivals
Go antique shopping
Take scenic drives or driving tours
Attend sporting events
Visit larger more metropolitan cities
Visit small or quaint towns
Visit state or national parks
Visit with friends or relatives
None of the above
8. To better understand the economic impact of tourism, we are interested in finding out the
approximate amount of money you and other members of your travel party spent on your
most recent trip while in [INSERT STATE]. Please estimate how much your travel party
spent in total on...?
a. Lodging
________
b. Meals/Food/Groceries
________
c. Attractions
________
d. Recreational expenses such as boat rental, golf fees, etc.
________
e. Novelties and Souvenirs
________
f. Shopping
________
g. Entertainment such as admission fees to events or shows
________
h. Transportation such as gasoline, auto expenses, auto rental or flight costs ________
i. Other
_______
9. How many nights did you spend in [INSERT STATE] on that vacation?
RECORD NUMBER ________
10. Overall how would you rate the experience you had in the state of [INSERT STATE]?
Would you say it was…?
Excellent
Very Good
Good
Fair
Poor
10a. Most states have advertising slogans they use to promote travel to their state. Please look
at the following slogans and match them with the appropriate state.
SHOW EACH SLOGAN, WITH THE LIST OF STATES – ROTATE SLOGANS
[ ] Enjoy ____________
[ ] _______ So Much to Discover
[ ] _______ Where the Rivers Run
[ ] _______ Great Lakes. Great Times
[ ] _______ Unbridled Spirit
[ ] _______ Mile After Magnificent Mile
1………..Kentucky
2………..Illinois
3………..Indiana
4………..Michigan
5………..Missouri
6………..Ohio
Strategic Marketing & Research, Inc.
SMARI.com
30
10b. Please look at the following slogans and select the one that most represents each
word. For example, which one is the most fun? You can only choose one slogan for each
word.
[ ] Enjoy Indiana
[ ] Ohio. So Much to Discover
[ ] Illinois. Mile After Magnificent Mile
[ ] Michigan. Great Lakes. Great Times.
[ ] Kentucky. Unbridled Spirit
[] Welcoming ....................................................................................____
[] Engaging........................................................................................____
[] Entertaining ...................................................................................____
[] Simplicity ......................................................................................____
[] Full of places to discover...............................................................____
[] Exciting .........................................................................................____
[] Unique ...........................................................................................____
[] Fun.................................................................................................____
[] Lively.............................................................................................____
[] Beautiful ........................................................................................____
[] Arts and culture .............................................................................____
[] Relaxing.........................................................................................____
[] Action-packed................................................................................____
[] Adventurous ..................................................................................____
[] Charming .......................................................................................____
[] Modern ..........................................................................................____
[] Rejuvenating.................................................................................._____
[] Refreshing ....................................................................................._____
[] Peaceful _____
NOTE: ASK ALL STATE ADS TOGETHER PRINT, TV, THEN RADIO AS LISTED IN
ORDER (IF THEY APPLY FOR THAT STATE) – ROTATING STATES ONLY
[VIDINTRO]
Now please review the following state tourism advertising, which includes streaming video clips.
If you have broadband internet access, such as a cable modem, DSL, or a fast connection at work,
use the <U>Broadband</U> buttons.
If you have a dialup modem or you're not sure, use the <U>Dialup</U> buttons.
You must have Microsoft Media Player installed.
Illinois - 2 TV
11t_1. Joggers
mms://sms7.omniproductions.net/MDT05_ILTV1.wmv
mms://sms7.omniproductions.net/MDT05_ILTV1a.wmv
11t_2. Statues
mms://sms7.omniproductions.net/MDT05_ILTV3.wmv
mms://sms7.omniproductions.net/MDT05_ILTV3a.wmv
Strategic Marketing & Research, Inc.
SMARI.com
31
Please click on Dialup or Broadband to view the ad then answer the question.
11ta_1 - 11ta_2
Were you able to view the ad?
1. Yes
2. No → SKIP TO NEXT AD
11tb_1 - 11tb_2
How many times have you seen this TV ad before?
Never
A few times
Many times
If couldn’t view both ads, Q11t_1 & Q11t_2, then skip to next ad.
12. Please indicate how much the Illinois ads …
Strongly
Agree
Strongly
Disagree
makes you more interested in traveling within the state.
5
4
3
2
1
leaves you wondering about location & wanting more info.
5
4
3
2
1
makes you interested in visiting the state’s website.
5
4
3
2
1
makes the state seem fun and exciting.
5
4
3
2
1
makes it appear scenic and beautiful.
5
4
3
2
1
shows something unique and remarkable about the state.
5
4
3
2
1
portrays it as a place full of unexpected discoveries.
5
4
3
2
1
Indiana Ads - Total of 2 print (one page), 7 radio & 9 TV
[RANDOMLY CHOOSE 3 TV & 3 RADIO]
IN Print
I:\Team David\Ads - Master\Indiana Tourism\2005 Ad Effectiveness\Indiana\
INTour_AAACincy03-04_05.jpg
I:\Team David\Ads - Master\Indiana Tourism\2005 Ad Effectiveness\Indiana\ INTour_MWLiv03-
04_05.jpg
(Show ads together – ask as one question)
13p_1.
Have you seen these print ads before?
I have seen print ads before
I have NOT seen print ads before
Strategic Marketing & Research, Inc.
SMARI.com
32
Please take a moment to listen to this radio ad.
IN Radio
13ra_1 - 13ra_7
Were you able to hear the ad?
1. Yes
2. No → SKIP TO NEXT AD
13rb_1 - 13rb_7.
How many times have you heard this radio ad before?
Never
A few times
Many times
Please take a moment to view this TV ad.
Please click on Dialup or Broadband to view the ad then answer the question.
IN TV Ads 1-9
13t_1. Blue Springs
mms://sms7.omniproductions.net/INT04_1-1.wmv
mms://sms7.omniproductions.net/INT04_1-1a.wmv
13t_2. Dunes
mms://sms7.omniproductions.net/INT04_2-1.wmv
mms://sms7.omniproductions.net/INT04_2-1a.wmv
13t_3. Monument Circle
mms://sms7.omniproductions.net/INT04_3-1.wmv
mms://sms7.omniproductions.net/INT04_3-1a.wmv
13t_4. Paramount
mms://sms7.omniproductions.net/INT04_4-1.wmv
mms://sms7.omniproductions.net/INT04_4-1a.wmv
13t_5. Turkey Run
mms://sms7.omniproductions.net/INT04_5-1.wmv
mms://sms7.omniproductions.net/INT04_5-1a.wmv
13t_6. West Baden
mms://sms7.omniproductions.net/INT04_6-1.wmv
mms://sms7.omniproductions.net/INT04_6-1a.wmv
Strategic Marketing & Research, Inc.
SMARI.com
33
13t_7. Holiday World
mms://sms7.omniproductions.net/IN05_INT1-1.wmv
mms://sms7.omniproductions.net/IN05_INT1-1a.wmv
13t_8. Madison/ Scenic Byways
mms://sms7.omniproductions.net/IN05_INT2-1.wmv
mms://sms7.omniproductions.net/IN05_INT2-1a.wmv
13t_9. Notre Dame
mms://sms7.omniproductions.net/IN05_INT3-1.wmv
mms://sms7.omniproductions.net/IN05_INT3-1a.wmv
13ta_1 - 13ta_9
Were you able to view the ad?
1. Yes
2. No → SKIP TO NEXT AD
13tb_1 – 13tb_9.
How many times have you seen this TV ad before?
Never
A few times
Many times
14. Please indicate how much the Indiana ads …
Strongly
Agree
Strongly
Disagre
e
Makes you more interested in traveling within the state.
5
4
3
2
1
Leaves you wondering about location & wanting more info.
5
4
3
2
1
Makes you interested in visiting the state’s website.
5
4
3
2
1
Makes the state seem fun and exciting.
5
4
3
2
1
Makes it appear scenic and beautiful.
5
4
3
2
1
Shows something unique and remarkable about the state.
5
4
3
2
1
portrays it as a place full of unexpected discoveries.
5
4
3
2
1
Kentucky
Total of 5 print (two pages) & 1 TV
I:\Team David\Ads - Master\Indiana Tourism\2005 Ad Effectiveness\Kentucky\
Please take a moment to view these print ads.
15p_1
AAA_final_Page_1.jpg
AAA_final_Page_2.jpg
Strategic Marketing & Research, Inc.
SMARI.com
34
15p_2
Tourism Reg Ad 1.jpg
Tourism Reg Ad 2.jpg
Tourism Reg Ad 3.jpg
15p_1 - 15p_2.
Have you seen these print ads before?
I have seen print ads before
I have NOT seen print ads before
Kentucky TV
mms://sms7.omniproductions.net/IN05_KYTV1-1.wmv
mms://sms7.omniproductions.net/IN05_KYTV1-1a.wmv
Please click on Dialup or Broadband to view the ad then answer the question.
15ta_1
Were you able to view the ad?
1. Yes
2. No → SKIP TO NEXT AD
15tb_1. How many times have you seen this TV ad before?
Never
A few times
Many times
16. Please indicate how much the Kentucky ads …
Strongly
Agree
Strongly
Disagre
makes you more interested in traveling within the state.
5
4
3
2
1
Leaves you wondering about location & wanting more info.
5
4
3
2
1
makes you interested in visiting the state’s website.
5
4
3
2
1
makes the state seem fun and exciting.
5
4
3
2
1
makes it appear scenic and beautiful.
5
4
3
2
1
shows something unique and remarkable about the state.
5
4
3
2
1
portrays it as a place full of unexpected discoveries.
5
4
3
2
1
Michigan
Total of 2 TV (IF UNABLE TO VIEW EITHER TV AD – SKIP Q18)
17ta_1 - 17ta_2
Were you able to view the ad?
3. Yes
4. No → SKIP TO NEXT AD
17tb_1. Beachball/Splashing
mms://sms7.omniproductions.net/MDT05_MITV1.wmv
mms://sms7.omniproductions.net/MDT05_MITV1a.wmv
Strategic Marketing & Research, Inc.
SMARI.com
35
17tb_2. Sign/City/Bike
mms://sms7.omniproductions.net/MDT05_MITV2.wmv
mms://sms7.omniproductions.net/MDT05_MITV2a.wmv
17tb_1 - 17tb_2
How many times have you seen this ad before?
Never
A few times
Many times
18. Please indicate how much the Michigan ads …
Strongly
Agree
Strongl
y
Di
makes you more interested in traveling within the state.
5
4
3
2
1
leaves you wondering about the location and wanting more
information
5
4
3
2
1
makes you interested in visiting the state’s website.
5
4
3
2
1
makes the state seem fun and exciting.
5
4
3
2
1
makes it appear scenic and beautiful.
5
4
3
2
1
shows something unique and remarkable about the state.
5
4
3
2
1
portrays it as a place full of unexpected discoveries.
5
4
3
2
1
Ohio
8 SETS OF print ads, 2 radio ads & 3 television ads
I:\Team David\Ads - Master\Indiana Tourism\2005 Ad Effectiveness\Ohio\
[RANDOMLY CHOOSE 2 TV & 1 RADIO]
19p_1
D06639_FF_insert_lo3_Page_1.jpg
D06639_FF_insert_lo3_Page_2.jpg
[PUT Q19P_2 & Q19P_3 ON ONE PAGE]
19p_2
D06640_ML_insert_lo3_Page_1.jpg
D06640_ML_insert_lo3_Page_2.jpg
19p_3
D06645_RS_insert_lo1_Page_1.jpg
D06645_RS_insert_lo1_Page_2.jpg
[INDY LINK ONLY WILL GET Q19P_4]
19p_4
M01357_AAA_3_IND_r1.4_Page_1.jpg
M01357_AAA_3_IND_r1.4_Page_2.jpg
Strategic Marketing & Research, Inc.
SMARI.com
36
[INDY LINK ONLY WILL GET Q19P_6]
19p_6
M01363_IndyCo-Op_r1.1_Page_1.jpg
M01363_IndyCo-Op_r1.1_Page_2.jpg
19p_7
M01366_MWLivingIns_r1.2_Page_1.jpg
M01366_MWLivingIns_r1.2_Page_2.jpg
M01366_MWLivingIns_r1.2_Page_3.jpg
M01366_MWLivingIns_r1.2_Page_4.jpg
19p_8
M01365_FamFun_Co-Op_r1.1_Page_1.jpg
M01365_FamFun_Co-Op_r1.1_Page_2.jpg
M01365_FamFun_Co-Op_r1.1_Page_3.jpg
M01365_FamFun_Co-Op_r1.1_Page_4.jpg
M01365_FamFun_Co-Op_r1.1_Page_5.jpg
19p_1 - 19p_8.
Have you seen these print ads before?
I have seen print ads before
I have NOT seen print ads before
OH Radio
19r_1. Lots of Racing
19r_2. Air Force Museum
19ra_1 - 19ra_2.
Were you able to hear the ad?
5. Yes
6. No → SKIP TO NEXT AD
19rb_1 - 19rb_2.
How many times have you heard this radio ad before?
Never
A few times
Many times
OH TV
19t_1. Stars
19t_2. Splash
Strategic Marketing & Research, Inc.
SMARI.com
37
19t_3. Amish
Please click on Dialup or Broadband to view the ad then answer the question.
19ta_1 - 19ta_3
Were you able to view the ad?
7. Yes
8. No → SKIP TO NEXT AD
19tb_1 - 19tb_3. How many times have you seen this TV ad before?
Never
A few times
Many times
20. Please indicate how much these Ohio ads…
Strongly
Agree
Strongly
Disagre
makes you more interested in traveling within the state.
5
4
3
2
1
leaves you wondering about location & wanting more info.
5
4
3
2
1
makes you interested in visiting the state’s website.
5
4
3
2
1
makes the state seem fun and exciting.
5
4
3
2
1
makes it appear scenic and beautiful.
5
4
3
2
1
shows something unique and remarkable about the state.
5
4
3
2
1
portrays it as a place full of unexpected discoveries.
5
4
3
2
1
21. Since January, please indicate the types of information you saw or received about the
following states, if any.
Saw an article
or story
Saw an ad in a
magazine or
newspaper
Received e-mail
promotion
Michigan
Kentucky
Indiana
Ohio
Illinois
The following questions are for classification purposes only, and will help us understand different
groups of people.
23. What is your marital status?
Married
Divorced
Widowed
Single/Never married
Prefer not to answer
Strategic Marketing & Research, Inc.
SMARI.com
38
24. Including yourself, how many people currently live in your household? ______
25. If Q21 IS GREATER THAN 1: How many living in your household are children under
the age of 18? ______
26. Which of the following categories best represents the last grade of school you completed?
High school or less
Some College/Technical school
College graduate
Post graduate degree
Prefer not to answer
27. Which of the following categories best represents the total annual income for your
household before taxes?
Less than $12,500
$12,500 but less than $20,000
$20,000 but less than $30,000
$30,000 but less than $50,000
$50,000 but less than $70,000
$70,000 but less than $100,000
$100,000 or more
Prefer not to answer
28. What is your age? _____________
29. Are you Male
Female
30. What is your zip code? ____________
Sample Type:
DMAs –
1
Cincinnati
150
2
Dayton
150
3
Champaign 100
4
Peoria
100
5
Chicago
100
6
Indianapolis 100
7
Rest of Indiana 100
Total
800
Strategic Marketing & Research, Inc.
SMARI.com
39
Tested Ads
Print
INTour_AAACincy03-04_05.jpg
INTour_MWLiv03-04_05.jpg
Radio
blue_spring.mp3
dunes.mp3
Indiana_beach.mp3
Paramount.mp3
Turkey_run.mp3
West_baden.mp3
White_river.mp3
TV
Blue Springs
mms://sms7.omniproductions.net/INT04_1-1.wmv
Dunes
Monument circle
mms://sms7.omniproductions.net/INT04_3-1.wmv
Paramount
mms://sms7.omniproductions.net/INT04_4-1.wmv
Turkey Run
mms://sms7.omniproductions.net/INT04_5-1.wmv
West Baden
mms://sms7.omniproductions.net/INT04_6-1.wmv
Holiday World
Madison/
Scenic Byways
Notre Dame
Strategic Marketing & Research, Inc.
SMARI.com
40
Illinois
TV
Joggers
Statues
Kentucky
Print
AAA_final_Page_1.jpg
AAA_final_Page_2.jpg
Tourism Reg Ad 1.jpg
Tourism Reg Ad 2.jpg
Tourism Reg Ad 3.jpg
TV
Everybody Knows
Strategic Marketing & Research, Inc.
SMARI.com
41
Michigan
TV
Beachball/Splashing
Sign/City/Bike
Ohio
Print
D06639_FF_insert_lo3_Page_1.jpg
D06639_FF_insert_lo3_Page_2.jpg
D06640_ML_insert_lo3_Page_1.jpg
D06640_ML_insert_lo3_Page_2.jpg
Strategic Marketing & Research, Inc.
SMARI.com
42
D06645_RS_insert_lo1_Page_1.jpg
D06645_RS_insert_lo1_Page_2.jpg
M01357_AAA_3_IND_r1.4_Page_1.jpg
M01357_AAA_3_IND_r1.4_Page_2.jpg
M01362_ChicagoCo-Op_r1.1_Page_1.jpg M01362_ChicagoCo-Op_r1.1_Page_2.jpg
Strategic Marketing & Research, Inc.
SMARI.com
43
M01363_IndyCo-Op_r1.1_Page_1.jpg
M01363_IndyCo-Op_r1.1_Page_2.jpg
M01366_MWLivingIns_r1.2_Page_1.jpg
M01366_MWLivingIns_r1.2_Page_2.jpg
M01366_MWLivingIns_r1.2_Page_3.jpg M01366_MWLivingIns_r1.2_Page_4.jpg
M01365_FamFun_Co-Op_r1.1_Page_1.jpg
M01365_FamFun_Co-Op_r1.1_Page_2.jpg
Strategic Marketing & Research, Inc.
SMARI.com
44
M01365_FamFun_Co-Op_r1.1_Page_3.jpg
M01365_FamFun_Co-
Op_r1.1_Page_4.jpg
M01365_FamFun_Co-Op_r1.1_Page_5.jpg
Radio
Lots of Racing
Air Force Museum
TV
Stars
Splash
Amish
Strategic Marketing & Research, Inc.
SMARI.com
45