{"id":1523,"date":"2014-01-28T18:13:00","date_gmt":"2014-01-28T22:13:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1523"},"modified":"2022-05-25T18:14:00","modified_gmt":"2022-05-25T22:14:00","slug":"cest-une-question-de-timing","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/cest-une-question-de-timing\/","title":{"rendered":"C&rsquo;EST UNE QUESTION DE TIMING!"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Le Super Bowl et les Jeux de Sotchi nous rappellent combien les investissements publicitaires peuvent \u00eatre co\u00fbteux pour les entreprises (4 M$ pour un spot TV de 30 secondes durant le Super Bowl!). Bien s\u00fbr, il s\u2019agit l\u00e0 d\u2019un cas extr\u00eame, mais devant de tels investissements, un r\u00e9flexe s\u2019impose&nbsp;: mesurer l\u2019efficacit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">C\u2019est justement la raison d\u2019\u00eatre des post-tests publicitaires, qui compl\u00e8tent l\u2019in\u00e9vitable \u00e9valuation de l\u2019impact sur les ventes. Ces post-tests mesurent toute une batterie d\u2019indicateurs, dont trois sont fondamentaux dans le calcul de&nbsp;<strong>l\u2019efficacit\u00e9 nette<\/strong>&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\" style=\"font-size:13px\"><li>Le&nbsp;<strong>rappel<\/strong>, qui mesure le souvenir d\u2019avoir vu la publicit\u00e9.<\/li><li>L\u2019<strong>identification<\/strong>, qui mesure si cette publicit\u00e9 a \u00e9t\u00e9 correctement attribu\u00e9e \u00e0 l\u2019annonceur.<\/li><li>La&nbsp;<strong>compr\u00e9hension<\/strong>, qui mesure si les messages cl\u00e9s ont \u00e9t\u00e9 compris.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Le timing, c\u2019est-\u00e0-dire le<strong>\u00a0moment o\u00f9 est r\u00e9alis\u00e9e la mesure,<\/strong>\u00a0est primordial car le rappel est l\u2019indicateur-m\u00e8re de l\u2019efficacit\u00e9 nette. Or, malgr\u00e9 l\u2019envergure des investissements, le rappel tend \u00e0 s\u2019\u00e9vaporer dans les semaines qui suivent la fin d\u2019une campagne. Ainsi, un timing trop tardif (alors qu\u2019on ne s\u2019en souvient plus) ou trop h\u00e2tif (alors que l\u2019on ne l\u2019a encore pas assez vue) peuvent sous-estimer l\u2019efficacit\u00e9 d\u2019une campagne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><img decoding=\"async\" src=\"https:\/\/www.adhoc-recherche.com\/app\/thirdparty\/phpthumb\/phpThumb.php?src=%2Fapp%2Fuploads%2Fimages%2Fblog%2F1013-une-question-de-timing-janvier-2014.jpg&amp;q=100&amp;w=615&amp;hash=08761ee9e36bfa06ee0b561b549e800c\" alt=\"\">Il n\u2019y a pas de recette unique, mais plut\u00f4t de&nbsp;<strong>grands principes<\/strong>&nbsp;\u00e0 respecter dans le choix du timing&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>Il vaut mieux effectuer la mesure dans la&nbsp;<strong>derni\u00e8re semaine de la campagne<\/strong>&nbsp;et de l\u2019\u00e9taler jusqu\u2019\u00e0 la semaine suivante, afin de rendre pleinement justice au cumul des investissements publicitaires;<\/li><li>Dans un plan m\u00e9dia multiplateformes, o\u00f9 ces derni\u00e8res ne sont pas en parall\u00e8le, il faut&nbsp;<strong>choisir le timing en fonction du m\u00e9dia ayant b\u00e9n\u00e9fici\u00e9 de l\u2019investissement principal<\/strong>&nbsp;et ayant la plus grande port\u00e9e, g\u00e9n\u00e9ralement la t\u00e9l\u00e9vision;<\/li><li>Lorsqu\u2019un plan m\u00e9dia vise plusieurs publics cibles, \u00e0 des moments diff\u00e9rents, il est pr\u00e9f\u00e9rable d\u2019<strong>effectuer la mesure en deux temps<\/strong>, soit dans le timing optimal pour chacun des publics cibles.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Quoi qu\u2019il en soit, la d\u00e9termination du timing id\u00e9al doit toujours reposer sur un\u00a0<strong>examen attentif du plan m\u00e9dia et des cibles vis\u00e9es<\/strong>. En mesure d\u2019efficacit\u00e9 comme au Super Bowl, c\u2019est une question de timing!<\/p>","protected":false},"excerpt":{"rendered":"<p>Le Super Bowl et les Jeux de Sotchi nous rappellent combien les investissements publicitaires peuvent \u00eatre co\u00fbteux pour les entreprises (4 M$ pour un spot TV de 30 secondes durant le Super Bowl!). Bien s\u00fbr, il s\u2019agit l\u00e0 d\u2019un cas extr\u00eame, mais devant de tels investissements, un r\u00e9flexe s\u2019impose : mesurer l\u2019efficacit\u00e9.<\/p>","protected":false},"author":31,"featured_media":1524,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evaluations-publicitaires-et-communicationnelles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C&#039;EST UNE QUESTION DE TIMING! - Ad Hoc Recherche<\/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:\/\/www.adhoc-recherche.com\/en\/cest-une-question-de-timing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C&#039;EST UNE QUESTION DE TIMING! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Le Super Bowl et les Jeux de Sotchi nous rappellent combien les investissements publicitaires peuvent \u00eatre co\u00fbteux pour les entreprises (4 M$ pour un spot TV de 30 secondes durant le Super Bowl!). 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