© 2008 Ipsos ASI – All rights reserved. Contains Ipsos' Confidential and Proprietary information and shall not be disclosed or reproduced without the prior written consent of Ipsos. Ipsos ASI presentation Contacts : Jennifer Hubber, President Western Europe Benoit Tranzer, Marketing Director Ipsos ASI Europe Chloé Desrosiers, Comm & Mktg Executive Ipsos ASI Europe

2 © 2008 Ipsos ASI – All rights reserved. The organization of Ipsos Group Marketing Loyalty Media CT Public Affairs Advertising Ipsos ASI is dedicated to the advertising specialization

3 © 2008 Ipsos ASI – All rights reserved. Ipsos-ASI nIpsos ASI = business unit of the Ipsos group, specializing in advertising research nOver 30 years experience in advertising pre-testing nGlobal database covers 75,000 ads, across 40+ countries – With advertising research expert teams in 24 countries nOffering a range of solutions to cover the whole advertising development process from strategy testing to in- market tracking & ROI; nIpsos and Ipsos-ASI have a long standing history of innovation

4 © 2008 Ipsos ASI – All rights reserved. Argentina Australia Bahrain Belgium Brazil Canada Chile China Colombia Costa Rica Czech Republic Dominican Republic France Germany Hong Kong Hungary Italy Japan Jordan Korea KSA Kuwait Lebanon Mexico Panama Philippines Poland Portugal Puerto Rico Romania Russia Singapore Spain Sweden Syria Taiwan U.A.E. U.K. Ukraine U.S.A Venezuela A global community of advertising and brand experts

5 © 2008 Ipsos ASI – All rights reserved. Size matters: Over 80,000 ads tested  37,000 TV pretests  1,900 print pre-tests  10,000 TV post tests  8,000 print post-tests  22,000 outdoor post-tests  1,500 radio post-tests  And many tracking projects  … over 3,000 ads tested every year 4

6 © 2008 Ipsos ASI – All rights reserved. Ipsos-ASI Mission Help our clients build stronger brands thanks to an impeccable management of the advertising development process

7 © 2008 Ipsos ASI – All rights reserved. Advertising only works if it has an effect on the brand Ipsos ASI’s goal for its clients: Excellent Advertising that makes a difference for the brand In the consumer mind In the market place (ROI)

8 © 2008 Ipsos ASI – All rights reserved. Brand communication can act on brand desire, encouraging behaviour change Brand DESIREBrand BEHAVIOUR WITHOUT WITH Triggered Enhanced BrandDESIRE BrandDESIRE Brand Communication

9 © 2008 Ipsos ASI – All rights reserved. Indicators of brand desire: – Brand preferences and intentions – Brand perceptions How to measure Brand desire and Brand behaviour ? Brand DESIRE Brand BEHAVIOUR Change created by the ad BrandDESIRE

10 © 2008 Ipsos ASI – All rights reserved. nEach consumer has a certain level of Desire for a Brand, which is what Marketing and Advertising must act on. nThe greater the Brand Desire, the more likely it will create Brand Behaviour (i.e. purchase or action) : – Brand Desire for the advertised brand needs to be stronger than for competition and succeed in passing the barriers of conflicting desires : do I really need this ? Is this really for me ? … nAdvertising can accomplish one or both of the following : 1)It can trigger the Brand Desire that might be asleep, but without enhancing it. It just brings the brand top of mind again (and can even make respondents want it right away !) 2)It can go further and strengthen the brand desire by adding new associations or reasons to buy.

11 © 2008 Ipsos ASI – All rights reserved. But advertising can only work if it reaches the audience Branding the ad must leave a branded impression, get credit Visibility the ad must get noticed

12 © 2008 Ipsos ASI – All rights reserved. So, to measure if an ad works, we need to measure its effect at all levels n Change in brand preferences and intentions n Change in Brand Perceptions CONSUMER RESPONSE REACH n Visibility n Branding

13 © 2008 Ipsos ASI – All rights reserved. AD EFFECT Short Term Response on Sales and/or Brand Equity REACH CONSUMER RESPONSE To sum up : An approach focused on end results, regardless of the creative approach

14 © 2008 Ipsos ASI – All rights reserved. Ad screening/ optimization [assess potential of multiple creative ads] Ad selection [pre-test rough/ finished ads and measure what matters] Ipsos-ASI Solutions How do we improve our position? Understand market/ identify opportunities [assess business situation] Which strategy do we pursue? Optimize test strategies [define ad/ brand strategy] Which creative route do we choose? How are we doing now? Track effectiveness [measure media and creative performance/ reassess position vs. competition] Next * Solutions Generate & Evaluate Ad Messages Develop & Evaluate Creative Executions Post*Tests