Nielsen - OOH Final Report 2011 PDF

FINAL REPORT
Project: Parado
January, 2012
Report Parado
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Table of contents
1. Research background
2. Research design
3. Executive summary
4. Detailed findings
5. Recommendations
Report Parado
Table of contents
2. Research design
5. KIẾN NGHỊ CỦA NIELSEN
Report Parado
Research objectives
•To measure the efficiency of Frame advertisement on channel: café shop, universities,
pharmacies and buildings (office building, apartment building).
•To measure the efficiency of Frame advertisement toward consumers.
• At the same time, results from this study will help GFrM’s sales force to generate more
sales.

Table of contents
2. Research design
4. Recommendations
5. Recommendations
Report Parado
Research design
• Area of study: HCM - HN

• Channels of study: Café shop, Pharmacies, Universities, Buildings (Office
buildings, apartment buildings).
• Respondent criteria:
 Male/Female (50/50) 18 – 55 years old
 Class ABCD, living in HCM / HN
 Resp. in Café shop: are the customers of that coffee shop who
have just spent at least 15 minutes in the shop. The resp. must visit
that coffee shop at least 3 times within past 3 months.
 Resp. in Pharmacies: are the customers who have just purchased
drugs at the store. Resp. must have purchased at that store at least
3 times within past 3 months.
 Resp. in Universities: are students of that University in at least
past 1 month.
 Resp. in buildings (office buildings/ apartment buildings): is the
person who is working/living in that building in at least past 1 month.
The resp. must be using lift in that building at least twice per day (1
up, 1 down)
 All resp. must be aware of Frame advertising.
6

Sampling
The study is conducted at:

• Café, pharmacy, university: 4 points of
each channel (10 interviews each)
• Buildings: 16 points of building channel,
5 interviews at each point.
HCMC HN
Café shop 40 40
Pharmacies 40 40
Universities 40 40
Buildings 80 80
(office/apartment)
Total interviews 200 200
Number of points 28 28

Table of contents
2. Research design
5. Recommendations
Report Parado
Executive summary – Framedia (1)
Profile of respondents
The target viewers are quite young ~ 28 years old, well educated and HN people seem to have
a bit higher income than HCM’s.
Media habit
Frame is in top 5 most popular seen communication tools, together with other popular and
long-standing tools such as television, newspaper/magazine, and internet.
However, Frame is not rated as high in top 3 media types attracting highest attention or top 3
media affecting brand assessment.
There is no big difference about media habit between HCM and HN between age groups and
between genders toward Frame.
Report Parado
Usage:
Where? Places of ever-seen Frame

People have seen Framedia at many channels, esp. office building, trade center and café
shop
When? Times of seeing Frame in a month

Frame is seen the most frequent in office building, apartment building and university; about
once per day. There is regional differences in average seeing frequency: HCM viewers has
almost double chance to see the frame in comparison with HN’s (except at universities).
Each time they go pass by a frame, HN people will spend 1 min to read a Frame – almost
double the time that HCM people spend.
10
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Attitude:
The suitability of frame: high at all channels.

The attention level: high, look at the frame most of the times they go pass by.
Believability to the info on frame: high at all channels (somewhat believe) esp. in HN
Intention to contact manufacturer to find out more about the product if saw a frame of the
product they intent to buy: high intention across channels (Probably contact), esp. in HN
Like: In general, consumers like Framedia. Some of the reasons are: useful products
information, interesting picture, make the space more luxurious and lively and Frame is not
noisy as other form of advertising.
Attractive elements of Frame:

“Eye-catching location”, “luxurious frame”, “bright/harmonious color”, “big size” and “clear
contents” are attractive elements at every channel. Each channel has its own attractive
points, such as to Students, they attracted to the frame because of curiosity while to office
workers, “shocked info” will work vs. big size will attract viewers at café and building.
Framedia vs. Ads on paper:

Comparing with traditional advertising channels – newspaper, Frame advertising is at least
on par and even more highly appreciated at some attributes thanks to the picture quality,
creativity, the big size, luxurious and the easy to remember content. Consistently, HN viewers
have higher appreciation to frame.
11
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Current: Brands aware and product ever bought

Brands awareness are different at different channels, probably because of the availability of
each brand at each channel. Frames of automotive products (Toyota, Honda, Ford…),
technology products (mobile phone, mobile network…) are the top aware products across
cities.
Interestingly, HN viewers only pay high attention and interest to info but it takes times for
them to actually use it. HN viewers rarely contact for product info as well as bought product
because of seeing frame.
Future: Products intended to buy next 12 months / 3 months

Besides FMCGs such as personal care products, foods/ beverages, cosmetic,
fashion/jewelry; other categories: high-tech product (cell phone, laptop), motorbike, financial
service & health care are also in purchase list of consumers in next 12 months. The purchase
list of next 3 months is less diversified, only focus on FMCG, cosmetic, fashion and mobile
phone.
Inline with future product list, consumers in both cities expect to see more products
advertised on Frame in the future; especially, HN viewers.
Each channel is suitable to place Frame of different group of product depending on demand
of consumer in each channel. Products that are suitable to place Frame in Café, Apartment
building and Office building are diverse. Meanwhile, it’s quite limited in University and esp. at
Pharmacies.
There are regional differences on which product is suitable for each channel.
12
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Executive summary – DHL (5)
DHL
Where seen?
DHL Frame is mostly seen at office building. Probably due to the selective placement areas and
newly installation, DHL frame is not popularly aware among consumers.
Which version?
HCM: aware all versions. HN: only Asia Pacific the strongest
Which image/ message/ gift?
HN: limited recall (due to low base). HCM: recalled images are quite diversified: the logo, terms on
the ads - Asia, Europe, China, Germany. Strongest recalled message in both cities: No one
understands Asia as thorough as us.
Gift - HCM: USB, coupon or Teddy bear. HN: prefer back-bag and coupon. DHL can apply different
gifts in different cities.
Evaluation:
Criteria of choosing delivery service provider – HCM: local & int’l – reliability, reasonable price and
discount. HN: local – same HCM but do not care about discount; HN int’l: reliability, reasonable
price, int’l brand and good customer service.
Good contact chance from customers thanks to high liking to the ads.
People will probably contact DHL through info on frame for delivery service.
Consumer strongly shows their intention to use DHL for local transfer. This intention reduces slightly
when they need to transfer internationally.
13
Report Parado
Table of contents
2. Research design
5. Recommendations
15
Report Parado
Detailed findings
Respondent profile
Who are they?
Media habits
U&A toward Framedia
DHL Deep Dive

16
Report Parado
Profile of respondent
HIB – HCM HIB - HN
Age - Total Means: 28.18 Average household income: 14.0 mil Average household income: 14.4 mil
Education- Total Personal income- HCM Personal income - HN
Average: 6.5 mil Average: 6.9 mil

Base: Total (n=400) , HCM (n=200), HN (n=200)
Q12ab, Q14,Q40,Q13c 17
Report Parado Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Detail findings
Respondent profile
Who are they?
Media habits
U&A toward Framedia
DHL Deep Dive

20
Report Parado
Media habit
Although new, frame is in top 5 most popular seen communication tools, together with other popular and
long-standing tools such as television, newspaper/magazine, internet. Potentially because the study was
conducted in Frame-installed channels.
However, Frame is not rated as high in top 3 media types attracting highest attention or top 3 media
affecting brand assessment.
5 most frequently 3 media types pay 3 media types affect Medium like the most
seen media highest attention brand assessment
Ad .on TV
Ad. On newspaper/magazine
Ad. on internet
Framedia
Ad. on public LCD
Billboard
Ad. on radio
Ad. at bus stop
Ad. on the bus
Base: Total (n=400) Q15ABCD 21
Report Parado
Media habit– HCM/ HN
There is no big difference about media habit between HCM and HN to most of media types, except ads on
paper which is more favored by HCM viewers and HN viewers like ads on bus more than HCM’s.
B>A B>A
Ads on TV
A>B A>B A>B A>B

Ads on newspaper/magazine
Ads on radio
Ads on public LCD
Billboard
Frame
Ads at bus stop
Ads on internet
Ads on the bus

B>A B>A B>A
Base: Total (n=400)
Q15ABCD 22
Report Parado
Media habit – Male / Female
Also, there is no big difference about media habit between male and female.
I>J
Ads on TV
Ads on radio
Ads on public LCD
Billboard
Frame
Ads at bus stop
Ads on internet
Ads on the bus
Base: Total (n=400)
Q15ABCD 23
Report Parado
Media habit – Age group
There is no big difference about media habit between age groups toward Frame. However, young working
people (23-29 y-o) are more interested in LCD than teenagers (18-22y-o). Meanwhile, internet advertising is
the most favorable communication channel of young generation, especially teenagers.
Ads on TV
M>K
Ads on radio
Ads on public LCD L>K L>K L>K
Billboard N>L
Frame
Ads at bus stop
Ads on internet
KLM>N K>MN K>N KL>N
Ads on the bus
Base: Total (n=400)

Q15ABCD 24
Report Parado
Detail findings
Respondent profile
Who are they?
Media habits
U&A toward Framedia
DHL Deep Dive

25
Report Parado
Places of ever-seen Frame - Total
Although 100% reps. are awared of frame, only Office building has highest ever-seen-frame level at 53%.
Having said that, the suitability of frame is high at all channels as well as the attention level. However, the
frequency factor is not as high because it reflects the real frequency of visiting the channel of respondents.
Only frame at office buildings, apartment and university is being seen once everyday.
Resp. tends to appreciate Frame at the channel where the interview was conducted at higher level than other
channels.
Average times of Attention to Suitability

Places of ever-seen
seeing Frame in a frame (mean score)
Frame
week (mean score) (mean score)
Office building 9.5 3.83 4.33
Apartment building 6 3.81 4.28
Trade centre 1.1 3.54 4.3
University 7.1 3.51 4.03
Pharmacy 0.8 3.62 4.24
Café shop 1.9 3.58 4.18
Base: Total (n=400)

Q16ABCD
26
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Times of seeing Frame in a month
Frame is seen the most frequent in office building, apartment building and university; about once per day.
There is regional differences in average seeing frequency: except at universities, HCM viewers has almost
double chance to see the frame in comparison with HN’s
Average times of seeing

Frame (in 1 month)
Total HCM HN
38.0 44.2 32.4
23.8 34.5 17.5
4.5 7.5 2.7

28.6 24.3 32.5
3.3 4.6 2.4
7.7 8.6 7.0
Base: Total (n=400)

Q16B 33
Report Parado
Time spent for seeing Frame
Hanoian will spend 1 min to read a Frame – almost double the time that Saigonese spend.
Average time
(second)
TOTAL (n=400)
47.15
HCM (A) (n=200)
31.25
HN (B) (n=200)
63.06 A
A
Base: Total (n=400)

Q21
34
Report Parado
Attention to Frame
It’s interesting to notice that frame at all channels are attracting attention
from viewers at high level. They look at the frame most of the times they Mean score:
go pass by, especially to frame at office building in HCMC.
Total HCM HN
3.83 3.99 3.68
3.81 3.75 3.85
3.54 3.54 3.55
3.51 3.42 3.58
3.62 3.60 3.64
3.58 3.52 3.61
Base: Total (n=400)
Q16C 35
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Suitability to place Frame
Frame is assessed as suitable to be placed at all channels. This is a good sign to continue developing
strategy to expand to other channel. That would probably help to increase coverage and efficiency of Frame
advertising.
Mean score
Total HCM HN
4.33 4.30 4.37
4.28 4.19 4.33
4.30 4.25 4.32
4.03 4.00 4.06
4.24 4.12 4.34
4.18 4.21 4.17
Base: Total (n=400)

Q16D 36
Report Parado
Believability to the info on Frame - Total
Although Frame is a new form of advertising in Vietnam, it’s able to generate trust from consumer, especially
consumer in Hanoi. Basically, people “Somewhat believe” in information from the Frame.
3.95 3.87 4.03 A 3.90 4.00 3.87 4.02 3.88 4.07 4.07 3.94 3.88 3.84
B
K
PQ
LN O
O
Base: Total (n=400)

Q22 37
Report Parado
Believability to the info on Frame – Channels
Across channels, people believe in info on frame, esp. viewers in Café and Office building trust the info on
frame more than students at universities.
3.95 3.75 3.90 4.14 CG 3.98 C 3.75 4.01 C
EFH
Base: Total (n=400) *:Smallbase Q22

38
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Intention of contacting manufacturer - Total
(if see Frame of product intending to buy)
Confirming the believability toward Frame, consumers positively show intention to contact manufacturer to
ask for product information. Especially, consumer in HN; they “probably contact”.
3.79 3.65 3.92 A 3.76 3.82 3.71 3.84 3.77 3.82 3.74 3.84 3.76 3.71
Base: Total (n=400)

Q23 39
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Intention of contacting manufacturer – by channel
(if see Frame of product intending to buy)
Consumers across channels have high intention to probably contact the manufacturer to find out more about
the product if saw a frame of the product they intent to buy.
3.79 3.60 3.69 3.89 3.88 C 3.80 3.89 C
Base: Total (n=400) *:Smallbase

Q23 40
Report Parado
Likability toward Frame and reasons
In general, consumers like Framedia. Some of the reasons are: useful products information, interesting
picture, make the space more luxurious and lively and Frame is not noisy as other form of advertising.
Total HCM (A) HN (B)

Reasons of liking
n= 375 n= 185 n= 190
Provide useful products information 67 62 72
Interesting contents and picture 65 60 69
Make the space looks luxurious 53 47 58
Makes the space becomes lively 52 37 66 A

94 %
50 52 48
Is not noisy/annoying as other form of advertising
26 28 25
Always has attractive information about discount
Help to kill time 26 28 24
Total HCM HN
Reasons for not to like n= 25 n= 15 n= 10
CONTENTS (NET) 72 80 60
It's as normal as other form of advertising 28 13 50
6%
The content is not clear 16 20 10
Provide little information about product 16 27 -
Picture is not lively 12 20 -
Information is not tranferred interestingly 8 13 -
Color of the Frame is not nice 4 7 -
OTHERS (NET) 32 20 50
I don’t like advertisement 16 - 40
The frame is not big enough 12 13 10
Base: Total (n=400) The placement is not eye-catching 4 7 - 41

Q17, Q18, Q19
Report Parado
Attractive elements of Frame – HCM/ HN
Both cities have quite similar trends of what makes frame attractive but at some factors, HN people has higher
appreciation, such as big size, harmonious color, imagination, famous model and clear detail. But when only 3
most attractive elements are allowed to pick, in HN, eye-catching is no longer in the list and being replaced by
“clear contents”. To both cities, big size and luxurious frame are important to attract viewers.
Attractive elements of Frame

CURIOUSITY
3 most attractive elements by frame

Heard from others
Self-curious Note:
1st … top 3
Attracted by the crowd
of HCM
Eye-catching location 1st 1st … top 3
A>B
of HN
DESIGN
Big sized Frame B>A

Luxurious Frame 2nd 1st
Bright/harmonious color B>A 3rd 3rd
Lively picture
PICTURE
Nice layout
Picture leads to imagination B>A
Beautiful/ famous models B>A
Humorous picture
B>A 2nd
Clear detail B>A
CONTENTS
Information of new product/Serv. A>B
Attractive discount
Shocked information
Base: Tất cả ĐV Q20AB

Correlation between attractive elements of Frame and
probability of contacting for product information
Correlation helps reveal the real thoughts and behaviors of respondents. The higher the correlation is, the more
important the elements are in increasing the probability of contacting the companies advertised on frame for
product information. In this case, attracting the crowd, big size, nice layout, clear detail and shocked info are
key areas to focus when designing the frame in order to motivate consumer to contact for product info.
Attracted by the crowd
Big sized Frame
Nice layout
Clear detail
Shocked information
Lively picture
Picture leads to imagination
Luxurious Frame
Humorous picture
Base: Total (n=400)

Q20A 46

Frame advertising vs. Advertising on newspaper/magazine
– Mean-score
Comparing with traditional advertising channels – newspaper, Frame advertising is at least on par and even
more highly appreciated at some attributes thanks to the picture quality, creativity, the big size, luxurious and
the easy to remember content. Consistently, HN viewers have higher appreciation to frame.
Help to understand the contain of ads

Help to relax, killing time
Generate more attention to ads.
The advertised product strongly related to my life
B>A
The ad is more reliable
Picture quality is clearer B>A
The ad is more creatively designed B>A
The ads is bigger B>A
The ad is more luxurious B>A
The content is easier to remember B>A
The advertised product is more suitable for me
The advertised product is more premium B>A
It generates more attention from me to the brand
Provide useful information to purchasing decision B>A
Make me to pay attention to the content
Motivate me to buy the product B>A
Affect my purchasing decision
Base: Total (1.0) Ad on newspaper better

(n=400) (2.0) Same effect
(3.0) Frame advertising is better Q24 47
Report Parado
Correlation between Frame assessment and probability of
contacting manufacturer for product information
Same findings as previous correlation of attractive elements, the more luxurious, reliable, more premium
products and clearer picture quality, the higher chance to motivate viewer contact manufacturers.
B>A
The ad is more luxurious
The ad is more reliable B>A
The advertised product is more premium B>A
Picture quality is clearer B>A
Help to understand the content of ad

B>A
The ad is more creatively designed
Motivate me to buy the product
Make me to pay attention to the content
The content is easier to remember B>A
The advertised product is more suitable for me
The ads is bigger B>A
The advertised product strongly related to my life
Affect my purchasing decision
(1.0) Ad on newspaper better

(2.0) Same effect Q24
Base: Total (n=400) 48
(3.0) Frame advertising is better
Report Parado
Awareness of Brands advertised on Frame - Total
Frames of automotive products (Toyota, Honda, Ford…), technology products (mobile phone, mobile
network…) are the most concerned and remembered by consumer across cities.
HCM (n=200) HN (n=200)
Auto TOYOTA
Motorbike HONDA
Auto FORD
Motorbike YAMAHA
Auto BMW
Mobile network Mobiphone
Mobile network Viettel
Mobilephone NOKIA
MobilephoneSamsung
Laptop Samsung
DIANA (Pad, tissue)
Pharmatical product MEGA
Upsa C
MEGA STAR
Base: Total (n=400) Q25 50
Report Parado
Awareness of Brands advertised on Frame – Channels – Total
The brands awareness are different at different channels, probably because of the availability of each brand
at each channel.
Uni Pharmacy Café Apart. building Offi. building
(n=78) (n=80) (n=79) (n=20*) (n=140)
Motorbike HONDA
Mobile network Mobiphone
Mobile network Viettel
Mobilephone NOKIA
Mobilephone Samsung
Mobilephone LG
OMRON
English school Michigan
IDP-English schl & oversea study
English school Việt Mỹ
Thế Giới Di Động
MEGA STAR
Base: Total (n=400) *:Smallbase Q25 51
Report Parado Xe ô tô
Product that ever bought by seeing Frame
Interestingly, HN viewers only pay high attention and interest to info but it takes times for them to actually use it.
HN viewers rarely contact for product info as well as bought product because of seeing frame.
HCM (A) (n=200) HN (B) (n=200) HCM (A) (n=200) HN (B) (n=200)
Personal care products B
B
B Foods/beverages
Functional foods
Cosmetic B
Fashion/ watch/ jewery

Educational product
Designed gift
Mobilephone
B Laptop
Motorbike
Auto
Express transfer
Electrical product
Finance/ Banking
Aviation
Tourist
Websites
Health care
Q26c. EVER CONTACT FOR PRODUCT Q26d. EVER BOUGHT BY SEEING
INFORMATION FRAME
54
Base: Total (n=400)
Report Parado
Products intended to buy next 12 months / 3 months
Besides FMCGs such as personal care products, foods/ beverages, cosmetic, fashion/jewelry; other categories:
high-tek product (cell phone, laptop), motorbike, financial service & health care are also in purchase list of
consumers in next 12 months. The purchase list of next 3 months is less diversified, only focus on FMCG,
cosmetic, fashion and mobile phone.
HCM (A) (n=200) HN (B) (n=200) HCM (A) (n=200) HN (B) (n=200)
Personal care products

B Foods/beverages
B Functional foods B
B Cosmetic
B Fashion/ watch/ jewelry B
Educational product
Designed gift
Mobile phone
Laptop
Motorbike
Auto
Express transfer
B Electrical product
Finance/ Banking
B Aviation
B Tourism
Websites
Health care
Q26a. INTEND TO BUY NEXT 12 MONTHS Q26b. INTEND TO BUY NEXT 3 MONTHS 55
Base: Total (n=400)
Report Parado
Products expected to see more on Frame in the future
Consumers in both cities expect to see more products advertised on Frame in the future; especially, HN
viewers.
HCM (A) (n=200) HN (B) (n=200)
Personal care products

Foods/beverages
Functional foods
Cosmetic
Fashion/ watch/ jewery
Educational product A
Designed gift A
Mobilephone A
Laptop A
Motorbike A
Auto A
Express transfer A
Electrical product
Finance/ Banking A
Aviation A
Tourist A
Websites A
Health care A
Base: Total (n=400) Q26e

56
Report Parado
Product suitable to be advertised in each channel
Each channel is suitable to place Frame of different group of product depending on demand of consumer in
each channel. Products that are suitable to place Frame in Café, Apartment building and Office building are
diverse. Meanwhile, it’s quite limited in University and esp. at Pharmacies.
Uni Pharmacy Cafe Apart,Bld Off.Bld
Base: Total (n=400)

Report Parado Q27abcde
Suitability to advertise in different channels – HCM/HN
Although each channel has its suitable group of product to be advertised, consumers in 2 cities has different
point of view about the suitable product. In Office building channel, Hanoian thinks that it is suitable for a lot
of product.
Uni Pharmacy Cafe Apart,Bld Off.Bld
Personal care products B B A
Foods/beverages B B B
Functional foods B B
Cosmetic B A
Fashion/ watch/ jewery A
Educational product A
Designed gift A A A A
Mobilephone B A
Laptop B B A
Motorbike A A
Auto A A A
Express transfer B A
Electrical product A A
Finance/ Banking
Aviation A
Tourist A A
Websites A A A
Health care A A A
Q27abcde 58
Base: Total (n=400)
Report Parado
Detail findings
Respondent profile
Who are they?
Media habits
U&A toward Framedia
DHL Deep Dive

59
Report Parado
Places of seeing DHL
DHL Frame is mostly seen at office building.
Base: Resp. answered Code 98 in Q25ABC:

recognize DHL Frame Q29 60
Report Parado
Aware of different versions of DHL Frame
Awareness toward versions of DHL Frame is relatively high and is different in each city. This could be
affected by the version placed at point of interview.
Total HCM HN
(n=60) (n=44) (n=16)
No one understands CHINA as

thorough as us.
No one understands GERMAN as

thorough as us.
No one understands ASIA

PACIFIC as thorough as us.
No one understands EUROPE as

thorough as us.

Report Parado
Image remembered after seeing DHL Frame.
The recalled images are quite diversified: the logo, terms on the ads - Asia, Europe, China, Germany. HN
viewers do not recall much. Probably because of the location where the interview is conducted do not have
wide range of availability.
Total HCM HN
(n=60) (n=44) (n=16)
Logo DHL
Asia
Europe
China
Germany
DHL’s delivery man
Buon Me Thuot
Sapa
Mekong Delta

Report Parado
DHL messages
HCM viewers recall more messages than HN. “No one understands ASIA as thorough as us” is the most
recalled message in both cities.
Total HCM HN
(n=60) (n=44) (n=16)
Gifted a DHL teddy bear when
using delivery service in
upcoming 30 days.
No one understands GERMANY

as thorough as us.
No one understands CHINA as

thorough as us.
No one understands EUROPE

as thorough as us.
No one understands ASIA as

thorough as us.
All the way
DHL 20th anniversary

Report Parado
2 most favorite gifts when using DHL services
HCM people prefer USB, coupon or Teddy bear while HN people prefer back-bag and coupon. DHL can
apply different gifts in different cities.
Total HCM HN
(n=60) (n=44) (n=16)
Back-bag
USB
Teddy bear
Coupon

Report Parado
Likability toward DHL Frame and probability of contacting
DHL
In general, DHL ads is liked across regions which leads to high contact chance as well. People will probably
contact DHL through info on frame for delivery service.
ME 3.77 3.73 3.88 3.88 3.82 4.06
T2B 72 68 81 80 75 94
Q34. Likability DHL Frame Q37. Intention to contact DHL
Base: Resp. answered Code 98 in Q25ABC: Q34 + Q37 65

recognize DHL Frame
Report Parado
Criteria of choosing express transferring service
Reliability and reasonable price are 2 most important criteria when choosing delivery service both local and
international. HN is not really interested in discount when using express transferring service but HCM is. The
requirements for a local express agency are not much different in each city and remain same for HCM people
when choosing international delivery. However, besides the 2 key elements HN people requires int’l brand
and good customer service as well.
Local transfer International transfer
International brand
Famous brand
Reliability
Reasonable price
Quality of service
Good customer service
Various product range
A lot of discount
Base: Resp. answered Code 98 in Q25ABC: Q35 66

recognize DHL Frame
Report Parado
Intention of using DHL when in need of using express tranfering
service.
Consumer strongly shows their intention to use DHL for local tranfer. This intention reduces slightly when
they need to transfer internationally.
ME 4.03 4.05 4.00 3.77 3.75 3.81

T2B 90 91 88 67 66 69
Use DHL to transfer locally Use DHL to transfer internationally
Base: Resp. answered Code 98 in Q25ABC: Q36 67

recognize DHL Frame
Report Parado
Table of contents
2. Research design
5. Recommendations
68
Report Parado
Recommendations
For OOH Suppliers:
Act as master of the tool provided, recommend suitable channel to client as each
channel has different target audience and product preference.
Expanding the base in HN market as HN people highly appreciate and pay high
attention to the media tool
To win over ads on paper, Framedia must work on frame to make it more luxurious,
reliable, more premium products and clearer picture quality.
Besides expanding the coverage in current channels, Goldsun Framedia can expand to
other channels to reach more target groups. It also helps to satisfy more clients.
Spend more effort on building Goldsun Framedia brand not only to enterprises but also
to consumer to benefit in the longer term.
For clients:
To budget constraints clients: focus on (1) office building (2) university and then (3)
apartment and install in HN if the key objective is to build awareness vs. install in HCM
if the key objective is to generate sales.
When design frame must bear in mind these elements: attracting the crowd, big size,
nice layout, clear detail and shocked info. These will help attracting more viewers and
pushing them to contact the manufacturers.
69
Report Parado
Recommendations – DHL
 HOW TO IMPROVE AWARENESS LEVEL?
To increase the awareness, DHL should expand the base, install at more buildings and
other channel (University – high average seen frequency) to give people more chance
to access to the brand.
WHERE?
DHL receives high appreciation from HN people but the availability is too low to turns
effective. DHL should expand the base in HN.
WHAT TO IMPROVE ON THE CONTENTS?

Gift: should tailor for each city to trigger the contact and achieve higher satisfaction
from customers.
Contents: when developing the ads for frame pay attention to key elements attracting
people seeing the ads: attracting the crowd, big size, nice layout, clear detail and
shocked info. At the same time pay attention to key criteria which make people in each
city choose delivery service provider.
DHL also should improve on attributes that people require from a int’l delivery agency.
KEEP INVESTING?
Yes, DHL should keep invest in this medium since consumers show liking, contact
intention and purchase intention for local transfer.
70
Report Parado

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FINAL REPORT

5. KIẾN NGHỊ CỦA NIELSEN

•To measure the efficiency of Frame advertisement toward consumers.

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

• Area of study: HCM - HN

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The study is conducted at:

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Where? Places of ever-seen Frame

When? Times of seeing Frame in a month

The suitability of frame: high at all channels.

Attractive elements of Frame:

Framedia vs. Ads on paper:

Current: Brands aware and product ever bought

Future: Products intended to buy next 12 months / 3 months

Who are they?

U&A toward Framedia

DHL Deep Dive

Education- Total Personal income- HCM Personal income - HN

Average: 6.5 mil Average: 6.9 mil

Who are they?

U&A toward Framedia

DHL Deep Dive

Ad. on public LCD

Ad. at bus stop

Ad. on the bus

Base: Total (n=400) Q15ABCD 21

A>B A>B A>B A>B

Ads on public LCD

Ads at bus stop

Ads on the bus

Base: Total (n=400)

Ads on public LCD

Ads at bus stop

Ads on the bus

Base: Total (n=400)

Ads on public LCD L>K L>K L>K

Ads at bus stop

Ads on the bus

Base: Total (n=400)

Who are they?

U&A toward Framedia

DHL Deep Dive

Average times of Attention to Suitability

Office building 9.5 3.83 4.33

Apartment building 6 3.81 4.28

Trade centre 1.1 3.54 4.3

University 7.1 3.51 4.03

Pharmacy 0.8 3.62 4.24

Café shop 1.9 3.58 4.18

Base: Total (n=400)

Average times of seeing

38.0 44.2 32.4

23.8 34.5 17.5

4.5 7.5 2.7

3.3 4.6 2.4

7.7 8.6 7.0

Base: Total (n=400)

Base: Total (n=400)

3.83 3.99 3.68

3.81 3.75 3.85

3.54 3.54 3.55

3.51 3.42 3.58