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Cinema Advertising

Report includes: 1 month(s) 49 day(s), from 05.04.2008 to 24.05.2008

Name

Start value

End value

Dynamic

Contains

Cinema Advertising

29,01 %

67,08 %

+ 38,07 %

Financial perspective	(76,4%, 34,3%)
Growth and development perspective	(79,2%, 13%)
Internal perspective	(62,8%, 44,88%)
Customer perspective	(61,6%, 42,83%)

Graph for Cinema Advertising

Data for Cinema Advertising

Dates	Value
05.04.2008	29,01
12.04.2008	53,86
19.04.2008	29,86
26.04.2008	48,06
03.05.2008	53,83
10.05.2008	49,08
17.05.2008	38,73
24.05.2008	67,08

Financial perspective

Name

Start value

End value

Dynamic

Parent

Contains

Financial perspective

42,08 %

76,38 %

+ 34,3%

Cinema Advertising

Indicators

CPC (cost per thousand/ cost per contact)

Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio)

Expenditures cinema / Tr ratio (expenditures on advertising in cinema to store/site traffic ratio) *

CPC/CPR ratio (cost per contact to cost per inquiry ratio) *

* - Information for this metric is limited in sample report

Graph for Financial perspective

Data for Financial perspective

Dates	Value	Weight
05.04.2008	42,08	2
12.04.2008	58,65	2
19.04.2008	19,6	2
26.04.2008	60,98	2
03.05.2008	34,09	2
10.05.2008	51,9	2
17.05.2008	27,6	2
24.05.2008	76,38	2

CPC (cost per thousand/ cost per contact)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	CPC (cost per thousand/ cost per contact)	62,1	1,2	-60,9	Score	Minimize	Financial perspective

Description Average cost of reaching 1 individual from a target group. CPC allows for cross-comparison across different media types and media vehicles. It tends to be rather high for advertising in cinema.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for CPC (cost per thousand/ cost per contact)

Data for CPC (cost per thousand/ cost per contact)

Dates	Weight	Min	Max	Value
05.04.2008	6	0	100	62,1
12.04.2008	6	0	100	36,8
19.04.2008	6	0	100	99,7
26.04.2008	6	0	100	15,2
03.05.2008	6	0	100	91,5
10.05.2008	6	0	100	50,3
17.05.2008	6	0	100	88,6
24.05.2008	6	0	100	1,2

Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)	3,2	90,6	+ 87,4	%	Minimize	Financial perspective

Description Though there is no evidence for the direct relations between E and R, this ratio shows the general trend. This indicator is relevant when cinema is used as the main media vehicle of the advertising campaign, e.g. a local service provider like restaurant or tourist agency, etc.
Target description With a view to cost-cutting it is useful to keep it as low as possible.

Graph for Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Data for Expenditures cinema /Revenue (expenditures on advertising in cinema to revenue ratio)

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	3,2
12.04.2008	1	0	100	95,3
19.04.2008	1	0	100	25,9
26.04.2008	1	0	100	61,9
03.05.2008	1	0	100	35,1
10.05.2008	1	0	100	87,2
17.05.2008	1	0	100	2,2
24.05.2008	1	0	100	90,6

Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio)	30,3	48,1	+ 17,8	Score	Minimize	Financial perspective

Description Expenditures cinema / Pn ratio shows the cost per purchase (CPP), if it decreases it means that the number of customers is growing (together with a number of new customers) and that the advertising is efficient. This indicator is relevant when cinema is used as the main media vehicle of the advertising campaign, e.g. a local service provider like restaurant or tourist agency, etc.
Target description With a view to advertising efficiency the less this indicator is the better.

Graph for Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio)

Data for Expenditures cinema /Pn (expenditures on advertising in cinema to purchase number ratio)

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	30,3
12.04.2008	1	0	100	0,8
19.04.2008	1	0	100	54,6
26.04.2008	1	0	100	65,1
03.05.2008	1	0	100	13,8
10.05.2008	1	0	100	16,5
17.05.2008	1	0	100	43,1
24.05.2008	1	0	100	48,1

Growth and development perspective

Name

Start value

End value

Dynamic

Parent

Contains

Growth and development perspective

66,16 %

79,16 %

+ 13%

Cinema Advertising

Indicators

SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Graph for Growth and development perspective

Data for Growth and development perspective

Dates	Value	Weight
05.04.2008	66,16	1
12.04.2008	41,66	1
19.04.2008	37,16	1
26.04.2008	74,58	1
03.05.2008	23,62	1
10.05.2008	44,98	1
17.05.2008	35,04	1
24.05.2008	79,16	1

SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)	58,8	87,4	+ 28,6	%	Maximize	Growth and development perspective

Description Total of all cinema advertising expenditures (cinema adspend) of the company in comparison to the cinema advertising expenditures made by main competitors (in case the have any, of course).
Target description SOV c/Competitors' SOVc should equal or exceed 100%

Graph for SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Data for SOV cinema/Competitors' SOV cinema ratio (Share of Voice to competitors' Share of Voice ratio)

Dates	Weight	Min	Max	Value
05.04.2008	6	0	100	58,8
12.04.2008	6	0	100	6,7
19.04.2008	6	0	100	42
26.04.2008	6	0	100	85,7
03.05.2008	6	0	100	17,7
10.05.2008	6	0	100	49,5
17.05.2008	6	0	100	11,4
24.05.2008	6	0	100	87,4

Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)	77,2	66,8	-10,4	%	Maximize	Growth and development perspective

Description This ratio indicates the relation between the number of cinema advertising campaigns held by the company that have been evaluated as successful and general number of cinema advertising campaigns held by the company. The purpose of this indicator is to measure the company's expertise in planning, development and implementation of advertising campaigns in cinema.
Target description This ratio should tend to 100%.

Graph for Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Data for Nsuc-cin-ad/Ngen-cin-ad ratio (Number of successful cinema advertising campaigns to general number of cinema advertising campaigns held by the company)

Dates	Weight	Min	Max	Value
05.04.2008	4	0	100	77,2
12.04.2008	4	0	100	94,1
19.04.2008	4	0	100	29,9
26.04.2008	4	0	100	57,9
03.05.2008	4	0	100	32,5
10.05.2008	4	0	100	38,2
17.05.2008	4	0	100	70,5
24.05.2008	4	0	100	66,8

Internal perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal perspective

17,9 %

62,78 %

+ 44,88%

Cinema Advertising

Indicators

Actual number of commercials shown/ number of commercials planned

Budget allocated for advertising in cinema/ budget spent

Percentage of cinema campaigns that fail to start/end in due time

Number of hours allocated for copywriting and designing of a commercial for cinema/ number of hours actually spent on copywriting and designing of a commercial for cinema *

* - Information for this metric is limited in sample report

Graph for Internal perspective

Data for Internal perspective

Dates	Value	Weight
05.04.2008	17,9	2
12.04.2008	35,05	2
19.04.2008	10,55	2
26.04.2008	60	2
03.05.2008	50,97	2
10.05.2008	83,46	2
17.05.2008	78,02	2
24.05.2008	62,78	2

Actual number of commercials shown/ number of commercials planned

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Actual number of commercials shown/ number of commercials planned	23,5	47,8	+ 24,3	%	Maximize	Internal perspective

Description If the number of commercials shown is significantly low or above the planned, it is the reason for making inquiries into the work of marketing and advertising departments.
Target description The number of commercials shown should equal or about to equal to the number that was planned that is to say to 100%.

Graph for Actual number of commercials shown/ number of commercials planned

Data for Actual number of commercials shown/ number of commercials planned

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	23,5
12.04.2008	1	0	100	22,1
19.04.2008	1	0	100	9,2
26.04.2008	1	0	100	36
03.05.2008	1	0	100	50,4
10.05.2008	1	0	100	72
17.05.2008	1	0	100	82,1
24.05.2008	1	0	100	47,8

Budget allocated for advertising in cinema/ budget spent

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Budget allocated for advertising in cinema/ budget spent	53,2	88,4	+ 35,2	%	Maximize	Internal perspective

Description If the budget spent is significantly low or above the planned, it is the reason for making inquiries into the work of marketing and advertising departments
Target description The budget spent on advertising in cinema should match as closely as possible the budget allocated and specified in the MCP. That is to say to the ratio should equal to 100%.

Graph for Budget allocated for advertising in cinema/ budget spent

Data for Budget allocated for advertising in cinema/ budget spent

Dates	Weight	Min	Max	Value
05.04.2008	7	50	100	53,2
12.04.2008	7	50	100	67,55
19.04.2008	7	50	100	52,55
26.04.2008	7	50	100	80,05
03.05.2008	7	50	100	73,35
10.05.2008	7	50	100	96,25
17.05.2008	7	50	100	92,1
24.05.2008	7	50	100	88,4

Percentage of cinema campaigns that fail to start/end in due time

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Percentage of cinema campaigns that fail to start/end in due time	35,3	94,6	+ 59,3	%	Minimize	Internal perspective

Description This indicator may reveal some inefficiency either in management or in the competence of the personnel involved and may indicate that close monitoring of the work of marketing and advertising departments is required.
Target description Ideally, this ratio should equal to 0.

Graph for Percentage of cinema campaigns that fail to start/end in due time

Data for Percentage of cinema campaigns that fail to start/end in due time

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	35,3
12.04.2008	1	0	100	62,1
19.04.2008	1	0	100	71,8
26.04.2008	1	0	100	47,5
03.05.2008	1	0	100	37
10.05.2008	1	0	100	26,2
17.05.2008	1	0	100	47,9
24.05.2008	1	0	100	94,6

Customer perspective

Name

Start value

End value

Dynamic

Parent

Contains

Customer perspective

18,74 %

61,57 %

+ 42,83%

Cinema Advertising

Indicators

Awareness growth (%) following the ad campaign in cinema

Store/site Traffic growth (%) following the ad campaign in cinema

Frequency of commercials shown / Growth in number of inquiries ratio

TA/Reach ratio for advertising in cinema (target audience to reach ratio) *

* - Information for this metric is limited in sample report

Graph for Customer perspective

Data for Customer perspective

Dates	Value	Weight
05.04.2008	18,74	4
12.04.2008	63,93	4
19.04.2008	42,82	4
26.04.2008	28,99	4
03.05.2008	72,69	4
10.05.2008	31,5	4
17.05.2008	25,57	4
24.05.2008	61,57	4

Awareness growth (%) following the ad campaign in cinema

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Awareness growth (%) following the ad campaign in cinema	7,1	93,1	+ 86	%	Maximize	Customer perspective

Description As a rule, the increase in awareness is the main objective of the advertising campaign and the principal method to control its results.
Target description This percentage must be as high as possible and meet or be about to meet the objectives of the campaign

Graph for Awareness growth (%) following the ad campaign in cinema

Data for Awareness growth (%) following the ad campaign in cinema

Dates	Weight	Min	Max	Value
05.04.2008	6	0	100	7,1
12.04.2008	6	0	100	71,2
19.04.2008	6	0	100	49,6
26.04.2008	6	0	100	11,9
03.05.2008	6	0	100	96
10.05.2008	6	0	100	9,3
17.05.2008	6	0	100	18,5
24.05.2008	6	0	100	93,1

Store/site Traffic growth (%) following the ad campaign in cinema

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Store/site Traffic growth (%) following the ad campaign in cinema	8,7	18,8	+ 10,1	%	Maximize	Customer perspective

Description Though there is no direct relation between advertising and traffic, this indicator reveals the general trend and normally should increase throughout and some time after the campaign.
Target description The indicator should show growth in inquiries.

Graph for Store/site Traffic growth (%) following the ad campaign in cinema

Data for Store/site Traffic growth (%) following the ad campaign in cinema

Dates	Weight	Min	Max	Value
05.04.2008	2	0	100	8,7
12.04.2008	2	0	100	16,7
19.04.2008	2	0	100	28
26.04.2008	2	0	100	73,3
03.05.2008	2	0	100	27,4
10.05.2008	2	0	100	74
17.05.2008	2	0	100	8,5
24.05.2008	2	0	100	18,8

Frequency of commercials shown / Growth in number of inquiries ratio

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Frequency of commercials shown / Growth in number of inquiries ratio	31,2	6,6	-24,6	%	Maximize	Customer perspective

Description This ratio indicates whether and how the number of commercial placed affects the inquiries or store traffic. This indicator is relevant when cinema is used as the main media vehicle of the advertising campaign, e.g. a local service provider like restaurant or tourist agency, etc.
Target description The ratio should show increase, at least proportional, following each exposure.

Graph for Frequency of commercials shown / Growth in number of inquiries ratio

Data for Frequency of commercials shown / Growth in number of inquiries ratio

Dates	Weight	Min	Max	Value
05.04.2008	1	0	100	31,2
12.04.2008	1	0	100	90,4
19.04.2008	1	0	100	47,3
26.04.2008	1	0	100	44,9
03.05.2008	1	0	100	67,3
10.05.2008	1	0	100	26,3
17.05.2008	1	0	100	43
24.05.2008	1	0	100	6,6

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 28.04.2008 23:49:57