how cpa affects brand health

How CPA affects Brand Health Bank category

CPA

How CPA affects Brand Health. Bank category.

CPA

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

2011 2012 2013

Knowing

Knowing


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

Trust

Don’t Trust

CPA

2011 2012 2013

Knowing

Knowing


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

Trust

Don’t Trust

CPA

2011 2012 2013

Knowing

Knowing

Non CPA


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

2011 2012 2013

CPA Non CPA

Trust

Don’t Trust

Knowing

Knowing

Knowing

Knowing


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

2011 2012 2013

CPA Non CPA

Trust

Don’t Trust

Knowing

Knowing

Knowing

Knowing

Trust

Don’t Trust


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

0.00500000000000001

1,18%

0.0085

0,83%

2011 2012 2013

CPA Non CPA

Trust

Don’t Trust

Knowing

Knowing

Knowing

Knowing

Trust

Don’t Trust


Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

-40.00%

-30.00%

-20.00%

-10.00%

0.00%

10.00%

20.00%

30.00%

40.00%

-1.75%

-1.25%

-0.75%

-0.25%

0.25%

0.75%

1.25%

1.75%

0.00500000000000001

1,18%

0.0085

0,83%

2011 2012 2013

CPA Non CPA

Trust

Don’t Trust

Knowing

Knowing

Knowing

Knowing

Trust

Don’t Trust

The main Brand Health indicators constantly depends of the level of Knowing. Breaking of this constant is the result of the chosen strategy. In our example, during the first quarter of 2013, some amount of banks started to use CPA buying model. This lead to an increase of the level of Untrust faster than increasing of the level of Knowing. At the same time the level of Trust has increased lower than the level of Knowing has increased.To confirm this theory we have made the same research for the same number of banks, of the same bank category, but which didn`t used the CPA buying model in their communication strategy. Their results were absolutely opposite. This research confirms the approval that CPA kills Brand Health.


1. For introductory we took the fact that the CPA kills Brand Health.2. We have compiled a list of banks that came out in 2013 with CPA campaigns. Among them we left 4 ones, which used CPA campaigns each quarter of the year. 3. Starting from the year of 2011, we measured the main Brand Health indicators of each bank, during each quarter, they are Knowing, Trust and Untrust. According to this massive of data the trending lines were plotted. The infographic compares the level of Knowing to the level of Trust (upeer part) and compares the level of Knowing to the level of Untrust (lower part).4. For confirmation of the introduction theory we we conducted a similar research for banks, which didn`t used CPA buying model in their communication strategy.

Methodology

how cpa affects brand health

Marketing