présentation powerpointfipp.s3.amazonaws.com/media/documents/heavy readers heavy...brand media...
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Source: Pareto principle
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130
126
119
118
106
104
99
97
Specializedmagazines
Generalmagazines
Cinema Folders Websites Billboards Television Radio
AFFINITY ON INFLUENTIAL IN ALL OR ALMOST ALL CATEGORIES
Hea
vy u
sers
of
WOM XL or L - Base FR 18-64
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Brand Media Monitor 2013 18-64 years FR, n=4082
=
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Brand Media Monitor 2013 18-64 years FR, n=4082
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Brand Media M
onitor 2013 18-64 years FR, n=4082
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Brand Media M
onitor 2013 18-64 years FR, n=4082
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Very
unpleasant
Rather
unpleasant
A little
unpleasant No feeling
A little
pleasant
Rather
pleasant
Very
pleasant
-3 -2 -1 0 1 2 3
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Very
unpleasant
Rather
unpleasant
A little
unpleasant No feeling
A little
pleasant
Rather
pleasant
Very
pleasant
2
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3
Very
unpleasant
Rather
unpleasant
A little
unpleasant No feeling
A little
pleasant
Rather
pleasant
Very
pleasant
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Very
unpleasant
Rather
unpleasant
A little
unplesant No feeling
A little
pleasant
Rather
pleasant
Very
pleasant
0
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Very
unpleasant
Rather
unpleasant
A little
unplesant No feeling
A little
pleasant
Rather
pleasant
Very
pleasant
-3 -2 -1 0 1 2 3
Ex. PERFUME average
underrated overrated neutral
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Brand Media M
onitor 2013 18-64 years FR, n=4082
PERFUME
FAMILY
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Pleasure Duty
Attachment
Detachment
Tradition Harmony
Reflexion Sensuality
Evasion Adventure
Freedom
Rationality
Might
Conflict
Morality
Discipline
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Brand Media Monitor 2013 18-64 years FR, n=603 & 1089
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Brand Media Monitor 2013 18-64 years FR, n=603
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Brand Media Monitor 2013 18-64 years FR, n= 1089
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Brand Media Monitor 2013 FR, n=1077 & 613
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Brand Media Monitor 2013 FR, n=1077
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Brand Media Monitor 2013 FR, n= 613
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Brand Media Monitor 2013 18-64 years FR, n=4082
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Brand Media Monitor 2013 FR, n=452
Tradition
Idealism
Sensuality/dream
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Materialism
Brand Media Monitor 2013 FR, n=565
Sensuality Pragmatism
Idealism
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Brand Media Monitor 2013 FR, n=654
Challenge/ Open-mindedness
Tradition Materialism
Creation
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COMMON WORDS
Materialism
Idealism
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I was looking for I experienced …
Aff. 193
It makes me want to
look for more info
about a product, …
it makes me want
to buy
Belgium, 2012,n=3000 , IP & TNS , The magazine experience
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Heavy readers of magazines, motivated by their materialistic values, are the top influentials concerning consumption