Report for ABB Ad Study

Transcription

1 Report for ABB Ad Study Response Counts Complet ion Rat e: 10 0 % Complete 75 T ot als: 75 1

2 1. Do you recall seeing this ad in Control magazine? 21% Yes 79% No Yes 21.3% 16 No 78.7% 59 T ot als: 75 2

3 2. Does the feature about how their pressure transmitters are part of a solution to help protect Venice from flooding make you more or less inclined to purchase process instrumentation from ABB? 21% Less inclined 79% More inclined More inclined 79.2% 57 Less inclined 20.8% 15 T ot als: 72 3

4 3. Does this ad cause you to think less or more favorably toward ABB and its process instrumentation products? 16% Less favorable 85% More favorable More favorable 84.5% 60 Less favorable 15.5% 11 T ot als: 71 4

5 4. Do you like this ad more or less than the process instrumentation ads you typically see? 29% Less 71% More More 71.2% 52 Less 28.8% 21 T ot als: 73 5

6 5. Please provide any comments you have about this ad. Count Response 1 A real world practical link to market an instrumentation product drives home the message efficaciously. Even non-technical people can relate. Good thinking! 1 I like the ad.because it give application ideas.it helps or assist one in jobs. 1 I live and work in the US, Venice and the flooding problems are not high on my priority list. I know ABB is a global company, but they were only PART of this solution. 1 I tend to pay more attention to adds that give me more specifics on how the company can help me not high level things like "Venice chose ABB". People make bad decisions all the time. Ad doesn't make me believe any more or less that ABB would be a vendor of my choice. 1 Innovative advertising, using non-industrial imagery to convey a message that everyone understands. 1 Its interesting but it does not catch my eye. Usually I don't spend much time looking at ads, therefore the ad needs to catch my attention right away. T his one doesn't. I need to spend time to determine what the add is about. Nice picture though 1 Nice picture but tell me what made the customer choose ABB over the other vendors. Was there a specific feature and benefit to the customer that others couldn't provide, was it their local service and support, was it part of a packaged system solution that lowered the overall cost? All the other vendors probably have nice photos of a customer location, so, a nice picture won't get my business. 1 Not enough choices. None of this influences my decision to use ABB or any other. Performance, cost, references, and range of products does. Nice ad all in all and interesting to know how and where they are being used. 1 Powerful concept / story..."what's your measure?" sort of week payoff as headline... 1 Real world examples with significant impact are more meaningful. 1 Should leave an option for no impact 6

7 Count Response 1 T he ad is a good ad but to me the questions in this survey don't allow for a truthful representation of what people may be thinking. Just because I might not be more inclined to buy something based on an ad doesn't mean that I will be less inclined even though that is the only answers available by this survey. 1 T he ad is okay. But I like to know what the technical difference in your product are. T his ad did not give me that. 1 T he ad looks like the job the pressure transmitters is doing is very important. 1 T hese were great questions with stupid answers. How about the choice of "neutral" or does not sway me one way or the other. this whole things is just bogus. 1 T his globally relevant company proves itself also to be globally socially responsible. 1 Unimpressive to me. I'd probably skip right over this ad. 1 We have an installed base of instrumentation and spares. We aren't going to change all of that because of an ad. If it's something new, unique and solves a particular problem, that's what I look at. Unless there's a good ROI / payback, we're not going to change our instrumentation. 1 answers should have included "neutral" or "no change" choices 1 doesn't relate to the process facilities I interact with on a daily basis 1 instrumentation in use 1 long ways from US energy projects 1 nice twist on every day needs 7