Пт. Авг 19th, 2022

Предлагаем вашему вниманию результаты исследования компании HIPERCOM по мониторингу изменений рыночных
тенденций в рекламных листовках. Сравнивается первый семестр 2011 года и 2012 года.

Два индекса были использованы в исследованиях: на первом этапе было подсчитано количество акций, на втором, взвешенно на квадратный метр магазинов в которых состоялись акции.

Результат показывает, что количество листовок выросло (38,72%). Магазины с самым большим ростом за период: «Варус», «Таргет» и «Фуршет2. Несмотря на доминирующее положение на рынке рекламы, компания «Метро» еще больше увеличила количество листовок со 108 в первом семестре 2011 года до 129 в 2012 году.Среднее количество страниц листовок выросло по сравнению с первом семестром 2011 года. Листовки «Форы2 содержат на 12 страниц больше, чем в 2011 году.

Количество акций-листовок так же увеличивается, «Пакко», «Амстор» и Fozzy показали наибольший рост по количиству продвижения листовок. «Метро» сократило число продвижений по каталогу на 30%.

«Метро», «Сильпо», «Варус» и «Вопак» увеличили число своих листовок, но уменьшили количество страниц в них и
логический эффект их продвижения.

Магазины «Meтро» имеют самый высокий средний уровень цен на листовках, из-за непродовольственных товаров. Наибольшее падение уровня цен было сделано «Метро» (199 грн по сравнению 254 грн в 2011 году) и «Оскар» (55 грн по сравнению 68 грн в 2011 году).

С другой стороны, «Варус» увеличил среднюю цену на рекламные листовки от 18 грн в 2011 году до 45 грн в 2012

По итогам первого семестра 2012 года почти 2/3 акций содержат потребительские преимущества, что на 7,7
пункта выше 2011 г.

Лидеры в этой категории «Эко-Маркет», «Оскар» и Vopak. Самая популярная акция — «немедленная скидка» (36,3% акций использовали этот механизм).

Около 3,2% акций на украинском рынке, используют «1+1 бесплатно,2+1 бесплатно…» и т.п.

С точки зрения читаемости, листовки с более чем 15 специальными акциями на страницах,как у Fozzy, — самые нечитаемые в нашем рейтинге. Самые читаемые листовки — менее чем 7 акций на страницах. «Сильпо», «Фора» и «Таргет» имеют самые читаемые листовки.

Презентация исследования:

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The minimum information we need to register you is your name, email address and a password. We will ask you more questions for different services, including sales promotions. Unless we say otherwise, you have to answer all the registration questions. We may also ask some other, voluntary questions during registration for certain services (for example, professional networks) so we can gain a clearer understanding of who you are. This also allows us to personalise services for you. To assist us in our marketing, in addition to the data that you provide to us if you register, we may also obtain data from trusted third parties to help us understand what you might be interested in. This ‘profiling’ information is produced from a variety of sources, including publicly available data (such as the electoral roll) or from sources such as surveys and polls where you have given your permission for your data to be shared. You can choose not to have such data shared with the Guardian from these sources by logging into your account and changing the settings in the privacy section. After you have registered, and with your permission, we may send you emails we think may interest you. Newsletters may be personalised based on what you have been reading on theguardian.com. At any time you can decide not to receive these emails and will be able to ‘unsubscribe’. Logging in using social networking credentials If you log-in to our sites using a Facebook log-in, you are granting permission to Facebook to share your user details with us. This will include your name, email address, date of birth and location which will then be used to form a Guardian identity. You can also use your picture from Facebook as part of your profile. This will also allow us and Facebook to share your, networks, user ID and any other information you choose to share according to your Facebook account settings. If you remove the Guardian app from your Facebook settings, we will no longer have access to this information. If you log-in to our sites using a Google log-in, you grant permission to Google to share your user details with us. This will include your name, email address, date of birth, sex and location which we will then use to form a Guardian identity. You may use your picture from Google as part of your profile. This also allows us to share your networks, user ID and any other information you choose to share according to your Google account settings. If you remove the Guardian from your Google settings, we will no longer have access to this information. If you log-in to our sites using a twitter log-in, we receive your avatar (the small picture that appears next to your tweets) and twitter username.

Children’s Online Privacy Protection Act Compliance

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

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We offer a ‘My details’ page (also known as Dashboard), where you can update your personal information at any time, and change your marketing preferences. You can get to this page from most pages on the site – simply click on the ‘My details’ link at the top of the screen when you are signed in.

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This online privacy policy applies only to information collected through our website and not to information collected offline.

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Changes to our Privacy Policy

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