Annual And Corporate Responsibility Report 2017

7.4.4. Effectiveness and impact Atresmedia Publicidad is committed to its advertisers and helps ensure that their campaigns on Atresmedia have more of an impact than they would at other media groups. To achieve this goal, Atresmedia Publicidad invests in advertising research, resulting in its Principles of Effective Advertising. Commandments of Effective Advertising 1 Increased sales is always a product of increased brand penetration and new buyers. 2 Television advertising generates positive ROI for brands. 3 By targeting advertisers that are genuinely interested in its products, Atresmedia is able to secure new buyers and improve the performance and success of their campaigns. 4 Television is the most effective channel and offers the best return when it comes to brand awareness. 5 Regular investment in television in the long run not only increases brand awareness and advertising recall, but also purchase intention among consumers. 6 Creativity is a key factor in improving the recall of advertising campaigns, because it increases the likelihood that viewers will remember the ad after seeing it just once. 7 Special advertising is another key factor. 8 Prime positioning during ad breaks and simulcast exclusive ads also help to increase advertising effectiveness and impact. 9 The use of neuroscience techniques more than doubles the recall of campaigns. 10 Ensuring a proper distribution of contacts allows advertisers to double brand awareness. The Killer Deck report showed that television now reaches some 70% of a country’s population in a day, 90% in a week and virtually the entire population in a month. Given the amount of time we all spend watching TV, this format has become the most powerful of all advertising tools. 7. OUR CONTRIBUTION  | 163 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017