Chit Chat

Since its launch many years ago the All Media Products Survey has been embroiled in controversy. During the early years much of the debate revolved about the lack of transparency regarding the methodology, the funding and the model. Despite this the survey became the cornerstone of media selection. Whatever faults the survey may have, the data gave planners the opportunity to view media from a different perspective. However, the final selection still depended on the professionalism of the planner.

The problem today is that media professionalism is on the decline. Media planning begins and ends with the computer print out. Case closed.

To throw light on the issue AMASA organised a debate on the issue with particular reference to whether the research model was truly reflecting reader behaviour in this country at a meeting held in Johannesburg on 24 November 2009. Sadly, this discussion ended in a stalemate. The old issues were once again the topics of discontent. The size of the sample became the gnawing bone.

For years SAARF has been trumpeting the uniqueness of the AMPS model. The envy that researchers abroad felt at South African agencies being able to evaluate media from a single source research document, was obvious. Apparently, South Africa is the only country where the media collectively pool funds to finance media research.

The drawback from this funding model is that the media have the final say as to the structure of the survey and the release of the data. This point was highlighted at the debate when SAARF announced that the results of the second wave of the latest computer aided survey were embargoed, and would only available to the SAARF board.

The problem with media research in this country is that the industry uses an adapted version of a UK model, which treats all respondents as equal. In the UK this is understandable as its language of communication, main culture, media and schooling is English.

The one-size-fits all model cannot work in South Africa, which has 11 official languages, many cultures, a huge social divide between the haves and the have nots and an educational system that is questionable. The majority of our citizens recieve, at best, a very basic education.

South African has a split social personality, as well. The economy is based on Western principles. The African majority in the population adhere to African beliefs, with a minority that vacillate between Western and traditional cultural behaviour.

Against this background, research cannot treat respondents as equal. The effect of different cultures, social status, levels of education, languages etc on lifestyle behaviour cannot be ignored.

Currently, respondents are tested on literacy acumen. This cannot be the only measure. The bulk of Africans learn English by ear not by education which limits their ability to understand the meaning of words and concepts. The ability to read a sentence is, therefore, not the only measure of understanding. They are more proficient in the vernacular, but their home language is acquired via their parents. who often have had a limited education.

Overclaiming is a huge problem when measuring readership and response is particularly strong among lower socio economic groups. Reader per copy figures of 78 are unacceptable, unless there is positive proof that actual reading took place.

The question of multi-readership per copy is often a bone of contention in South Africa. Black people are particularly aware of what media titles are available. This influences status claiming to impress, which is particularly prevalent among the lower socio economic groups. The rationale offered to explain this phenomenon is that poor people pass copies to neighbours and friends. Readership figures should be related to the date of issue, not last month's magazine, or the day before newspaper.

In my opinion, true readership can only be established if there is proof of readership. This is expensive. Breaking down readership by demographic group requires larger samples. Basing reader habits in Soweto, for example, on five educated respondents is highly questionable.

The bottom line with regard to readership analysis is simply this: Unless the industry is prepared to up the funding and replace the UK-based model with one that is better suited to South Africa, the advertising and media industry will be stuck with the current survey methodology. In addition, media planners need to up their skills and improve their knowledge about how consumers interact with media generally.

Auto advertising

Over the past two years the automobile industry, as a result of the worldwide economic crunch, has had a tough time. Sales of new cars have been poor and the only light at the tunnel has been a slight rise in the used car market sales. Consumers, short of cash, satisfied their transport needs by purchasing repossessed vehicles available in abundance at auctions.

Despite slow new car sales, companies continued to create awareness by promoting their marquees on television, particularly the low-priced brands. Invariably, the script places the vehicle in fantasy scenarios. The sales pitch, aimed at the youth, is all about men ignoring their female partners, and other women, preferring instead to sensually stroke the car.

All of this adds up to a pretty picture with no substance. Marquees like the KIA, TATA and Chinese models have been using this approach. All are relatively unknown in this country. They have no history of performance, engineering excellence, quality image, or reputation. The assumption is that the young only buy on price and good looks. 

This is, of course, not correct. From an early age young people are exposed cars and it is usually the famous brands like Mercedes Benz, BMW and Ferrari that they hope to own one day.

The problem with pretty advertisements is that they all look the same. Switch the brand and no one would know the difference. There is nothing in the content of these commercials that have sticking power.

Bad advertising is partly to blame for automotive woes. Ad agencies and creatives often lack a fundamental understanding of how the motor industry works. Vehicle advertising is more than just creating awareness. First time buyers - along with seasoned consumers - have a long list of concerns or requirements that are too rarely considered when advertising support for the brand is concerned. Agencies forget that word of mouth plays a huge role in how people perceive the value of a car brand. Car ownership is a social statement and peer group pressure has a huge influence on the brand they buy.

Treating a car like a diamond that is just there reflecting the light and looking pretty is not the way to build a reputation. Every car brand has a value. The job of an ad agency is to find it and promote it. Unfortunately few agencies have that skill.

Can you think of a car ad that really stands out? We'd like to hear your views.