Highest Believable Advertising

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Highest Believable

Advertising

in Repertoire Magazine October 2011 Issue

Inteplast Group

Integrated Bagging Systems

Specimen Transport Bags

Page: 53

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“Hard to make plastic bags interesting, but this ad sticks to the point, is informative, and leads the viewers to

the next step by mentioning HIDA booth location.”

“Colorful, give the available sizes and styles while showing them. Tells you how to find out more on the

product.”

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Advertising Effectiveness Study

Repertoire Magazine

October 2011 Issue

Report Prepared for:

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Table of Contents

About the Advertising Effectiveness Study ... 2

Questionnaire ... 3

High Scoring Ads ... 4

Using the Product/Service Category Results ... 6

Step 1: Establishing Context ... 7

Step 2: Reviewing Your Results... 8

Image of Studied Advertisement... 9

Results by Product/Service Category ... 10

Results by Size/Color Category ... 12

Reader Verbatim Comments ... 15

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About the Advertising Effectiveness Study

Introduction

This Advertising Effectiveness Study was

research firm.

Selected advertisements in the October 2011 issue

of

Repertoire Magazine

were studied. Readers

reported their perception of each item in terms of

whether or not it was attention-getting, believable,

or informative; and to comment about what

message or feeling they got from the ad.

By analyzing readers’ reactions to their own ads

and comparing their performance with other studied

ads, advertisers can discover ways to communicate

more effectively with

Repertoire Magazine

readers,

thus enhancing the return on their advertising

investment.

Method

The sample for this online survey was

systematically selected from the domestic, qualified

circulation of

Repertoire Magazine

. All materials

were produced, addressed, and sent by Readex.

Survey invitations were timed to reach sample

members at mid-interval between issues of the

publication. A series of up to three e-mailings were

used to invite and remind readers to participate.

Invitations included a clickable link to the survey

site plus opt-out possibilities. As an incentive to

participate, those who completed the survey were

entered in a drawing for one of five $100 American

Express gift cards.

The study was closed with a total of 526 returns.

Each respondent rated only a subset of all studied

advertisements; therefore, each ad has a base of

between 95 and 112 responses. The response was

tabulated and this report was prepared by Readex

in accordance with accepted research practice.

Using the Results

Use this feedback to gauge

relative

performance of

one item compared to another. By comparing their

scores with results for other studied ads — both

higher- and lower-scoring — advertisers can get a

feel for the creative approaches that best reach this

particular audience.

These results should not be considered projectable

to the entire circulation of

Repertoire Magazine.

However, they do represent its active, involved

readers — those who spend time with the

publication and are willing to provide feedback to its

editors and advertisers. When used as intended,

for comparison between studied items, these

results can provide valuable insight.

About Readex Research

Readex Research is a nationally recognized

independent research company located in

Stillwater, Minnesota. Its roots are in survey

research for the magazine publishing industry, but

specialization in conducting high-quality survey

research (by mail and/or the Internet) has brought

clients from many other markets, including

associations, corporate marketers and

communicators, and government agencies. Since

its founding in 1947, Readex has completed

thousands of surveys for hundreds of

different clients.

As a full-service survey research supplier, Readex

offers professional services and in-house

processing of all phases of each project (traditional

mailing, broadcast emailing, and data processing)

to ensure complete control over project quality and

schedule.

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Questionnaire

Information Collected

Selected advertisements in the October 2011

issue of

Repertoire Magazine

were measured.

!

Reader Scores

are presented as a

percentage of those answering that

the ad was:

Attention-Getting

Believable

Informative

"

Reader Comments:

Readers provided

a comment on what message or feeling

they got from the ad.

Using the Results

In most cases, the objective of an ad is to help

sell a product or service. Accordingly, an

effective ad is one that stops the reader, pulls

the reader into the ad (attention-getting score),

and stimulates a positive feeling or attitude

(believable and informative scores).

Use this feedback to gauge

relative

performance of one ad compared to another.

Advertisers can get a feel for the creative

approaches that best reach this particular

audience by comparing their ad

’

s scores with

results for other studied ads — both higher- and

lower-scoring.

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High Scoring Ads

Attention-Getting

Issue Average:

69%

Advertiser Page

Product/Service

Believable

Issue Average:

81%

Advertiser Page

Product/Service

Informative

Issue Average:

77%

Advertiser Page

Product/Service

Highest Attention-Getting

Highest Believable

BSN Medical, Inc.

page: 91

Inteplast Group -

Integrated Bagging Systems

page: 53

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Using the Product/Service Category Results

Step 1: Establishing Context

On the next page you’ll find the scores for all

the ads in your product/service category —

except for your ad.

Your scores have been omitted, because it’s

important that you look at some of the

techniques used by the high- and low-scoring

ads in your competitive set. Take a few

minutes to look at some ads and try to figure

out why they may have scored the way

they did.

If this report doesn’t break out advertisements

by product/service category, then all ads

studied except yours will be listed.

Step 2: Reviewing Your Results

After you’ve determined the techniques that

work well and don’t work well with readers of

Repertoire Magazine

, you probably have some

idea of how your ad scored.

Turn to the next section, and you’ll find your

results highlighted. If you didn’t do as well as

you hoped relative to the other ads in your

product/service category, go back and take

another look at the techniques used in the

higher scoring ads.

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Disposables

Attention-Getting Believable Informative Advertiser Page Size/Color

69% 81% 77% Issue Average (53 ads)

70% 80% 78% Product/Service Category Average (23 ads)

55% 85% 67% Advanced Sterilization Products 85 full page 54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page 95% 55% 54% B. Braun Medical Inc. 5 full page

45% 89% 88% BD Medical 93 full page

96% 93% 96% BSN Medical, Inc. 91 full page

59% 79% 77% Crosstex 25 1/2 page

47% 72% 64% Ethicon, Inc. 17 1/2 page

53% 69% 56% Georgia-Pacific Consumer Products LP 57 full page 85% 86% 80% Georgia-Pacific Consumer Products LP 59 full page 50% 79% 86% Graham Professional Medical

Products

61 1/2 page

77% 82% 68% HealthLink 45 full page

59% 86% 81% Medical Action Industries, Inc. 37 full page

68% 96% 96% Metrex 29 full page

74% 88% 90% Parker Laboratories, Inc. 33 1/2 page 89% 90% 94% Premier Medical Products, Inc. 97 full page 59% 86% 84% Professional Disposables

International, Inc.

69 full page

68% 78% 77% Sempermed USA, Inc. 7 full page

77% 70% 76% Sempermed USA, Inc. 109 full page 89% 56% 67% Shippert Medical

Technologies, Inc. 27 1/2 page

85% 84% 80% Sultan Healthcare 95 full page

75% 74% 81% Terumo Medical Corporation 15 full page 61% 80% 79% Terumo Medical Corporation 105 full page

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Disposables

Attention-Getting Believable Informative Advertiser Page Size/Color

55% 85% 67% Advanced Sterilization Products 85 full page 54% 64% 58% Ansell Healthcare Products LLC 11 1/2 page 95% 55% 54% B. Braun Medical Inc. 5 full page

45% 89% 88% BD Medical 93 full page

96% 93% 96% BSN Medical, Inc. 91 full page

59% 79% 77% Crosstex 25 1/2 page

47% 72% 64% Ethicon, Inc. 17 1/2 page

53% 69% 56% Georgia-Pacific Consumer Products LP 57 full page 85% 86% 80% Georgia-Pacific Consumer Products LP 59 full page 50% 79% 86% Graham Professional Medical

Products

61 1/2 page

77% 82% 68% HealthLink 45 full page

88% 98% 94% Inteplast Group - Integrated Bagging Systems

53 1/2 page 59% 86% 81% Medical Action Industries, Inc. 37 full page

68% 96% 96% Metrex 29 full page

74% 88% 90% Parker Laboratories, Inc. 33 1/2 page 89% 90% 94% Premier Medical Products, Inc. 97 full page 59% 86% 84% Professional Disposables

International, Inc.

69 full page

68% 78% 77% Sempermed USA, Inc. 7 full page

77% 70% 76% Sempermed USA, Inc. 109 full page 89% 56% 67% Shippert Medical

Technologies, Inc. 27 1/2 page

85% 84% 80% Sultan Healthcare 95 full page

75% 74% 81% Terumo Medical Corporation 15 full page 61% 80% 79% Terumo Medical Corporation 105 full page

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Inteplast Group - Integrated Bagging Systems

Page: 53

Product/Service Category: Disposables

Size/Color Category: 1/2 page

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Equipment, Laboratory

Attention-Getting Believable Informative Advertiser Page Size/Color

64% 73% 68% Product/Service Category Average (4 ads) 74% 69% 60% Alfa Wassermann Diagnostic

Technologies, LLC

81 full page 78% 88% 85% Beckman Coulter, Inc. 9 full page 42% 79% 79% ndd Medical Technologies 23 1/2 page 61% 56% 50% Roche Diagnostics Corporation 39 full page

Equipment, Office

Attention-Getting Believable Informative Advertiser Page Size/Color

77% 91% 74% American Diagnostic Corporation 87 full page 66% 75% 75% Bovie Medical Corporation 31 full page

89% 94% 75% Brewer 55 1/2 page

75% 87% 80% Cardiac Science Corporation 41 full page

60% 93% 84% DETECTO 20-21 2 page

65% 86% 85% ENOCHS Examining Room

Furniture

43 1/2 page

49% 69% 54% GE Healthcare 73 full page

68% 93% 90% Health o meter 78-79 2 page

72% 71% 73% Leadcare 101 full page

63% 82% 75% Midmark Corporation 115 full page 68% 90% 84% Midmark Diagnostics Group 13 full page 29% 82% 62% Midmark Diagnostics Group 51 full page

55% 79% 72% Philips Burton 71 1/2 page

69% 89% 82% Schiller America 107 full page

79% 91% 87% Stereo Optical Company, Inc. 103 1/2 page 70% 90% 83% Tuttnauer USA Co. Ltd. 111 1/2 page 75% 93% 89% Wallach Surgical Devices, Inc. 99 1/2 page

68% 72% 71% Welch Allyn 62-67 6 page

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Rapid Diagnostics

Attention-Getting Believable Informative Advertiser Page Size/Color

86% 93% 92% Abbott Point of Care Inc. 49 full page

47% 88% 89% Alere Toxicology 89 full page

40% 86% 85% Bayer HealthCare LLC 83 full page

55% 67% 60% Sekisui Diagnostics, LLC 2-3 2 page 83% 56% 71% Sekisui Diagnostics, LLC 75 full page

Services (Finance, Education, Etc.)

Attention-Getting Believable Informative Advertiser Page Size/Color

86% 90% 82% Repertoire 113 full page

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Using the Size/Color Category Results

These results are helpful because they enable easy review of scores of ads that are the same size and

color. For example, in general larger ads tend to receive higher scores. Comparing a ½-page ad with a

2-page, 4-color ad may not be the most effective way to evaluate an ad. By looking at a ½-page ad in the

context of other ½-page ads, more effective comparisons can be made.

Multiple page

Attention-Getting Believable Informative Advertiser Page

68% 72% 71% Welch Allyn 62-67

2 page

Attention-Getting Believable Informative Advertiser Page

61% 85% 78% Size/Color Category Average (3 ads)

60% 93% 84% DETECTO 20-21

68% 93% 90% Health o meter 78-79

55% 67% 60% Sekisui Diagnostics, LLC 2-3

full page

Attention-Getting Believable Informative Advertiser Page

86% 93% 92% Abbott Point of Care Inc. 49

55% 85% 67% Advanced Sterilization Products 85

47% 88% 89% Alere Toxicology 89

74% 69% 60% Alfa Wassermann Diagnostic Technologies, LLC 81

77% 91% 74% American Diagnostic Corporation 87

95% 55% 54% B. Braun Medical Inc. 5

40% 86% 85% Bayer HealthCare LLC 83

45% 89% 88% BD Medical 93

78% 88% 85% Beckman Coulter, Inc. 9

66% 75% 75% Bovie Medical Corporation 31

96% 93% 96% BSN Medical, Inc. 91

75% 87% 80% Cardiac Science Corporation 41

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full page

(continued)

Attention-Getting Believable Informative Advertiser Page

53% 69% 56% Georgia-Pacific Consumer Products LP 57 85% 86% 80% Georgia-Pacific Consumer Products LP 59

77% 82% 68% HealthLink 45

72% 71% 73% Leadcare 101

59% 86% 81% Medical Action Industries, Inc. 37

68% 96% 96% Metrex 29

63% 82% 75% Midmark Corporation 115

68% 90% 84% Midmark Diagnostics Group 13

29% 82% 62% Midmark Diagnostics Group 51

89% 90% 94% Premier Medical Products, Inc. 97

59% 86% 84% Professional Disposables International, Inc. 69

86% 90% 82% Repertoire 113

82% 78% 76% Repertoire (RepConnect) 35

61% 56% 50% Roche Diagnostics Corporation 39

69% 89% 82% Schiller America 107

83% 56% 71% Sekisui Diagnostics, LLC 75

68% 78% 77% Sempermed USA, Inc. 7

77% 70% 76% Sempermed USA, Inc. 109

85% 84% 80% Sultan Healthcare 95

75% 74% 81% Terumo Medical Corporation 15

61% 80% 79% Terumo Medical Corporation 105

95% 81% 83% Welch Allyn 116

1/2 page

Attention-Getting Believable Informative Advertiser Page

54% 64% 58% Ansell Healthcare Products LLC 11

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1/2 page

(continued)

Attention-Getting Believable Informative Advertiser Page

88% 98% 94% Inteplast Group - Integrated Bagging Systems 53

42% 79% 79% ndd Medical Technologies 23

74% 88% 90% Parker Laboratories, Inc. 33

55% 79% 72% Philips Burton 71

89% 56% 67% Shippert Medical Technologies, Inc. 27

79% 91% 87% Stereo Optical Company, Inc. 103

70% 90% 83% Tuttnauer USA Co. Ltd. 111

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What message or feeling do you get from this ad?

"Bags make blood collection easier."

"Bags with a purpose."

"Big picture, colors and straight forward info make me want to scan the ad."

"Colorful ad grabs my attention."

"Colorful so you have to look."

"Colorful, gives the available sizes and styles while showing them. Tells you how to find out more on the

product."

"Colorful."

"Colorful, eye catching, to the point."

"Ease and organization."

"Easy."

"Eye catching use of color."

"Good ad - can scan and know if you want to read on - safe."

"Good colors got my attention."

"Hard to make plastic bags interesting, but this ad sticks to the point, is informative, and leads the viewer to the

next step by mentioning HIDA booth location."

"Look at the colors."

"Makes Sense."

"More info at HIDA."

"Not familiar with the company so probably would not go out of my way to see at HIDA."

"Organized Transportation of samples."

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What message or feeling do you get from this ad?

"That they have all colors of Specimen Transport Bags."

"The bright colors are eye-catching."

"The different colored bags allows the department or service to know what items to place in bags."

"The ease of using their bags."

"The right product for the right application, variety."

"They make and sell specimen transport bags."

"Very good job."

"Very informative and attention-getting, I believe this ad would draw potential end users to this product."

"Yes - Bullet points are clearly highlighted."