1. / CEO 9 2012 EVIDENCE-BASED COMMUNICATIONS

2. T ;EVIDENCE-BASED COMMUNICATIONS 2 3. EVIDENCE-BASED COMMUNICATIONS 4. In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response) EVIDENCE-BASED COMMUNICATIONS4 5. EVIDENCE-BASED COMMUNICATIONS 6. EVIDENCE-BASED COMMUNICATIONS 7. EVIDENCE-BASED COMMUNICATIONS 8. , , / CEOsIn the last two years, has there been an single event which has caused you to lose trust in CEOs? (Open-end response)EVIDENCE-BASED COMMUNICATIONS 8 9. , , / CEOsIn the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response) EVIDENCE-BASED COMMUNICATIONS9 10. When you think of large corporations, what is the first word that comes to mind? (Open-end response)EVIDENCE-BASED COMMUNICATIONS10 11. In the last two years, has there been a single event which has caused you to lose trust in companies? (Open-end response) EVIDENCE-BASED COMMUNICATIONS11 12. - EVIDENCE-BASED COMMUNICATIONS 12 13. / / 49,4 45,4 5,1 2 42,348,7 9 3856,35,7 35,9 604,2 35,259,65,2 25,5 71 3,5 22,974,3 2,8 (.. )19,5 75 5,5 1978,52,6 / 18,779,22,1 /CEOs 18,573,58 12 85,62,4 10,189,1 0,8EVIDENCE-BASED COMMUNICATIONS13 14. / : 49,4 2 42,3 38 35,9 35,2 25,5 22,9 (.. ) 19,5 19 / 18,7 /CEOs 18,5 12 10,1EVIDENCE-BASED COMMUNICATIONS 14 15. 35,6 - 12,8 12 , 10,1 7,4 7,2; / 5,6 4,115 3,5 2,4 2,2 1,1 1,1 1 0,80 204060 80EVIDENCE-BASED COMMUNICATIONS 15 16. / / Online (Google, Yahoo, MSN) 84,8 13,4 1,8Computer Hardware & Software 80,215,8 3,9 62,230,5 7,3 51,3 45,43,4 ? 50,7 43,65,7 49,3 44,95,9 Supermarket49 47,43,6 48,3447,8 Social Media (Facebook, Twitter, etc.)43,4 53,1 3,5 21,676,71,8 18,8 75,55,8 17,6 78,53,8 11,987,1 1 8,1 90,21,7 2 95,22,8 EVIDENCE-BASED COMMUNICATIONS 16 17. , Thinking about what is important to you about companies, which of the following would you say important when considering which companies to purchaseproducts or services from? (Showing Among All Respondents allowed to pick up to three) EVIDENCE-BASED COMMUNICATIONS 17 18. CEOs Three-fifths believe that CEOs are less trustworthy than the average employee and nearly half believe thattheir motivation is personal profitWhat do you think most top executives are motivated by? (Showing Among All)Do you think the average CEO is more or less trustworthy than the average employee? (Showing Among All) EVIDENCE-BASED COMMUNICATIONS 18 19. 3,5 CEO ; 14,634,8 37,7 9,4 0 20 4060 80 EVIDENCE-BASED COMMUNICATIONS 19 20. , 20,3/ / / 18,2 13,2 12,9 ; / 9,4 / / 8,1 7,2 6,8 5,7 5,5 5 3,6 3,4 3,3 2,8020 40 60 80 100 , 15 EVIDENCE-BASED COMMUNICATIONS 20 21. / , 99,1 98,7 ; (. 96,5 . social media, 94,2 email, 92 91,6 91,6 91,5 / (.. , 90,6 , .) 90,1 social media 89,5 83,9 / 83,6 EVIDENCE-BASED COMMUNICATIONS21 22. EVIDENCE-BASED COMMUNICATIONS 22 23. / , . Indra Nooyi, CEO PEPSICOEVIDENCE-BASED COMMUNICATIONS 24. 15 ;/ 8,9% 47,2 22,4 --17 12,4 ,,7,3 6,7 6,4 5,1 3,1 2,2 1,9 1,6 AN 1,1 RKETING 0,7 0 2040 60 80100EVIDENCE-BASED COMMUNICATIONS 25. 11,5 35.3% 23,8 ; 51,3 64.6%13,3 0 2040 6080 100EVIDENCE-BASED COMMUNICATIONS 26. ;43,6 81% 37,4 13,6 18.6% 5,4 0 2040 6080100 EVIDENCE-BASED COMMUNICATIONS 27. ;3 27.3% 24,3A 55,6 72.7%17,1 0 20 406080100EVIDENCE-BASED COMMUNICATIONS 28. 43,6 ; 81% 37,4 13,6 18.6% 5,4 0 2040 6080100 EVIDENCE-BASED COMMUNICATIONS 29. 40%8%60% 92%Which of the following is closer to your view? (Showing Among All) EVIDENCE-BASED COMMUNICATIONS29 30. , 90%67%10% 33%Which of the following is closer to your view? (Showing Among All) EVIDENCE-BASED COMMUNICATIONS30 31. 83% 42%24% 17% 58% 76%Which of the following is closer to your view? (Showing Among All) EVIDENCE-BASED COMMUNICATIONS 31 32. / EVIDENCE-BASED COMMUNICATIONS 32 33. , TV are Where do you tend to find out information about different companies? (Please select one)EVIDENCE-BASED COMMUNICATIONS33 34. Word of Mouth !How trusting would you be if a company was to use the following channels to engage with you? (Showing % Very trusting on four-point scale of Verytrusting to Not at all trusting) EVIDENCE-BASED COMMUNICATIONS 34 35. (.. Google)22,4 website 14,2 / 13,3 9,4 8,8 , , 6,9 (.. , , 6,95 blogs 3,6 3 2,8 Facebook1,7 1,4 Twitter0,70 2040 60 80 100 EVIDENCE-BASED COMMUNICATIONS 36. ! Which of the following is closer to your view? (Showing Among All) EVIDENCE-BASED COMMUNICATIONS 36 37. ; .57% 43% EVIDENCE-BASED COMMUNICATIONS 38. Thinking about how companies communicate with you. How much would you say the following applies? (Showing Applies a lot / Applies somewhat on afour=point scale for Among All) EVIDENCE-BASED COMMUNICATIONS38 39. / / ! 92,77,3 : marketing 77,5 22,5 . : CEO 77,2 22,8 ; : , 62 38 : 59,1 40,9 emails : Multiple :29,3 70,7 answer EVIDENCE-BASED COMMUNICATIONS 40. Thinking about the future, how favourable would you be to the following ways in which companies could communicate with you? (Showing Very favourable /Somewhat favourable on a four-point scale for Among All) EVIDENCE-BASED COMMUNICATIONS40 41. / / ! 88,8 11,2 88,5 11,5 60,539,5 emails : Twitter 55,6 44,4blogsEVIDENCE-BASED COMMUNICATIONS 42. ! (Social Media) : ! EVIDENCE-BASED COMMUNICATIONS 43. + 1 : , ! , SocialMedia EVIDENCE-BASED COMMUNICATIONS 44. : ! EVIDENCE-BASED COMMUNICATIONS 45. !mlazarimou@advocate-bm.grMaria Lazarimou @ LinkedinMarialaz @ twitter.comMaria Lazarimou @ Facebook posterous.com/marialazwww.advocate-bm.gr EVIDENCE-BASED COMMUNICATIONS 45