I have invested a lot of money on my print ad but dont know if people are looking at my messages and brand. Also is the layout of the ad good enough
My ad has lot of new information and gives impressions which are unique to the category. So would my ad readily persuade consumers to buy my brand
I have a bigger edit of the ad and have limited budget. So which all sequences can I cut short from this ad
I have a strategy and the ad agency has come out with 3 different ideas. Which one should I go for?
Build awareness
Delivering Information
Brand Experience
Dove
Advertising needs to log VIVID BRAND MEMORIES to be able to influence LATER BRAND decisions
TV watching is passive Brand Decisions made at the store, not in front of the TV
Sequence A
Sequence B
Sequence C
A
0
Sequence B % of recall
Sequence: 2%
c 45%
The Creative Magnifier The challenge is to link the brand and the message to the memorable parts of the ad so they are clearly communicated. A need for something interesting and involving to grab attention
Branded memorability
MillwardBrown uses a methodology called LINK to answer most of the questions in the following way:
Branded Engagement
Brand Associations
Motivation
Is it enjoyed?
Impressions
Ad specific issues
Aided attitudes
Aided impressions
Source of impressions
Message integration
Impressions of users
Credibility
Relevance
AI
14
My ad has lot of new information and gives impressions which are unique to the category. So would my ad readily persuade consumers to buy my brand?
I have a bigger edit of the ad and have limited budget. So which all sequences can I cut short from this ad
94
68
57
55 56
5. Kids/children jumping in rain
86
35
59
42 42
4. Product Window 1
38 13
Mumbai Chennai
19
15
5 calls wife to
play in rain
8. Any: Man
10
11. VO: Light khao, light raho Sunfeast Marie 13. With Extra Fibre gets into 9 3 3 the biscuit/Marie biscuit pack
I have invested a lot on my print ad but dont know if people are looking at my messages and brand. Also is the layout of the ad good enough?
Missed out
Online ads is the buzz word. I too have invested a lot on online ads. How do I get to know if its doing any good to my brand
HP example
Thank you