Anda di halaman 1dari 22

What all questions do brand managers have about their advertisements?

Presented by: Raaman S.V.J

Let us list down the basic questions


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 I have a strategy and the ad agency has come out with 3 different ideas. Which one should I go for?

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?

The Starting Point


COMMUNICATION Communication Objectives, Long and Short Term

CONSUMER Consumes Media Makes Brand Decisions

Not all advertising is created equal!


Advertising can be given many tasks e.g.:

Launch Reinforce new brand Positioning

Target lapsed users

Build awareness

Communication can have myriad objectives

Delivering Information

Building Brand Values

Brand Experience

Airtel Comm. Breaks Barriers Hutch Vodafone

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

Consumers need to REMEMBER The AD The BRAND The MESSAGE

Logging these memories is through the ENJOYABLE/ INVOLVING parts of an ad 0 30 secs

Sequence A

Sequence B

Sequence C

These are the enjoyable and involving bits of the ad

A
0

Sequence B % of recall

We call this the Creative Magnifier


Share of time Share of memory/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

Thats related to or involves the brand to get.....

Thats related or involves the message to get.....

Branded memorability

Relevant communication against strategy

MillwardBrown uses a methodology called LINK to answer most of the questions in the following way:

Any Communication Testing Methodology Should Answer 3 key questions

Branded Engagement

Brand Associations

Motivation

will it cut through the clutter?

will it communicate on strategy?

what effect will it have on behaviour?

MillwardBrowns experience has identified 3 key measures to predict branded engagement

Is it clear what the brand is?

Is it enjoyed?

Does it involve you?

Key Impressions Delivery assessed at the spontaneous as well as aided level

Impressions

Mood and tone

Ad specific issues

Aided attitudes

Aided impressions

Source of impressions

Message integration

Impressions of users

Key Motivation Questions

Persuasion Brand Appeal New News

Credibility

Relevance

Uniqueness Difference of Impressions

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?

Quantifying persuasion Link incorporates a validated persuasion question


How do you think the advert will affect your use of?

CURRENT USER Encouragement to go on using

TRIALIST Likelihood to consider choosing again

NON-TRIALIST Likelihood to try in future

I have a bigger edit of the ad and have limited budget. So which all sequences can I cut short from this ad

Story recall by the consumers

2. Couple enter a shop/coffee shop/cafe

9. Couple dancing in rain

94

68

57
55 56
5. Kids/children jumping in rain

86

35

59

3. Any Having tea/coffee

42 42
4. Product Window 1

38 13

1. Any: Couple going out/running in rain

7. Man breaks the biscuit into two pieces

10. Man/Husband lifts the girl

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

6. Product Window 2 (SFM floating/pack shown/wheat field shown)

12.Biscuits/Marie biscuits flying

New advancement is using Neuroscience for research

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?

Use of Eyetracking is the answer for this...

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

Anda mungkin juga menyukai