1. What all questions do brand managers have about their
advertisements? Presented by: Raaman S.V.J
2. Let us list down the basic questions I have a strategy and
Online ads is the buzz the ad agency has word. I too have come out
with 3 invested a lot on online different ideas. Which ads. How do
I get to one should I go for? know if its doing any good to my
brand My ad has lot of new information and gives I have invested a
lot of impressions which are money on my print ad unique to the
category. but dont know if people So would my ad readily are
looking at my persuade consumers to messages and brand. buy my
brand Also is the layout of the ad good enough I have a bigger edit
of the ad and have limited budget. So which all sequences can I cut
short from this ad
3. I have a strategy and the ad agency has come out with 3
different ideas. Which one should I go for?
4. The Starting Point COMMUNICATION Communication Objectives,
Long and Short Term CONSUMER Consumes Media Makes Brand
Decisions
5. Not all advertising is created equal! Advertising can be
given many tasks e.g.: Launch Reinforce Target Build new brand
Positioning lapsed awareness users Communication can have myriad
objectives Delivering Building Brand Information Brand Experience
Values Airtel Dove Comm. Breaks Barriers Hutch Vodafone
6. Advertising needs to log VIVID BRAND MEMORIESto be able to
influence LATER BRAND decisions Brand Decisions made at the
store,TV watching is passive not in front of the TV Consumers need
to REMEMBER The AD The BRAND The MESSAGE
7. Logging these memories is through the ENJOYABLE/
INVOLVINGparts of an ad 0 30 secs Sequence A Sequence B Sequence C
These are the enjoyable and involving bits of the ad A Sequence B C
0 % of recall
8. We call this the Creative Magnifier Share of time Share of
memory/recallSequence: 2% c 45%
9. 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 Thats related or or
involves the involves the brand to get..... message to get.....
Relevant Branded communication memorability against strategy
10. MillwardBrown uses a methodology calledLINK to answer most
of the questions in the following way:
11. Any Communication Testing Methodology Should Answer 3key
questions Branded Brand Motivation Engagement Associations will it
cut will it communicate what effect will it through the clutter? on
strategy? have on behaviour?
12. MillwardBrownsexperience hasidentified 3 keymeasures to
predictbranded engagement Is it clear what the brand is? Does it
involve Is it enjoyed? you?
13. Key Impressions Delivery assessed at the spontaneous aswell
as aided level Mood and Ad specific Aided Impressions tone issues
attitudes Aided Source of Message Impressions impressions
impressions integration of users
14. Key Motivation Questions Persuasion Brand Appeal New News
Credibility Uniqueness Relevance Difference AI of Impressions
14
15. My ad has lot of new information and gives impressions
which are unique to the category. Sowould my ad readily persuade
consumers to buy my brand?
16. Quantifying persuasionLink incorporates a
validatedpersuasion question How do you think the advert will
affect your use of? CURRENT USER TRIALIST NON-TRIALISTEncouragement
Likelihood to consider Likelihood toto go on using choosing again
try in future
17. I have a bigger edit of the ad and have limitedbudget. So
which all sequences can I cut short from this ad
18. Story recall by the consumers 9. Couple dancing 94 2.
Couple enter a shop/coffee in rain shop/cafe 68 86 57 55 5.
Kids/children jumping Mumbai 56 in rain 10. Man/Husband lifts 59 35
42 the girl Chennai 3. Any Having 7. Man breaks 38 the biscuit into
11. VO: Light khao, light tea/coffee 42 two pieces 19 raho Sunfeast
Marie1. Any: Couple 13. With Extragoing 4. Product 13 Fibre gets
intoout/running in 4 15 9 3 Window 1 3 the biscuit/Marierain
biscuit pack 8. Any: Man 10 2 3 3 5 calls wife to 1 1 0 play in
rain 12.Biscuits/Marie 6. Product Window 2 (SFM biscuits flying
floating/pack shown/wheat field shown) New advancement is using
Neuroscience for research
19. 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?
20. Use of Eyetracking is the answer for this... Missed
out
21. Online ads is the buzz word. I too haveinvested a lot on
online ads. How do I get to know if its doing any good to my brand
HP example