Talks about the important aspects brand managers consider for their brand

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 don’t 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 MEMORIES
to 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/ 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 Sequence B C
0 % of recall

8. We call this the ‘Creative Magnifier’
Share of time Share of memory/recall
Sequence: 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
That’s related to That’s related or
or involves the involves the
brand to get..... message to get.....
Relevant
Branded
communication
memorability
against strategy

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

11. Any Communication Testing Methodology Should Answer 3
key 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. MillwardBrown’s
experience has
identified 3 key
measures to predict
branded engagement
Is it clear what
the brand is?
Does it involve
Is it enjoyed? you?

13. Key Impressions Delivery assessed at the spontaneous as
well 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. So
would my ad readily persuade consumers to buy my
brand?

16. Quantifying persuasion
Link™ incorporates a validated
persuasion question
How do you think the advert will affect your use of…?
CURRENT USER TRIALIST NON-TRIALIST
Encouragement Likelihood to consider Likelihood to
to go on using choosing again try in future

17. I have a bigger edit of the ad and have limited
budget. 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 Marie
1. Any: Couple 13. ‘With Extra
going 4. Product 13 Fibre’ gets into
out/running in 4 15 9 3
Window 1 3 the biscuit/Marie
rain 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 don’t
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 have
invested a lot on online ads. How do I get to
know if its doing any good to my brand
HP example

22. Thank you