Ad Box OfficeTM tracks and ranks the ads on their total ‘Ad Connect Quotient’. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad. It tells you if your ad is ‘standing out’ in the daily ad clutter and ‘connecting’ with the consumers.

1. India AdTrack
1

2. India AdTrack
2
The 10 most
Effective Ads
of the Month
Total effectiveness of the
ad in connecting the
brand with the
consumers
Brand Ad
Ad Connect
Quotient (adCQ™)
Relative Index
Airtel 59.7 100
Nokia 45.5 76
Surf Excel 23.7 40
Hutch 22.9 38
UTI / Axis Bank 21.1 35
Lux 19.0 32
Pepsi 17.3 29
LIC 16.6 28
Tata Sky 15.3 26
Cadbury’s Dairy Milk 14.5 24

3. India AdTrack
3
Me-too Ads (Top 25 of the last 400 ads)
Videocon Fanta Nirma Washing
Powder
UTI Mutual
Funds
Philips
Maruti Alto Kohinoor Condom Compaq Clinic Plus Radio Mirchi
Britannia Reliance Life Tata Salt TVS Apache Nescafe
Santoor Gold Winner Lakme Lux Cozy Wheel
Center Fresh Axe Moods Condom Vim Bar Hewlett Packard
Hit Ads (Top 25 of next 76 ads)
Hero Honda Raymond Intel
Coca Cola Garnier Rexona Deo
Mentos Hamam Navratna Tel
Idea Sony Ericsson Alpenliebe
BSNL Dettol Sunfeast
Motorola Fevicol
Fair & Lovely TVS Scooty
Boost Pepsodent
Sony Orbit White
Close Up Samsung
Super Hit Ads (All 25 ads)
Airtel ICICI Prudential Life Reliance Mobile
Nokia Colgate Amul Milk
Surf Excel Bajaj Pulsar Whirlpool
Hutch Bajaj Auto ICICI Bank
UTI / Axis Bank Horlicks SBI
Lux Tata Indicom
Pepsi Naukri
LIC Bru Coffee
Tata Sky Happydent
Cadbury’s Dairy Milk Chlormint
* Based on the total Ad Connect Quotient (adCQ™) of the ad. ‘Super-hit’ in the range of > 95th
percentile, ‘Hit’ in the 80th – 95th percentile range, ‘Me-too’ < 80th percentile range of adCQ™
Super Hit …
Hit … Me-too
Ads*

4. India AdTrack
4
Top 10 ads
on Ad Recall
How much is the ad
recalled top of mind in
the daily ad clutter
Brand Ad Top of Mind Ad Recall
Airtel 6%
Nokia 5%
Lux 4%
Pepsi 3%
Surf Excel 3%
UTI / Axis Bank 3%
Hutch 3%
Bajaj Auto 2%
Cadbury’s Dairy Milk 2%
Tata Sky 2%

5. India AdTrack
5
Top 10 most
ToM Ad
Slogans
How much is the ad
slogan recalled top of
mind in the daily ad
clutter
Ad Slogan Brand Ad
Top of Mind
Slogan Recall
“Wherever you go our
network follows”
Hutch 8%
“Connecting people” Nokia 6%
“Kuch meetha ho jaye” Cadbury’s Dairy Milk 5%
“Thanda matlab Coca
Cola”
Coca Cola 5%
“Daag aache hain” Surf Excel 4%
“Yeh dil maange more” Pepsi 4%
“Buland bharat ki buland
tasveer”
Bajaj Auto 4%
“Isko laga dala to life
jhinga lala”
Tata Sky 3%
“Cheater cock” Pepsodent 3%
“Karlo duniya muthi mein” Reliance Mobile 3%

6. India AdTrack
6
Top 10 ads
on Ad
Appeal
How much is the ad able
to stand apart, gets
noticed and appeals
Brand Ad Ad Appeal Index Relative Index
Airtel 0.073 100
Nokia 0.050 68
Surf Excel 0.035 48
Lux 0.030 42
Hutch 0.029 39
UTI / Axis Bank 0.024 32
Pepsi 0.024 32
Cadbury’s Dairy Milk 0.022 30
Tata Sky 0.020 28
Happydent 0.018 25

7. India AdTrack
7
Top 10 ads
on Ad
Persuasion
How much is the
message really
understood and is
relevant to the
consumers
Brand Ad Ad Persuasion Index Relative Index
Nokia 0.060 100
Airtel 0.059 97
Hutch 0.034 57
Surf Excel 0.029 49
LIC 0.027 44
UTI / Axis Bank 0.022 37
Bru Coffee 0.022 37
ICICI Prudential Life 0.021 35
Tata Sky 0.021 34
Colgate 0.019 31

8. India AdTrack
8
Top 10 ads
on Brand
Impact
How much does the ad
differentiate the brand
and build preference
for it in consumer’s
hearts and minds
Brand Ad Brand Impact Index Relative Index
Airtel 0.085 100
Nokia 0.062 73
UTI / Axis Bank 0.031 37
Hutch 0.025 29
Pepsi 0.025 29
LIC 0.024 28
Surf Excel 0.024 28
ICICI Prudential Life 0.021 25
Lux 0.021 24
Bajaj Pulsar 0.017 20

9. India AdTrack
9
Perceptual
Map – 25
Super Hit
Brands
Brand
1.0.50.0-.5-1.0-1.5
.8
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
Brand Impact
Ad Persuasion
Ad Appeal
SBI
ICICI Bank
Whirlpool
Amul Milk
Reliance Mobile
Chlormint
Bru Coffee
Naukri
Tata Indicom
Horlicks
Bajaj Auto
Cadbury’s Dairy Milk
Bajaj Pulsar
Colgate
ICICI Prudential Life
Cadbury’s
Tata Sky
LIC
Pepsi
Lux
UTI / Axis Bank
Hutch
Surf Excel
Nokia
Airtel
Happydent
Attribute
Brand
1.0.50.0-.5-1.0-1.5
.8
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
Brand Impact
Ad Persuasion
Ad Appeal
SBI
ICICI Bank
Whirlpool
Amul Milk
Reliance Mobile
Chlormint
Bru Coffee
Naukri
Tata Indicom
Horlicks
Bajaj Auto
Cadbury’s Dairy Milk
Bajaj Pulsar
Colgate
ICICI Prudential Life
Cadbury’s
Tata Sky
LIC
Pepsi
Lux
UTI / Axis Bank
Hutch
Surf Excel
Nokia
Airtel
Happydent
Attribute

10. India AdTrack
10
Top 10 ads
using
‘Celebrities’
Effectively
Brand Ad % Responses
Cadbury’s Dairy Milk 14%
Lux 6%
Pepsi 5%
Sunfeast 3%
Whirlpool 3%
Boost 3%
Motorola 3%
Tata Sky 3%
Dabur 2%
Coca Cola 2%

11. India AdTrack
11
Top 10 ad
‘Celebrities’*
Celebrity % Prefer
Amitabh Bachchan 54%
Shah Rukh Khan 43%
Sachin Tendulkar 20%
Kajol 16%
Aishwarya Rai 15%
Rani Mukherjee 14%
Aamir Khan 12%
Hritik Roshan 12%
Abhishek Bachchan 11%
John Abraham 11%
* 3 unaided likes per respondent

12. India AdTrack
12
Other
Highlights
‘Top of mind’ ad recalls are highly representative of
the ‘considered’ level ad recalls
More memorable slogans help the brand get better top
of mind ad recalls
A well recalled slogan without the brand name works
well, it is not necessary to have brand name in the
slogan
TV is the prime driver of ad recalls, but accounts for
only about half of all ad recalls
‘Celebrities’ in ads may help brands in getting more ad
recall and some brand impact, but very little in
improving message connect

13. India AdTrack
13
Study
Overview
Tells you if your ad is standing out in the daily ad
clutter and ‘connecting’ with the consumers
Audience-response based ranking of ads using 12
distinct parameters that determine ‘effectiveness’ of
an ad. Overall rating of these ads on a composite index
called ‘Ad Connect Quotient (adCQ™)’
Measuring ‘Ad Effectiveness’ comprehensively
Noticeability and memorability (recall)
Appeal and likeability
Relevance and persuasiveness
Brand differentiation and brand preference building

14. India AdTrack
14
Methodology A very large sample of over 10,000 ‘brand-conscious’
urban consumers surveyed every month (non-panel
based). Sample base of 12,360 in August 2007
Online survey conducted using a leading portal in India
as well as Google search ads. Data made
representative of the urban Indian population by using
appropriate ‘demographic multipliers’
Multipliers derived using authentic Govt. of India
population data (5 factor 560 combination weighting)
Findings representative of more than 200 million urban
Indian consumers (almost 2/3rd of urban population
and probably the entire brand-conscious population)
Covering consumers of all SEC classes, age and income
groups. Good sample sizes from at least 65 individual
cities/towns (total coverage of over 2,000 distinct
towns)

15. India AdTrack
15
Respondent
Profile
August 2007
Demographic Attributes
Study
Respondent
Profile
Actual
Urban
Population
Male 59% 52%
Gender
Female 41% 48%
Below 13 years Not included in
study
NA
13-18 years 19% 16%
19-24 years 20% 17%
25-35 years 31% 27%
36-45 years 18% 18%
46-55 years 8% 11%
Age
Distribution
Above 55 years 4% 11%
Up to 1 Lakh 30% 31%
1-5 Lakhs 18% 27%
5-30 Lakhs 24% 25%
City Type
(Population
Size) Above 30 Lakhs 29% 17%
Metro 32%
Urban uptowns 12%
Emerging Towns 9%
City Type
(Market
Size) Others 46%

16. India AdTrack
16
Respondent
Profile
August 2007
The Ad
Connect
Measurement
Model©
Was the ad noticed?
Was the ad understood?
Did the ad appeal?
Was the message relevant?
Did it help build brand preference?
The Measures
Recall
Message comprehension
Message believability
Originality/Distinctiveness
Likeability
Identification
Message relevance
Brand Differentiation
Brand Inclination
Brand Empathy
Impact on Brand Image
Brand Consideration
The Ad – Consumer
Interaction Points
The Ad Effectiveness Criteria
Noticeability
Relatability
Connectivity
Relevance
Brand preference
© Copyright 2007, JuxtConsult, All rights reserved

17. India AdTrack
17
The Derived
Measures
Ad Appeal How much is the ad noticed and appeals
How much is the ad understood, related
to and convinces
How much is the ad contributing in
creating brand preference
Total impact created by the ad among
the consumers
Message Connect
Brand Impact
Ad Connect
Brand Appeal Index
Brand Impact Index
Ad Connect Quotient
(adCQ™)
Brand Persuasion
Index

18. India AdTrack
18
Ad-Box-
Office™
Report
Content
1. Ranking of the most effective ads based on the composite ‘ad connect
quotient’ (adCQ™)
2. Classification into ‘super-hit’, ‘hit’ and ‘me-too’ categories
3. Rankings of ads on:
• Ad Appeal
• Message Connect
• Brand Impact
4. Ranking of most recalled ads (top of mind and spontaneous)
5. Sources media of TOM recalls (overall level)
6. Ranking of most ‘liked’ ads (top of mind and spontaneous)
7. Elements liked in the ads (overall level)
8. Ranking of most recalled ad slogans (with/without brand connection)
9. Ranking of ads on all the balance 10 individual parameters (originality,
audience identification, message comprehension, message relevance,
persuasiveness, brand differentiation, brand impression, brand image,
brand empathy and brand preference)
10. Ranking of ads on most effective use of celebrity/brand ambassador
11. Ranking of the currently most popular celebrities/brand ambassadors
12. All rankings reported separately by key product / service categories
13. All rankings and preferences reported by key demographic segments*
(gender, age, SEC, occupation, marital status, town class, region,
income class, vehicle ownership)
14. Media preferences of the respondents (TV channels, Newspapers,
Magazines, Radio channels, Generic websites, Emailing websites, News
websites)
* depending on the sufficiency of sample size of relevant respondents

19. India AdTrack
19
Pricing of
Reports
Report One Time Report* Annual Subscription*
Nos. Amount (Rs.) Nos. Amount (Rs.)
Ad-Box-OfficeTM Monitor
Report
1 25,000 12 1,50,000
Ad MomentuxTM Category
Level Report# 1 1,00,000 4 2,50,000
Combo Pack of Both Reports 2 1,00,000 16 3,00,000
Payment Terms : 100% advance
Delivery Timeline : First Report - Mid September 2007
: Monthly Report – 10th
of every month
: Quarterly Reports – 15th
– 20th
of the
relevant month
Report Delivery Format : PDF
#
To know more about category specific Ad Momentux™ quarterly reports visit
www.juxtconsult.com
* Exclusive of 12.36% service tax

20. India AdTrack
20
Contact
Details
Address : 7, Kehar Singh Estate, 1st Floor,
Westend Marg, Lane 2, Said-ul-
Ajaib, New Delhi – 110030
Telephone : +91-11-29535098, +91-9811256502
Contact Person : Sanjay Tiwari
Email : sanjay@juxtconsult.com
Website : www.juxtconsult.com