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Ad Connect Brochure


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Tracking effectiveness of ads in generating audience mind share for the brand

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Ad Connect Brochure

  1. 1. A quarterly monitor of the most effective ads in a product category JuxtConsult AdConnect Study
  2. 2. <ul><li>The study tells you if your ad is generating sufficient ‘consumer mass’ for the brand in the category </li></ul><ul><li>‘ Live-test’ based ratings of ads by category audience using 12 distinct parameters that determine ‘effectiveness’ of an ad </li></ul><ul><li>Measuring ‘Ad Effectiveness’ comprehensively </li></ul><ul><ul><li>Noticeability and memorability (recall) </li></ul></ul><ul><ul><li>Appeal and likeability </li></ul></ul><ul><ul><li>Relevance and persuasiveness </li></ul></ul><ul><ul><li>Brand differentiation and brand preference building </li></ul></ul><ul><li>Eventually measures the ‘consumer mass’ that the ad is generating is favor of the brand in the category (category mindshare) </li></ul>Study Overview
  3. 3. Methodology <ul><li>‘ Live’ ratings of ads by category users and intended users in next 6 months </li></ul><ul><li>Sample of 120-150 category respondents for each surveyed ad in the category </li></ul><ul><li>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’ </li></ul><ul><li>Multipliers derived using authentic Govt. of India population data </li></ul><ul><li>Findings and demographic profile of respondents are highly representative of current and intended urban users of the product category covering almost all SEC, age, income and town classes </li></ul>
  4. 4. <ul><li>All recall based answers collected ‘unprompted’ in blank text boxes </li></ul><ul><li>All category level ratings collected using a ‘5 point qualitative scale’ dropdown options </li></ul><ul><ul><li>E.g. How much do you ‘identify’ with the ad? </li></ul></ul><ul><ul><li>Its just made for me </li></ul></ul><ul><ul><li>I somewhat relate to what is said in the ad </li></ul></ul><ul><ul><li>I can’t make out if the ad is meant for me or not </li></ul></ul><ul><ul><li>I don’t really relate to what is said in the ad </li></ul></ul><ul><ul><li>It is definitely not for me </li></ul></ul><ul><li>Only the most recently run ads in the category are shown, and only to the category users/ intending users </li></ul>Study Methodology
  5. 5. 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 JuxtConsult
  6. 6. Measuring & Rating Schema © © Copyright JuxtConsult Likeability Originality Audience Identification Ad Appeal Ad noticed and appeals Ad Appeal Index Message Connect Ad is understood, relatable and convinces Comprehensibility Relevance Persuasiveness / Believability Ad Persuasion Index Brand Impact Ad creates brand preference Brand Differentiation Brand Inclination Image Impact Brand Empathy Brand Preference Brand Impact Index Ad Momentux Total ‘audience mass’ generated by the ad for the brand TOM Ad Recall Ad Connect Ad Connect Quotient (adCQ) Qualitative impact created by the ad on the audience Qualitative impact of the ad Quantitative impact of the ad
  7. 7. The Derived Measures Message Connect Brand Impact 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 Ad Appeal Index Ad Persuasion Index Brand Impact Index Ad Connect TM Total impact created by the ad among the consumers (ad effectiveness) Ad Connect Quotient Ad Momentux TM Ad Momentum Index Consumer mass generated by the ad for the brand (audience mindshare)
  8. 8. Report Details
  9. 9. <ul><li>Effectiveness ratings # of the mainline brand ads in the category by current / intended users (minimum 150 live test responses per brand reported) </li></ul><ul><li>‘ Ad momentum’ with which the ads are building ‘consumer mass’ for their respective brands in the category </li></ul><ul><li>Most recalled ads for the category (top of mind and spontaneous) </li></ul><ul><li>Sources media of TOM recalls (for each brand reported) </li></ul><ul><li>Level of ‘identification’ of ad with the brand (for each brand reported) </li></ul><ul><li>Level of ‘identification’ of ad slogan with the brand (for each brand reported) </li></ul><ul><li>Rating of each ad on ‘likeability’, with identification of the ad ‘elements’ leading to the likeness </li></ul><ul><li>Rating of each ad on key ad measurement attributes: </li></ul><ul><ul><li>Ad Appeal </li></ul></ul><ul><ul><li>Message Connect </li></ul></ul><ul><ul><li>Brand Impact </li></ul></ul><ul><li>Rating of each reported ad in the category on the balance 10 individual parameters (originality, audience identification, message comprehension, message relevance, persuasiveness, brand differentiation, brand impression, brand image, brand empathy and brand preference) </li></ul><ul><li>Rating of ad’s effectiveness in using the celebrity/brand ambassador if used </li></ul><ul><li>Media preferences of the category users/intended users (TV channels, Newspapers, Magazines, Radio channels, Generic websites, Emailing websites, News websites) </li></ul><ul><li>All ratings and preferences reported by key demographic segments wherever possible* (gender, age, SEC, occupation, marital status, town class, region, income class, vehicle ownership) </li></ul># all category level ratings are provided by respondents on a 5 point qualitative scale, * depending on the sufficiency of sample size of relevant respondents Ad Connect TM Report Content
  10. 10. JuxtConsult Ad Connect Study Pricing of Reports * 12.36% service tax extra <ul><li>Payment Terms : 5 0% advance </li></ul><ul><li> 50% before the delivery of third quarterly report </li></ul><ul><li>Delivery Timeline : Quarterly Reports – By 15 th of the relevant month after the quarter </li></ul><ul><li>Report Delivery Format : PDF </li></ul>Report One Time Report* Annual Subscription* Nos. Amount (Rs.) Nos. Amount (Rs.) Ad Connect TM Category Level Report 1 150,000 4 480,000
  11. 11. <ul><li>Address : 7, Kehar Singh Estate, 1st Floor, Westend </li></ul><ul><li> Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030 </li></ul><ul><li>Telephone : +91-11-29535098, +91-9811256502 </li></ul><ul><li>Contact Person : Sanjay Tiwari </li></ul><ul><li>Email : </li></ul><ul><li>Website : </li></ul>Contact Details
  12. 12. Thank You!