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MULTIPLE AND CONFLICTING
PERSPECTIVES ON WHAT THE
MARKETING IMPERATIVE TO
MAXIMISE GROWTH SHOULD BE
74
81
87
90
93
93
125
141
172Iconic
Star
Mainstream
Generic
Aspirational
Limited
Fighter
Outsider
Specialist
AUDIO VISUAL CHANNELS PLAY AN IMPORTANT PART IN
DELIVERING SALIENCE
+2.41%
ONLINE VIDEO
+1.22%
TV +1.15%
MAGAZINES
%UPLIFTINMETRICPOSTEXPOSURE
Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data
DIFFERENTMEANINGFUL SALIENT
FOUNDATION COMPETITIVE
EDGE
GROWTH
LEVER
BRANDS NEED MEANINGFUL DIFFERENCE AS
WELL AS SALIENCE
HOW DO WE HELP GUIDE BRANDS THROUGH THEIR
MEDIA CHOICES?
having a real importance or value to
consumers that delivers against their
functional and emotional needs
MANY HEALTHCARE & FINANCE BRANDS HAVE
DRIVEN SUCCESS THROUGH FUNCTIONAL NEEDS
123
127
139
152
156
BUPA
Nurofen
Colgate
Pampers
Visa
MEETS NEEDS INDEX
INFORMATIVE MEDIA CONVEY THAT A PRODUCT OR
SERVICE MEETS NEEDS
+1.32%
NEWSPAPERS +1.0 %
TV
+0.83%
MAGAZINES
to achieve a level of separation from other
brands in the category due to sense of
uniqueness or dynamism
66
166
74
Meaningful
Index
Different
Index
Salient
Index
JAGERMEISTER
+3.50%
CINEMA +2.4%
MAGAZINES +0.71%
RADIO
AUDI STANDS APART THROUGH LEADERSHIP
CREDENTIALS
154
164
147
2014 2015 2016
AUDI - DIFFERENCE INDEX
SPECIALIST CHANNELS ACHIEVE DYNAMISM
+2.86%
MAGAZINES +1.4%
RADIO +0.83%
CINEMA
Salient
Meaningful
Different
WE CREATED A SINGLE
METRIC WHICH
AGGREGATES CHANNEL
PERFORMANCE ACROSS
ALL FIVE METRICS
WE REFER TO THIS AS
MEANINGFULLY
DIFFERENT IMPACT
Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
MEANINGFULLY DIFFERENT IMPACT
CONCLUSION
> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN
DELIVERING BRAND EQUITY
> MEANINGFUL DIFFERENCE IS A POWERFUL
LONG-TERM BRAND DRIVER
> MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE
MIX, AND PARTICULARLY STRONG AT DRIVING
DIFFERENTIATION FOR A BRAND

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