ad connect brochure
DESCRIPTION
Tracking effectiveness of ads in generating audience mind share for the brandTRANSCRIPT
A quarterly monitor of the most effective ads in a product category
JuxtConsult AdConnect Study
The study tells you if your ad is generating sufficient ‘consumer mass’ for the brand in the category
‘Live-test’ based ratings of ads by category audience using 12 distinct parameters that determine ‘effectiveness’ of an ad
Measuring ‘Ad Effectiveness’ comprehensively Noticeability and memorability (recall) Appeal and likeability Relevance and persuasiveness Brand differentiation and brand preference building
Eventually measures the ‘consumer mass’ that the ad is generating is favor of the brand in the category (category mindshare)
Study Overview
Methodology• ‘Live’ ratings of ads by category users and intended users in next 6
months
• Sample of 120-150 category respondents for each surveyed ad in the category
• 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
• 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
All recall based answers collected ‘unprompted’ in blank text boxes
All category level ratings collected using a ‘5 point qualitative scale’ dropdown options
E.g. How much do you ‘identify’ with the ad?
Its just made for me
I somewhat relate to what is said in the ad
I can’t make out if the ad is meant for me or not
I don’t really relate to what is said in the ad
It is definitely not for me
Only the most recently run ads in the category are shown, and only to the category users/ intending users
Study Methodology
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
relevanceBrand 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
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Measuring & Rating Schema
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
©
© Copyright JuxtConsult
Ad MomentuxTotal ‘audience mass’ generated by the ad for the brand
TOM Ad Recall
Ad ConnectAd Connect Quotient
(adCQ)
Qualitative impact created by the ad on the audience
Qualitative impactof the ad
Quantitative impactof the ad
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 ConnectTM
Total impact created by the ad among the consumers (ad effectiveness)
Ad Connect Quotient
Ad MomentuxTM
Ad Momentum IndexConsumer mass generated by the ad for the brand (audience mindshare)
Report Details
1. Effectiveness ratings# of the mainline brand ads in the category by current / intended users (minimum 150 live test responses per brand reported)
2. ‘Ad momentum’ with which the ads are building ‘consumer mass’ for their respective brands in the category
3. Most recalled ads for the category (top of mind and spontaneous)
4. Sources media of TOM recalls (for each brand reported)
5. Level of ‘identification’ of ad with the brand (for each brand reported)
6. Level of ‘identification’ of ad slogan with the brand (for each brand reported)
7. Rating of each ad on ‘likeability’, with identification of the ad ‘elements’ leading to the likeness
8. Rating of each ad on key ad measurement attributes:
• Ad Appeal
• Message Connect
• Brand Impact
9. 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)
10. Rating of ad’s effectiveness in using the celebrity/brand ambassador if used
11. Media preferences of the category users/intended users (TV channels, Newspapers, Magazines, Radio channels, Generic websites, Emailing websites, News websites)
12. All ratings and preferences reported by key demographic segments wherever possible* (gender, age, SEC, occupation, marital status, town class, region, income class, vehicle ownership)
# 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 ConnectTM Report Content
JuxtConsult Ad Connect Study
Pricing of Reports
* 12.36% service tax extra
Report One Time Report* Annual Subscription*
Nos. Amount (Rs.) Nos. Amount (Rs.)
Ad ConnectTM Category Level Report 1 150,000 4 480,000
• Payment Terms : 50% advance
50% before the delivery of third quarterly report
• Delivery Timeline : Quarterly Reports – By 15th of the relevant month after the quarter
• Report Delivery Format : PDF
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 : [email protected]
• Website : www.juxtconsult.com
Thank You!