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 dont 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 MEMORIESto 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/ INVOLVINGparts 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/recallSequence: 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 Thats related to Thats related or or involves the involves the brand to get..... message to get..... Relevant Branded communication memorability against strategy

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

11. Any Communication Testing Methodology Should Answer 3key 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. MillwardBrownsexperience hasidentified 3 keymeasures to predictbranded engagement Is it clear what the brand is? Does it involve Is it enjoyed? you?

13. Key Impressions Delivery assessed at the spontaneous aswell 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. Sowould my ad readily persuade consumers to buy my brand?

16. Quantifying persuasionLink incorporates a validatedpersuasion question How do you think the advert will affect your use of? CURRENT USER TRIALIST NON-TRIALISTEncouragement Likelihood to consider Likelihood toto go on using choosing again try in future

17. I have a bigger edit of the ad and have limitedbudget. 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 Marie1. Any: Couple 13. With Extragoing 4. Product 13 Fibre gets intoout/running in 4 15 9 3 Window 1 3 the biscuit/Marierain 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 dont 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 haveinvested a lot on online ads. How do I get to know if its doing any good to my brand HP example

22. Thank you