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GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared.

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Presentation on theme: "GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared."— Presentation transcript:

1 GM BTS Presentation for – Assessing the reach of adverts and diagnosing the performance of the adverts within proven re-callers Prepared for: Mint Prepared by: Synovate India February 2010

2 Research Objective The objectives of research were – To assess the proven recall of adverts and also to diagnose performance on key rational and emotional parameters such as: Brand Reach Likeability Credibility

3 Research Methodology Centers & Sample Sizes Face to face interviews were conducted in: Delhi 257 Mumbai 250 Bangalore252 Total Sample size covered was 759 Target Respondents CWE and Housewives/ working women Age of 18–40 years SEC A & B C&S Households

4 Detailed Diagnostics

5 Advertisement - Awareness & brand recall BrandAwareness (%) Brand Recall (%) Colgate Sensitive5975 Apollo Munich Health Insurance2765 Ariel OxyBlu6675 Bajaj Discover DTS-i5474 Bank of India1863 Horlicks5178 Bharti Axa Life Insurance / Bright Star Plus Fund5056 Britannia Nutri Choice1559 Brooke Bond Red Label6255 Livon Silky PotionLivon Silky Potion3932 Cadbury Dairy Milk Silk2858 Reliance Big TV4197 Maruti Suzuki Concept A -Star3685 Coca Cola - Fridge pack3294 Base 258 MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL

6 Advertisement - Awareness & brand recall MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL BrandAwareness (%) Brand Recall (%) Colgate Strong Teeth8799 Amul Chocolate Milk310 Reliance Big TV7565 Bharti Axa Life Insurance / Bright Star Plus Fund6435 Idea / National8599 Kellogg's Corn Flakes6569 Sunfeast Marie Light6178 Lifebuoy Total6987 Livon Silky PotionLivon Silky Potion4426 Brooke Bond Taaza601 Times of India - Aman Ki Asha5143 Maruti Eeco6062 Coca Cola - Fridge Pack6781 Mirinda Orange7991 Base255

7 Advertisement - Awareness & brand recall MQ1 Different people have different perceptions. I would like to tell the description of some advertisements. Please tell me whether you have seen this advertisement - AWARENESS MQ 1a Could you please tell me the brand related to this advertisement? – BRAND RECALL BrandAwareness (%) Brand Recall (%) Naukri.com5046 Nirma Powder8599 Parle-G6488 Parachute Therapy2775 Chevrolet Beat4882 Cadbury Bournville Fine Dark Chocolate2791 Reliance Big TV7598 Standard Chartered Corporate- Mumbai Marathon Kellogg's Corn Flakes6597 Times of India - Aman Ki Asha4953 Livon Silky PotionLivon Silky Potion4169 Vicks Cough Drop / Bigger4188 Vodafone Mobile Service8095 Base246

8 BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Colgate Sensitive Apollo Munich Health Insurance Ariel OxyBlu Bajaj Discover DTS-i Bank of India Horlicks Bharti Axa Life Insurance / Bright Star Plus Fund Britannia Nutri Choice Brooke Bond Red Label Livon Silky PotionLivon Silky Potion Cadbury Dairy Milk Silk Reliance Big TV Maruti Suzuki Concept A -Star Coca Cola - Fridge pack Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed

9 Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Colgate Strong Teeth Amul Chocolate Milk Reliance Big TV Bharti Axa Life Insurance / Bright Star Plus Fund Idea / National Kellogg's Corn Flakes Sunfeast Marie Light Lifebuoy Total Livon Silky PotionLivon Silky Potion Brooke Bond Taaza Times of India - Aman Ki Asha Maruti Eeco Coca Cola - Fridge Pack Mirinda Orange

10 Advertisement - Likeability – Believe - Claimed MQ 2a Do you like this advertisement? - Likeability MQ 2b Do you enjoy seeing this advertisement ? - Enjoyed MQ 2c Do you believe this advertisement? - Believe MQ 2d Is the claimed message in this advertisement believable? - Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) Naukri.com Nirma Powder Parle-G Parachute Therapy Chevrolet Beat Cadbury Bournville Fine Dark Chocolate27 21 Reliance Big TV Standard Chartered Corporate- Mumbai Marathon Kellogg's Corn Flakes Times of India - Aman Ki Asha Livon Silky PotionLivon Silky Potion Vicks Cough Drop / Bigger Vodafone Mobile Service

11 Marketers Dream - The advert should be able to break the clutter & reach my set of target group. -They should be able to connect my brand within the target group. Therefore the acid test used for short listing the top ads has been basis -The consumer should recall seeing the advertisement - A - Should be able to Recall the brand - B -Basis the above we have created a Reach Index -Proportion of (A x B)/100 – Reach Index

12 Marketers Objective of Breaking the Clutter – Reach Index Top Ads BrandAwareness (%) (A)Brand Recall (%) (B)Reach Index of the advert ((AxB)/100) 1 Colgate Strong Teeth Idea / National Nirma Powder Vodafone Mobile Service / National Reliance Big TV Mirinda Orange Kellogg's Corn Flakes Lifebuoy Total Parle-G Coca Cola / Coke / Fridge Pack / Ariel OxyBlu Reliance Big TV Sunfeast Marie Light Kellogg's Corn Flakes656945

13 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) 15 Colgate Sensitive Bajaj Discover DTS-i / DTS-Si Horlicks Reliance Big TV Chevrolet Beat / Beat LT Maruti Eeco Vicks Cough Drop / Bigger / Jumbo Brooke Bond Red Label Maruti Suzuki Concept A -Star / A-Star Coca Cola / Coke / Fridge pack Livon Silky PotionLivon Silky Potion Bharti Axa Life Insurance / Bright Star Plus Fund Times of India / Aman Ki Asha Cadbury Bournville Fine Dark Chocolate279125

14 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) 29 naukri.com Bharti Axa Life Insurance / Bright Star Plus Fund Times of India / Aman Ki Asha Parachute Therapie Apollo Munich Health Insurance Cadbury Dairy Milk Silk Livon Silky PotionLivon Silky Potion Livon Silky PotionLivon Silky Potion Bank of India Britannia Nutri Choice Brooke Bond Taaza Amul Chocolate Milk / MilkChocolate Standard Chartered Corporate700

15 Softer Issues of the Adverts –Adverts of Surf Excel, Adani, Rin, Lakme, Airtel & Ariel being liked the most * Average of Likeability,Enjoyment,Believe and Claimed Brand Likeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Colgate Strong Teeth Idea / National Nirma Powder Vodafone Mobile Service / National Mirinda Orange Reliance Big TV Reliance Big TV Coca Cola / Coke / Fridge Pack / Kellogg's Corn Flakes Kellogg's Corn Flakes Lifebuoy Total Bharti Axa Life Insurance / Bright Star Plus Fund Parle-G Brooke Bond Taaza

16 Contd… * Average of Likeability,Enjoyment,Believe and Claimed BrandLikeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Maruti Eeco Brooke Bond Red Label Ariel OxyBlu Sunfeast Marie Light Colgate Sensitive Times of India / Aman Ki Asha Times of India / Aman Ki Asha naukri.com Bajaj Discover DTS-i / DTS-Si Horlicks Chevrolet Beat / Beat LT Bharti Axa Life Insurance / Bright Star Plus Fund Livon Silky PotionLivon Silky Potion Livon Silky PotionLivon Silky Potion

17 Contd… * Average of Likeability,Enjoyment,Believe and Claimed Brand Likeability (%) Enjoyed (%) Believe (%) Claimed (%) *Ad diagnostics Vicks Cough Drop / Bigger / Jumbo Livon Silky PotionLivon Silky Potion Reliance Big TV Maruti Suzuki Concept A -Star / A-Star Amul Chocolate Milk / MilkChocolate Coca Cola / Coke / Fridge pack Parachute Therapie Cadbury Bournville Fine Dark Chocolate Cadbury Dairy Milk Silk Apollo Munich Health Insurance Bank of India Britannia Nutri Choice Standard Chartered Corporate77546

18 Therefore the Overall Rating for the Top ads are as follows: Top Ads Brand Awareness (%) (A) Brand Recall (%) (B) Reach Index of the advert ((AxB)/100) *Ad diagnostics 1 Colgate Strong Teeth Idea / National Nirma Powder Vodafone Mobile Service / National Reliance Big TV Mirinda Orange Kellogg's Corn Flakes Lifebuoy Total Parle-G Coca Cola / Coke / Fridge Pack / Ariel OxyBlu Reliance Big TV Sunfeast Marie Light Kellogg's Corn Flakes * Average of Likeability,Enjoyment,Believe and Claimed

19 Contd… Top Ads BrandAwareness (%) (A) Brand Recall (%) (B) Reach Index ((AxB)/100) *Ad diagnostics 15 Colgate Sensitive Bajaj Discover DTS-i / DTS-Si Horlicks Reliance Big TV Chevrolet Beat / Beat LT Maruti Eeco Vicks Cough Drop / Bigger / Jumbo Brooke Bond Red Label Maruti Suzuki Concept A -Star / A-Star Coca Cola / Coke / Fridge pack Livon Silky PotionLivon Silky Potion Bharti Axa Life Insurance / Bright Star Plus Fund Times of India / Aman Ki Asha Cadbury Bournville Fine Dark Chocolate * Average of Likeability,Enjoyment,Believe and Claimed

20 Contd… Top Ads Brand Awareness (%) (A) Brand Recall (%) (B) Reach Index ((AxB)/100) *Ad diagnostics 29 naukri.com Bharti Axa Life Insurance / Bright Star Plus Fund Times of India / Aman Ki Asha Parachute Therapie Apollo Munich Health Insurance Cadbury Dairy Milk Silk Livon Silky PotionLivon Silky Potion Livon Silky PotionLivon Silky Potion Bank of India Britannia Nutri Choice Brooke Bond Taaza Amul Chocolate Milk / MilkChocolate Standard Chartered Corporate7006 * Average of Likeability,Enjoyment,Believe and Claimed

21 GM BTS Our curiosity is all yours. Thank you.


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