the evolution of marketing effectiveness

Raj Hosahalli, Executive Director, Nielsen India

Gayathri Swahar, Director, Nielsen NeuroFocus

DRIVERS OF MARKETING EFFECTIVENESS

AUDIENCE

CONSUMERS

BRAND PORTFOLIO

CORE vs. EXTENSION

SIZE OF MEDIA

FORMAT & SCREEN

INSTORE

ATL vs. BTL

AUDIENCE

ADULTS VS. KIDS

CURRENT PRACTICE UNCOMMON SENSE

TIME SINCE MOST RECENT GRP

% R

ETEN

TIO

N

ADULT MEDIA EXPOSURE CAN AFFORD LESS CONTINUITY

MEDIA EXPOSURE 18-34 YEARS

VS. 2-12 YEARS

3X ADULTS KIDS

AUDIENCE

RURAL VS. URBAN

CURRENT PRACTICE UNCOMMON SENSE

MAJORITY OF MEDIA FOCUS IS ON URBAN CONSUMER

RURAL URBAN

MEDIA RESPONSE INDEX IS ONLY MARGINALLY DIFFERENT

105 94

SIZE OF MEDIA

CURRENT PRACTICE UNCOMMON SENSE

:10s AD DELIVERS MORE ROI THAN :30s AD WHEN USED AS

REMINDER

TV MEDIA: NO MESSAGE CHANGE

70% ARE :30+ SECONDS

:30s :10s ROI (Sales /Rs Spent)

1.1X 80%

THE MOST EFFECTIVE 10 SECS NEUROCOMPRESSION

ORIGINAL ~45 sec NEURO-COMPRESSED ~14 sec

DIFFERENTIAL ACTIVATION ACROSS SCREENS

EMOTION

ATTENTION

‘WHERE’ IS AS IMPORTANT AS ‘WHO’ AND ‘WHAT’

CONTENT AUDIENCE

CONTEXT

MOTION, NOVELTY, ERROR, AMBIGUITY GRABS ATTENTION

4

NO

VE

LT

Y

2

ER

RO

R

1

MO

TIO

N

3

AM

BIG

UIT

Y

MEDIA & INSTORE CURRENT PRACTICE

ARE SEPARATELY MANAGED &

EXECUTED

80%

UNCOMMON SENSE

BTL

Synergy

ATL

5-8% of growth

Year 1 Sales

Year 2 Sales

MOTHER BRAND VS. EXTENSION

CURRENT PRACTICE

60% to

70%

PARENT BRAND MEDIA SUPPORT

UNCOMMON SENSE

PARENTS ARE MORE SELFISH THAN WE THINK

45% 19%

EXTENSION TO

PORTFOLIO

MOTHER TO

PORTFOLIO

MARKETING EFFECTIVENESS FACTORS FOR SUCCESS

AUDIENCE

BALANCED PLANNING FOR STRONGER ASSOCIATION

SIZE OF MEDIA

SHORTER CAN

BE STRONGER

BRAND PORTFOLIO

SUPPORT BOTH EXTENSIONS AND CORE

BRANDS

INSTORE SYNERGY BENEFITS

CAN BE THE DIFFERENTIATOR