Posts Tagged ‘Advertisement’
AdStock GRPs
Posted on: June 30, 2012
AdStock is a simple mathematical model of how advertising builds and decays. It is invented by Simon Broadbent as he studied Milward Brown’s ad awareness data.
AdStock helps to:
- Optimize your advertisement scheduling
- Used in marketing-mix modelling to come up with advertising ROIs, etc.
- Helps you decide when to be off-air and when to be on-air
- Helps you understand the advertising decay behaviour
How advertising builds and decays?
Let us take awareness as a parameter to understand the concept of AdStock. As a consumer watches an advertisement for the first time, let us assume that consumer gains certain awareness of the brand, category, etc. Now, when the same consumer watches the advertisement for the second time, the advertisement builds on the awareness. The advertisement hopefully will strengthen the awareness, recall, preferences, etc. So, advertising builds on itself and that is why we call it as a campaign building.
Similar to the way it builds, an advertisement also decays in similar fashion. If a consumer has seen an advertisement A1 10 times in a week and the same consumer has seen an advertisement A2 only once in a week, then the way the consumer forgets the advertisements is very different. The decay rate of an advertisement depends on various parameters such as: the strength of the advertisement itself, media plan, media vehicles chosen, category involvement of the consumer, etc.
The normal GRP data doesn’t take into account the build and decay rates. So it doesn’t take into account the residual effect of advertising, though a company doesn’t advertise in a specific period. AdStock is nothing but the GRP data taking into account of the build and decay of advertising, which is more sensible in marketing applications.
Optimize your advertisement scheduling
As explained, the AdStock GRPs are the GRPs weighted for the advertising build and decay rates.
Let us look at case to optimize the scheduling strategy for an advertisement. For this case, the advertisement is assumed to have a half-life of 6 weeks (hypothetical). This will come out for a decay rate of 12.24% as shown in the table below.
We have four options of scheduling, each using roughly the same (1200-1500 GRPs) amount of GRPs. Once we translate these raw GRPs into AdStock GRPs, it will help us decide which scheduling strategy is the most optimum as explained below.
The AdStock GRPs are adjusted based on the decay rate. For example, the number 469 in Wk 2 is arrived by: (250 of Wk2) plus (250*87.8) (decayed GRPs of Week 1) = 469.
Similarly, 662 in Week 3 is arrived by: (250 of Wk 3) + (250*87.8) (decay of Wk 2) +(250*77.0)(decay of Wk 1)= 469
From the above, it is clear that Option 1 gives the maximum ROI. The other parameter important for selection of an option is the off-air time. Which of the above options gives me the maximum off-air time (when you don’t air the advertisement)?
From the above table, it is clear that Option 1 gives the maximum off-air time for the advertisement by still maintaining more than 500 GRPs. In the above example, 500 GRPs is considered as the threshold and if it goes below, then the advertisement has to come on-air.
To sum it up, AdStock helps marketers understand ‘When to advertise‘? AdStock is commonly used in scheduling, marketing-mix modelling, etc.
Any comments on this regard are most welcome.
Thank you.
Myntra.com
Posted on: August 20, 2011
Myntra.com is currently among the top e-commerce companies in India. Recently, they started above the line (ATL) advertising with the television commercial(TVC) below. As most of us know, if you have the pockets, a TVC is probably the best way to create awareness of your brand in India.
Myntra.com TVC on air
Going on TV is a very big investment for any brand. A lot of strategic thought has to go behind such move. Most of the e-commerce websites in India lack awareness. There are a few successes like Flipkart, which got people’s trust with time and which initially sold only books – considered to be a safe category to buy online.
For people to buy you, they should know you first. So, Myntra.com might have thought that trying to increase awareness through word of mouth(WOM) or through some BTL promos will take a lot of time and may never happen. This gives a chance for competition at any time in future. So, the awareness also helps them strategically in avoiding a ‘deep pocket’ competitor in future.
One of the biggest problems to buy online is ‘trust’. Lot of research proved that people generally trust a brand that comes on TV. So, Myntra.com achieved both awareness and trust with this TVC, which I think is an initial success. I am very sure that Myntra must have received an exponential increase in the number of hits, and registered users. But, people will forget things very quickly in this cluttered world. Myntra has to follow-up the consumers with banner ads, direct marketing, etc. to be in the consumer’s mind. This helps them to achieve the first target – getting established in the consumer’s mind. But, the bigger question is – how to make users buy stuff online?.
Beginning to be looked as a brand, Myntra could afford to give heavy promos without letting the consumer doubt Myntra. They only hope that with such heavy promos, and cash back guarantees people will start buying online. I think Myntra should look at their promotions more strategically. Instead of providing promos to buy online, it would be good to direct the promos towards letting the consumer experience buying online. In India, most consumers still haven’t experienced buying online. So, if one needs to be successful, one needs to attack this area.
Promotions should have a strategic direction
Myntra should direct their promotions activity more towards categories that will help consumers make choices easily. Some of the categories may be: track pants, shorts, simple backpacks, slip-on’s, flip flops, etc. This will make the consumer go and buy categories which are relatively easy to decide and not so high-involving category as apparel. Once consumers buy low-involving categories like above, you begin to take their trust to the next level. They trust you as a brand, and they trust you to buy online. Once you’ve achieved this stage, if consumers are still wary to buy apparel online, strategic directed promotions should be set up to help consumers first experience buying apparel online. For example, you may give a t-shirt free if consumers buy above 2500 rupees. Give some online promotions for any in-shop purchases. This will make consumers take that risk of choosing apparel online as it is for free. If you deliver as promised to the consumer, you will be embraced by him.
I believe it is only time this happens in India. With India being a relatively young country, I think e-commerce boom is just a few years away. It is time that we take this business very seriously.
Related Posts: Behavioral to Attitude Marketing – http://brandalyzer.wordpress.com/2011/07/31/a-to-b-and-b-to-a-marketing/
Over the last decade, Tata Steel has lost its equity within the Tata Group of companies. There was a time when every engineer in India used to aspire to work for Tata Steel. Tata Steel was once the dominant company among the Tata Group, but in the last decade it was overshadowed by Tata Consultancy Services (TCS) and Tata Motors Ltd.
Tata Steel wants to regain its position as the number one company within the Tata Group. Though there performances are good, somehow they lost the charm they had earlier, especially as an aspiration for the youth. Tata Steel wants to re-gain its corporate equity. There has been an increased focus on this issue, and you could see a lot of advertisements in both traditional and interactive media working around corporate branding. Various leaders within the company are shown in a move to inspire the youth towards Tata Steel.
Ogilvy worked on this corporate branding activity. They came up with the tag line – “This is not advertising. This is life @ Tata Steel.”
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