Post on 04-Aug-2015
Advertising Appropriation
Various Budgeting Methods
Several Factors influence the relationship between expenditure on promotions and sales including:
Assumpions
The goal of the promotion
Hierarchy of effects approach- Awareness, knowledge, linking, preferences, conviction , actual purchase
Threshold effect -early effect of ad are minimal Carryover effect -pdts purchased when needed Wear out effect – at a certain pt a pdt simply becomes old
/boaring. Creating promotion to add excitement are, at that pt. , difficult. The company must spend a great deal of time trying to rejuvenate the brand in some way.
Decay effect- when company stops adverting, consumers begin to forgot about company.
Random events
Setting the Total Promotion Budget The marketer must decide how much to
spend on promotion. According to the type of industry, the promotion spendings vary. E.g. 20-30%of the sales in cosmetics, 2-3%in industrial machinery.
There are basically four methods to set the total budget for advertising; affordable method percentage-of-sales method competitive-parity method objective-and-task method
Affordable Method
Setting the promotion budget at the level that management thinks the company can afford.
Small companies project their total revenues, deduct their operating expenses and capital outlays, and then devote some of the remaining funds to advertising.
This method places advertising last among expenses, therefore, ignores the effects of promotion on sales.
This method may result in either over or under spending for advertising.
Percentage-of-Sales Method
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the sales price.
The advantage of this method is that it helps management think about the relationships between promotion spending, selling price, and profit per unit.
Percentage-of-Sales Method
The disadvantages are;
(1)it wrongly views sales as the cause of promotion rather than as the result,
(2) it may prevent increase in promotional spending, when the sales are falling,
(3) it does not provide any basis for choosing a specific percentage, except last year’s and competitors percentages.
Competitive-Parity Method
Setting the promotion budget to match competitor’s outlays. The company monitors competitor’s advertising or industry averages.
The disadvantages of this method are; (1) each company has its own promotional needs, therefore, the competitors’ spending may be misleading, (2) there is no guarantee that this method will prevent promotion wars.
The concept to remember is that it is not how much is spent , but rather how well the money is allocated and how effectively the marketing compaign works at retaining customers and mkt share.
Objective-and-Task Method
Setting promotion budgets based on what the company wants to accomplish with promotion.
This is the most logical budget setting where the company (1) defines specific promotion objectives, (2) determines the tasks needed to achieve these objectives, (3) estimates the total costs of performing these tasks.
The budget will be cumulative sum of the estimated cost for all objectives.
Objective-and-Task Method
This is the most difficult method to use because it is hard to understand which tasks will achieve specific objectives. E.g. if Sony wants to create 95% awareness for its new camera within 6 months, it is difficult to decide what messages and promotions to use and how much to spend.
Quantitative Model- are limited to larger organizations with strong computer and
statistical dept
Advertising Agency
Lux Soap ad featuring Leela Chitnis 1941
First and oldest ad agency in India was B. Dattaram & Co. (1905)
Sista (1934) was the first full service Indian Agency
Pears ad from the 60’s
Advertising Agencies
Provides services of highly skilled individuals Can provide an objective viewpoint of the mkt and its business. “Advertising agency is an independent business, composed of
creative and business people who develop, prepare & place advertising in advertising media for sellers seeking to find customers for their goods or services.”
Volney B. Palmer (1840) is the first known person who worked on a commission basis to sell space in newspapers.
In 1917, newspaper publisher set 15 % as standard agency commision
During the 1980s, there was a wave of acquisition & merger of ad agencies and support org. to form super-agencies.
“Medison Avenue”
Become a symbol of advertising to the world
Advertising Agency
Some important players in the system are Clients or Advertiser- one who want to communicate Advertising Agency-
independent org. that provide one or more specialized adv .& promotion related services to assists companies in developing , preparing & executing their adv. & other promotion programs
Media organizations- Marketing communication specialist organizations And Provider of collateral services
Direct Response agencies, sales promotion agencies, package design specialist, mkting Research providers
Vidio production house, printers , photographers
Participants in the IMC Process
Marketing Communications Specialist Organization
Marketing Communications Specialist Organization
Media OrganizationsMedia Organizations
Advertiser (Client)Advertiser (Client)
Advertising AgencyAdvertising Agency
Collateral ServicesCollateral Services
Direct Response Agencies
Direct Response Agencies
Sales Promotion Agencies
Sales Promotion Agencies
Interactive AgenciesInteractive Agencies
Public Relations Firms
Public Relations Firms
Kinds of Agencies
Large agencies concentrated in relatively few pdts Small agencies Agency network
Types of Ad agencies Full Service Agencies
Specialty Agencies- ind-medical , real estate,
education, financial
Work for a function such as-
internet, Public Relation, marketing research
In house agencies
Creative Boutiques
Media Buying Agencies
Structure & Organization
What Agencies do? And how they are organized to do it?
primary services:
complete a marketing analysis develop an advertising plan prepare a creative strategy create advertising executions develop and implement a media plan handle billing and payments integrate other marketing communications
Full service agency
planning ,creating, producing, selecting media
Creating advertising
Creating advertising
Planning advertising
Planning advertising
Producing advertising
Producing advertising
Performing research
Performing research
Selecting mediaSelecting media
Sales promotion and trainingSales promotion and training
Strategic market planningStrategic market planning
Trade show materials
Trade show materials
Package designPackage design
Planning advertising
Planning advertising
Creating advertising
Creating advertising
Producing advertising
Producing advertising
Performing research
Performing research
Selecting mediaSelecting media
Strategic market planningStrategic market planning
Sales promotion and trainingSales promotion and training
Trade show materials
Trade show materials
Package designPackage design
Full-Services Agencies
Full Range of Marketing Communication and Promotion Services
Full Range of Marketing Communication and Promotion Services
Non-Advertising ServicesNon-Advertising Services
Public relations and publicityPublic relations and publicity
functions of full-service agenciesfunctions of full-service agencies
account managementaccount management creativecreative media planning and placementmedia planning and placement researchresearch
liaison between agency and client
responsible for understanding... the client’s business the client’s marketing needs strategy development
representing client point of view within the agency
account management
account management director management supervisor account supervisors account executives assistant account execs account coordinators traffic
account management
responsibility
the creative department is responsible for the creative department is responsible for creating and producing the print and broadcast creating and producing the print and broadcast advertisingadvertising
strategy is keystrategy is key good creative work good creative work is always guided by ais always guided by a
creative strategy creative strategy that sets forththat sets forth goals to be goals to be accomplishedaccomplished and and key message points key message points to be to be relayedrelayed
the creative department is responsible for the creative department is responsible for creating and producing the print and broadcast creating and producing the print and broadcast advertisingadvertising
strategy is keystrategy is key good creative work good creative work is always guided by ais always guided by a
creative strategy creative strategy that sets forththat sets forth goals to be goals to be accomplishedaccomplished and and key message points key message points to be to be relayedrelayed
creative department
media department
The media department has two main functions - planning and buying.
The planning group handles more The planning group handles more strategic marketing and media issues. strategic marketing and media issues.
The buying group handles media The buying group handles media negotiations and implementation.negotiations and implementation.
The planning group handles more The planning group handles more strategic marketing and media issues. strategic marketing and media issues.
The buying group handles media The buying group handles media negotiations and implementation.negotiations and implementation.
Services Provided by Agencies
Agency ServicesAgency Services
The link between agency and client
Managed by the Account Executive
The link between agency and client
Managed by the Account Executive
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Creation and execution of ads
Copywriters, artists, other specialists
Creation and execution of ads
Copywriters, artists, other specialists
Marketing ServicesMarketing ServicesAccount ServiceAccount Service Creative
ServicesCreative Services
Marketing ServicesMarketing ServicesAccount ServiceAccount Service
ArtistsArtists
Ad Agencies Have Skilled Specialists
WritersWriters ResearchersResearchers
PhotographersPhotographers Media AnalystsMedia Analysts Other SkillsOther Skills
MoreControl
MoreControl
CostSavings
CostSavings
BetterCoordination
BetterCoordination
LessObjectivity
LessObjectivity
LessExperience
LessExperience
LessObjectivity
LessObjectivity
LessExperience
LessExperience
BetterCoordination
BetterCoordination
MoreControl
MoreControl
CostSavings
CostSavings
Pros & Cons of In-House Agencies
TheIn-houseAgency
TheIn-houseAgency
+ Positive+ Positive - Negative- Negative
LessFlexibility
LessFlexibility
The Role of Creative Boutiques
CreativeBoutiquesCreativeBoutiques Provide Only Creative ServicesProvide Only Creative Services
Full-Service Agencies May Subcontract With Creative Boutiques
Full-Service Agencies May Subcontract With Creative Boutiques
Provide Only Creative ServicesProvide Only Creative Services
Full-Service Agencies May Subcontract With Creative Boutiques
Full-Service Agencies May Subcontract With Creative Boutiques
Other Functions Provided by the Internal Client Departments
Other Functions Provided by the Internal Client Departments
Specialize in Buying Media, Especially Broadcast Time
Specialize in Buying Media, Especially Broadcast Time
Agencies and Clients Develop Media Strategy
Agencies and Clients Develop Media StrategyAgencies and Clients Develop Media Strategy
Agencies and Clients Develop Media Strategy
Specialize in Buying Media, Especially Broadcast Time
Specialize in Buying Media, Especially Broadcast Time
Media Buying Can Be Specialized
Media Buying Services Media Buying Services
Media Buying Organizations Implement the Strategy and Buy Time and Space
Media Buying Organizations Implement the Strategy and Buy Time and Space
DirectMailDirectMail
Data BaseManagementData BaseManagement
ResearchResearch
CreativeCreative
Media ServicesMedia Services
CreativeCreative
Media ServicesMedia Services
ResearchResearch
DirectMailDirectMail
Data BaseManagementData BaseManagement
Direct Response Agency Activities
DirectResponseAgencies
DirectResponseAgencies
ProductionProduction
Great Advertising is:
Relevant Provocative Credible Consistent Memorable
General Characteristics of Major Media Types
Media Advantages Disadvantages
Television Offers mass coverage.High level of reach. Combined impact of sight, sound, and motion. Prestige value. Low cost per exposure.Attracts attention.
Offers low selectivity.Short span of message life.High cost.High production costs.Creates advertising clutter.Waste coverage.
Radio Local coverage.Lower cost.High frequency.Focused segment selection.Low production costs.
Only audio.Noise.Low on attention getting.Message short lived.
Newspapers Mass coverage. Low cost, large space. Short lead time for ad placing. Ad position choice possible. Good for current ads. Reader controls exposure.Coupons can be inserted.
Short life of advertisement.Clutter.Low attention getting.Poor production quality.Selective exposure.
Cont…
General Characteristics of Major Media Types
Magazines Potential for focused segmentation.
Very good production quality.
Longevity of message.
High information content.
More readers per copy.
Long lead time for ad placing.
Only visual.
Low frequency.
Lack of flexibility.
Outdoor Good for specific location.
High repetition.
High visibility.
Short exposure time.
Short message.
Poor image.
Direct mail High level of selectivity.
Reader controls exposure.
High information content.
Opportunity for repeat exposures
High cost per contact Clutter.
Often thrown as junk mail.
Internet User controlled.
Increased attention and involvement.
Limited creative capabilities.
Organization chart
Creating advertising
Creating advertising
Planning advertising
Planning advertising
Producing advertising
Producing advertising
Performing research
Performing research
Selecting mediaSelecting media
Sales promotion and trainingSales promotion and training
Strategic market planningStrategic market planning
Trade show materials
Trade show materials
Package designPackage design
Planning advertising
Planning advertising
Creating advertising
Creating advertising
Producing advertising
Producing advertising
Performing research
Performing research
Selecting mediaSelecting media
Strategic market planningStrategic market planning
Sales promotion and trainingSales promotion and training
Trade show materials
Trade show materials
Package designPackage design
Full-Services Agencies
Full Range of Marketing Communication and Promotion Services
Full Range of Marketing Communication and Promotion Services
Non-Advertising ServicesNon-Advertising Services
Public relations and publicityPublic relations and publicity
Full Service Agency Organization Chart
Board of Directors
President
Vice-precedents,Creative Services
Vice-precedents,Creative Services
Vice-precedents,Creative Services
Vice-precedents,Creative Services
DirectorsMediaWriters
Artdirectors Print
Production
TVproduction
Accountsupervision
Account executive
Research SalesPromotion
Officemanagement
Finance
Personal
Services Provided by Agencies
Agency ServicesAgency Services
The link between agency and client
Managed by the Account Executive
The link between agency and client
Managed by the Account Executive
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Research department may design and execute research programs
Media department may analyze, select and contract media resources
Creation and execution of ads
Copywriters, artists, other specialists
Creation and execution of ads
Copywriters, artists, other specialists
Marketing ServicesMarketing ServicesAccount ServiceAccount Service Creative
ServicesCreative Services
Marketing ServicesMarketing ServicesAccount ServiceAccount Service
Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer
benefit.
Humor Appeal
6-45
Message Appeal Options
FearAppealsFearAppeals
• May stress physical danger or threats to health
• May identify social threats
• Can backfire if level of threat is too high
• May stress physical danger or threats to health
• May identify social threats
• Can backfire if level of threat is too high
ComparativeAdsComparativeAds
• Especially useful for new brands
• Often used for brands with small market share
• Used often in political advertising
• Especially useful for new brands
• Often used for brands with small market share
• Used often in political advertising
HumorAppealsHumorAppeals
• Can attract and hold attention
• Often the best remembered
• Put consumers in a positive mood
• Can attract and hold attention
• Often the best remembered
• Put consumers in a positive mood
Humor Appeals
The Role of Humor in Advertising
Attract attention Enhances liking of ad and brand Does not hurt comprehension Does not harm persuasion Does not enhance source credibility Nature of product affects the appropriateness
of using humor
The Role of Humor in Advertising
Effective only when consumers’ evaluations of advertised brand are already positive
Effect of humor can differ due to differences in audience characteristics
Humorous message may be so distracting that receivers ignore the message contenttent
Humor Appeals
Does not aid persuasion in generalDoes not aid persuasion in general
ConsCons
May harm recall and comprehensionMay harm recall and comprehension
May harm complex copy registrationMay harm complex copy registration
Does not aid source credibilityDoes not aid source credibility
Is not effective in bringing about salesIs not effective in bringing about sales
May wear out faster than non-humorous adsMay wear out faster than non-humorous ads
Aids attention and awarenessAids attention and awareness
ProsPros
May aid retention of the messageMay aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion
May aid name and simple copy registrationMay aid name and simple copy registration
May serve as a distracter, reducing counter arguingMay serve as a distracter, reducing counter arguing
Humor in advertising
A lot of people simply don't have a sense of humor. You lose them immediately, and the potential size of your market shrinks.
It is commonly misinterpreted. Many people will not get the joke.
And humor often insults someone. They may simply get angry because they don't get the joke. This is fire we are playing with. Your market size just shrunk again.
Advertising is about getting attention. The best ways to get attention with advertising are with strong visuals, powerful headlines, and humor.
First, people like funny things It puts them in a good mood, and it creates a more comfortable atmosphere and a more positive image for your company
Advertising humor works best with established and commonly purchased products.
But corporate image and industrial advertising are serious business. Unknown, risky, expensive, or sensitive products are not normally suited to the lighter touch of advertising humor.
Advertising humor also needs to be well suited to its audience. If your customers don’t get the joke, then the joke will be on you.
Advertising humor also needs to be product specific. We have all seen funny ads we liked so much that we forgot what was being sold.
And advertising humor has a relatively short life. The first time we see it we may laugh out loud. But after a while, although we still may smile at the joke, it’s not so funny any more. Funny ads need to be replaced periodically
Will advertising humor work in your ads? Absolutely – if you can make it appropriate to your products and customers, if they understand it, if it is related to your business or message, and if you change your ads frequently enough so that they don’t wear out.
1. Comparison - Putting two or more elements together to produce a humorous situation.
2. Personification - Attributes human characteristics to animals, plants and objects.
idea, Rin3. Exaggeration - Overstating and magnifying something out of
proportion.fevicol ,4. Pun - Using elements of language to create new meanings,
which result in humor. Curcure5. Sarcasm - According to Reick, sarcastic comments or situations
are classified as silliness.cloromint
Comparison
6. Silliness - silliness ranges from making funny faces to ludicrous situations
7. Surprise - Includes all advertisements where humor arises from unexpected situations. The advertisement Surprise - Includes all advertisements where humor arises from unexpected situations.
Dish wash bars ,Ambuja Cement
Humor Appeals
Does not aid persuasion in generalDoes not aid persuasion in general
ConsCons
May harm recall and comprehensionMay harm recall and comprehension
May harm complex copy registrationMay harm complex copy registration
Does not aid source credibilityDoes not aid source credibility
Is not effective in bringing about salesIs not effective in bringing about sales
May wear out faster than non-humorous adsMay wear out faster than non-humorous ads
Aids attention and awarenessAids attention and awareness
ProsPros
May aid retention of the messageMay aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion
May aid name and simple copy registrationMay aid name and simple copy registration
May serve as a distracter, reducing counterarguingMay serve as a distracter, reducing counterarguing
Advertising Copy (IMP)
Copy refers to written material which is to be set in type for the print media or spoken by announcers for broadcast commercials.
Includes all the elements of an advertising message whether printed or broadcast.
Print media – heading, subheads, pictures captions slogans and body copy even trade mark company logo
Radio commercials – sound effects and music in addition to the words spoken in the ad message
T V commercials – includes the words to be spoken by the character in the script, plus music and sound effect, actions
Visualization & layout Visualization – is concerned with the creation of an
idea which will appeal to the consumer or the target audience.
Layout – deals with the arrangement of various elements in the ads
Elements of ad copy
Headline – if the headline idea fails to attract the prospect to the message & the pdt , the remaining part of the ad are wasted
Questions Statement from celebrities Warning and appeals
Subheads-expands or amplify the headline idea Body copy -stimulates linking and preference for a
pdt
, Explains, logically and rationally, pdt attributes, features & pdt values & give convincing argument in favor of claim about the superiority of the advertised pdts
Fact& figures about pdts, test result,gurentees of satisfactory performance
Emotional / rational appeals
Closing idea
call to action
Buy now
Visit today our stockiest
Festival discount
Not literally copy Style of copy
Account Brief (Short note)
The is a document that outlines the information and objectives to inspire the creative idea. Creative briefs may take different forms and include a variety of elements, including describing what the advertising is trying to achieve, identifying the main idea to be communicated, and outlining the target audience for that idea.
Proposing the Big Idea requires client agreement that the idea is right. Thus, both the advertising agency and the client must agree upon the final brief. The best briefs are written by account planners collaboratively with input from the client, account team, and creative director. One of the key functions of the SS+K brief is to come up with a single essential thought that summarizes the idea that will convince consumers to do what it is that the communication aims to do. Every agency has a proprietary brief template it uses to spell out the types of content it will need to include, such as specifying the audience, the product features, media placement ideas, and key point.
The Five M’s of Advertising Model
In developing an advertisement program, marketing managers must always start by identifying the target market and buyer motives. They can make that with five major decisions which you can see in the model.
The Five M’s of Advertising Model
Mission Money
Media
Message
Measurement
The Five Ms of Advertising
Mission
Objectives can be classified by aim: Inform Persuade Remind Reinforce
Developing and Managing the Advertising Campaign
Factors considered when budget-setting: Stage of product life
cycle Market share and
consumer base Competition and clutter Advertising frequency
The Five Ms of Advertising
Mission Money
Factors considered when choosing the advertising message: Message generation Message evaluation
and selection Message execution Social responsibility
review
The Five Ms of Advertising
Mission Money Message
Developing media strategy involves: Deciding on reach,
frequency, and impact Selecting media and
vehicles Determining media
timing Deciding on
geographical media allocation
The Five Ms of Advertising
Mission Money Message Media
Evaluating advertising effectiveness Communication-
effect research Sales-effect
research
The Five Ms of Advertising
Mission Money Message Media Measurement
Unit 5 Evaluation Monitoring & Control
General Characteristics of Major Media Types
Media Advantages Disadvantages
Television Offers mass coverage.High level of reach. Combined impact of sight, sound, and motion. Prestige value. Low cost per exposure.Attracts attention.
Offers low selectivity.Short span of message life.High cost.High production costs.Creates advertising clutter.Waste coverage.
Radio Local coverage.Lower cost.High frequency.Focused segment selection.Low production costs.
Only audio.Noise.Low on attention getting.Message short lived.
Newspapers Mass coverage. Low cost, large space. Short lead time for ad placing. Ad position choice possible. Good for current ads. Reader controls exposure.Coupons can be inserted.
Short life of advertisement.Clutter.Low attention getting.Poor production quality.Selective exposure.
Cont…
General Characteristics of Major Media Types
Magazines Potential for focused segmentation.
Very good production quality.
Longevity of message.
High information content.
More readers per copy.
Long lead time for ad placing.
Only visual.
Low frequency.
Lack of flexibility.
Outdoor Good for specific location.
High repetition.
High visibility.
Short exposure time.
Short message.
Poor image.
Direct mail High level of selectivity.
Reader controls exposure.
High information content.
Opportunity for repeat exposures
High cost per contact Clutter.
Often thrown as junk mail.
Internet User controlled.
Increased attention and involvement.
Limited creative capabilities.
MEASURINGADVERTISING
EFFECTIVENESS
RatingServices
Sales andExpense Analysis
TestMarketing
ControlledTests
RecallTests
Pre-testing and post-testing:
Used to help in judging the effectiveness of the advertising strategy or medium
Pre-testing is used to increase likelihood of creating the most effective advertising messages. This helps in spotting any communication gaps or flaws in the ad message content before it is used
Post testing is important to evaluate the success or otherwise of an individual ad or the whole campaign after it has run.
Evaluation of Advertising Effectiveness
Advertising agencies usually pretest ads or commercials and also conduct post-
testing. Some major pre-testing and post-testing methods are mentioned briefly.
Pre-Testing Methods
Print Advertising
Direct Questioning
Focus Group
Portfolio Test
Order-of-Merit Test
Cont…
Methods for Pre-testing:
Print Advertising
Direct Questioning:
The researcher using this method asks respondents specific questions about the ads such as What does the ad say to you? Does the ad tell you something new and different about the product, service or the company? Do you believe what this ad says to you? What is your perception of the product or service this ad tells you about? Do you like the advertisement ?
Focus group:
A group of 8 to 10 people who are potential users of the product or service, participate in a moderated but freewheeling discussion and interview. Lasts for about one hour and supervised by a trained moderator who provides direction and control.
Portfolio test: One group of respondents is exposed to a portfolio of test ads interspersed with other ads. Another group sees the portfolio without the test ads Paired comparison test: Respondents compare each ad in a group
Order of merit test: Respondents see two or more alternative ads and arrange them in rank order
Mock Magazine tests: Ads to be tested are “stripped into” into a magazine which is left with respondents for a specified time.
Direct Mail Test: Two or more ads are mailed to different potential customers on a mailing list to test which ad attracts more orders.
Pre-Testing Methods
Television and Radio Advertising
Central Location Test
Clutter Test
Trailer Test
Pre-testing for television and radio:
Central Location test: Respondents see TV test commercials in a central location such as shopping centre
Clutter tests: Test commercials along with non competing commercials are shown to respondents
Trailer Tests: respondents see to commercials at trailers at shopping centers and receive coupons for the advertised products
Live telecast Tests: Test commercials are shown on closed circuit or cable TV and subsequently respondents are interviewed by telephone.
Post-Testing Methods
Recall
Recognition
Inquiry
Post –testing methods:
Recall Unaided Recall: respondents are asked without prompt whether they read saw or heard ad messages
Aided recall: Respondents are shown certain ads with the name of the sponsor or brand concealed and then asked if their previous exposure was through reading, viewing or listening
Recognition:
refers to whether a respondent cam recognize an advertisement as having seen before. Such tests are conducted by mail survey in which questionnaires are mailed to 1000 households picked from a mailing list or telephone book. Provides mechanism for breaking a print ad into important elements such as headline, visual, copy and how these are remembered by by a sample of respondents.
Inquiry:
refers to checking the effectiveness of ads appearing in various print media on the basis of which consumers respond by requesting for more information. The inquiry may depend on phone calls from interested persons, coupons returned or requests for free samples Researchers can test advertisements’ attention getting value, readability, comprehension
Day- after- recall –
most popular method of post-testing in broadcast media. Measure of effectiveness is always the number of people who can recall the ad. Respondents may be asked simple question as “While watching programme A last knight, did you see a commercial for (brand name) ?”