Advertising That Sells Overview of Link™ Copy Testing€¦ · Advertising That Sells Overview of...
Transcript of Advertising That Sells Overview of Link™ Copy Testing€¦ · Advertising That Sells Overview of...
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Advertising That Sells Overview of Link™ Copy Testing
October 2012
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2 Points Agenda
Principles of successful advertising
How do we help clients to create such advertising - Link™
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Principles of Successful
Advertising
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Earlier solutions are key to controlling financial risk and inefficiency and can help inspire great creative ideas
How much is your
Production & Media
Space Investment in
2012?
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So what do you think makes for
successful advertising?
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The challenge of engagement
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What will Link tell you?
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Will the ad connect with the consumer in a branded fashion?
Branded Engagement
Does the ad affect brand associations in the right way?
Communication
Do the brand associations make it more desirable at key decision moments?
Response
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Do I have your attention?
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20 slides, at 1 second each
Shout whether…
CAT or DOG BOTH
NEITHER DON’T KNOW
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So, which images
did you remember?
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The challenge of engagement
Advertising has to compete
with everything else in the
environment to get into the
‘mental workspace’
Personal Relevance
Emotional content
And we tend to give
time to things that
are different
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But does an entire ad engage?
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30 Second
TV Ad
Recall
5% of ad
creates
45% of recall
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In ads which work well, the brand and message are tied into the Engaging Moments of the ad
Millward Brown sometimes summarise this using a ‘V Diagram’
Message Brand
What is
involving
within the ad
The whole principle of Link is based on the
knowledge that in real-life:
• The “Message” that will be
communicated will be whatever
associations derive from the more
memorable elements of the ad.
• The commercial will only be recalled in
connection with the brand if the
involving parts “tie in” with the brand
It is can be useful to draw/visualise a V diagram of what is intended by the advertiser
and compare this with what elements are actually being recalled.
Are key elements being missed? If the elements involving the brand and the message
drop out of recall then they won’t be communicated in real life.
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Branding is challenging
Our tracking research indicates that only one-third of target viewers who
are aware of an execution can link it to the brand…
• the remaining two-thirds either don't know what the ad was promoting, or
misattribute it to a competitor.
32% Correct Brand
Identification
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The quality of brand integration
Soft Hard
1. Presence of
brand at key
points of
interest
2. Active role
for brand
within story
3. Use of overt
brand cues
in story
4. Use of brand
itself as the
story
link with brand
Ads can integrate a brand in different ways:
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Brand cues established through consistent use, over time and across multiple ads aids branding
Distinct styles
or visuals
Music
or sound
Slogans
or jingles
Brand icons or
spokespeople,
including
celebrities
Target, Gap, iPod,
Cingular bars
The "Intel sound",
Kit Kat "Give me a
Break"
"We bring good
things to life",
"Even a Caveman can
do it"
Gecko + Geico,
Jared + Subway,
Tiger Woods + Nike,
Michael Jordan +
Hanes
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Validation: strong Branded Engagement predicted from Link generally means greater sales effect
TV ads Indexed to brand average excluding ‘New News’
Sale
s e
ffe
ct
Correlation = 0.88
0.0
0.5
1.0
1.5
2.0
2.5
0.0 0.5 1.0 1.5 2.0
Millward Brown Link™ prediction validation
Branded Memorability predicted from Link
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Engagement is about potential, not effect
Engagement ensures the ad has a
chance to influence.
Whether this opportunity is fully
leveraged depends upon what brand
associations were created.
This determines the ad's motivational
power at the time of purchase.
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Knowledge
Experience
Emotion
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There are several opportunities for advertising to work; when people…
1. See the Ad
Immediate Challenge
•The key to the advertising
is its immediate relevance,
not just its creative
content
•Conscious decision to act
2. are deciding
what to check out
Interest Status
•The key to the advertising
is to establish interesting
associations about brand
•Triggers curiosity at a later
date
3. are experiencing
the product
Enhancement
•The key to the advertising
is to establish interesting
associations about brand
•Advertising memories
affect brand experience
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Persuasiveness is about having a compelling message about the brand
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12
33
53
84
0
1
2
3
4
% of ads tested that are above average on persuasiveness
New, relevant, credible & different
Number of criteria ad satisfies
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Most ads do not contain new information
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Based on 4500 ads from MB’s Online Link database
No New
News 62%
With New
News 38%
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Our experience shows ads that communicate well are able to express the key idea single mindedly and effectively
Focused communication is more effective
• Attempting to convey too many messages will likely result in none of them coming
through to a strong extent
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Main Impressions MB Database Average Ads With . . .
1 Message 2 Messages 3 Messages 4 Messages
% % % %
Message 1 37 24 23 16
Message 2 17 16 13
Message 3 11 10
Message 4 9
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Lack of understanding the storyline can detract from overall ad performance
UNDERSTANDING Persuasion
Enjoyment
Branding
Involvement in the ad
Communication of messages
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Millward Brown Tools
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The foundation of our approaches
• Empirically based on observations about
how advertising works in practice (not in
theory!)
• Validated against sales (with cases added
every day)
• And known to reflect how the brain
works!
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Link Philosophy and Framework
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Link was developed from observing advertising effects
Advertising
aired
Captured effects
via tracking
Link™ validated
against sales and
refined
Link™ measures
developed to
predict the effects
seen in tracking
Millward Brown observed the effects of many campaigns by tracking them on air before developing Link™. Link™ measures were then developed to predict these effects and validation to both tracking and sales followed.
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So how does it work?
Interest & Emotion Traces Test Ad
Asked warm-up questions about advertising
Recruit Target Audience Respondents are recruited with interviewer Asked screener questions
Exposed to Test Ad
Self-completed questionnaire -- PC or paper
Exposed to Test Ad Again
Asked interest/ emotional trace to get a deeper understanding of the emotional impact of advertising
TV
Survey Test Ad Reel
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The key evaluative areas
Branded Engagement Response
Is it enjoyable?
Does it build interest or engage?
Is it connected to your brand?
Does it establish long term
associations?
Compelling creative
Is the message understood?
Is it newsworthy?
Do people view the brand
differently as a result?
Compelling message
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How we assess branded engagement
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The Awareness Index (AI) is a measure of
branded engagement that tells you the
incremental creative efficiency over spend levels
There are three Link metrics that go into the predicted AI:
Involvement
Branded Engagement
Enjoyment
Would enjoy
watching it Very
much
Interesting–Unique–Involving
Irritating–Unpleasant-Disturbing
Branding
You couldn't help but
remember it was for the
Brand
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In Link for TV we predict what Awareness Index the ad would score if we went onto track the ad
The higher the Awareness Index the greater the return on investment in terms
of building ad awareness
AI = 6
AI = 3
AI = 9
GRPs
Assuming £1 million spend for AI of 6
AI of 3 equivalent to £500,000 spent
AI of 9 equivalent to £1,500,000 spent
= An improvement of £1 million
in terms of ROI
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The Link test accurately predicts on air performance – we know it works
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Sub-branding
Music
Brand Integration
Likes/Dislikes Comprehension
Distinctiveness Brand Cues Emotions
Link offers more questions to diagnose and improve branded engagement
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Opinion of Characters Slogan Recall Personal
Relevance
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Link offers a variety of questions to diagnose response
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Main
Message
Total
Communication
Aided
Impressions
Emotions
Relevance New News Believability Difference
Persuasion in
context* Call to Action Brand Appeal
* (Price/Brand Loyalty context)
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Two summary measures combine to predict in-market response to the ad
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Branded Engagement Response
Is it enjoyable?
Does it build interest or engage?
Is it connected to your brand?
Does it establish long term associations?
Compelling creative
Is the message understood?
Is it newsworthy?
Do people view the brand differently as a
result?
Compelling message
Awareness Index Persuasion Score
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Link has two summary metrics of ad performance
Both are proven to relate to brand sales changes.
Awareness Index prediction
Measures the incremental gains in advertising
awareness an ad will generate per unit of
media spend
Independently validated against both long
and short term sales changes, the AI is
particularly key for established brands
Independently validated to short-term
sales. Particularly effective for new
products/line extensions
Persuasion Score
Measures the potential of your ad to
immediately increase consideration for your
brand/product
Based on 872 Cases (split into tertiles on total database norms).
A sales share increase is one of more than 0.1% of a market share point.
% o
f case
s se
ein
g
sale
s sh
are
ris
e
Low Medium High
45%
56%
75%
39%
62%
74%
% o
f case
s se
ein
g
sale
s sh
are
ris
e
Low Medium High
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The Link is not just about data analysis, it is about allowing others to share the spotlight
“The presentation has to be a dialogue rather than a monologue.”
• To facilitate dialogue, we need to understand, allocate and agree on everyone's role.
Researcher
'Identify the issues'
Research Team
'Validates the methodology'
Marketing Director
'Makes the decisions'
Account Team
'Keeps it real'
Creative Director
'Talks to the creative issues'
Planner
'Translates for creatives'
63
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64 *As of July 2011
LINK™ IS THE MOST WIDELY USED COPY TEST SOLUTION IN THE WORLD
16,069
4,750
81,882 Adult Link™ for TV tests conducted in 92 countries worldwide
2,513
2,475
2,760 2,620 7,696
8,581
2,939
2,593