JuxtConsult Ad Connect Study

8/14/2019 JuxtConsult Ad Connect Study

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A quarterly monitor of the most effective ads in a product category

JuxtConsult AdConnect Study


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The study tells you if your ad is generating sufficient consumer mass for

the brand in the category

Live-test based ratings of ads by category audience using 12 distinct

parameters that determine effectiveness of an ad

Measuring Ad Effectiveness comprehensively

Noticeability and memorability (recall)

Appeal and likeability

Relevance and persuasiveness

Brand differentiation and brand preference building

Eventually measures the consumer mass that the ad is generating is favor

of the brand in the category (category mindshare)

Study Overview


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Methodology Live ratings of ads by category users and intended users in next 6 months

Sample of 120-150 category respondents for each surveyed ad in the category

Online survey conducted using a leading portal in India as well as Google

search ads. Data made representative of the urban Indian population by using

appropriate demographic multipliers

Multipliers derived using authentic Govt. of India population data

Findings and demographic profile of respondents are highly representative of

current and intended urban users of the product category covering almost all

SEC, age, income and town classes


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All recall based answers collected unprompted in blank text boxes

All category level ratings collected using a 5 point qualitative scale

dropdown optionsE.g. How much do you identify with the ad?

Its just made for me

I somewhat relate to what is said in the ad

I cant make out if the ad is meant for me or not

I dont really relate to what is said in the ad

It is definitely not for me

Only the most recently run ads in the category are shown, and only to the

category users/ intending users

Study Methodology


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The Ad Connect Measurement Model

Was the ad noticed?

Was the ad understood?

Did the ad appeal?

Was the message relevant?

Did it help build brand preference?

The Measures

Recall

Message comprehension

Message believability

Originality/Distinctiveness

Likeability

Identification

Message relevance

Brand Differentiation

Brand Inclination

Brand EmpathyImpact on Brand Image

Brand Consideration

The Ad Consumer

Interaction Points

The Ad Effectiveness Criteria

Noticeability

Relatability

Connectivity

Relevance

Brand preference

Copyright JuxtConsult


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Measuring & Rating SchemaLikeability

Originality

Audience Identification

Ad Appeal

Ad noticed and appeals

Ad Appeal IndexMessage Connect

Ad is understood, relatable and convinces

Comprehensibility

Relevance

Persuasiveness / Believability

Ad Persuasion IndexBrand Impact

Ad creates brand preference

Brand Differentiation

Brand Inclination

Image Impact

Brand Empathy

Brand Preference

Brand Impact Index

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Ad MomentuxTotal audience mass generated by the ad for the brand

TOM Ad Recall

Ad ConnectAd Connect Quotient (adCQ)

Qualitative impact created by the ad on the audience

Qualitative impact

of the ad

Quantitative impact

of the ad


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The Derived Measures

Message Connect

Brand Impact

Ad Appeal How much is the ad noticed and appeals

How much is the ad understood, related to and convinces

How much is the ad contributing in creating brand preference

Ad Appeal Index

Ad Persuasion Index

Brand Impact Index

Ad ConnectTM Total impact created by the ad among the consumers(ad effectiveness)Ad Connect Quotient

Ad MomentuxTM Ad Momentum Index Consumer mass generated by the ad for the brand(audience mindshare)


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Category Level Example

Candy Mouth Fresheners

September - October 2007


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Ads Tested

Chlormint Mentos Center Fresh Wrigleys Orbit

Happydent WhiteHappydent Protex Chill Pillz Polo

Parle XhaleMinto Blue Center Shook


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Top of Mind Ad RecallBrand Ad Top of Mind Ad

Recall

Chlormint 25%

Orbit 18%

Minto Fresh 16%

Mentos 11%

Center Fresh 9%

Happydent White 9%

Pass Pass 7%Polo 4%

Halls 1%

How much is the ad recalled top of mind for the category


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The Relative Effectiveness of the Ads

Brand Ad Ad Connect

Quotient (adCQ)

Relative

Index

Center Fresh 3.85 100

Chlormint 3.82 99

Minto Fresh 3.70 96

Mentos 3.22 84

Orbit 3.13 81

Happydent White 1.55 40

Polo 0.94 24

Minto Blue 0.03 1

Happydent Protex 0.02 1

Total effectiveness of the ads in connecting with the category consumers


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Current Ad Momentum of the AdsTotal Audience mindshare generated by the ad for the brand in the category

Brand Ad Ad Momentum

(Audience Mindshare)

Ad Momentum

(Relative Index)

Chlormint 33% 100

Minto Fresh 21% 64

Orbit 15% 47

Mentos 13% 39

Center Fresh 13% 38

Happydent White 4% 13

Polo 1% 4

Happydent Protex 0% 0

Minto Blue 0% 0


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Brand Ad Top of Mind Ad

Recall

Ad Connect (adCQ)

Relative Index

Ad Momentum


Chlormint 25% 99 33%

Orbit 18% 81 15%

Minto Fresh 16% 96 21%

Mentos 11% 84 13%

Center Fresh 9% 100 13%

Happydent White 9% 40 4%

Pass Pass 7% - -

Polo 4% 24 1%

Halls 0.8% - -

Minto Blue 0.1% 1 0%

Happydent Protex 0.1% 1 0%

Ad Momentum Summary

* Lotte Chill Pillz and Parle Xhale got zero top of mind brand recall, so could not be included in ad momentum calculations

Current Audience Mindshare


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Ad Effectiveness Perceptual Map

.4.3.2.1-.0-.1-.2-.3

.4

.3

.2

.1

0.0

-.1

-.2

Attrib

ute

Brand

Brand Impact Ad Appeal

Polo Mint

Happydent White

Mentos

Orbit

Minto Fresh

Chlormint

Minto BlueHappydent Protex

Center Fresh

Message Connect


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Demographic Attributes Ad Momentux Study

Respondent Profile(Sample 948)

Census 2001 Projected

Actual Urban

Population

Gender Male 65% 52%

Female 35% 48%

Age Distribution Below 13 years Not included in study NA

13-18 years 13% 16%

19-24 years 27% 17%

25-35 years 38% 27%36-45 years 16% 18%

46-55 years 4% 11%

Above 55 years 2% 11%

City Type Up to 1 Lakh 27% 31%

(Population Size) 1-5 Lakhs 15% 27%5-30 Lakhs 23% 25%

Above 30 Lakhs 35% 17%

Region-wise Distribution North 30% 24%

East 8% 15%

South 29% 29%West 33% 32%

Respondent Profile Candy Mouth Fresheners

* Representative of 22 million urban current and intended users of candy mouth fresheners


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Respondent Profile Candy Mouth FreshenersSeptember - October 2007


Respondent Profile

(Sample 948)


Actual Urban

Population

Socio-economic Classification SEC - A 16% 9%

SEC - B 23% 18%

SEC - C 44% 25%

SEC - D 8% 26%

SEC - E 9% 22%

Economic Status in the Family Chief wage earner 28%

Not the chief wage earner 72%

Monthly Household Income Up to Rs. 10,000 54%

Rs. 10,000 Rs. 30,000 38%

Rs. 30,000 Rs. 50,000 3%

Above Rs. 50,000 5%

Most Expensive Vehicle in the HH 4-wheeler 13%

2-wheeler 42%

Bi-cycle / others 15%

Don't own any vehicle 30%


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.4.3.2.1-.0-.1-.2-.3

.4

.3

.2

.1

0.0

-.1

-.2

Attrib

ute

Brand

Brand ImpactAd Appeal

Polo Mint

Happydent White

Mentos

Orbit

Minto Fresh

Chlormint

Minto BlueHappydent Protex

Center Fresh

Message Connect


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Deodorants



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Ads Tested

Axe

Rexona Fa Exotic

Set Wet Zatak Spinz SalsaNivea Aqua


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Top of Mind Ad Recall

Brand Ad

Top of Mind Ad

RecallRexona 36%

Axe 30%

Fa 11%

Set Wet Zatak 9%

Park Avenue 4%

Denim 3%

Nivea Aqua 2%Adidas 1%

Spinz Salsa 1%

Others 3%



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Brand Ad

Ad Connect

Quotient (adCQ)

Relative

Index

Rexona 3.57 100

Axe 3.53 99

Fa 1.40 39

Set Wet Zatak 1.05 29

Nivea Aqua 0.18 5

Spinz Salsa 0.13 4



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Brand Ad

Ad Momentum


Ad Momentum

(Relative Index)

Rexona 49% 100

Axe 41% 84

Fa 6% 12Set Wet Zatak 4% 7

Nivea Aqua 0% 0

Spinz Salsa 0% 0


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.2.1-.0-.1-.2-.3

.3

.2

.1

0.0

-.1

Attribute

Brand

Brand Impact

Message ConnectAd Appeal

Spinz SalsaNivea Aqua

Zatak

Fa

Axe

Rexona


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Respondent Profile DeodorantsSeptember - October 2007


Respondent Profile(Sample 957)


Actual Urban

Population

Gender Male 50% 52%Female 50% 48%

Age Distribution Below 13 years Not included in study NA

13-18 years 13% 16%

19-24 years 29% 17%

25-35 years 38% 27%36-45 years 11% 18%

46-55 years 5% 11%

Above 55 years 4% 11%

City Type Up to 1 Lakh 30% 31%

(Population Size) 1-5 Lakhs 16% 27%5-30 Lakhs 28% 25%

Above 30 Lakhs 26% 17%

Region-wise Distribution North 19% 24%

East 16% 15%

South 23% 29%West 42% 32%


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Respondent Profile DeodorantsSeptember - October 2007


Respondent Profile

(Sample 957)


Actual Urban

Population


SEC - B 28% 18%

SEC - C 32% 25%

SEC - D 10% 26%

SEC - E 12% 22%




Rs. 10,000 Rs. 30,000 36%

Rs. 30,000 Rs. 50,000 7%

Above Rs. 50,000 8%


2-wheeler 42%




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Soft Drinks

October - November 2007


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Ads Tested

Coca Cola Corporate Coke

Thums Up Mirinda 1

Pepsi

Fanta


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Ads Tested

Mirinda 2 Limca Mountain Dew

Sprite Slice7 Up


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Top of Mind Ad Recall

Brand Ad Top of Mind Ad

RecallPepsi 33%

Coca Cola 19%

Thums up 16%

Sprite 15%Mirinda 5%

Fanta 5%

7up 5%

Mountain Dew 2%

Limca 1%

Slice 0.4%



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Brand Ad Ad Connect

Quotient (adCQ)

Relative

IndexPepsi 12.20 100

Thums up 12.24 99

Fanta 10.04 82

Mirinda 9.06 74

Slice 8.03 66

Coca Cola 7.90 65

Limca 7.86 64

Mountain Dew 7.30 60

Sprite 6.84 56

7up 6.43 53



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Brand Ad Ad Momentum


Ad Momentum

(Relative Index)

Pepsi 41% 100

Thums up 20% 48

Coca Cola 15% 38

Sprite 10% 25

Fanta 5% 12

Mirinda 4% 11

7up 3% 7

Mountain Dew 2% 4

Limca 0.4% 1

Slice 0.4% 1


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-.3-.4

.3

.2

.1

0.0

-.1

-.2

Attribute

Brand

.3.2.10.0-.1-.2

Brand Impact

Message Connect

Ad Appeal

Thums up

SpriteSlice

Pepsi

Mountain Dew

Mirinda

Limca

Fanta

Coca Cola

7up


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Respondent Profile Soft Drinks


Respondent Profile

(Sample 1,256)


Actual Urban

Population


SEC - B 28% 18%

SEC - C 28% 25%

SEC - D 15% 26%

SEC - E 9% 22%




Rs. 10,000 Rs. 30,000 29%

Rs. 30,000 Rs. 50,000 6%

Above Rs. 50,000 9%


2-wheeler 32%



October - November 2007


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1. Effectiveness ratings#of the mainline brand ads in the category by current / intended users (minimum 150 live

test responses per brand reported)

2. Ad momentum with which the ads are building consumer mass for their respective brands in the category

3. Most recalled ads for the category (top of mind and spontaneous)

4. Sources media of TOM recalls (for each brand reported)

5. Level of identification of ad with the brand (for each brand reported)

6. Level of identification of ad slogan with the brand (for each brand reported)

7. Rating of each ad on likeability, with identification of the ad elements leading to the likeness

8. Rating of each ad on key ad measurement attributes:

Ad Appeal

Message Connect

Brand Impact

9. Rating of each reported ad in the category on the balance 10 individual parameters (originality, audience

identification, message comprehension, message relevance, persuasiveness, brand differentiation, brand

impression, brand image, brand empathy and brand preference)10. Rating of ads effectiveness in using the celebrity/brand ambassador if used

11. Media preferences of the category users/intended users (TV channels, Newspapers, Magazines, Radio

channels, Generic websites, Emailing websites, News websites)

12. All ratings and preferences reported by key demographic segments wherever possible* (gender, age, SEC,

occupation, marital status, town class, region, income class, vehicle ownership)

#all category level ratings are provided by respondents on a 5 point qualitative scale, * depending on the sufficiency of sample size of relevant respondents

Ad MomentuxTM Report Content


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JuxtConsult Ad Momentux StudyPricing of Reports

* 12.36% service tax extra

Report One Time Report* Annual Subscription*Nos. Amount (Rs.) Nos. Amount (Rs.)

Ad MomentuxTM Category Level Report 1 150,000 4 360,000

Payment Terms : 50% advance

50% before the delivery of third quarterly report

Delivery Timeline : Quarterly Reports By 15th of the relevant month afterthe quarter

Report Delivery Format : PDF


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Contact Details

Address : 7, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030

Telephone : +91-11-29535098, +91-9811256502

Contact Person : Sanjay Tiwari

Email : [email protected]

Website : www.juxtconsult.com


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Thank You!

JuxtConsult Ad Connect Study

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