Methodology: Ad Box Office
What makes an ad effective? How does one really define and measure the 'effectiveness' of an ad?
The premise of our ad effectiveness measuring model is a reasonably simple one - successful advertising is defined by its effectiveness in 'connecting' with the intended consumers and creating a 'preference' for the brand. And the real creativity of an ad is in doing so is and 'outstanding' and 'relevant' way.
Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its:
Accordingly, any comprehensive measure of the effectiveness of an ad must take into account its:
| à | Noticeability and memorability (recall) |
| à | Appeal and likeability |
| à | Relevance and persuasiveness |
| à | Brand differentiation and brand preference building |
| | |
Equipped with a practically workable model, we decided to measure the effectiveness of an ad at two distinct levels:
| 1 | At the overall 'ad clutter' level, among all the ads that a consumer is bombarded day-in and day-out. Because this is how the consumers receive and react to ads in real life. |
| | |
| 2 | At the category 'ad clutter' level, among the ads that compete directly for consumer share in specific product/service categories. |
| | |
The first level effectiveness of an ad (across all kind of ads) has been captured in a monthly monitor called Ad Box Office that tracks and ranks the ads on their total 'Ad Connect Quotient'. The AdcQ of an ad is calculated based on the audience votes for the ad on all the 12 distinct parameters that go to define the effectiveness of an ad. It represents the combined effect of the creative appeal, message connect and brand building impact of the ad.
The second level effectiveness of an ad (among competitive ads in the category) has been captured in a quarterly monitor called Ad Momentux that tracks category's current and intended user ratings of individual ads on the 12 parameters through 'live ad' tests - a measure that represents the 'consumer mass' the ad is generating is favor of the brand in the category.
The total sample base of the monthly surveys is a very large 10,000-12,000 non-panel based urban consumers who are
surveyed online. The data collected is then made representative of the urban Indian population by using appropriate 'demographic multipliers' using highly authentic Government of India's population demographic statistics.
The end result is that the findings represent the voice of over 220-million urban Indian consumers (almost two-thirds of urban population and probably the entire brand-conscious population) and effectively covers consumers from all town classes, SEC, age and income groups. The geographic spread of the study covers consumers from at least 65 individual cities/towns with statistically adequate sample sizes.
Sanjay Tiwari, Director, JuxtConsult
The second level effectiveness of an ad (among competitive ads in the category) has been captured in a quarterly monitor called Ad Momentux that tracks category's current and intended user ratings of individual ads on the 12 parameters through 'live ad' tests - a measure that represents the 'consumer mass' the ad is generating is favor of the brand in the category.
The total sample base of the monthly surveys is a very large 10,000-12,000 non-panel based urban consumers who are
surveyed online. The data collected is then made representative of the urban Indian population by using appropriate 'demographic multipliers' using highly authentic Government of India's population demographic statistics.
The end result is that the findings represent the voice of over 220-million urban Indian consumers (almost two-thirds of urban population and probably the entire brand-conscious population) and effectively covers consumers from all town classes, SEC, age and income groups. The geographic spread of the study covers consumers from at least 65 individual cities/towns with statistically adequate sample sizes.
Sanjay Tiwari, Director, JuxtConsult
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