Is Continuity the Only Remedy?

1
Is Continuity the Only Remedy?
2
Preamble

• Cadbury Perk impulse purchase
• One creative execution on TV for the year
• Financial resources to purchase 2400 GRPs

3
The Scheduling Dilemma
Continuity?
Flighting?
Pulsing?
Blitz?
4
A Stereotype Across Decades
1990
2009
1960
Continuity
Continuity
Continuity
5
This got us..
6
Effect of Wearout On Scheduling
7
Our Model Dimensionalizes Copy Wearout

1. Repetition
2. Imitation Obsolescence
3. Restoration

8
Excessive Media Frequency..
9
. Repetition Wearout of Copy Quality
10
Obsolescence
Imitation

11
.. Leads to Copy Quality Decline
12
..However, Going off-air
13
Restores the Copy Quality!
14
Having this Theory of Wearout

• We built a model to assess impact on salience
• Inputs into model
• Weekly tracking data on ad and brand salience
• Weekly reach numbers in

15
Model Structure
16
Model Technique

• A dynamical model
• Involves solving a system of differential Eqs
• Kalman Filter Optimization

17
And, Our Investigation
18
Led to Some Interesting Results!Over 50
Simulations Explored
S. No Option J Score
1 Continuous 1683
2 1 week on 1 week off 2451
3 Flighting 6 weeks on 6 weeks off 2500
4 Blitz Expend all GRPs in 6 weeks 2050
19
Flighting 20 - 30 more Effective vs.
Continuity Options
20
Why Was It So?

• Our Hypotheses on-
• Repetition
• Obsolescence
• Restoration
• Were proven TRUE
• Our Model says in English-
• A lot of money Spent making the copy
• Scheduling determines its preservation Efficacy

21
..Leading to

• Recommendation of Flighting as a strategy
• Continuity was detrimental to awareness!!
• A 20 more Effective annual schedule built
• And not just on basis of media efficiencies

22
Statistically Sound Model..
23
Transparent Open Model
24
What Makes this Work Stand Out?
25
1. Advertising Copy Treated as an Asset
26
2. Tangible 20 potential improvement shown on
brand salience
27
3. Qualitative Quantitative Model
28
4. Resonates with Decision Makers Mental Model
29
(No Transcript)