Attitudinal Engagement

Attitudinal or mental engagement is tricky to evaluate because advertising works in many different ways and its impact is both immediate and long lasting. The nature of a product, its lifecycle, brand history, competitive environment and a host of other conditions, influence the objectives and outcomes of advertising; and it is important that due emphasis is given to stated objectives, while diagnosing the effectiveness of a campaign.

For the aforementioned reasons, advertising research agencies use a broad set of evaluative and diagnostic components to test advertising. The key evaluative components, applicable both for copy testing and advertising tracking, are as follows:

  • Branded Memorability
  • Persuasion
  • Uniqueness
  • Likeability
  • Image and Symbolism
  • Involvement, Relationship
  • Emotion
  • Communication

Ad diagnostics answer the following questions: Do consumers like the ad? Is it “talking to them” personally? Are they more likely to buy the brand? Does it reinforce commitment? Does the advertising/brand stand out? Is it different/unique? Is the message getting through?

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What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

Marketing has changed. More so in practical terms, and marketing education is lagging.

The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.

That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.

MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.

The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.

Dare to Play

Dare to Play

Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.

But be careful. There are plenty of toys that masquerade as simulators.

Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.

While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.