Communication

In diagnosing advertising we need to understand the extent to which it succeeds in imparting key messages. Do consumers recollect the messages that the advertising intended to communicate? What messages and impressions from the advertising do they recall?

Advertising message recall is measured by the following open-ended questions to which respondents give unaided, spontaneous answers:

Execution: You said you noticed advertising for [brand] on TV recently. Please write down everything you remember that was shown or said.

Message comprehension: What messages can you remember from the recent TV advertising of [brand]? What was it saying? What impressions did it give you about [brand]?

To assess comprehension, respondents are also asked in an overall context whether the ad was confusing or easy to follow.

These questions determine if the intended messages are getting through to respondents. They also provide an indication of the consumer’s memory distortion and learning effects over time.

It is often observed that some portions of an ad are recalled far more than their airtime might suggest. Indeed if the advertisement is well crafted, creative elements amplify the intended thoughts, feeling, images and messages so that their presence is magnified in people’s minds.

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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.