Likeability


 

Exhibit 23.9   Selection of measures relating to affinity. Scores for the two campaigns are based on the top 2 box ratings by respondents.

As mentioned earlier, social analytics provides insights through viewer’s comments as well as count of likes, shares and follows. This information, if forthcoming, may yield very useful insights of how the ad appeals to viewers, and whether or not they like it.

In reality though, only a few remarkably good (or bad) advertisements garner a sizeable number of social interactions.

A deeper, more rigorous understanding of likeability along specific attributes can be gauged through conventional market research.

In conventional studies, the likeability of an ad is usually measured in terms of rating on aspects such as enjoyable, entertaining, fun, appealing, interesting as well as overall like/dislike. Often a selection of questions is used, such as shown in Exhibit 23.9 where two ads are compared against a set of measures.

Overall liking is tracked both in absolute as well as relative terms in the context of other brands in the category.

In-market tests also measure the level of advertising fatigue, in terms of the percent of respondents who claim they are getting “fed-up with seeing” the ad.

Fatigue sets in over time, even for great advertisements. For offline campaigns, advertisers should consider withdrawing an ad, if 10% or more respondents claim (i.e. agree or strongly agree) they are “getting fed-up with seeing the ad”.

Similarly, on the internet, ads that viewers are tired of seeing should be moved to library folders, and be replaced by fresher content.

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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


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