[Green *]
Millward Brown 明略行
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广告研究
明略行
为什么?
怎么测?
Dawn’s own introduction
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Millward Brown 明略行
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为什么要对我的广告进行测试?
To answer the question ‘why copy test’, we need to think about why we advertise in the first place. Typically we put an ad on air to make the consumer do something… [CLICK] our ultimate aim is that at some point in the future when they are choosing a soft drink, they choose one of our brands, [CLICK] so we continue to generate revenue and profits. In other words, we are spending money in an effort to make money.
However, not all ads have the ability to influence the consumer’s behaviour. [CLICK] In other words, our money is wasted.
So how do we decide which ads are likely to be effective? We could use our judgement, but are we the best people to decide? Do we think in the same way as consumers? The answer is probably not… the best way to evaluate them is by asking the consumers themselves what they think… in other words, to test the copy.
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我们应该问些什么问题?
我们应该先问问自己
‘这个广告要实现
哪些广告目的, 达到
什么样的营销目标?’
So if we acknowledge that the consumer is best placed to judge our advertising, what exactly do we ask them?
[CLICK] Our first question should actually be to ourselves, to make sure that we’re asking consumers the right questions… that is we should ask ourselves ‘what do we want this ad to do for the brand? What advertising and marketing objectives should it meet?’
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不同广告所起的作用是不同的
The reason for this is that advertising can have many different tasks and here are just a few examples:
[CLICK] An ad might have to launch a new brand… in which case it needs to work in a different way to an ad which has to
[CLICK] remind consumers about what the brand stands for, what it is supposed to do, or how it’s supposed to make them feel.
[CLICK] This is turn will work differently from an ad which aims to make people who used to try the brand try it again
[CLICK] and this is different from an ad which has the sole aim of building brand awareness.
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大多数的广告都要求...
‘能从一串广告中
脱颖而出’
‘准确地向消费者
传达品牌信息’
‘引起消费者
的兴趣’
The good news is that regardless of the task, most ads should do the following.
[CLICK] First they should have the ability to be noticed and remembered when they are aired on TV. It’s important that they are remembered as being for our brand though, rather than for ‘a brand of soft drink’, or worse, for one of our competitors. We call this branded impact.
[CLICK] Most of the time it’s not enough that our ads are just noticed. A lot of the time we’ll want to say something about the brand - so we need to know whether the ad will communicate on strategy.
[CLICK] Even being noticed and saying something isn’t enough to make an ad effective… ideally we want the consumer to do something or feel something as a result of having heard our message… in other words, they should demonstrate a response.
Let’s look at each of these areas one by one to examine how we might assess each one.
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品牌影响
First of all, branded impact
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广告是这样发挥作用的:
它驻留在人们关于该品牌的
长期记忆中。 每当人们看到,
听到或想到这个品牌时就会
自然地回忆起它的广告来。
25 年的专业经验告诉我们
Millward Brown has been tracking brands and their advertising for 25 years, and has observed over and over again that the way advertising works is by being remembered in the long-term memory, and being remembered for the correct brand.
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有影响力的广告是怎样的呢?
品牌联系 - 人们是否知道这是什么品牌的广告?
可欣赏性 - 人们是否喜欢看这个广告?
通俗易懂 - 人们能否看懂广告的内容?
(故事情节和/或品牌信息)
引人入胜 - 人们是否会被它深深吸引?
There are a number of questions that we can ask to assess whether an ad is likely to achieve branded impact when it is aired.
[CLICK] Branding is assessed by asking consumers how easy people will find it to remember what brand the ad was for when they see it on TV. This can be cross-checked against how many people mention the brand name when describing the story of the ad… if it’s not mentioned, it doesn’t have an integral role in the ad and is likely to be forgotten.
You can make people remember an ad in one of two ways. [CLICK] First, you can make it enjoyable, and we can evaluate this by asking people how much they’ll enjoy watching the ad in real life. [CLICK] Second, you can actively engage them, by presenting the ad in an involving, distinctive or even irritating way, rather than a boring, ordinary or pleasant way.
[CLICK] Finally, any one of these elements of branded impact can be affected if the consumer doesn’t understand what’s going on in the ad… and we can check this by asking them how easy it was to follow what happened, and again checking their description of the story to see if they got all of the key points.
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追踪调查的数据显示，有的广告营造品牌影响
（乃至销售业绩）的效率比其他广告高出10 倍
Link™ 测试（凭借Millward Brown 明略行的
Awareness Index 广告意识指数模型）能够
精确预测广告在现实生活中营造品牌影响的效率
Again Millward Brown’s experience shows that ads can differ incredibly in the ability to generate branded impact - some ads are up to ten times more efficient - which means you get more awareness for your money or need to spend less to achieve the same. The awareness index also has a very strong relationship with what level of sales the advertising can be expected to generate.
Millward Brown’s copy testing system, the Link™ test gives an prediction of how efficient an ad will be, called the ‘Awareness Index’. The awareness index has been proven to to be accurate in real life.
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广告效率不同则产生的效益也不同
AI = 3
AI = 10
即使支出的 GRP相同，所达到的广告意识水平却截然不同
电视广告投播支出
能够回忆起曾经看到过该品牌电视广告的消费者百分比
AI ＝广告意识指数
（Awareness Index)
The benefit of the awareness index is that it lets you know how many people are going to remember your advertising when it goes on air for every RMB you spend.
In this example, it is easy to see that an advert with an awareness index of 10 reaches a lot more people than an average ad and significantly more than an ad with an awareness index of 3.
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知道广告效率又怎么样?
品牌 A
34%
品牌 B
33%
品牌 C
33%
SOS*
*SOS=Share of Spend
= 我品牌广告支出占所有同类 产品广告支出总和的百分比
The major benefit of the awareness index is that it helps you to plan your media expenditure. It’s reasonable to expect that the amount of awareness your advertising creates is linked to how much you spend… so to get the same level of awareness as your competitors, you need so spend the same amount. That’s not the case.
In this example, brands A, B and C all spend the same amount behind the advertising. [CLICK] However, as brand A’s advertising is more efficient than brand B’s and brand’s C… this means that its effective share of voice…that is the share of voice once the awareness index has been taken into account...is far higher and so will generate more awareness.
[CLICK] The implication of this is that brand A could spend less to achieve the same levels of awareness as other brands… it could show the ad less often, have longer breaks between bursts… and with the money that it saves, could use other media such as magazine or bus-sides to create even more awareness.
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信息传递
Let’s move on now to look at how we should measure whether an ad is communicating.
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在明略行测试过的所有广告中,
三分之一的广告未能
按照品牌战略要求传递信息
通常这是因为品牌
信息未能和广告中
引人入胜的部分有效结合
Millward Brown have found that one third of all the ads they test fail to say what they’re supposed to to the consumer… often this is because the action in the ad has managed to hide the communication.
We can ask lots of different questions to evaluate whether a consumer has got the message that they were supposed to from an. The easiest way is to ask them straight out what the message was… but there are some cases where we can’t expect them to express what we’re trying to say, so instead we prompt them or we ask them to describe what it would be like to use the brand or what sort of person would use it.
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消费者反应
The third area which we should assess is how the consumer is going to respond when they see the ad and hear the message
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激励
新颖而切合实际需要的信息很有可能使消费者马上作出反应, 产生消费欲望
在其他条件不变的前提下, 这会在销售业绩的提升中反映出来
然而, 广告同时也能扩大知名度, 并在人们脑海中建立起品牌和某些事物的联系。这在以后可能会变得与消费者息息相关。
我非得试试
那个不可!
妙
When we put an advert on air, we need to be realistic about what we can expect an ad to make a consumer do.
Often it expected that simply putting an ad on air will make people rush and buy it. However, this is not always the case. Typically, the ads that make people buy the product straight away convey some sort of news about the brand in a way that make it seem relevant to consumers. Most of the time, Pepsi will not have any news to convey; unless there is some type of sales promotion or a new brand or variant being launched.
Instead a lot of our advertising will be working to maintain and build the brand over the longer term
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我们怎样衡量激励程度呢?
使用者
继续使用的可能性
试用者
再次尝试的可能性
非试用者
尝试的可能性
For ads where we are hoping for an immediate response, particularly new or small brands, it is worth asking consumers how persuasive they found the advert. Because we can’t ask them straight out how persuasive they find it, we have to break them up into [CLICK] groups of people who currently use the brand, [CLICK] people who have used the brand in the past but don’t nowadays, [CLICK] and people who have never tried it.
We would want users to say that the ad makes them want to go on using the brand, trialists that it makes them want to try the brand again in the future and non-trialists that it makes them want to try it for a first time.
For larger brands where we are looking for an immediate response from the consumer, the persuasiveness is still important, but branded impact is also an important predictor of future sales.
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对于我们希望能从长远角度发挥作用的广告
品牌影响
通俗易懂
品牌联系
可欣赏性
引人入胜
For the majority of ads which are intended to have an effect in the longer term by setting up or reinforcing a claim which is confirmed at trial, or by making consumers think a brand is big and famous, it is again [CLICK] branded impact that is important… and the amount spent putting the ad on air… after all, it’s no use having a fantastic ad if we hardly show it!
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我们会综合广告在各方面的表现提出建设性的意见，
以求广告投放后能最大程度地发挥潜力
这决定了广告是出类拔萃还是流于中庸
品牌影响
信息传递
消费者反应
It’s by looking at all of these measures together that Millward Brown form an opinion of how the ad will perform in real life and why, how it might be improved, if it should be scrapped altogether, or what media weight should be used to support it.
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这三个因素是否总是重要?
品牌影响
信息传递
消费者反应
But does every ad have to be successful in each of the three areas?
The answer is no, but it will probably help. As a minimum, though, we should be looking for our ads to do the following.
[CLICK] If we are aiming to generate trial, then first we need to be noticed. More importantly though, we need to make sure that the consumer is hearing what we’re telling them that’s supposed to make them try it (for example, that there’s a new great tasting CSD or that you can drink Pepsi in the morning). Finally, the consumer should find that the news is different, relevant and motivating.
[CLICK] If we want to build a rational proposition (taste, refreshment), then most important is that we achieve branded impact, but we should also make sure that the proposition comes through and is at least credible and preferably relevant.
[CLICK] Finally, if we’re trying to build emotional positioning (popular, famous brand, for people like me), what’s important it that the ad is enjoyable… and that it speaks for the brand… so again, branded impact is crucial.
[Green *]
Millward Brown 明略行
●商务文库网，精品资料下载，助您迅速完成工作！●
我的广告开销有一半
是扔到了水里…
…可我却不知道是哪一半
It was once said that half of my advertising is wasted… ‘only I don’t know which half’. [CLICK] What I have shown today is that we can make this statement a thing of the past…by asking the right questions we can not only ensure that we no longer waste money, [CLICK] but also save money by being able to buy media more efficiently and by making sure that our ads have the ability to do exactly what we want them to do… and grow our business.
Dawn’s own introduction
To answer the question ‘why copy test’, we need to think about why we advertise in the first place. Typically we put an ad on air to make the consumer do something… [CLICK] our ultimate aim is that at some point in the future when they are choosing a soft drink, they choose one of our brands, [CLICK] so we continue to generate revenue and profits. In other words, we are spending money in an effort to make money.
However, not all ads have the ability to influence the consumer’s behaviour. [CLICK] In other words, our money is wasted.
So how do we decide which ads are likely to be effective? We could use our judgement, but are we the best people to decide? Do we think in the same way as consumers? The answer is probably not… the best way to evaluate them is by asking the consumers themselves what they think… in other words, to test the copy.
So if we acknowledge that the consumer is best placed to judge our advertising, what exactly do we ask them?
[CLICK] Our first question should actually be to ourselves, to make sure that we’re asking consumers the right questions… that is we should ask ourselves ‘what do we want this ad to do for the brand? What advertising and marketing objectives should it meet?’
The reason for this is that advertising can have many different tasks and here are just a few examples:
[CLICK] An ad might have to launch a new brand… in which case it needs to work in a different way to an ad which has to
[CLICK] remind consumers about what the brand stands for, what it is supposed to do, or how it’s supposed to make them feel.
[CLICK] This is turn will work differently from an ad which aims to make people who used to try the brand try it again
[CLICK] and this is different from an ad which has the sole aim of building brand awareness.
The good news is that regardless of the task, most ads should do the following.
[CLICK] First they should have the ability to be noticed and remembered when they are aired on TV. It’s important that they are remembered as being for our brand though, rather than for ‘a brand of soft drink’, or worse, for one of our competitors. We call this branded impact.
[CLICK] Most of the time it’s not enough that our ads are just noticed. A lot of the time we’ll want to say something about the brand - so we need to know whether the ad will communicate on strategy.
[CLICK] Even being noticed and saying something isn’t enough to make an ad effective… ideally we want the consumer to do something or feel something as a result of having heard our message… in other words, they should demonstrate a response.
Let’s look at each of these areas one by one to examine how we might assess each one.
First of all, branded impact
Millward Brown has been tracking brands and their advertising for 25 years, and has observed over and over again that the way advertising works is by being remembered in the long-term memory, and being remembered for the correct brand.
There are a number of questions that we can ask to assess whether an ad is likely to achieve branded impact when it is aired.
[CLICK] Branding is assessed by asking consumers how easy people will find it to remember what brand the ad was for when they see it on TV. This can be cross-checked against how many people mention the brand name when describing the story of the ad… if it’s not mentioned, it doesn’t have an integral role in the ad and is likely to be forgotten.
You can make people remember an ad in one of two ways. [CLICK] First, you can make it enjoyable, and we can evaluate this by asking people how much they’ll enjoy watching the ad in real life. [CLICK] Second, you can actively engage them, by presenting the ad in an involving, distinctive or even irritating way, rather than a boring, ordinary or pleasant way.
[CLICK] Finally, any one of these elements of branded impact can be affected if the consumer doesn’t understand what’s going on in the ad… and we can check this by asking them how easy it was to follow what happened, and again checking their description of the story to see if they got all of the key points.
Again Millward Brown’s experience shows that ads can differ incredibly in the ability to generate branded impact - some ads are up to ten times more efficient - which means you get more awareness for your money or need to spend less to achieve the same. The awareness index also has a very strong relationship with what level of sales the advertising can be expected to generate.
Millward Brown’s copy testing system, the Link™ test gives an prediction of how efficient an ad will be, called the ‘Awareness Index’. The awareness index has been proven to to be accurate in real life.
The benefit of the awareness index is that it lets you know how many people are going to remember your advertising when it goes on air for every RMB you spend.
In this example, it is easy to see that an advert with an awareness index of 10 reaches a lot more people than an average ad and significantly more than an ad with an awareness index of 3.
The major benefit of the awareness index is that it helps you to plan your media expenditure. It’s reasonable to expect that the amount of awareness your advertising creates is linked to how much you spend… so to get the same level of awareness as your competitors, you need so spend the same amount. That’s not the case.
In this example, brands A, B and C all spend the same amount behind the advertising. [CLICK] However, as brand A’s advertising is more efficient than brand B’s and brand’s C… this means that its effective share of voice…that is the share of voice once the awareness index has been taken into account...is far higher and so will generate more awareness.
[CLICK] The implication of this is that brand A could spend less to achieve the same levels of awareness as other brands… it could show the ad less often, have longer breaks between bursts… and with the money that it saves, could use other media such as magazine or bus-sides to create even more awareness.
Let’s move on now to look at how we should measure whether an ad is communicating.
Millward Brown have found that one third of all the ads they test fail to say what they’re supposed to to the consumer… often this is because the action in the ad has managed to hide the communication.
We can ask lots of different questions to evaluate whether a consumer has got the message that they were supposed to from an. The easiest way is to ask them straight out what the message was… but there are some cases where we can’t expect them to express what we’re trying to say, so instead we prompt them or we ask them to describe what it would be like to use the brand or what sort of person would use it.
The third area which we should assess is how the consumer is going to respond when they see the ad and hear the message
When we put an advert on air, we need to be realistic about what we can expect an ad to make a consumer do.
Often it expected that simply putting an ad on air will make people rush and buy it. However, this is not always the case. Typically, the ads that make people buy the product straight away convey some sort of news about the brand in a way that make it seem relevant to consumers. Most of the time, Pepsi will not have any news to convey; unless there is some type of sales promotion or a new brand or variant being launched.
Instead a lot of our advertising will be working to maintain and build the brand over the longer term
For ads where we are hoping for an immediate response, particularly new or small brands, it is worth asking consumers how persuasive they found the advert. Because we can’t ask them straight out how persuasive they find it, we have to break them up into [CLICK] groups of people who currently use the brand, [CLICK] people who have used the brand in the past but don’t nowadays, [CLICK] and people who have never tried it.
We would want users to say that the ad makes them want to go on using the brand, trialists that it makes them want to try the brand again in the future and non-trialists that it makes them want to try it for a first time.
For larger brands where we are looking for an immediate response from the consumer, the persuasiveness is still important, but branded impact is also an important predictor of future sales.
For the majority of ads which are intended to have an effect in the longer term by setting up or reinforcing a claim which is confirmed at trial, or by making consumers think a brand is big and famous, it is again [CLICK] branded impact that is important… and the amount spent putting the ad on air… after all, it’s no use having a fantastic ad if we hardly show it!
It’s by looking at all of these measures together that Millward Brown form an opinion of how the ad will perform in real life and why, how it might be improved, if it should be scrapped altogether, or what media weight should be used to support it.
But does every ad have to be successful in each of the three areas?
The answer is no, but it will probably help. As a minimum, though, we should be looking for our ads to do the following.
[CLICK] If we are aiming to generate trial, then first we need to be noticed. More importantly though, we need to make sure that the consumer is hearing what we’re telling them that’s supposed to make them try it (for example, that there’s a new great tasting CSD or that you can drink Pepsi in the morning). Finally, the consumer should find that the news is different, relevant and motivating.
[CLICK] If we want to build a rational proposition (taste, refreshment), then most important is that we achieve branded impact, but we should also make sure that the proposition comes through and is at least credible and preferably relevant.
[CLICK] Finally, if we’re trying to build emotional positioning (popular, famous brand, for people like me), what’s important it that the ad is enjoyable… and that it speaks for the brand… so again, branded impact is crucial.
It was once said that half of my advertising is wasted… ‘only I don’t know which half’. [CLICK] What I have shown today is that we can make this statement a thing of the past…by asking the right questions we can not only ensure that we no longer waste money, [CLICK] but also save money by being able to buy media more efficiently and by making sure that our ads have the ability to do exactly what we want them to do… and grow our business.
