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Communication and ROI > FINAL > Flashcards

FINAL Flashcards

1
Q

WHAT ARE THE DRIVERS TO BUILD PURCHASE OF A BRAND (FMCG)?

A

MENTAL AVAILABILITY
PHYSICAL AVAILABILITY
BRAND IMAGE
PROMO & PRICE

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2
Q

MENTAL AVAILABILITY - COMMUNICATION

A

Brand & adversiting awareness
TV copy linkage and recall
Audience

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3
Q

PHYSICAL AVAILABILITY

A

Distribution
Share of shelf
Product range
Product availability

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4
Q

BRAND IMAGE - COMMUNICATION

A

Equity, image
Emotional bonding & trust
Perfomance & value perception

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5
Q

PROMO & PRICE

A

Price
Promo Price
Promo presence(display/feature)

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6
Q

PENETRATION-BRAND DRIVERS WILL DEPEND

A

on the category

importance difference on mental availability & physical availabiity

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7
Q

WHAT IS MENTAL AVAILABILITY?

A

BEING TOP OF MIND

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8
Q

WHAT drives mental availability build up? Top of mind?

A

Depends on the path-to-purchase and the category.
The closest to purchase the brand is in mind, the better!
Quality of content
Ensure consistent and synergistic but different communication by touch point.

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9
Q

QUALITY OF CONTENT

A

Understand your consumers
message needs to be convincing, relevant and disctintive. Test it
Creative can drive advertising performance more than media, especially in digital

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10
Q

Purchase Barrier

A

An element of your product offering or the retail environment that prevents a shopper from buying your brand.

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11
Q

De-selection Barriers:

A

What prevent you from being part of the shopper consideration Set of brands

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12
Q

Selection Barriers

A

What prevent a from being chosen during the 30sec consideration on shelf

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13
Q

Purchase Barriers for Total Households

A

NOT AWARE: Low product benefit awareness

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14
Q

Purchase Barriers for Aware of Brand

A

Not Easily Accessible: WD / Lack of in-store visibility

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15
Q

Purchase Barriers for Aware of Brand: (Trial barriers)

A 
Never Purchased: 
Habit change/Low PF need  
Perceived irrelevance 
Unconvincing Benefit 
Usage Uncertainty 
Choice Confusion Poor Value
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16
Q

Not in Evoked Set

A

Unconvincing Benefit
Usage Uncertainty
Poor Value

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17
Q

Adapt the content/copy to each screen, platform, device.

A

TV& iVideo: More complex messages, emotions
Banner: simpler messages
Social posts: Simple messages in engaging social context
Search: keywords connect to relevant digital content
Brand Website: content on category or brand

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18
Q

SYNERGY IN COMMUNICATION AND IN TOUCH POINTS:

A

IF YOU COMMUNICATE AT THE SAME TIME AND CORRECTLY, THEN EFFECT IS BIGGER

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19
Q

Ensure communication synergies

A

Creatives :

  • Stand for something: unique and ownable
  • Look like you
  • All the time: consistency across touch points and across time.
  • Synchronised cross-screen campaigns and media are more effective: 1+1= 3
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20
Q

1+1 = 3!

A

Boost on peak periods, synergise contents

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21
Q

What is communication effectiveness?

A

Ability of communication to drive sales
Direct: inminent purchase
indirect: image for future purchases

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22
Q

fundamental metrics - Winning media model

A

Reach (Quantity)
Efficiency (ROI)
Effectiveness (sales per unit of activity)

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23
Q

WHAT ARE THE ELEMENTS THAT DRIVE COMMUNICATION EFFECTIVENESS?

A

COMMUNICATION CONTENT:

COMMUNICATION VEHICLE

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24
Q

COMMUNICATION QUALITY CONTENT

A
  • Know the consumer.
  • Adapt to the media
  • Keep the big idea and visual/identity assets across media
  • Right size testing: opy testing, (quanti, neuronal, quali) • Within digital: A/B test, eye tracking and device specific.
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25
Q

What is MEDIA?

A

Collection of all platforms

Intent is reaching as many buyers to overcome their trial barriers

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26
Q

WHAT ARE CRITICAL KPI IN MEDIA?

A
  • Reach: impressions, GRPS, Rating Reach
  • Frequency:
  • Cost CPM, CPR, CPL CPC
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27
Q

Universe and target audience

A
  • Universe: the total # of people in a given population

- Target Audience: a portion of the universe, identified to receive commercial brand messages,

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28
Q

Impressions

A

Absolute number of people exposed (additive and duplicative)

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29
Q

Impressions are Additive& Duplicative

A

1 ad (shown 3 times) x 3 consumers = 9 impressions

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30
Q

GRP’s (Gross Rating Points)

A

The addition of all the ratings for a campaign in a medium for a target audience. Typically measured for a campaign, a month, a year.
The sum of all ratings without taking into account duplication

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31
Q

Reach (Coverage)

A
  • % of the target audience exposed to the advertising at least once over a given time period
  • Should be expressed within a time frame –Monthly Reach
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32
Q

Reach formula

A

Net Unduplicated Impressions / Target audience

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33
Q

GRP Formula

A

Total Gross Impressions / Total target audience

Reach x AVG Frequency

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34
Q

Reach Curve:

A
  • Reach is cumulative and non linear

- As coverage stabilizes, higher GRP becomes higher frequency.

35
Q

point of diminishing return

A

-There is a point of diminishing return: cost of each GRP delivers lower incremental coverage

36
Q

Frequency

A

The number of times the target is exposed to the advertising message within a time frame
Reach people/total GRP * 10

37
Q

N+ Reach

A

Minimum frequency at which a target is exposed to the advertising message e.g. Reach @ 1+ -71%, Reach @3+ -51%

38
Q

What are important elements for media sufficiency?

A
  1. Target Category Buyers or no?: BROAD!
  2. Deliver High Reach or frequency: REACH!
  3. Maintain Continuity or seasonality?
39
Q

HOW TO BALANCE REACH VS FREQUENCY?

A

Combine TV and iVideo to build maximum reach at the best cost

40
Q

HOW CAN DIGITAL MEDIA BE MEASURED?

A

USER PANEL centric

Ad centric - technological centric

41
Q

USER PANEL centric

A
  • Consumers´computers are monitored
  • Individual based.
  • Limited base/robustness
  • Devices are not easily integrated.
  • Device sharing is not deduplicate
42
Q

Ad centric - technological centric

A
  • Itcaptures ALL activity behind a site/display, through cookies.
  • Base is the universe of the activity and not a sample
  • Main actionability is monitoring and fine tuning of activity.
  • Big cons is no connection with individuals
43
Q

WHAT IS THE CORRECT KPI?

Generate awareness/expose consumer to the add

A

Volume related metrics(impressions, coverage-reach)

44
Q

WHAT IS THE CORRECT KPI?

Generate action: link to web page, leads, purchase

A

Conversion related metrics(CTR or rate of leads or purchase) Cost per conversion metric(CPR, CPL, CPR, CPA (CTR, CTL, CTA

45
Q

KEY METRICS RELATED TO TRAFFIC (Google Analytics)

QUALITY

A

Pages per session
Time per session
Bounce rate

46
Q

KEY METRICS RELATED TO TRAFFIC (Google Analytics)

QUANTITY

A

Impressions
Session/visits
Users
Page view

47
Q

Bounce rate varies a lot! As a rule of thumb

A

25-40% is excellent

48
Q

What is VVA

A

Verification: ad delivered to a human
Viewability
Audience: delivered to intended target
Brand Safety

49
Q

Click Through rate

A

number of clicks in an add/ total number of impressions.

50
Q

Critical KPI in media

A

reach, frequency and cost

51
Q

MARKETING MIX MODELLING

Cons:

A

expensive and time consuming tool.
Not realistic to be regularly used.
Its not real time in most cases

52
Q

MMM tool

A

Granularity Of Results
Methodology Accuracy
Faster Modeling
Integrated Tools

53
Q

MMM tool

INDEPENDENT VARIABLES

A

BASE: Distribution, Seasonality, Price, Holidays, #SKU, Market trends
TRADE: TPR, Display Feature, Display & Feature, Promo Packs
MEDIA
COMPETITION: Price, Distribution, Trade, Media

54
Q

MMM tool

DEPENDENT VARIABLES

A

Weekly Store Level Sales by activity

55
Q

Nielsen Mix 2.0 Model Form Review

A

single stage, multiplicative model that measures all effects at the store-PPG-week level, and aggregates to various products and markets for reporting.

56
Q

BALANCE BETWEEN ROI AND VOLUME CONTRIBUTION: HOW TO OPTIMISE?

A
  1. WHAT PART OF THE BRAND TO PROMOTE?
  2. WITH WHICH PROMO MECHANIC?
  3. AT WHAT DEPTH OF DISCOUNT?
    Balance effectiveness(volume impact) and efficiency(ROI) plus coverage/scalability is critical
57
Q

KPIs for MKT campaign

A
  • Brand association
  • WOM
  • MMM
  • Consumer Panel
58
Q

KPIs During developtment phase

A

Extensive qualitative work with consumers: inhomes, shop alongs, indepth interviews –WHO
Iterative process to assess and improve the conceptual proposal with consumers.

59
Q

Key Drivers of Success

A

Be Choiceful: one POD
Big Idea
Be Consistent
Think Big

60
Q

Types of invalid traffic

A

General Bots and Web Traffic
Server Farms & Click Farms
Hijacked Device

61
Q

Television vs. Digital Media Measurement

A

TV Ad viewership is closely linked to the channel or content
Digital Ad is customized to viewer and not necessarily linked to the content viewed

62
Q

How is IVT measured?

A

• Requires: Tagging of ad + Technology + Advanced Analytics • Companies who offer measurement: MOAT (Oracle), Comscore, Meetrics… • What differentiates suppliers is their ability to measure Sophisticated IVT

63
Q

Drivers of Out of View Impressions

A

Consumer Actions
Site Makeup
Technology

64
Q

Additional Viewability “Attention” Metrics

A
  • tagging of ad + Technology

- scroll velocity

65
Q

Key Audience metric

A
  • % In-demo Delivery: % of total impressions delivered to demo target
  • % In-demo Reach: % of target population reached
66
Q

Brand Safety

A

Is the ad delivered next to safe content?

67
Q

What is Programmatic?

A

Use of automation in buying and selling of media

68
Q

What is a DMP?

A
  • data management platform (DMP) collects data from a -range of online and offline sources
  • segments data into audiences
  • and uses those audience segments for a range of different activities.
69
Q

What is a DSP?

A

Ademand-side platform (DSP)is a technological platform used by advertisers to help them buy available media (impressions).

70
Q

Why programmatic?

A

Lower costs
Faster response
Personalization
Re-targeting

71
Q

How to measure programmatic?

A 
CPM 
Reach 
Viewability 
Frequency 
In-demo accuracy 
IVT 
Video completion rate
72
Q

Addressable TV

A

ability to deliver a specific message to a specific HH within a specific content in TV

73
Q

Addressable TV

Benefits

A

•Better targeting •More consumer relevant content •Frequency Control

74
Q

Addressable TV

Challenges

A
  • Data availability
  • Technology
  • Privacy/consumer consent
75
Q

Addressable TV Key Measurement Challenges

A
  • X-Media/X-Platform measurement

- Real time Measurement of Impact of media on sales (multi-touch attribution modelling)

76
Q

OTHER METHODOLOGIES FOR COMMUNICATION EFFECTIVENESS

A

Pre-test (tv)
Single communication route testing
Equity tracker

77
Q

IMT BQ’S

A

IMT: What will happen if I execute something I have never done in the past and is large enough to shift my total?
IMT are used to test one variable at one level OR a multi-variable plan where we do not want to read the impact of each of the test variable

78
Q

MMM BQ’s

A

How do I understand the drivers of brand and their effects on my overall results?

79
Q

IMT Strenghts

A

Fast, flexible & cheap.

Good for testing large changes in execution.

80
Q

IMT Awareness

A

Good for testing large changes in execution.
Statistically less robust vs. MMM
Not a true single variable controlled test
Projection to national has to be done carefully
Cannot run What-If simulations
Not all stimuli can be tested via IMT
Visibility to competition

81
Q

PPTC HOUSEHOLD PANEL TEST

A 
Pre post test control
Allows to read sales and penetration
Identified targeted consumers
Can traslate into volumetric impact at National level 
Can combine exposure to digital and/orTV
82
Q

INSTORE COMMUNICATION TEST

A

• Critical to facilitate the closure of purchase. • Visibility is the number 1 driver, primarily

83
Q

INSTORE/CUSTOMER DISPLAYS/VIDEOS TESTS

A

Execute a communication and/or promo activity in a given store and/or customer.
Evaluate results by Reading Point of sales data at store level

84
Q

EQUITY TRACKER/ADVERTISING

A
  • Methodologies to assess the image/equity of a Brand.
  • Includes attributes associated to a Brand and compettion
  • Frequently key metrics of awareness, advertising awareness, recall of copy, source of awareness are measured.

Communication and ROI (1 decks)

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