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The POA: INS will track almost 50 brands with an average of over
six brands every three- four months. Weekly data will be collected
and metros like Mumbai, Kolkata, Chennai and Delhi will be tapped.
In the first part of the plan, INS will monitor campaigns of few
brands of durables and services who advertise on both print and
television. The survey will cover segments like television, mobile,
refrigerators, banks, insurance, telecom and air conditioners. The
second part of the survey will cover major FMCGs and will collate
data from them for the study. As a matter of fact, Hindustan Lever
Limited (HLL) has already agreed to be a part of the study.
The study would require the media planners to share their plan
and strategy for a period of three months. However the study will
not adjust or tamper with their plans.
What INS plans to achieve from this is:
* An understanding of how print advertising works in tandem with
television.
* The position of print in its rightful place
* Multiplier effect established through a large brand database.
The first cut results of this survey will be out by the end of
this year whereas the final results will be out only sometime in
2005.
Coburn on his behalf, quoted some quotable quotes by Woody Allen
and Albert Einstein such as - "The brain is my second favourite
organ," and "Everything must be made as simple as possible
- but no simpler than that." He dwelled into the issue of whether
brain scanning technology could provide an accurate way to access
consumer reaction to new products and the advertising?
Brand salience can be defined as the propensity of the brand to
be thought of (come to mind) or be noticed in buying situations.
Coburn said that brand salience would provide marketers with new
insights and that is what most marketers were striving to achieve.
But he warned that they must be aware of the conscious and the non
conscious divide. "We also need to understand more than we
currently do that advertising has and must have physical outcomes
in the brain," said he.
Calling the brain a biological computer, Coburn said that it handles
marketing inputs and that it is a physical 'device.' Going on to
the importance of print in a media mix for a brand, he said that
for companies since brand salience was the ultimate goal, the role
of media MUST be to facilitate creating or adding to brand memorability
and benefits on the brain. Said Coburn, "Now the question is
- What are the inherent strengths and weaknesses of the major media
in this regards, from a brain perspective?" He went on to say
that there were five entry points to the brain - sight, hearing,
touch, taste and smell. While watching messages on television, there
are a lot of distractions and it was found that usually people multi-task
while watching TV. Fifty eight per cent were on the phone, 47 per
cent read newspapers, 43 per cent read magazines and 18 per cent
were on the Internet while watching TV. But when this was compared
to print, there were not too many distractions when people read.
"This shows that there is not much recall while people watch
messages on television. However, I am not saying that television
is bad, but it's impact is somewhat dampened," reinforced Coburn.
Television advertising only starts to be effective from the moment
there is a clear brand cue. On the other hand, print does not suffer
because it is a static medium. It allows users to extract all the
meanings of the ads at the reader's speed and hence it doesn't suffer
from the processing problems that television suffers from, Coburn
stated.
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