Coburn reiterates INS' findings on importance of print advt.

MUMBAI: The Indian Newspaper Society (INS) organised a workshop with renowned neuroscientist Noel Coburn on 23 September in Mumbai, where he spoke on how the magic of the brain helps or hinders advertising and also reiterated INS' survey findings that print advertising was more effective than television. Coburn said that this, however did not mean that television advertising was not effective.



INS rolled out a survey called the Impact Multiplier Project, wherein they have measured the efficacy of print and television advertising for FMCGs. The survey highlights the special role of print advertising and the impact of print and television advertising on consumers.

The idea was to reach out to the community of media planners and buyers. It was observed that if print advertising was added to television advertising for a particular brand then there was an increase in brand salience. The combination of the two also enhanced memorability of communication and strengthened the brand values. Moreover, print advertising helps in reaching the 'hard to get' targets, revealed the survey.



The Impact Multiplier Project provides media planners with a decisive support tools for GRP combinations, like, whether they should use a combination of 90 per cent television advertising and 10 per cent press for a brand? These combinations are reached by measuring the icon iceberg parameters for each campaign, which consists of awareness, vividness, perceived advertising pressure, memorability, uniqueness and appeal. INS has validated their theory by applying it to over 4500 brands.



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.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories