Ad industry needs to revisit CPRPs

MUMBAI: Nothing is as simple, commonly agreed and indisputable as CPRP (cost per rating point). Often it is the final clincher for a pitch and the sole aim for all to target and deliver. However, despite being almost a universal matrix to measure, marketers believe that other measurement formats have to be developed to understand the effectiveness of below-the-line activities.

While above 50 per cent of investments for brand building is made towards above-the-line activities, advertisers are making 40-45 per cent of their marketing budget in other forms of media to create consumer experiences. 
Addressing the audiences at the Percept Business Conclave, ITC head of brands and business development GK Suresh said: "Advertisers are becoming more and more conscious about the impact that below-the-line bustle create for the brand; their fixation with CPRPs will come down. Thus, there has to be a matrix system developed to measure the effectiveness of such non-traditional platforms."

According to OMD India MD Jasmin Sohrabji, advertisers‘ dependence on CPRP is slowly diminishing as they are looking at a matrix beyond rates. "Today, with the evolution of consumers in the Indian market, advertisers are looking at getting more strategic thinking from the agency on the table than just rates," she said.
Backing Sohrabji statement, Pidilite Industries president - marketing and sales services Praveen Tripathi noted that the CPRP obsession is more because of a sense of insecurity and with new measuring methods for other difference mediums, the story will become more about deriving values rather than driving costs. 
According to ICICI Bank Joint GM Ronita Mitra, in order to create more effectiveness for brands amongst consumers, advertisers and marketers have to take a single window view of the consumer rather than a product view.

"Word of mouth will also play a very critical role in acquiring and retaining customers while social media will help generate brand conversations," said Mitra.

Latest Reads
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories