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.