MAM

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/imrb.jpg?itok=Reu3RXvd
India’s online retail market to hit $100 bn by 2020: Kantar IMRB report

Kantar IMRB has launched a report on India's shopping scenario in 2017 that provides comprehensive insights on buying behaviour of India’s online shoppers. The study is conducted among active internet users in urban India covering a vast range of categories.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/livon.jpg?itok=qx3N1Srg
Livon extends salon-in-purse proposition in latest campaign

Marico Limited’s Livon Serum has launched its latest ad film, an extension of its campaign thought - Salon Nahin Livon.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/flags.jpg?itok=KBHOLMPu
Flags Communications bags social media mandate for Tata Power DDL

Media agency, Flags Communications, has bagged the social media management mandate for Tata Power-DDL (a joint venture between Tata Power and the Government of NCT of Delhi).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/makeit.jpg?itok=MtMZNjs5
FACES launches #12ZodiacFaces with WATConsult

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Canada’s leading international cosmetic brand, FACES Canada have collaborated and launched a digital campaign called #12ZodiacFaces.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/GroupM_Ogilvy.jpg?itok=QJJm4T4E
GroupM, Ogilvy launch Effectiveness Lab in India

MUMBAI: Wavemaker, GroupM’s media, content and technology agency, has partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/Kingfisher.jpg?itok=8j6QrNaq
Competing with consumer activities not brands: Kingfisher's Sheikhawat

MUMBAI: The liquor market is witnessing major upheavals with umpteen number of alcohol brands battling it out for a slice of the market. The fight is tough since consumers can choose from a wide variety of beer brands - Tuborg, Kingfisher, Bira and Heineken among other local beer brands. 

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/19/redington_0.jpg?itok=47d4qszR
Redington unveils new global brand identity

Redington, the $6 billion distribution and supply chain giant for international brands in the IT and mobility sectors, has unveiled its new global brand identity with a new logo and tagline – Seamless Partnerships.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/19/aegon_0.jpg?itok=_z2N9asB
Aegon Life Insurance focuses on relieving tension in new ad

Aegon Life Insurance has recently launched its new media campaign, ‘Aegon Toh Tension Gone’ which focuses on relieving financial stress through its insurance solutions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/19/future.jpg?itok=kIhNygib
Future Group's aLL assigns creative duties to Marching Ants

MUMBAI: Future Group’s aLL - The Plus Size Store has assigned its creative duties to Marching Ants. Salt is the incumbent agency on the account. Confirming the win, Marching Ants director and chief creative strategist Joy Ghoshal adds, “Early in its life cycle, The Plus size fashion category...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories