MAM

Synovate, Domor to measure ROI for brands

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/07/13/kbc1.jpg?itok=Bnw_eSR9

MUMBAI: Market research firm Synovate India and specialist consulting firm Domor Communication Consulting have partnered to initiate a marketing effectiveness study, Consumer Response to Investment in Entertainment Properties (CRIEP).

CRIEP is aimed at helping brands understand their return on investment (ROI) of using big entertainment properties as a marketing platform.

Initially, the measurement is being done for Bigg Boss Season 4 (Colors) and KBC Season 4 (Sony Entertainment Television).

The two companies said in a statement that CRIEP will utilise a large consumer research based approach and measure the impact of large events essentially on the four brand metrics of awareness, disposition, imagery and equity.

The results would be out in January after the two shows wrap up on air this season.

The study has an extensive pre and post measurement approach to isolate the effect of each property on the brand equity for brands broadly in the 11 categories of: chocolates, mobile services, mobile handsets, banks, TVs, household appliances, digital cameras, automobiles, motorcycles, insurance and inner wear.

Synovate India senior project director Sonali Bhatia said, "CRIEP will touch about 6600 respondent across nine towns (including metros and tier 1 towns). It?s not a pure research product and will build on in-depth understanding of the way Entertainment Properties are used by marketers and consumed by audiences".

Domor Communication Consulting founder-director Nitin Jain said, "With the success of Cric - the marketing effectiveness model on cricket, measuring and improving a marketer?s effectiveness on entertainment properties is a logical step forward. Investments on entertainment properties are already huge and only getting bigger. Further our experience in planning and buying on entertainment properties gives us the added understanding and learning critical to embark on a project like this."

CRIEP will attempt to answer the marketers various questions such as how is their brand competing for consumer mind space against all other brands on the same property, across categories. The study also aims to highlight the most recalled elements of the show and what brands were they associated with.

It will also try to find the difference in the impact of the two entertainment properties and the impacts of geographies/ age/ SEC. CRIEP will also find out whether the visibility of a campaign impact the effect of the properties on the brand metrics.

Synovate India director Rahul Varma said, "CRIEP will provide cross-category analysis and reveal product categories which are gaining more from such properties. Further diagnostics would help us understand the impact on brand impressions which in turn lead to some level of brand desire in the consumer?s mind."

To measure the impact of presence on these properties on the consumer?s desire for various brands ?attitudinal equity (AE)? has been integrated in CRIEP Synovate?s proprietary analysis tool.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Bathsense_Rajkumar_Rao.jpg?itok=ir0POp1D
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Hardik_Pandya_Gillette.jpg?itok=UdP_6s_T
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Reliance_Jewels.jpg?itok=BJLS-_VV
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Barbie_800.jpg?itok=upoxNyR9
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories