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MediAvataar's News Desk

MediAvataar's News Desk

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There is a prevalent view in our industry that attitudes follow behavior and theefore do not matter. In many cases that is true, but in others it is not. Marketers who ignore brand attitudes risk making a big mistake, because in many cases attitudes do lead behavior.

I think the belief that attitudes do not matter is in part fueled by the fact that in survey results, positive attitudes almost always reflect brand usage. Big brands have more people agreeing that they possess positive qualities. On the one hand that is good to know – you want people who use your brand to think positively about it– but on the other hand it hides more subtle differences between competing brands. For this reason, Millward Brown has routinely stripped out this brand size effect for many years  now, in order to understand the relative standing of a brand depending on different image statements.

However, even when brands are shown to be endorsed differently across image statements on a relative basis, you still do not know whether that attitude will drive behavior or vice versa. For instance, analysis of BrandZ data over a five year time frame shows that almost all brands that grew also grew their salience. This suggests that the two are related; however there is no proof of causation. This is a classic chicken and egg situation; buying a brand you found in-store will make that brand salient to you, but increased salience might also encourage you to buy a brand for the first time.

Chicken or Egg?

The only way you are going to figure out which is the chicken and which is the egg is to study attitudes toward, and usage of, brands over time. Ideally you would do this at the individual respondent level, but a reasonable alternative is to study attitudes toward, and usage of, a brand over time. Do changes in attitudes lead behavior, or lag them?

In my experience the answer is both. Sometimes attitudes lead, often in more considered and longer purchase interval categories, and sometimes they follow, often in impulse categories. Even then, you cannot make assumptions one way or the other, because it also depends on which particular attitude you are examining. For instance, people can recognize when a brand is different from others even when they do not use it, and we often find that brands that over-index on difference relative to current usage are poised for growth, provided that the difference has the potential to be meaningful to more people than the brand’s existing user base.

People buy the brands they like, and they like the brands they buy. Marketers need to encourage and grow this reciprocal relationship. My colleague Bill Pink, Partner Client Solutions in North America, believes the focus on what leads and what lags is misleading. Instead, he argues that the focus should be on understanding the network of relationships between attitudes and usage, and also identifying where the opportunities are in that network to enhance the reciprocal relationship between attitudes and behaviors, and in that way grow both.

 

Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Millward Brown

Source:Millward Brown

Wednesday, 30 September 2015 00:00

Fists of Fury fly on Zee Studio throught October

Catch the martial arts movie festival, that will make you say ‘WHAT THE FU?!’  Starting 5th October, Mon-Fri at 9:00 pm

The premium English movie channel will present the biggest martial arts film festival on television with its specially curated property - ‘Fists of Fury’ offering some cult and contemporary handpicked movies. Starting this October, 9pm on Mondays – Fridays is going to be ‘FUL OUF SUP PAH ACK SHN’ (full of super action) only on Zee Studio.

‘FISTS Of FURY’ will feature movies like, Karate Kid 2 & 3, Curse of the Golden Flower, Bloodsport, Death Warrant, Lionheart, Badges of Fury, Myuai Thai, Kung Fu Panda, The Tuxedo, Champion, Pirate Brothers, Special ID and Shaolin Girl.

Get ready for some kicks and punches as Fists of Fury showcases combat packed performances by Jackie Chan, Jean Claude Van Damme, Jet Li and the martial arts superstar of today, Donnie Yen.

Nothing else beats action the way martial arts does, hence Zee Studio will present its viewers with the best movies that will make you say ‘WHAT THE FU?!

Witness this heart-thumping martial arts fest from the 5th to 23rd of October only on Zee Studio ‘See it all’.

Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.

The advertising landscape is evolving at an extraordinary pace as media proliferation and technology advances create new ways of connecting with consumers. We watch videos on phones, stream music on laptops and read newspapers on tablets—sometimes all at once. Needing to reach, resonate with, and get a reaction from the right audience in a world of choice can make it difficult to decide where to allot one’s advertising dollars.

While there isn’t one simple rule for maximizing advertising effectiveness in such a saturated market, understanding how consumers feel about the ads served on the various media platforms they use every day is a good place to start.

THE CIRCLE OF INFLUENCE IS WIDE

The most credible advertising comes straight from the people we know and trust. For that reason, it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family. But trust isn’t confined only to those in our inner circle, as two-thirds (66%) say they trust consumer opinions posted online—the third-most-trusted form of advertising.

“The power of digital ad formats cannot be underestimated, as they offer many advantages for achieving effective reach,” said Randall Beard, president, Nielsen Expanded Verticals. “But few brands have mastered online word-of-mouth marketing techniques, the results of which can go viral very quickly. Passionate brand advocates can be powerful allies to amplify your message, but you need to give them a reason to talk. Evolve the relationship from a one-way sales pitch to a two-way conversation. And be transparent and accountable. Online brand advocates can quickly become adversaries with the power to damage credibility and reputation if things go wrong.”

Owned (brand-managed) online channels are also among the most trusted advertising formats. In fact, branded websites are the second-most-trusted format, with 70% of global respondents saying they completely or somewhat trust these sites. In addition, more than half of respondents (56%) trust emails they signed up for.

 

Looking at two-year digital trends, trust in paid online and mobile ads has stayed relatively consistent since 2013. Almost half of global respondents say they completely or somewhat trust online videos ads (48%, no change from 2013), ads served in search engine results (47%, down one percentage point) and ads on social networks (46%, down two percentage points). About four-in-10 global respondents trust online banner ads (42%, no change) and mobile advertising (43%, down two percentage points). Just over one-third say they trust mobile text ads (36%, down one percentage point).

“Brands have been steadily increasing their digital ad spend as they get increasingly comfortable with digital advertising and measurement, but TV formats still deliver the highest unduplicated reach (i.e., the ad reaches each audience member only once) of 85%-90%,” said Beard. “While digital ads can offer considerable benefits—such as precision-focused campaigns, in-flight adjustments and more creative options—moving from TV to an all-display digital plan is a bold move for any marketer. Consider a mix of both offline and online channels for the best ROI.”

TRUST IN TRADITIONAL ADVERTISING IS STILL STRONG

Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels. TV, newspapers and magazines remain trusted advertising formats. More than six-in-10 global respondents say they completely or somewhat trust TV ads (63%), up one percentage point from 2013. Slightly fewer trust ads in newspapers (60%) and magazines (58%), which fell one and two percentage points, respectively, from two years ago.

 

Other findings include:

Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines.

Self-reported action based on advertising exceeds trust by more than double digits for ads served in search engine results, ads on social networks and text ads on mobile phones.

Humorous ads resonate most in strongly in Western markets; health-themed ads are rated highest in Latin America; and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.

High-energy/action advertising themes resonate more with younger respondents, while pets/animal- centered ads resonate more with older respondents.

WPP announces that its wholly owned operating company Cohn & Wolfe, a leading brand communications agency, has agreed to acquire a majority stake in Six Degrees PR, a full-service public relations agency, and its content and integrated marketing subsidiary Alphabet Consulting.

Founded in 2009 and with offices in Delhi, Mumbai and Bangalore, Six Degrees has extensive public relations, public affairs, crisis management and digital media experience. The agency also delivers content and integrated marketing campaigns through Alphabet Consulting.  Clients include regional and multinational companies such as Amadeus, Cushman & Wakefield, Dalmia Bharat Group, Hughes, Ingersoll Rand and Nokia.

This acquisition marks a further step towards WPP's declared goal of developing its networks in fast growing markets and sectors. In India, WPP companies (including associates) generate revenues of over US$500 million and employ approximately 14,000 people. In the Asia Pacific region, WPP companies (including associates) generate revenues of US$5 billion and employ around 50,000 people. Collectively WPP's public relations and public affairs agencies (including associates and investments) generate revenues of US$2 billion worldwide and employ 11,000 people

WPP, the world’s largest communications services group,announced the expansion of its strategic partnership with Adobe, the global leader in digital marketing software, to provide marketing solutions to clients through a coalition of specialist WPP agencies called the WPP-Adobe Alliance.

The WPP-Adobe Alliance brings together and makes available to clients Adobe Marketing Cloud capabilities across six WPP agencies and more than 1,000 experts in over 20 locations.

Combining the breadth of WPP’s digital agency network with the depth of its individual companies’ expertise, it also leverages the Group’s access (unique amongst its competitor set) to proprietary data through its data investment management business.

The launching members of the WPP-Adobe Alliance include Acceleration, Cognifide, KBM Group, Mirum, VML and Wunderman. Among these agencies are some of Adobe’s earliest partners, and all have extensive experience of successful Adobe Marketing Cloud implementations for WPP’s top global clients.

As an Adobe Premier Partner, WPP has committed to developing the skills required to design, develop, sell, deploy and operate solutions at a high level of expertise using Adobe technology throughout its network of companies.

WPP agencies hold certifications across the Adobe product portfolio. Wunderman, for example, was the first global Adobe partner to become a Specialized Partner for Adobe Campaign in both North America and EMEA. Cognifide has delivered expertise in Adobe Experience Manager for more than 10 years. Mirum Asia was named Adobe’s Digital Marketing Partner of the Year for three years in a row.

The WPP-Adobe Alliance is headed by Vice President of Strategic Partnerships, Kelly Ann Bauer. It is part of WPP’s Technology Partnership Program, an initiative led by Chief Digital Officer Scott Spirit to coordinate and promote the Group’s relationships with key providers of marketing technology services.

Sir Martin Sorrell, CEO of WPP, said: “The joint Adobe-WPP proposition is a very powerful one: Adobe’s leading marketing technology solutions alongside WPP’s unique ability to leverage the collective capabilities of our agencies, and our proprietary data, for the benefit of our global client base.

“The WPP-Adobe Alliance extends our combined offering beyond the footprint of a single WPP company through the creation of bespoke teams, enabling clients to respond more strategically and more efficiently to their biggest marketing challenges.”

“Through the WPP-Adobe Alliance, WPP clients can now yield the greatest return from their Adobe Marketing Cloud investments,” said Shantanu Narayen, president and CEO of Adobe. “We are excited about taking our successful digital marketing partnership with WPP to another level.”

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