Research Aims. Do commercials in the OTC category typically perform as well as ads in other categories? What makes good OTC commercials perform well?

Transcription

1 1 The Essence of Great OTC Advertising i

2 Research Aims Do commercials in the OTC category typically perform as well as ads in other categories? What makes good OTC commercials perform well? 2

3 3

4 Research Design and Methodology 21 commercials in the Chinese OTC market were tested by Celsius Research using the Celsius Ameritest Advertising Evaluation (CAAE) methodology. CAAE captures simple measures of advertising performance for most new commercials put to air in China. Each test was undertaken on-line amongst a quota-controlled sample of n=100 consumers in both Tier 1 and Tier 2 cities. The first test was done in February 2010 and the most recent took place in June In addition, 2 full Ameritest advertising optimisation studies wereundertaken amongst samples of n=100. These two projects were undertaken amongst those who had recently purchased medication, as opposed to the entire market. 4

5 市场表现 注意力 X 品牌联系 X 说服力 5

6 Celsius Ameritest Advertising Evaluation (CAAE) Measures Attention: Do consumers remember the ad after having seen it in a clutter reel? Brand Linkage: Are they able to play back the brand advertised? Motivation: Does the ad generate a propensity to buy the product? Do they like the ad? Does it entertain? Is it confusing? Does it talk to me? Can I trust what is being said? Is there enough information? How important is this information? Is it clear? Does the music fit the ad? Does the brand fit the ad? Is it boring? 6

7 市场表现 注意力 X 品牌联系 X 说服力 7

8 Ameritest Performance Index

9 9 注意力

10 Attention %

11 Distribution of Attention Scores Number of ads 7 OTC average All advertising average to 5% 6 to 10% 11 to 15% 16 to 20% 21 to 25% 26% and more Attention score 11

12 To get the attention of the viewer we must reward them for their time. Just like when we go to the movies. We pay attention if the movie entertains us and we like it. We don t pay attention if it is boring. And also like in the movies, the right music makes an ad perform better. 12

13 Attention % y = 0.652x R² = Like: % 13

14 Attention % y = 0.510x R² = Is entertaining % 14

15 Attention % y = 0.437x R² = Music fits % 15

16 16 品牌联系

17 Brand Linkage %

18 Distribution of Brand Linkage Scores Number of ads OTC average All advertising average Less than 30% 31 to 40% 41 to 50 % 51 to 60% 61 to 70% 71 to 80% 81 to 90% 91 to 100% Brand linkage score 18

19 Branding % y = 0.081x R² = Boring % 19

20 20 If the viewer finds the ad boring they won t pay strong attention and the brand name will be forgotten.

21 21 说服力

22 Motivation %

23 Distribution of Motivation Scores Number of ads OTC average All advertising average to 20% 21 to 30% 31 to 40% 41 to 50% 51 to 60% 61% and more Brand motivation score 23

24 Motivation % y = 0.691x R² = Importance of message % 24

25 Motivation % y = 0.570x R² = Communicates trust % 25

26 Motivation % y = x R² = Not enough information % 26

27 27 To encourage the viewer to buy, advertising must deliver an important message, backed by the right amount of information in a manner that generates trust.

28 Ameritest Performance Index

29 100 % OTC ads All ads Attention BrandLinkage Motivation API 29

30 While the measures reported upon are important elements of a good commercial, they do not account for all the attention, branding and motivation scores recorded in our study. Something else is happening as well. Attention = f (like, entertain) r² = 0.44 Branding = f (boring) R² = 0.41 Motivation = f ( enough information, important message) r² =

31 31 一图胜千言

32 市场表现 注意力 X 品牌联系 X 说服力 广告趣味性 注意力波动 ( 品牌认知过程 ) 32

33 To optimize a commercial, we must understand the way in which it is working How is attention gained? What emotion is induced as the commercial unfolds? 33

34 The Ameritest Picture Sort process For the Flow of Attention they simply sort scenes into those they remember and those they do not. For the Flow of Emotion they sort the scenes into five categories from strong positive to strong negative emotional reaction. For the Flow of Meaning they assign the scenes into one of a limited set of intended meanings that are unique to each ad. 34

35 We have finite attention. We filter out images and messages we do not find important or interesting. 35

36 36

37 Flow of Attention What are we looking for in the Flow of Attention? What is happening during the opening seconds of the commercial? Is the overall trend line of the curve from beginning to end rising or falling? What are the best recalled or focal points of the commercial? How smooth or well connected is the flow of one image to the next? 37

38 Attention 56% 55% 54% 52% 50% 48% 48% 46% 44% 999 Contac NT 38

39 As before, we find entertainment values aid attention 60% 55% 50% 48% 47% 40% 38% 30% 20% Commercial is entertaining Attention 10% 0% 999 Contac NT 39

40 40 Additionally, the Flow of Attention provides us with a very clear understanding of why the commercials differ in terms of the level of attention they are able to command.

41 Flow of attention 999 Attention = 48% vs. 54% for Contac NT

42 Flow of attention CONTAC NT Attention = 54% vs. 48% for % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

43 100% % 90 80% 80 70% 70 60% 60 50% 50 40% 40 30% % 10 10% 0 0% Contac NT

44 100% % 90 80% 80 70% 70 60% 60 50% 50 40% 40 30% % 10 10% 0 0% Contac NT

45 The longer ad format allows for more peaks in attention to be registered and hence greater attention is recorded Flow of attention peaks Attention = 48% 8 peaks Attention =54% 45

46 Brand Linkage 95% 92% 90% 85% 80% 78% 75% 70% Contac NT "999" 46

47 We learnt boring ads tend to have poor brand linkage scores. But additionally, this study shows good branding is helped by making sure viewers recall the scenes where the brand is displayed. 47

48 市场表现 注意力 X 品牌联系 X 说服力 广告趣味性 注意力波动 ( 品牌认知过程 ) 48

49 Branding appears at high attention points in both commercials. This is particularly true for branding = 92% Contac NT branding = 78% 49

50 Motivation 70% 60% 50% 40% 30% 20% 10% 54% 58% 0% Contac NT "999" Both commercials are very motivating 50

51 51 They both clearly communicate key messages

52 Copy and Super Recall / Relevance: 999 爱, 要和家人分享 感冒, 可不能分享 有 999 牌感冒灵颗粒 感冒远了, 家人近了暖暖的, 很贴心 999 感冒灵颗粒中西结合暖暖的, 很贴心 Recall Relevance 999 感冒灵颗粒 三九医药

53 Copy and Super Recall / Relevance: CONTAC NT 感冒症状, 因人而异针对不同症状, 区别用药, 才有效新康泰克牌系列感冒药, 快速出击打喷嚏, 鼻塞, 流鼻涕, 蓝色装严重感冒时, 发烧 咽痛 四肢酸痛, 红色装 86% 88% 87% 91% 90% 84% 96% 91% 96% 90% 对症用药, 不给感冒留机会 96% 89% recall 认准新康泰克品牌 78% 89% relevance 一般感冒时, 严重感冒时打喷嚏 鼻塞 流鼻涕发烧 咽痛 四肢酸痛不给感冒留机会! 新康泰克, 美扑伪麻片, 复方盐酸伪麻黄碱缓释胶囊 84% 78% 93% 88% 94% 84% 94% 85% 77% 77% 53

54 54 And they both use emotion

55 55 Basketball coaches

56 市场表现 注意力 X 品牌联系 X 说服力 广告趣味性 注意力波动 ( 品牌认知过程 ) 信息沟通 情感波动 ( 情感波动曲线 ) 56

57 Flow of Emotion Different Emotional Structures + Brand + 1. Emotional Pivot This emotional flow is associated with a typical Problem solution scenario. The central character has a headache, takes an analgesic and then begins to feel better, for example. The critical thing to note here is that the emotional structure is not, on average, positive nor negative Each scene generates its own emotional response, and this response does not simply have to be positive. Movie directors have long understood the power of creating a tense environment which is resolved as the film unfolds. + Brand 2. Positive Transition + A second structure, positive transition, is typically associated with products enhancing the emotional state of the audience. Life is fine and then something great happens as a result of the product. + Brand 3. Build This emotional structure is particularly interesting, as we have found this to be an excellent structure when advertising a new offer, or when a brand that may have fallen out of favour for some reason or the consumer must be reminded of the equity inherent in the brand. Here we find the commercial sets up an increasingly positive state of mind in the audience, and then, but only then, is the brand introduced. Brand + 4. Sustained Emotion And finally, we find an emotional structure often employed by hero brands. If, for example, you were to advertise Ferrari one of the world s most loved brands You would want to introduce the cars to the audience immediately, and maintain this momentum throughout the commercial. 57

58 Flow of emotion CONTAC NT 100% Positive Negative 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

59 Flow of emotion CONTAC NT 100% Positive Negative 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

60 Flow of emotion

61 Flow of emotion

62 Flow of emotion

63 Both Contac NT and 999 are very motivating because they deliver rational messages in an appropriate emotional structure. Emotion is sustained for Contac NT, while a positive transition followed by a build in emotion characterises

64 To make great OTC advertising Attract the attention of the audience early. Maintain and build upon this attention. Ensure there are key peak scenes. Reward the viewer for their time Make sure the brand appears where attention is high. Communicate relevant messages in a trustworthy way, but remember to make sure these messages are delivered in an emotionally rich way. 64

65 市场表现 注意力 X 品牌联系 X 说服力 广告趣味性 注意力波动 ( 品牌认知过程 ) 信息沟通 情感波动 ( 情感波动曲线 ) 执行 承诺 65