A quarterly monitor of the most effective ads in a product category

JuxtConsult AdConnect Study

The study tells you if your ad is generating sufficient consumer mass for
the brand in the category
Live-test based ratings of ads by category audience using 12 distinct
parameters that determine effectiveness of an ad
Measuring Ad Effectiveness comprehensively
Noticeability and memorability (recall)
Appeal and likeability
Relevance and persuasiveness
Brand differentiation and brand preference building
Eventually measures the consumer mass that the ad is generating is favor
of the brand in the category (category mindshare)
Study Overview
Methodology
Live ratings of ads by category users and intended users in next 6 months
Sample of 120-150 category respondents for each surveyed ad in the category
Online survey conducted using a leading portal in India as well as Google
search ads. Data made representative of the urban Indian population by using
appropriate demographic multipliers
Multipliers derived using authentic Govt. of India population data
Findings and demographic profile of respondents are highly representative of
current and intended urban users of the product category covering almost all
SEC, age, income and town classes
All recall based answers collected unprompted in blank text boxes
All category level ratings collected using a 5 point qualitative scale
dropdown options
E.g. How much do you identify with the ad?
Its just made for me
I somewhat relate to what is said in the ad
I cant make out if the ad is meant for me or not
I dont really relate to what is said in the ad
It is definitely not for me
Only the most recently run ads in the category are shown, and only to the
category users/ intending users
Study Methodology
The Ad Connect Measurement Model
Was the ad noticed?
Was the ad understood?
Did the ad appeal?
Was the message relevant?
Did it help build brand preference?
The Measures
Recall
Message comprehension
Message believability
Originality/Distinctiveness
Likeability
Identification
Message relevance
Brand Differentiation
Brand Inclination
Brand Empathy
Impact on Brand Image
Brand Consideration
The Ad Consumer
Interaction Points
The Ad Effectiveness Criteria
Noticeability
Relatability
Connectivity
Relevance
Brand preference

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Measuring & Rating Schema
Likeability
Originality
Audience Identification
Ad Appeal
Ad noticed and appeals
Ad Appeal Index
Message Connect
Ad is understood, relatable and convinces
Comprehensibility
Relevance
Persuasiveness / Believability
Ad Persuasion Index
Brand Impact
Ad creates brand preference
Brand Differentiation
Brand Inclination
Image Impact
Brand Empathy
Brand Preference
Brand Impact Index

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Ad Momentux
Total audience mass generated by the ad for the brand
TOM Ad Recall
Ad Connect
Ad Connect Quotient (adCQ)
Qualitative impact created by the ad on the audience
Qualitative impact
of the ad
Quantitative impact
of the ad
The Derived Measures
Message Connect
Brand Impact
Ad Appeal
How much is the ad noticed and appeals
How much is the ad understood, related to and convinces
How much is the ad contributing in creating brand preference
Ad Appeal Index
Ad Persuasion Index
Brand Impact Index
Ad Connect
TM
Total impact created by the ad among the consumers
(ad effectiveness)
Ad Connect Quotient
Ad Momentux
TM
Ad Momentum Index
Consumer mass generated by the ad for the brand
(audience mindshare)
Category Level Example
Candy Mouth Fresheners
September - October 2007
Ads Tested
Chlormint Mentos Center Fresh
Wrigleys Orbit
Happydent White Happydent Protex
Chill Pillz Polo
Parle Xhale Minto Blue
Center Shook
Top of Mind Ad Recall
Brand Ad Top of Mind Ad
Recall
Chlormint 25%
Orbit 18%
Minto Fresh 16%
Mentos 11%
Center Fresh 9%
Happydent White 9%
Pass Pass 7%
Polo 4%
Halls 1%
How much is the ad recalled top of mind for the category
The Relative Effectiveness of the Ads
Brand Ad Ad Connect
Quotient (adCQ)
Relative
Index
Center Fresh 3.85 100
Chlormint 3.82 99
Minto Fresh 3.70 96
Mentos 3.22 84
Orbit 3.13 81
Happydent White 1.55 40
Polo 0.94 24
Minto Blue 0.03 1
Happydent Protex 0.02 1
Total effectiveness of the ads in connecting with the category consumers
Current Ad Momentum of the Ads
Total Audience mindshare generated by the ad for the brand in the category
Brand Ad Ad Momentum
(Audience Mindshare)
Ad Momentum
(Relative Index)
Chlormint 33% 100
Minto Fresh 21% 64
Orbit 15% 47
Mentos 13% 39
Center Fresh 13% 38
Happydent White 4% 13
Polo 1% 4
Happydent Protex 0% 0
Minto Blue 0% 0
Brand Ad Top of Mind Ad
Recall
Ad Connect (adCQ)
Relative Index
Ad Momentum
(Audience Mindshare)
Chlormint 25% 99 33%
Orbit 18% 81 15%
Minto Fresh 16% 96 21%
Mentos 11% 84 13%
Center Fresh 9% 100 13%
Happydent White 9% 40 4%
Pass Pass 7% - -
Polo 4% 24 1%
Halls 0.8% - -
Minto Blue 0.1% 1 0%
Happydent Protex 0.1% 1 0%
Ad Momentum Summary
* Lotte Chill Pillz and Parle Xhale got zero top of mind brand recall, so could not be included in ad momentum calculations
Current Audience Mindshare
Ad Effectiveness Perceptual Map
.4 .3 .2 .1 -.0 -.1 -.2 -.3
.4
.3
.2
.1
0.0
-.1
-.2
A
t
t
r
i
b
u
t
e
Brand
Brand Impact
Ad Appeal
Polo Mint
Happydent White
Mentos
Orbit
Minto Fresh
Chlormint
Minto Blue
Happydent Protex
Center Fresh
Message Connect
September - October 2007
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 948)
Census 2001 Projected
Actual Urban
Population
Gender Male 65% 52%
Female 35% 48%
Age Distribution Below 13 years Not included in study NA
13-18 years 13% 16%
19-24 years 27% 17%
25-35 years 38% 27%
36-45 years 16% 18%
46-55 years 4% 11%
Above 55 years 2% 11%
City Type Up to 1 Lakh 27% 31%
(Population Size) 1-5 Lakhs 15% 27%
5-30 Lakhs 23% 25%
Above 30 Lakhs 35% 17%
Region-wise Distribution North 30% 24%
East 8% 15%
South 29% 29%
West 33% 32%
Respondent Profile Candy Mouth Fresheners
* Representative of 22 million urban current and intended users of candy mouth fresheners
Respondent Profile Candy Mouth Fresheners
September - October 2007
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 948)
Census 2001 Projected
Actual Urban
Population
Socio-economic Classification SEC - A 16% 9%
SEC - B 23% 18%
SEC - C 44% 25%
SEC - D 8% 26%
SEC - E 9% 22%
Economic Status in the Family Chief wage earner 28%
Not the chief wage earner 72%
Monthly Household Income Up to Rs. 10,000 54%
Rs. 10,000 Rs. 30,000 38%
Rs. 30,000 Rs. 50,000 3%
Above Rs. 50,000 5%
Most Expensive Vehicle in the HH 4-wheeler 13%
2-wheeler 42%
Bi-cycle / others 15%
Don't own any vehicle 30%
Ad Effectiveness Perceptual Map
.4 .3 .2 .1 -.0 -.1 -.2 -.3
.4
.3
.2
.1
0.0
-.1
-.2
A
t
t
r
i
b
u
t
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Brand
Brand Impact
Ad Appeal
Polo Mint
Happydent White
Mentos
Orbit
Minto Fresh
Chlormint
Minto Blue
Happydent Protex
Center Fresh
Message Connect
A quarterly monitor of the most effective ads in a product category
Deodorants
September - October 2007
Ads Tested
Axe
Rexona Fa Exotic
Set Wet Zatak
Spinz Salsa
Nivea Aqua
Top of Mind Ad Recall
Brand Ad
Top of Mind Ad
Recall
Rexona 36%
Axe 30%
Fa 11%
Set Wet Zatak 9%
Park Avenue 4%
Denim 3%
Nivea Aqua 2%
Adidas 1%
Spinz Salsa 1%
Others 3%
How much is the ad recalled top of mind for the category
The Relative Effectiveness of the Ads
Brand Ad
Ad Connect
Quotient (adCQ)
Relative
Index
Rexona 3.57 100
Axe 3.53 99
Fa 1.40 39
Set Wet Zatak 1.05 29
Nivea Aqua 0.18 5
Spinz Salsa 0.13 4
Total effectiveness of the ads in connecting with the category consumers
Current Ad Momentum of the Ads
Total Audience mindshare generated by the ad for the brand in the category
Brand Ad
Ad Momentum
(Audience Mindshare)
Ad Momentum
(Relative Index)
Rexona 49% 100
Axe 41% 84
Fa 6% 12
Set Wet Zatak 4% 7
Nivea Aqua 0% 0
Spinz Salsa 0% 0
Brand Ad
Top of Mind Ad
Recall
Ad Connect (adCQ)
Relative Index
Ad Momentum
(Audience Mindshare)
Rexona 36% 100 49%
Axe 30% 99 41%
Fa 11% 39 6%
Set Wet Zatak 9% 29 4%
Park Avenue 4% - -
Denim 3% - -
Nivea Aqua 2% 5 0%
Adidas 1% - -
Spinz Salsa 1% 4 0%
Others 3% - -
Ad Momentum Summary
Current Audience Mindshare
Ad Effectiveness Perceptual Map
.2 .1 -.0 -.1 -.2 -.3
.3
.2
.1
0.0
-.1
A
t
t
r
i
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Brand
Brand Impact
Message Connect
Ad Appeal
Spinz Salsa
Nivea Aqua
Zatak
Fa
Axe
Rexona
Respondent Profile Deodorants
September - October 2007
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 957)
Census 2001 Projected
Actual Urban
Population
Gender Male 50% 52%
Female 50% 48%
Age Distribution Below 13 years Not included in study NA
13-18 years 13% 16%
19-24 years 29% 17%
25-35 years 38% 27%
36-45 years 11% 18%
46-55 years 5% 11%
Above 55 years 4% 11%
City Type Up to 1 Lakh 30% 31%
(Population Size) 1-5 Lakhs 16% 27%
5-30 Lakhs 28% 25%
Above 30 Lakhs 26% 17%
Region-wise Distribution North 19% 24%
East 16% 15%
South 23% 29%
West 42% 32%
Respondent Profile Deodorants
September - October 2007
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 957)
Census 2001 Projected
Actual Urban
Population
Socio-economic Classification SEC - A 19% 9%
SEC - B 28% 18%
SEC - C 32% 25%
SEC - D 10% 26%
SEC - E 12% 22%
Economic Status in the Family Chief wage earner 36%
Not the chief wage earner 64%
Monthly Household Income Up to Rs. 10,000 49%
Rs. 10,000 Rs. 30,000 36%
Rs. 30,000 Rs. 50,000 7%
Above Rs. 50,000 8%
Most Expensive Vehicle in the HH 4-wheeler 17%
2-wheeler 42%
Bi-cycle / others 3%
Don't own any vehicle 38%
A quarterly monitor of the most effective ads in a product category
Soft Drinks
October - November 2007
Ads Tested
Coca Cola Corporate
Coke
Thums Up
Mirinda 1
Pepsi
Fanta
Ads Tested
Mirinda 2 Limca Mountain Dew
Sprite
Slice
7 Up
Top of Mind Ad Recall
Brand Ad Top of Mind Ad
Recall
Pepsi 33%
Coca Cola 19%
Thums up 16%
Sprite 15%
Mirinda 5%
Fanta 5%
7up 5%
Mountain Dew 2%
Limca 1%
Slice 0.4%
How much is the ad recalled top of mind for the category
The Relative Effectiveness of the Ads
Brand Ad Ad Connect
Quotient (adCQ)
Relative
Index
Pepsi 12.20 100
Thums up 12.24 99
Fanta 10.04 82
Mirinda 9.06 74
Slice 8.03 66
Coca Cola 7.90 65
Limca 7.86 64
Mountain Dew 7.30 60
Sprite 6.84 56
7up 6.43 53
Total effectiveness of the ads in connecting with the category consumers
Current Ad Momentum of the Ads
Total Audience mindshare generated by the ad for the brand in the category
Brand Ad Ad Momentum
(Audience Mindshare)
Ad Momentum
(Relative Index)
Pepsi 41% 100
Thums up 20% 48
Coca Cola 15% 38
Sprite 10% 25
Fanta 5% 12
Mirinda 4% 11
7up 3% 7
Mountain Dew 2% 4
Limca 0.4% 1
Slice 0.4% 1
Ad Effectiveness Perceptual Map
-.3 -.4
.3
.2
.1
0.0
-.1
-.2
A
t
t
r
i
b
u
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Brand
.3 .2 .1 0.0 -.1 -.2
Brand Impact
Message Connect
Ad Appeal
Thums up
Sprite
Slice
Pepsi
Mountain Dew
Mirinda
Limca
Fanta
Coca Cola
7up
Respondent Profile Soft Drinks
October - November 2007
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 1,256)
Census 2001 Projected
Actual Urban
Population
Gender Male 69% 52%
Female 31% 48%
Age Distribution Below 13 years Not included in study NA
13-18 years 9% 16%
19-24 years 30% 17%
25-35 years 38% 27%
36-45 years 15% 18%
46-55 years 6% 11%
Above 55 years 2% 11%
City Type Up to 1 Lakh 33% 31%
(Population Size) 1-5 Lakhs 20% 27%
5-30 Lakhs 24% 25%
Above 30 Lakhs 23% 17%
Region-wise Distribution North 22% 24%
East 8% 15%
South 30% 29%
West 41% 32%
Respondent Profile Soft Drinks
Demographic Attributes Ad Momentux Study
Respondent Profile
(Sample 1,256)
Census 2001 Projected
Actual Urban
Population
Socio-economic Classification SEC - A 20% 9%
SEC - B 28% 18%
SEC - C 28% 25%
SEC - D 15% 26%
SEC - E 9% 22%
Economic Status in the Family Chief wage earner 43%
Not the chief wage earner 57%
Monthly Household Income Up to Rs. 10,000 56%
Rs. 10,000 Rs. 30,000 29%
Rs. 30,000 Rs. 50,000 6%
Above Rs. 50,000 9%
Most Expensive Vehicle in the HH 4-wheeler 18%
2-wheeler 32%
Bi-cycle / others 13%
Don't own any vehicle 36%
October - November 2007
1. Effectiveness ratings
#
of the mainline brand ads in the category by current / intended users (minimum 150 live
test responses per brand reported)
2. Ad momentum with which the ads are building consumer mass for their respective brands in the category
3. Most recalled ads for the category (top of mind and spontaneous)
4. Sources media of TOM recalls (for each brand reported)
5. Level of identification of ad with the brand (for each brand reported)
6. Level of identification of ad slogan with the brand (for each brand reported)
7. Rating of each ad on likeability, with identification of the ad elements leading to the likeness
8. Rating of each ad on key ad measurement attributes:
Ad Appeal
Message Connect
Brand Impact
9. Rating of each reported ad in the category on the balance 10 individual parameters (originality, audience
identification, message comprehension, message relevance, persuasiveness, brand differentiation, brand
impression, brand image, brand empathy and brand preference)
10. Rating of ads effectiveness in using the celebrity/brand ambassador if used
11. Media preferences of the category users/intended users (TV channels, Newspapers, Magazines, Radio
channels, Generic websites, Emailing websites, News websites)
12. All ratings and preferences reported by key demographic segments wherever possible* (gender, age, SEC,
occupation, marital status, town class, region, income class, vehicle ownership)
#
all category level ratings are provided by respondents on a 5 point qualitative scale, * depending on the sufficiency of sample size of relevant respondents
Ad Momentux
TM
Report Content
JuxtConsult Ad Momentux Study
Pricing of Reports
* 12.36% service tax extra
Report One Time Report* Annual Subscription*
Nos. Amount (Rs.) Nos. Amount (Rs.)
Ad Momentux
TM
Category Level Report 1 150,000 4 360,000
Payment Terms : 50% advance
50% before the delivery of third quarterly report
Delivery Timeline : Quarterly Reports By 15
th
of the relevant month after
the quarter
Report Delivery Format : PDF
Contact Details
Address : 7, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030
Telephone : +91-11-29535098, +91-9811256502
Contact Person : Sanjay Tiwari
Email : sanjay@juxtconsult.com
Website : www.juxtconsult.com
Thank You!