Is Continuity the Only Remedy?

Preamble Cadbury Perk – impulse purchase One creative execution on TV for the year Financial resources to purchase 2400 GRPs

The Scheduling Dilemma Continuity? Flighting? Pulsing? Blitz?

A Stereotype Across Decades Continuity 1960 Continuity Continuity

This got us..

Effect of Wearout On Scheduling

Our Model Dimensionalizes Copy Wearout 1.Repetition 2.Imitation & Obsolescence 3.Restoration

Excessive Media Frequency..

…. Repetition Wearout of Copy Quality

Obsolescence + Imitation

.. Leads to Copy Quality Decline

..However, Going off-air

…Restores the Copy Quality!

Having this Theory of Wearout… We built a model to assess impact on salience Inputs into model –Weekly tracking data on ad and brand salience –Weekly reach numbers in %

Model Structure

Model Technique A dynamical model Involves solving a system of differential Eqs Kalman Filter Optimization

And, Our Investigation…

Led to Some Interesting Results! Over 50 Simulations Explored S. NoOptionJ Score 1Continuous week on 1 week off2451 3Flighting – 6 weeks on 6 weeks off2500 4Blitz – Expend all GRPs in 6 weeks2050

Flighting % more Effective vs. Continuity Options

Why Was It So? Our Hypotheses on- –Repetition –Obsolescence –Restoration Were proven TRUE Our Model says in English- –A lot of money Spent making the copy –Scheduling determines its preservation & Efficacy

..Leading to Recommendation of Flighting as a strategy Continuity was detrimental to awareness!! A 20% more Effective annual schedule built –And not just on basis of media efficiencies

Statistically Sound Model..

Transparent & Open Model

What Makes this Work Stand – Out?

1. Advertising Copy Treated as an Asset

2. Tangible 20% potential improvement shown on brand salience

3. Qualitative & Quantitative Model

4. Resonates with Decision Maker’s Mental Model