1. Is Continuity the Only Remedy?

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

3. The Scheduling Dilemma Continuity? Flighting? Pulsing? Blitz?

4. A Stereotype Across Decades Continuity 1960 Continuity 19902009 Continuity

5. This got us..

6. Effect of Wearout On Scheduling

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

8. Excessive Media Frequency..

9. …. Repetition Wearout of Copy Quality

10. Obsolescence + Imitation

11. .. Leads to Copy Quality Decline

12. ..However, Going off-air

13. …Restores the Copy Quality!

14. 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 %

15. Model Structure

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

17. And, Our Investigation…

18. Led to Some Interesting Results! Over 50 Simulations Explored S. NoOptionJ Score 1Continuous1683 21 week on 1 week off2451 3Flighting – 6 weeks on 6 weeks off2500 4Blitz – Expend all GRPs in 6 weeks2050

19. Flighting 20 - 30% more Effective vs. Continuity Options

20. 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

21. ..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

22. Statistically Sound Model..

23. Transparent & Open Model

24. What Makes this Work Stand – Out?

25. 1. Advertising Copy Treated as an Asset

26. 2. Tangible 20% potential improvement shown on brand salience

27. 3. Qualitative & Quantitative Model

28. 4. Resonates with Decision Maker’s Mental Model