SYNOPSIS

Impact of Innovative Advertising Strategies on Brand Recall.

Objectives of the study:

• Assessment of need and importance of advertisement.

• To study the various innovative advertising strategies.
• To understand the concept of brand recall.
• To assess how innovative advertising strategies influence the Brand recall.

Introduction:
Marketing communications may provide the means for developing strong, customer-based brand
Recall. Among marketing communication tools, advertising have always played a pivotal role.
Advertising is a form of communication intended to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon products, ideals, or services or to create a brand
recall value for the brand.

Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or
service class, as distinct from brand recognition.Common market research usage is that pure
brand recall requires "unaided recall". For example a respondent may be asked to recall the
names of any cars he may know, or any whisky brands he may know.Some researchers divide
recall into both "unaided" and "aided" recall. "Aided recall" measures the extent to which a brand
name is remembered when the actual brand name is prompted

In terms of brand exposure, companies want to look for high levels of unaided recall in relation
to their competitors. The first recalled brand name (often called "top of mind") has a distinct
competitive advantage in brand space, as it has the first chance of evaluation for purchase.

This dissertation report will be focusing on understanding the impact of advertisement on brand
recall.
Literature Review:

AC Nielsen Ad Effectiveness Solutions: “Understanding the impact of your advertisement

on your brand.”

The questions are as old as media itself: Who saw my ad? What did they think about it, and what
action, if any, did they take,will they be able to recall it? In today’s landscape—where the
consumer wields more control than ever before—the new norm requires going beyond air time to
gauge the immediate and halo impacts of campaigns on your brand.

Measurements for Success

Receptivity: A set of metrics that helps to quantify the level of involvement a user has with a
particular ad. The more a consumer pays attention to content or advertising, the greater the
opportunity for the campaign to “cut through the clutter” to make a lasting impact and to be
remembered.
Dwell time: It stands to reason that the longer a person is exposed to a good creative unit the
more effective the unit itself will be. Rather than simply counting the air time or impressions
served, the appropriate measure becomes the “dwell time” (time spent) on a page or with an
impression or watching an advertisement.
Attentiveness: Being able to understand how users are experiencing and interacting with video
content with the understanding that video advertising gives a cut through advantage to the
advertiser to be able to leave an impression on the mind of the target audience.
Program engagement: Nielsen has proven a strong correlation exists between the level of
attention paid to video content and the subsequent brand effectiveness and a later recall.\

The 4 R’s of Advertising effectiveness measurement:

1) Reach: Did the campaign reach the brand’s target?
2) Receptivity: Did the media placement deliver viewer engagement?
 3) Resonance: Did the campaign resonate the viewers?
4) Reaction: Did the viewer react the way the advertiser intended?
5) Recall: Did the campaign create a value for the brand to ensure brand recall?

Acacia Avenue: “A great ad pity they can’t remember the ad”

Those of us who have researched advertising at any stage of its development, whether creative
development, pretesting or campaign evaluation, are familiar with the terms ‘well- branded’ and
‘poorly branded’ applied to a commercial or a campaign. A campaign that is said to be well
branded elicits smiles of approval from the client and mirrored smiles of relief from the agency,
whilst the opposite conclusion that it is poorly branded is like giving the advertising campaign,
and often the agency too, a death sentence. This ‘Trial by Branding’ and the subsequent hanging
of either individuals or organisations is a fact of our lives. Well-branded campaigns are being
given the death sentence by the paucity of imagination of Politburo judges on the basis of flimsy
circumstantial evidence provided by heavy-handed KGB research techniques.

Leaving aside the reliance on crude measurement techniques for the moment, what is even more
disturbing is the ignorance that exists about the branding process itself. A surprising number of
creatives, planners, account handlers and clients have a kindergarten knowledge of branding
processes and mechanisms. Gordon Brown observed that branding is far more difficult than
generally appreciated and involves more than simply ‘plonking’ the name or pack shot in the
middle or at the end of a commercial: It implies a brand can be ‘popped in’ or‘tacked on’ to a
good creative piece of advertising.” (1)

The temptation to solve a branding problem by increasing the exposure of the pack shot, the
frequency of mention of the brand name or the size of the logo in the end frame is familiar to us
all. It is often adopted as the solution because it involves less energy, effort and creative thought
and more importantly is bound to please the client.

Towards A More Flexible Structuring Of Context And Improving Access To Recall

Although we have strongly argued that conscious recall should not be the only admissible
evidence in a trial by branding case, it would be foolish to suggest that recall itself should be
discarded. Everything we do in the course of market research other than direct simple
observation, is based on memory. Whether qualitative or quantitative, much of our information is
gathered on the basis of reported or recalled behaviour, and although we try as hard as we can,
through the use of projective techniques to uncover intuitive and emotional responses recall is
and always will be acornerstone of our methodology.

So too is the reality of the market research interview. However much we might wish it to be
otherwise, it has to be conducted whilst out and about on doorsteps, in living rooms, on the
streets or in-halls, all of which are situations far removed from the purchase and consumption
contexts.

Bearing this in mind, how can we facilitate recall of ‘unconscious’ or intuitive branding and/or
branded associations and indeed how can we re-create contexts that are more relevant to brands
than to advertising?

•We should use visual, auditory and kinaesthetic cues to aid consumers in accessing stored
material. We might show real packs or logos rather than the brand names listed on cards.
Lowenbrau, for example, in Germanic script on the pack, is a very differentproperty from the
letters typed on a card. So too with any brand name – the symbol of the name may well trigger
memory to a far greater extent than an abstract distillation. Why not use a tape of jingles (without
brand names) to establish what the auditory cues evoke? Why not use a reel of commercials with
the brand name and pack deleted to establish the ‘unit of meaning’ linked to the brand name? If
the commercial employs a form of complex branding, a key frame from the commercial, a
character or an event within it, may successfully trigger recall of a great deal of the content.
After all, we should be trying to measure the unit of meaning that is linked to the brand name,
not simply the number of times it is mentioned in isolation.

• We should concentrate our energies on re-creating the actual purchasing or consumption

context to aid access of advertising or other messages linked to the brand. Simple projective
bubble drawings emanating from brands on a supermarket shelf or a High Street environment are
remarkably successful in evoking advertising branded messages.
•We should place less reliance on consumers’ ability to operate in a verbal descriptive response
mode, ie. words and explanations rather than images and pictures. It is a well known fact that
over 65% of face-to-face communication is non-verbal. Most people store information in the
form of sounds, pictures, melodies or textures, so why do we persist in using only one interactive
mode of stimulus and response ie. verbal?

Research Methodology:

The research applied in the project will be Descriptive Research as the major objective of
research is to understand the impact of advertisement on brand recall. This will be done by
collecting data through questionnaire. The information received from the respondents will be
kept confidential.

The survey research method will be the basic research design. Questionnaires will be
administered to the respondents. The respondents will fill the questionnaire.

Self administered questionnaires will be administered comprising of: -

 Close-ended questions
 Open-ended questions
References:

• Advertising Management By Manendra Mohan

• “A great ad pity they can’t remember the brand” A White Paper by Wendy Gordon and
Roy Langmaid, Acacia Avenue

• AC Nielsen Ad Effectiveness Solutions: “Understanding the impact of your

advertisement on your brand.”
• Wikipedia.org

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Brand_awareness