What brands claim – Is it true?
Brands make tall promises to audiences in their advertisements. But how much of it are they actually delivering? Find out in this Xerago survey.
Television campaign effected brand recall has been the most popular method that has been adopted by brands in creating awareness. From the age old “Washing powder nirma” through “thanda matlab coca cola” to “what an idea sirji” slogans and campaign-based ads have been the most popular channel adopted. Brands are ready to spend in millions towards developing this that they believe will let their campaigns and hence the brands linger in the lips and minds of the viewers. When it comes to creating campaigns there are two things that come into consideration – creativity and effectiveness. Many creative people are looking at award winning work as different from the work they should be doing for the brand they are servicing. But when creative work needs to be put in perspective of brand recall there are several aspects that come into play.
Psychologists say there are many factors that may contribute to increased brand recall. One of it lies with the way our minds compartmentalize information, and clear things out of within short time span. This is compared to the way in which people make decisions in one room and when they enter another room which is like another event they come up with new though and forget what they were thinking about previously. Using multi channel campaigns – online and television, helps in minimizing the effect where people tend to forget the campaign they had seen on television.
According a survey conducted elsewhere, it was observed that people watching a campaign in both television and online medium displayed twice the brand recall as against people watching it on just one.
Implicit and explicit memory, combined with pattern recognition also must be taken into consideration when examining brand recall. This is where seeing the same ads in different medium have its effect. Seeing related ads in different formats will likely trigger pattern recognition, giving the viewer a sense of pleasure when he or she recognizes the connection between the two ads. This may be enough to move the advertisement from the implicit memory, which is deep in the viewer’s mind, to explicit memory, which can be accessed at will.
Brand recall, at the end of the day is the aspiration of every brand in order to ensure that the customer buys his product as against his competitors. Take the example of Har ek friend zaroori hota hai one of the most telecast campaigns of 2011 that has been successful in catching the attention of people and also in driving competitors to start of campaigns in the own right. To get an understanding of what people feel about campaigns on whether they really meet what they are intended to – a small survey was conducted amongst students and young professionals across a few major cities in India
Such innovative ads no doubt catch the attention of the intended target audience as indicated by the survey. Most of the students and professionals interviewed have indicated in the positive about them having seen and heard the ad. Having seen and heard the campaign the recall of brand association is also very good with a huge majority indicating their awareness that it belongs to Airtel. The creativity quotient being high has reflected in the above.
Now on to the other aspect, which is the sales effectiveness. In the survey conducted close to half the respondents indicated that though brand recall may be high it doesn’t serve as business driver and they still believe past experience or a friend recommending it. The campaign effectiveness based on recall has been a success but is the recall converting to business? The survey results point in the negative. Close to 70% of the respondents had indicated that they would not shift brands even though they may believe the campaign may tell the truth. This brings us back to the question – what is all the millions and the gray cells being spent resulting in, if not business?
(This article is based on a survey conducted by Xerago Customer Value Maximization Platform across four metros in India with respondents from the age group 18 to 25)