Is Continuity the Only Remedy Preamble Cadbury Perk

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 1960 1990 2009 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

Imitation Obsolescence +

. . 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. No Option J Score 1 Continuous 1683 2 1 week on 1 week off 2451 3 Flighting – 6 weeks on 6 weeks off 2500 4 Blitz – Expend all GRPs in 6 weeks 2050

Flighting 20 - 30% 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