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CREATING WINNING ADVERTISING
VIA LINKTM IN
Soumya Saklani, Managing Director, Sub Saharan Africa
Ghana| 23rd July 2013

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IN THE NEXT 20 MINUTES OR SO…
1. Why ‘pre-test’?
2. Introducing LinkTM

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Why pre-test advertising?

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AD SPENDS ARE HUGE & DOMINANT % OF MKT SPEND
Sector Spend (GHS)
1 Telecommunications 10,603,661
2 Telecommunications 9,286,445
3 Beverages 6,799,929
4 Telecommunications 6,683,613
5 Telecommunications 6,579,104
6 Home, Personal Care & Foods 5,950,679
7 Foods 3,969,109
8 Foods 3,295,759
9 Beverages 3,270,657
10 Retail 2,944,054
11 Telecommunications 2,521,178
12 Foods 2,508,471
13 Social 2,375,557
14 Home, Personal Care & Foods 2,329,440
16 Beverages 2,242,759
18 Foods & Beverages 2,130,533
19 Foods & Beverages 2,056,656
20 Pharma 2,014,443
21 Electronics 1,984,681
22 Social 1,924,502
23 Telecommunications 1,923,860
24 Electronics 1,860,976
25 TV/Entertainment 1,780,682
87,036,748
Source: Annual 2012 Ghana Media Monitoring
Top 25 Ad Spenders Ghana–2012

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DEVELOPING & AIRING CREATIVES IS AN
EXPEN$$$IVE EXERCISE...!
Strategy
(US$ 0)
Strategy
(US$ 0)
Creative
concepts/
storyboards
(US$ 10k)
Creative
concepts/
storyboards
(US$ 10k)
Animatic
(US$ 20k)
Animatic
(US$ 20k)
Finished film
(US$ 350k)
Finished film
(US$ 350k)
Media
(US$ 1000k)
Media
(US$ 1000k)

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Top Ten Factors affecting advertising
profitability in the short term and their
likely impact upon profit
Paul Dyson and Karl Weaver, Data2Decsions
Admap 2006
Creative effectiveness is
the variable most affecting
the advertising contribution
to brand profit after market
size…
…investing in copy-testing
provides a huge return
because it helps maximize
the creative power of the
advertising
COPY QUALITY IS A KEY INFLUENCE ON ROI

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CREATIVE GUT IS NOT ENOUGH
The most important word in the
vocabulary of advertising is TEST.
If you pre-test your product with
consumers and pre-test your
advertising, you will do well in the
market-place.”
David Ogilvy, 1963

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YOU WOULD INSURE THESE…SO WHY NOT YOUR AD $$

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IN SUMMARY,
PRETESTING WILL
IMPROVE THE RETURN
ON YOUR
ADVERTISING

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LINKTM HELPS YOU IMPROVE
THE VALUE OF YOUR ADVERTISING
LinkTM is
Predictive
Evaluative
Diagnostic

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LINK GETS YOU MORE BANG FOR YOUR AD BUCK...
IF YOU SPEND GHS 1 MILL, ON THE CAMPAIGN, WE’D GET THE EQUIVALENT OF
GHS 200K+ FREE MEDIA!
Average
ads aired
Average
Client’s ads aired
(only qual /no test)
Average
Client’s ads aired
after a Link test
In‐market ad efficiency*
(indexed)
*As measured by the ‘Awareness Index’, a metric
proven to have a strong relationship with sales effectiveness
+20%
100
103
120

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LINK HAS EVOLVED OVER TIME, WITH OUR UNDERSTANDING ON
HOW ADVERTISING INFLUENCES BRANDS
19991999 20002000 20022002 20042004 20052005 20062006 20072007 2008200819891989
Link introduced for
the first time in
U.K.
19941994
Introduced persuasion
measures,
improved prediction of
Awareness Index
(branded memorability)
Validation to
sales and share
response
Improved prediction of
Awareness Index
(branded memorability)
Online Link
methodology
launched in U.S.
Introduced measures
of emotional
response
Parallel testing
against brain
scanning
Validation against share response
updated
Worked to apply neuroscience learning
Updated questionnaire to address new
learning and media world
Link360:
multi-media copy
testing
Incorporating Neuroscience
techniques in tandem when applicable
LINKExpress on mobile launched 2012 & now available in Ghana
A Link test is being presented somewhere in the world every hour…

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LINK ALLOWS FAIR COMPARISON OF AD
EFFECTIVENESS ACROSS THE GLOBE
*As measured by the ‘Awareness Index’, a metric
proven to have a strong relationship with sales effectiveness
Based on analysis of 70 ads that were researched at two stages
Database of 100,000 ads spanning 100+ countries
allows cultural differences to be taken into account
1800 multi-country campaigns have given us
insights into the factors governing how well
advertising will travel
Robust database - we’ve tested 2,000+ ads in Sub-
Saharan Africa & 100+ in Nigeria & 70+ in Kenya
And now, we are happy to announce that we
now have Ghanaian norms in
place with a database of ~ 50 ads

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The Link™ Philosophy…

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THE ADVERTISING CHALLENGE...
Will the ad
connect with the
consumer in a
branded fashion?
Branded
Engagement
Do the brand
associations make it
more desirable at
key decision
moments?
Response

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THE CHALLENGE OF ENGAGEMENT...
Engagement is all
about getting into
the mental
workspace

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A LITTLE EXERCISE IN ENGAGEMENT...
20 slides, at 1 second each
Say whether…
CAT or DOG BOTH
NEITHERDON’T KNOW

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So, which images
did you remember?

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THE CHALLENGE OF ENGAGEMENT
Advertising has to compete
with everything else in the
environment to get into the
‘mental workspace’
 Personal Relevance
 Emotional content
 And we tend to give
time to things that
are different

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BUT DOES AN ENTIRE AD ENGAGE?
30 Second
TV Ad
Recall
5% of ad
creates
45% of recall

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LET’S LOOK AT AN EXAMPLE....

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WE CALL THIS THE ‘CREATIVE MAGNIFIER’...
Brand
What is involving
and interesting
in the ad
Message

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WHAT WILL LINK TELL YOU?
Will the ad
connect with the
consumer in a
branded fashion?
Branded Engagement
Does the ad affect
brand associations
in the right way?
Communication
Do the brand
associations make it
more desirable at key
decision moments?
Response
Awareness Index &
Diagnostics
Key Message &
Diagnostics
Persuasion &
Diagnostics

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LINK HAS TWO SUMMARY METRICS OF AD PERFORMANCE.
BOTH ARE PROVEN TO RELATE TO BRAND SALES CHANGES.
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Awareness Index
prediction
Measures the incremental gains in
advertising awareness an ad will
generate per unit of media spend
Independently validated against both long
and short term sales changes, the AI is
particularly key for established brands
%ofcasesseeing
salessharerise
Low Medium High
39%
62%
74%
Independently validated to short-term
sales. Relationships seen are particularly
strong for new products/line extensions
Persuasion
Score
Measures the potential of your ad to
positively change/enforce consumers
relationship with your brand/product
Based on 872 Cases (split into tertiles on total database norms).
A sales share increase is one of more than 0.1% of a market share point.
45%
56%
75%
%ofcasesseeing
salessharerise
Low Medium High

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LinkTM , the leading global copy-testing solution now available in Ghana
with Ghanaian norms to benchmark against.
IN SUMMARY...
1. Pre-test via LinkTM !
2. Especially critical campaigns
3. Earlier, the better...!

50. THANK YOU FOR LISTENING!
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For further information please contact:
SOUMYA SAKLANI
Managing Director
Sub-Saharan Africa
Millward Brown
94/2 Second Ridge
Link, North Ridge, Accra | Ghana | t: +233307020406
Cell +233262952707
Email: Soumya.Saklani@millwardbrown.com