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“It is a very unique single source for three critical facets --
brand relationships (through a loyalty pyramid), social segmentation
(consumer clusters, attitude statements, etc) and demography, media
behaviour, product usage. 3D is possibly India's most expensive
proprietary consumer insights study and only a company of our size
could do it,” says WPP Marketing Communications India Director-marketing
and corporate affairs, Sai Nagesh.
The campaign stresses on the finding of the research with a catchy
phrase followed by facts. For instance, one of the message is as
follows, “Bull! Only two out of 10 people believe your television
commercial. You may just be surprised with what you learn.”
On the objective, says Nagesh, “The communication strategy is to
highlight the fact that 3D is a very unique study and measures dimensions
of a consumer's life like never before. The objective of the campaign
is to tell clients who are not with us about what they are missing.”
ATG Worldwide is a strategic econometric consultancy, which offers
solutions to the media and marketing problems, achieved through
measurement and improvement in the return on marketing investment.
Besides econometric modeling, the tool kits includes modeling consumer
opinions, budget allocation, mixed media planning, response curve
generator and media phasing.
MCI 3D is a planning process that combines the dynamics of brand
equity, media consumption and an in-depth knowledge of consumer
trends.
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WPP's
3D findings offers new TV viewer insights
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NEW
DELHI: Advanced Techniques Group (ATG)-Media Consumer Insight (MCI),
a specialist unit of WPP Marketing Communications India, has released
a multi-media advertising campaign for its proprietary consumer
insights study – 3D. 