【正文】 d Society 21% 81Attitude StmtsTotal Agree Contac IndexStocks/Shares Good Earn Money 25% 107I Worry About The Future 43% 106No Wrong Have Aff. If Married 19% 105Confusing When Prds Diff Names 47% 105Empl. In Foreign Ent. Better 40% 104Compare Prices Before Deciding 65% 104Live Again Do Things Diff. 69% 104Can Tell Person By Clothes 38% 92TV Ads Provide Truthful Info 29% 91I Prefer Sons To Daughters 22% 91Ads/Chdrn Unreasonable Demands 51% 91Enjoy A Night Out At A Pub/Bar 22% 88A t t i t u d e S t m t s T o t a l A g r e e T y l e n o l I n d e xO f t e n G o S h o p p i n g W i t h P a r e n t s 41% 109O ld F a sh i o n e d / W o m e n S h ld . M a r r y 45% 108T h e In t e r n e t Is T r u st w o r t h y 37% 108U p T o D a t e W i t h F a sh i o n Im p t 33% 106W o r k O v e r t i m e G e t Jo b S a t i sf . 40% 104E n jo y A N i g h t O u t A t A P u b / B a r 26% 104L i ke B e S e e n U si n g P o p . B r d s 47% 103B o u g h t P r o d s A f t e r F r e e S a m p le 28% 88I P r e f e r S o n s T o D a u g h t e r s 21% 88G o B a ck T o L i f e A s U se d T o B e 29% 87O f t e n T h i n k A b t W o r k W h e n H o m e 24% 86T e ch . N e g a t i v e E f f . O n S o ci e t y 36% 86L i v e In M a le D o m i n a t e d S o ci e t y 22% 86T h e B o ss Is A lw a y s R i g h t 13% 82Brand Awareness amp。 Media Strategies Media Consumption 0%10%20%30%40%50%60%70%80%90%100%Watched TVPast 7 DaysListened ToRadio In ThePast MonthVisited CinemaIn The Last 12MonthsAccessedInter In TheLast 6 MonthsDailyNewspapers:Read YesterdayMonthly MagsRead In Past 4WeeksOutdoor Seen inPast WeekBufferin Contac TylenolMedia Selection For Key Brand (%) Base: All Skincare User(3175) 0%10%20%30%40%50%60%70%TV NP Print TV NP Print TV NP Print TV NP Print Heavy Medium LightMedia Usage Frequency For Key Brand Tylenol Bufferin Contac All Currently User Last but not the least... Media is not standalone! Communication Works Right message ( Quality Creative) Right Communication Channels ( Against Core targets) Right Investment Weight ( Optimized Budgets) Quality of creative is critical – Stronger copy drives stronger longterm sales response ?Strong brand linkage ?Relevance ?Credibility ?News – With strong copy, we can afford to have lower weights – Meaning: – Higher Quality Creative = Lower Media Investment Implications of LongTerm Effects For Establishing a Brand Branded impact Communication Response How memorable is the ad likely to be for the brand? Have we maximized our opportunity to municate? Why or why not? How well/what does the ad municate? Is it to strategy? How does the ad affect consumer response to the brand? Does it meet both short term and long term goals for brand health? A quantification of Branded Impact = Awareness Index Copy Right: Millward Brown Measurable of munication 0 20 40 60 80 100 56 82 68 86 64 75 71 76 55 Claimed TV ad awareness Brand A Rolling 4 weekly data 169。 Millward Brown 2022 DETER t02 J F M A M J J A S O N D 2022 J F M A M J J A S O N D Chengdu Shanghai Weighted GRPs 0 250 1774 369 2 Shanghai Weighted GRPs 0 250 2178 Chengdu Same creative, half media weight in CD helped building same awareness level as Shanghai 1775 860 Copy Right: Millward Brown 0 20 40 60 11 3 16 15 46 32 14 8 2 30 30 41 43 12 3 9 15 26 36 14 10 2 37 28 15 29 38 9 13 14 31 41 31 41 5 18 12 19 41 50 14 39 48 16 17 10 50 Brand A Advertising Awareness Summary 169。 Millward Brown 2022 290146 AWAR22 F M A M J J A S O N D J F M F M A M J J A S O N D 2022 J F M In Store Advertising Inter Magazine Print TV Total Ad Aware Brand A GRPs 0 100 246 698 Brand A Variant A 1 GRPs 0 100 71 523 Variant A1 2022 Total Brand Communication Approach Millward Brown measures Brand Awareness across different Media We believe in Accountability Maximize provides with proof that all ads flighted/appeared as planned Monitoring Research to be conducted to measure effectiveness of advertising Evaluation Thank you!