Ad Analysis

Process
1. What is the purpose of the Ad?
The Ad can have various Business objectives
(BO) to increase the total value of the
category in the following ways:

BO of the Ad Total category value

is a product of:
1.Increase market Total available
market
2. Penetration 1. How many they
consume
3. Frequency 2. How often they
consume
4. Average weight of 3. How much they
consumption consume
5. Price 4. How much do
they pay

The objective could be to take the business

forward in terms os sales, revenue, building
the brand image, reminding the consumers of
an old brand, capturing seasonality such as
festival, etc.
 Process
2. Target segment?
Identify the TG of the brand as such by
segmenting the marketing basis:
Demographics, Psychographics, Behavioural,
Geographical
Most often either the:
Customer - person who makes the purchase
decision and has buying power ( or/and)
Consumer - person who consumes/uses the
product actively
is shown in the Ad. Identify this TG of the Ad
and check if it aligns with the Brand's TG

3. Key insight/Pain point of Ad

Identify the pain point of the TG that the
Ad is focussing on. Think from the
Consumer's POV
It could be a aspiration/motivation/belief
It is a universal truth across the TG

Note: Put yourself in the shoes of the

consumer and think from 1st person POv
 Process
4. Message strategy
How does the consumer inisght identified
(in the previous step) relate to the
brand/product?
This is how the communication becomes
relatable to the the consumer
5. Reasons to believe (RTB)
Identify what brings credibility to the
brand communication - i.e. why should the
consumer believe what the brand says?
It could be celebrity appeal/showing TG
itself to be more relatable/expert opinion

To Do
Take up famous ad campaigns and analyse
them.
Prepare for - what is your favourite ad/ad
campaign and why?
 Example
You are my Parle G (Click to play)

1. Ad purpose

leveraging seasonality - Raksha Bandhan

to increase frequency of purchase
Reminding the once loyal consumers -
millenials
Building brand image & likeability
To create awareness

2. TG

Children
Siblings
youth who stay away from family who feel
home sick, particularly the 90’s kids

3. Key insight

Parle G is someone who has always been

there for you, despite all the fights you can’t
do without them, feels like home
 Example

4. Message strategy

Parle G has been around for a long time and

will continue to be there just like your sibling,
even if you have lost touch with them/not
had Parle G for a long time, when you meet
them now/have a Parle G, it still feels
familiar and comfortable, using feeling of
Nostalgia to relate

5. RTB

Relatable
childhood scenes

Childer, siblings, no
cellebrity appeal