Improving the branding of your TV advertising

A key aspect of effective TV ads is that of branding: the extent to which consumers will remember that the ad was for a particular brand.

Improving the branding of your TV advertising

Branding is one of the major determining factors of the Awareness Index (AI) — the efficiency with which the ad generates ad awareness for a brand. And there is good evidence that the ability of an ad to generate awareness is strongly correlated to the ability of the ad to generate sales.

Additionally, we have seen numerous examples of where weakly branded advertising has been attributed to the competition. As one company Chairman put it; “I'm not keen on using our marketing budget to support our competitors”.

So it is crucial that consumers...

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Insights Team
Bray Leino

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