Optimising advertising ROI: Applying general principles of advertising response to media buying

Keith Spencer
Ipsos ASI, Australia

INTRODUCTION

Ipsos ASI has been measuring response to advertising for the past 50 years. This has allowed the organisation to build considerable databases reflecting how consumers react, "on average", to advertising exposure. A global review of these databases reveals that despite differences in media environments, etc. the patterns we see across countries are remarkably similar. There is little difference in ad response between mature markets and emerging countries.

Given this similarity in consumer response, it is surprising therefore that the media data included in the databases indicates vastly different media buying practices between mature and emerging markets. Weekly TRP levels in emerging markets are considerably higher and far more enduring than those in mature markets.