The rule of 5: Delivering consumer clarity - less can be more when it comes to meaningful ad campaigns

Adrian Terron and Raj Hosahalli

This report identifies five characteristics of successful TV campaigns in India, where the power of TV has been eroded by multiscreening and greater choice.
  • Ads that are strong on emotion and relevance perform better, as do ones that stand out within the category.
  • The research also found that longer formats do not make a greater impact, and using understanding of the audience to avoid overlap will increase reach.
  • Finally, brands should break out of category codes to avoid boosting their competitors, as ads of a similar type can be mis-attributed to competing brand....

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