Audience Optimization Design through Co-Advertising- A Two Way Log Linear Design Approach

Abstract

When we see a prescription given by a doctor to a patient we may observe that more than one different products are prescribed. That triggered the idea of creating an advertisement script with multiple brands. To test this idea the researcher decided to create an advertisement script in form of a skit featuring three different brands from the FMCG sector, essentially from Non-Competing companies. Now if at all such an advertisement script is co-created then should it be co-created with various brands of same manufacturer or from the different brands of different manufacturers? Which co-creation is more acceptable to the audience? this was the second point to be assessed. To test this concept the researcher created two different skits, one with different brands from the same manufacturer while the second one is the co-created advertisement script with different brands from the  different manufacturers. These skits are shown to the audience (all of them were the management students) during an educational event on stage and are asked about their honest opinions about The third point to be tested was whether all the brands featured in the advertisement will compliment each other's sales/demand? The data so collected was analyzed using loglinear analysis method. During the analysis it was observed that an advertisement featuring more than one brands positioned for female audience and all from different manufacturers is accepted more by the audience and will be able to increase the demand from the female consumers for all those feminine brands which are featured into that advertisement.