Greater prosperity for those who live in the countryside has long been one of China’s major concerns. But incomes of rural residents still lag far behind those of city-dwellers and the gap has steadily widened in recent decades.

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now, however, the Central Government is making a concerted effort to redress the balance, allocating almost RMB 340 billion to improve rural infrastructure and accelerate agricultural development. These measures will go a long way towards boosting the incomes of those in the countryside. wellmont theatre seating

Implications for the advertising industry are immense, although it will require a great deal of preparation to take full advantage of the newly affluent rural market. The groundwork should start now, urges Matthew Fan, CEO of local advertising company Bates Apex, based in Chengdu. Among other campaigns, the highly successful Mengniu Super Girl Competition was conceived by his company. Mr Matthew Fan’s long experience with many local clients has enabled him to develop unique insight into China’s third- and fourth-tier cities and particularly the country’s unexplored rural market.caesars atlantic city tickets

Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets. However, the range of available online targeting options is vast and becoming increasingly complex. How should advertisers choose among these alternatives to optimize their online ad effectiveness?

To reach the right person with the right message at the right time is the holy grail of advertising. Theoretically, it seems that the targeting capabilities of online advertising—which include demographic, contextual, and behavioral options—would make that goal consistently attainable. But in reality, the precision promised by online targeting cannot always be delivered on a scale that’s large enough for major advertisers. As a result, to obtain their desired levels of reach, advertisers sometimes adopt “mass-market” techniques such as homepage takeovers of major sites. These approaches, though not finely targeted, often offer cost savings that more than make up for some wasted reach.

What can advertisers realistically expect from online targeting, and how should they make their targeting decisions? Online targeting options are many and varied (see the Targeting Topography box on page 2), and the challenge of choosing among them is further complicated by the possibility of applying multiple targeting techniques in combination. To shed some light on what the various options have to offer for different brands and brand objectives, let’s consider some of the major targeting types in a little more detail.

by Millward Brown

While at an overall level, men and women give similar ratings to ads, they respond differently to individual ads. Men are more likely to enjoy ads featuring humor, distinctive creative styles, and sexual imagery, while women are more likely to enjoy ads featuring children or a slice of life.

Overall, ratings are similar

At an overall level, we observe little difference in the way men and women respond to advertising. The following chart looks at key TV Link measures (enjoyment, active involvement, branding, news, credibility, difference, and relevance) for U.S. English ads for which the test sample consisted of both men and women; there is little difference in the scores given by men and women.

Similarly, looking at emotional responses generated by advertising, the overall pattern between the sexes is similar.

These findings are backed up by analysis from our tracking database, which finds no difference between the average Awareness Indexes for men and women. After advertising, increases in TV ad awareness and brand measures are similar among both groups.

Men and women enjoy different things

However, behind these averages, it is clear that there are real differences in the types of ads that are enjoyed by men and women.

We took data from a set of 1200 U.S. ads that were tested among samples including both males and females and examined the ads that were in the top 10 percent for each group on enjoyment. This analysis showed that men are more likely to enjoy humorous ads – particularly those involving spoofs. (However, it is worth stressing that there are also many humorous ads that do perform well among women).

A Spanish ad that features a humorous scene in a slaughterhouse provides an example of humor that appeals more to men than women. Men better appreciated the intended black humor; it kept their attention. However, the somewhat violent nature of the ad put off the female target, who did not enjoy the ad.

While men enjoy a distinctive creative style, women on the whole are more likely to enjoy ads featuring a slice of life, or children. There was no significant difference in messaging style between the most enjoyed ads for each group.

by Millward Brown

The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through. The natural response to clutter is to increase the spend behind your ad, but that money might be wasted if thought is not given to how the spend is phased.

Despite the explosion in multimedia activity, TV is still the main brand-building medium for big advertisers in most markets. But the amount of TV advertising in different markets varies dramatically. Ad clutter is twice as high in the Philippines as it is in Hong Kong, and twice as high in Hong Kong as in Ireland.

Reduced ad impact

Advertising clutter – the sheer volume of advertising that consumers encounter every day – makes it hard for any individual ad to achieve its most fundamental goal, which is to be noticed.

Research by Millward Brown and others has highlighted the importance of achieving and maintaining a share of voice within your category that is at least equal to your market share. But the total amount of advertising within a country – the overall level of clutter – must also be considered.

The more ads there are vying for a viewer’s attention, the harder it is for each advertisement to get its message across. This is apparent from the relationship we’ve observed between ad clutter and the Awareness Index (AI). The AI is our measure of “ad impact,” and it describes the increase in advertising awareness per hundred GRPs, after accounting for effects due to media weight, diminishing returns, and advertising history. For each of the markets where we had both ad clutter information (from Eurodata, Zenith Market and Media Facts) and reliable audience measurement data, we conducted an analysis of the average response per Gross Rating Point (GRP) in terms of advertising impact. Based on the scores across a range of different advertisers, an average for each country was calculated. To aid comparison, the level of clutter was then indexed back to the average of all these countries.

The finding is clear; more ads on air means reduced ad impact. This is probably due to a combination of factors. For example, consumers may leave the room during long ad breaks, or engage in other activity that makes them less likely to see or remember the ads.