Bank and Hotel Perceptions
Awareness Attitude Trial Repeat
Hotel 80% 37.5% 83.3% 80.0%
Bank 25% 80.0% 100.0% 75.0%
Review the Bank and Hotel Perceptions figure. We see that the bank and hotel had business issues that advertising could address, namely awareness and consumer attitudes, respectively. If we make assumptions and simple calculations that a brand’s market share (%) is a function of those indicators (awareness, attitudes, trial, repeat), we could set other goals for the advertising ROI. For example, say we have a simple model: %market share = %awareness x %attitude x %trial x %repeat. For the bank, we have 0.25 x 0.80 x 1.00 x 0.75 = 0.15. The bank struggled with awareness, which should be easily rectified by spending more money on advertising, e.g., by buying time in a medium that delivers more GRPs. How much would we have to increase awareness for the bank to achieve some market share goal (provide a calculation)? What else would you like to know for a more thorough assessment?