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Integration

Chapter 11. Integration. &. Evaluation. Evaluation & Integration. Research: The systematic gathering of information to answer a question or solve a problem. Evaluation: Using information to gauge your progress. Integration: Using what you learn to improve your effectiveness.

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Integration

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  1. Chapter 11 Integration & Evaluation

  2. Evaluation & Integration • Research: • The systematic gathering of information to answer a question or solve a problem • Evaluation: • Using information to gauge your progress • Integration: • Using what you learn to improve your effectiveness

  3. Chapter Organization: 1. Where to Gather 2. How to Gather 3. What to Gather 4. Evaluation in Action 5. Integration in Action 6. Challenges for the Future

  4. The Big Question • What does research contribute to the advertising effort? • “Insurance” • Information • Insight • Inspiration

  5. Part 1: When to Gather A. Planning Research (or Background Research) B. Developmental Research C. Implementation Research D. Measuring Results

  6. A. Planning Research • Also “Background Research” • Competitive activity • Market share data • Category advertising • Advertising expenditures • Marketplace trends • Target market information: (demographic, psychographic)

  7. B. Developmental Research • Focus groups

  8. B. Developmental Research • Focus groups • Used in wide range of ad development tasks.

  9. B. Developmental Research • Focus groups • One-on-one interviews • Observation

  10. C. Implementation Research • Pre-testing ad concepts • Useful as part of “account planning” process Nike Example “Avid Runners”

  11. C. Implementation Research • Pre-testing ad concepts • Useful as part of “account planning” process • Field experiments • “pilot tests”

  12. D. Measuring Results • Copytesting Which Ad Pulled Best?

  13. D. Measuring Results • Copytesting • Starch, Gallup & Robinson, McCollum Spielman, etc. • Attitude, Awareness and Usage Studies (AAU) • Sales Analyses • Actual Sales • Test Markets

  14. Part 2: How to Gather A. Qualitative Research • Relatively small samples • Relatively short period of time B. Quantitative Research • Larger and more accurate (preferably random) samples

  15. Qualitative Approaches • Focus groups • 8-12 members of target audience in “focused” discussion • One-on-one interviews • Sometimes called “depth interviews” • Observation • Projective techniques . . .

  16. Projective Techniques • Brand collages

  17. California The Beach Boys Projective Techniques • Brand collages • Storytelling • Word association • Sunkist“Good Vibrations”

  18. Projective Techniques

  19. Projective Techniques • Brand collages • Storytelling • Word association • Sunkist“Good Vibrations” • Drawing

  20. Quantitative Research • Surveys • Samples: • Random vs. Non-random • Questionnaire design • Surveying on the Internet • Experiments

  21. Part 3: What to Gather • Things that can be measured: • Ad/Brand Awareness • Aided and Unaided Recall • Ad/Brand Knowledge & Information • Conviction/Purchase intent • Brand Attitudes

  22. Part 4: Evaluation in Action • Case Study - Visit Florida • Goal: • increase range of destinations • attract variety of travelers • Questions to Consider: • What unified these diverse groups and destinations? • How can you communicate to a varied audience in a focused way?

  23. Part 4: Evaluation in Action • Case Study - Visit Florida • “SWOT” Analysis • Strengths • Weaknesses • Opportunities • Threats

  24. Part 4: Evaluation in Action • Case Study - Visit Florida • Developing a Research Plan: • Determine Objectives • Ex: Current Perception of Florida • Research Strategies • Ex: Surveys and Published Material • Secondary Research • Ex: Consumer Behavior Trends • Primary Research • Ex: Nationwide surveys, interviews

  25. Part 4: Evaluation in Action • Case Study - Visit Florida • Research Results: • Evaluated Statistics • Found that the target market must address previous Florida visitors that typically fly, travel with family, prefer vacation over price, convenience and accommodations. • Concluded Focus Group and One to One Interview Research • Discovered that through advertising, public relations, and promotions they can introduce new exciting destinations and get previous visitors to come back to Florida.

  26. Part 4: Evaluation in Action • Learjet Creative Brief • Why are we advertising? • Who are we talking to? • What do they currently think? • What should we get them to think? • The single most persuasive idea? • Why should they believe it? • Any creative guidelines?

  27. Part 4: Evaluation in Action • Learjet Creative Brief • Why are we advertising? To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjet’s high-performance mystique.

  28. Part 4: Evaluation in Action • Learjet Creative Brief • Who are we talking to? High-level corporate executives, managers of corporate fleets, and chief pilots who need a corporate jet with transcontinental capability. Learjet buyers are motivated by emotion but must have rational, financial justification

  29. Part 4: Evaluation in Action • Learjet Creative Brief • What do they currently think? “I’d love to own a Learjet and get that kind of performance. But you pay a price, either in dollars, in range, or in comfort. I think they have a transcon jet now, but it’s probably just a longer version of their old 55.”

  30. Part 4: Evaluation in Action • Learjet Creative Brief • What should we get them to think? “ Learjet does have a jet that will fly longer missions, and it’s not just a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or Citation 10.”

  31. Part 4: Evaluation in Action • Learjet Creative Brief • The single most persuasive idea? Learjet performance in a cost-effective transcontinental jet.

  32. Part 4: Evaluation in Action • Learjet Creative Brief • Why should they believe it? • Transcontinental range (2750 miles) is highest of jets with comparable performance. • Seats up to 8. Stand-up room for passengers. Stand-up lavatory. • Learjet allure

  33. Part 4: Evaluation in Action • Learjet Creative Brief • Any creative guidelines? • Call to Action: “Call Ted Farid, VP Sales and Marketing.” • Consider a new themeline.

  34. Part 4: Evaluation in Action • Learjet Creative The Result?

  35. Part 5: Integration in Action • Extending the Brand • Starbucks • “a third place” • Consumer Insight determined consumers felt Starbucks was a place between home and work. • Starbucks “place-based” strategy has them looking for new places for their concept… …in the Third World Starbucks in Beijing

  36. Part 5: Integration in Action • Trending the Brand • Target = “Tar-jé” • Price + Style • “Discount Department Store” • Creative & Stylish Use of Media • Contemporary Signature Products

  37. Part 5: Integration in Action • Bending the Brand • Austin Powers • Tie-ins helped build brand and sell the movie Virgin Atlantic Tie-in

  38. Part 5: Integration in Action • Bending the Brand • Austin Powers • Tie-ins helped re-position Heineken Heineken TV spot

  39. Part 5: Integration in Action • Adding Irony to the Brand • Post-Modern Audience • Ironic humor helps connect

  40. Part 5: Integration in Action • Adding Irony to the Brand • Post-Modern Audience • Ironic humor helps connect

  41. 6: Challenges for the Future • Data overload • “Innumeracy” • The quality of qualitative information • Cost of information

  42. Questions & Discussion:

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