Langbourne Rust Research, Inc. Opening comments by Lang Rust Sept. 10, 1998 The Kid Wear-out Debate.

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Presentation transcript:

Langbourne Rust Research, Inc. Opening comments by Lang Rust Sept. 10, 1998 The Kid Wear-out Debate

Langbourne Rust Research, Inc. Wear-out or Wear-in? l Do kid advertisers repeat copy »too much »too little

Langbourne Rust Research, Inc. What policy is right? l For given media dollars l Do kids need more…. »Repetition »New Creative

Langbourne Rust Research, Inc. Wear-in l Kids learn by repetition l Kids like repetition »Changing creative undercuts learning »High frequency gets sales

Langbourne Rust Research, Inc. Wear-out l Kids learn fast l Repetition loses their attention »High frequency wastes money »New creative pays back

Langbourne Rust Research, Inc. Some data on kids TV... Kid attention to repeated copy

Langbourne Rust Research, Inc. Kid Watch ©

Langbourne Rust Research, Inc. Design l Mall recruit, One-on-one »150 kids per test l Camouflaged design »Ad embedded in TV show

Langbourne Rust Research, Inc. Procedure l Standard room layout l Faces videotaped »Attention measured at 2-sec intervals l Exposure is not forced »Free to disengage

Langbourne Rust Research, Inc. Ad placement l In program l In clutter l Repeated »Test ad plays twice »5 minutes apart l Track attention each time

Langbourne Rust Research, Inc. Sometimes kids watch...

Langbourne Rust Research, Inc. Sometimes they don’t

Langbourne Rust Research, Inc. Wear data l Short-term wear-in/wear-out »One repetition l 54 ads l 7800 kids

Langbourne Rust Research, Inc. Wear-in happens

Langbourne Rust Research, Inc. Wear-out happens

Langbourne Rust Research, Inc. Wear-out happens more often Wear-inWear-out

Langbourne Rust Research, Inc. It depends on the kids’ age Wear-out Wear-in

Langbourne Rust Research, Inc. It depends on copy

Langbourne Rust Research, Inc. Changes can be partial

Langbourne Rust Research, Inc. Changes can be total

Langbourne Rust Research, Inc. Ages wear in different ways

Langbourne Rust Research, Inc. Campaigns can wear out

Langbourne Rust Research, Inc. And be rejuvenated

Langbourne Rust Research, Inc. It all depends on what we do l So let me introduce our panelists…. »Rebecca Randall - MaMaMedia –VP Marketing & Brand Development »Alan Gersten - Campbell Mithun Esty KidCom –Sr VP Group Media Director

Langbourne Rust Research, Inc. Rebecca Randall - MaMaMedia

Langbourne Rust Research, Inc. Alan Gersten - CME/KidCom l Frequency: HIGH

Langbourne Rust Research, Inc. Alan Gersten - CME/KidCom l Wear-out: LONG

Langbourne Rust Research, Inc. Langbourne Rust Research, Inc l langrust.com l l

Langbourne Rust Research, Inc. In your work l Do kids ever wear out … l What does it depend on... l What do you do about it …

Langbourne Rust Research, Inc.

Copy objectives vary l Communicate facts - News l Build associations - Image l Top of mind - Highlighting

Langbourne Rust Research, Inc.

The different hats of wear-out l = Burned out l = Stale l = Boring l = Overlearned

Langbourne Rust Research, Inc. Wear out issues in your business l Any ad, banner, program, series »Run too long vs should run longer l Take sides, tell your story

Langbourne Rust Research, Inc. What wears, what doesn’t l Comedy l Adventure l News l Music l