2. 1111 & & Evaluation Integration Chapter 11 Chapter 11

3. 1111 Evaluation & Integration n Research: l l The systematic gathering of information to answer a question or solve a problem n Research: l l The systematic gathering of information to answer a question or solve a problem n Integration: l l Using what you learn to improve your effectiveness n Integration: l l Using what you learn to improve your effectiveness n Evaluation: l l Using information to gauge your progress n Evaluation: l l Using information to gauge your progress

4. 1111 Chapter Organization: 1. Where to Gather 1. Where to Gather 2. How to Gather 2. How to Gather 3. What to Gather 3. What to Gather 4. Evaluation in Action 4. Evaluation in Action 5. Integration in Action 5. Integration in Action 6. Challenges for the Future 6. Challenges for the Future 1. Where to Gather 1. Where to Gather 2. How to Gather 2. How to Gather 3. What to Gather 3. What to Gather 4. Evaluation in Action 4. Evaluation in Action 5. Integration in Action 5. Integration in Action 6. Challenges for the Future 6. Challenges for the Future

5. 1111 The Big Question n What does research contribute to the advertising effort? n Insurance n Information n Insight n Inspiration

6. 1111 Part 1: When to Gather A. Planning Research (or Background Research) B. Developmental Research B. Developmental Research C. Implementation Research C. Implementation Research D. Measuring Results D. Measuring Results A. Planning Research (or Background Research) B. Developmental Research B. Developmental Research C. Implementation Research C. Implementation Research D. Measuring Results D. Measuring Results

7. 1111 A. Planning Research n Also Background Research n Competitive activity n Market share data n Category advertising n Advertising expenditures n Marketplace trends n Target market information: (demographic, psychographic)

8. 1111 B. Developmental Research n Focus groups

9. 1111 B. Developmental Research n Focus groups l Used in wide range of ad development tasks.

10. 1111 B. Developmental Research n Focus groups n One-on-one interviews n Observation

11. 1111 C. Implementation Research C. Implementation Research n Pre-testing ad concepts l l Useful as part of account planning process n Pre-testing ad concepts l l Useful as part of account planning process Nike Example Avid Runners

12. 1111 C. Implementation Research n Pre-testing ad concepts l l Useful as part of account planning process n Pre-testing ad concepts l l Useful as part of account planning process n Field experiments l l pilot tests n Field experiments l l pilot tests

13. 1111 D. Measuring Results n Copytesting Which Ad Pulled Best?

14. 1111 D. Measuring Results n Copytesting l l Starch, Gallup & Robinson, McCollum Spielman, etc. n Copytesting l l Starch, Gallup & Robinson, McCollum Spielman, etc. n Sales Analyses l l Actual Sales l Test Markets n Sales Analyses l l Actual Sales l Test Markets n Attitude, Awareness and Usage Studies (AAU)

15. 1111 Part 2: How to Gather Part 2: How to Gather A. Qualitative Research l Relatively small samples l Relatively short period of time B. Quantitative Research B. Quantitative Research l l Larger and more accurate (preferably random) samples A. Qualitative Research l Relatively small samples l Relatively short period of time B. Quantitative Research B. Quantitative Research l l Larger and more accurate (preferably random) samples

16. 1111 Qualitative Approaches n Focus groups l l 8-12 members of target audience in focused discussion n Focus groups l l 8-12 members of target audience in focused discussion n One-on-one interviews l l Sometimes called depth interviews n One-on-one interviews l l Sometimes called depth interviews n Observation n Projective techniques...

17. 1111 Projective Techniques n Brand collages

18. 1111 l Sunkist Good Vibrations California The Beach Boys Projective Techniques n Brand collages n Storytelling n Word association

19. 1111 Projective Techniques

20. 1111 n Brand collages n Storytelling n Word association n Drawing l Sunkist Good Vibrations

21. 1111 Quantitative Research n Surveys n Samples: l Random vs. Non-random n Samples: l Random vs. Non-random n Questionnaire design n Surveying on the Internet n Experiments

22. 1111 Part 3: What to Gather Part 3: What to Gather n Things that can be measured: n Ad/Brand Awareness l Aided and Unaided Recall n Ad/Brand Awareness l Aided and Unaided Recall n Ad/Brand Knowledge & Information n Conviction/Purchase intent n Brand Attitudes

23. 1111 Part 4: Evaluation in Action Part 4: Evaluation in Action n Case Study - Visit Florida l Goal: s increase range of destinations s attract variety of travelers l Questions to Consider: sWhat unified these diverse groups and destinations? s How can you communicate to a varied audience in a focused way? n Case Study - Visit Florida l Goal: s increase range of destinations s attract variety of travelers l Questions to Consider: sWhat unified these diverse groups and destinations? s How can you communicate to a varied audience in a focused way?

24. 1111 Part 4: Evaluation in Action n Case Study - Visit Florida l SWOT Analysis s Strengths sWeaknesses sOpportunities sThreats l SWOT Analysis s Strengths sWeaknesses sOpportunities sThreats

25. 1111 Part 4: Evaluation in Action n Case Study - Visit Florida l Developing a Research Plan: s Determine Objectives u Ex: Current Perception of Florida s Research Strategies u Ex: Surveys and Published Material s Secondary Research u Ex: Consumer Behavior Trends s Primary Research u Ex: Nationwide surveys, interviews l Developing a Research Plan: s Determine Objectives u Ex: Current Perception of Florida s Research Strategies u Ex: Surveys and Published Material s Secondary Research u Ex: Consumer Behavior Trends s Primary Research u Ex: Nationwide surveys, interviews

26. 1111 Part 4: Evaluation in Action n Case Study - Visit Florida l Research Results: s Evaluated Statistics u Found that the target market must address previous Florida visitors that typically fly, travel with family, prefer vacation over price, convenience and accommodations. s Concluded Focus Group and One to One Interview Research u Discovered that through advertising, public relations, and promotions they can introduce new exciting destinations and get previous visitors to come back to Florida. l Research Results: s Evaluated Statistics u Found that the target market must address previous Florida visitors that typically fly, travel with family, prefer vacation over price, convenience and accommodations. s Concluded Focus Group and One to One Interview Research u Discovered that through advertising, public relations, and promotions they can introduce new exciting destinations and get previous visitors to come back to Florida.

27. 1111 Part 4: Evaluation in Action n Learjet Creative Brief l Why are we advertising? l What do they currently think? l Why should they believe it? l What should we get them to think? l Any creative guidelines? l Who are we talking to? l The single most persuasive idea?

28. 1111 Part 4: Evaluation in Action n Learjet Creative Brief l Why are we advertising? To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjets high-performance mystique.

29. 1111 l Who are we talking to? Part 4: Evaluation in Action n Learjet Creative Brief 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

30. 1111 l What do they currently think? Part 4: Evaluation in Action n Learjet Creative Brief Id 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 its probably just a longer version of their old 55.

31. 1111 l What should we get them to think? Part 4: Evaluation in Action n Learjet Creative Brief Learjet does have a jet that will fly longer missions, and its not just a stretched 55. And its cheaper to fly than any Hawker, Falcon, or Citation 10. Learjet does have a jet that will fly longer missions, and its not just a stretched 55. And its cheaper to fly than any Hawker, Falcon, or Citation 10.

32. 1111 l The single most persuasive idea? Part 4: Evaluation in Action n Learjet Creative Brief Learjet performance in a cost- effective transcontinental jet.

33. 1111 l Why should they believe it? Part 4: Evaluation in Action n Learjet Creative Brief Transcontinental range (2750 miles) is highest of jets with comparable performance. Transcontinental range (2750 miles) is highest of jets with comparable performance. Seats up to 8. Stand-up room for passengers. Stand-up lavatory. Seats up to 8. Stand-up room for passengers. Stand-up lavatory. Learjet allure Learjet allure Transcontinental range (2750 miles) is highest of jets with comparable performance. Transcontinental range (2750 miles) is highest of jets with comparable performance. Seats up to 8. Stand-up room for passengers. Stand-up lavatory. Seats up to 8. Stand-up room for passengers. Stand-up lavatory. Learjet allure Learjet allure

34. 1111 l Any creative guidelines? Part 4: Evaluation in Action n Learjet Creative Brief Call to Action: Call Ted Farid, VP Sales and Marketing. Call to Action: Call Ted Farid, VP Sales and Marketing. Consider a new themeline. Consider a new themeline. Call to Action: Call Ted Farid, VP Sales and Marketing. Call to Action: Call Ted Farid, VP Sales and Marketing. Consider a new themeline. Consider a new themeline.

35. 1111 The Result? The Result? Part 4: Evaluation in Action n Learjet Creative

36. 1111 Part 5: Integration in Action n Extending the Brand l Starbucks s a third place u Consumer Insight determined consumers felt Starbucks was a place between home and work. s Starbucks place-based strategy has them looking for new places for their concept… l Starbucks s a third place u Consumer Insight determined consumers felt Starbucks was a place between home and work. s Starbucks place-based strategy has them looking for new places for their concept… …in the Third World Starbucks in Beijing

37. 1111 l Target = Tar-jé s Price + Style s Discount Department Store l Target = Tar-jé s Price + Style s Discount Department Store Part 5: Integration in Action n Trending the Brand s Creative & Stylish Use of Media s Contemporary Signature Products s Creative & Stylish Use of Media s Contemporary Signature Products

38. 1111 Part 5: Integration in Action n Bending the Brand l Austin Powers Virgin Atlantic Tie-in s Tie-ins helped build brand and sell the movie

39. 1111 Part 5: Integration in Action n Bending the Brand l Austin Powers s Tie-ins helped re-position Heineken l Austin Powers s Tie-ins helped re-position Heineken Heineken TV spot

40. 1111 Part 5: Integration in Action n Adding Irony to the Brand l Post-Modern Audience s Ironic humor helps connect l Post-Modern Audience s Ironic humor helps connect

41. 1111 Part 5: Integration in Action n Adding Irony to the Brand l Post-Modern Audience s Ironic humor helps connect l Post-Modern Audience s Ironic humor helps connect

42. 1111 6: Challenges for the Future 6: Challenges for the Future n Data overload n Innumeracy n The quality of qualitative information n Cost of information nCost of information

43. 1111 Questions & Discussion: n n n n n n n n