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&&EvaluationEvaluationIntegrationIntegration
Chapter 11Chapter 11
11111111 Evaluation & IntegrationEvaluation & Integration
Research: Research: The systematic gathering of
information to answer a question or solve a problem
Research: Research: The systematic gathering of
information to answer a question or solve a problem
Integration: Integration: Using what you learn to
improve your effectiveness
Integration: Integration: Using what you learn to
improve your effectiveness
Evaluation: Evaluation: Using information to gauge
your progress
Evaluation: Evaluation: Using information to gauge
your progress
11111111 Chapter Organization: Chapter Organization:
1. 1. WhereWhere to Gather to Gather
2. 2. HowHow to Gather to Gather
3. 3. WhatWhat to Gather to Gather
4. 4. EvaluationEvaluation in Action in Action
5. 5. IntegrationIntegration in Action in Action
6. 6. ChallengesChallenges for the Future for the Future
1. 1. WhereWhere to Gather to Gather
2. 2. HowHow to Gather to Gather
3. 3. WhatWhat to Gather to Gather
4. 4. EvaluationEvaluation in Action in Action
5. 5. IntegrationIntegration in Action in Action
6. 6. ChallengesChallenges for the Future for the Future
11111111 The Big QuestionThe Big Question What does research contribute What does research contribute
to the advertising effort?to the advertising effort?
What does research contribute What does research contribute to the advertising effort?to the advertising effort?
“ “Insurance”Insurance” “ “Insurance”Insurance” InformationInformation InformationInformation InsightInsight InsightInsight InspirationInspiration InspirationInspiration
11111111 Part 1: When to GatherPart 1: When to Gather
A. Planning ResearchA. Planning Research(or Background Research)(or Background Research)
B. Developmental ResearchB. Developmental Research
C. Implementation ResearchC. Implementation Research
D. Measuring ResultsD. Measuring Results
A. Planning ResearchA. Planning Research(or Background Research)(or Background Research)
B. Developmental ResearchB. Developmental Research
C. Implementation ResearchC. Implementation Research
D. Measuring ResultsD. Measuring Results
11111111 A. Planning ResearchA. Planning Research
Also “Background Research”Also “Background Research” Also “Background Research”Also “Background Research” Competitive activityCompetitive activity Competitive activityCompetitive activity Market share dataMarket share data Market share dataMarket share data Category advertisingCategory advertising Category advertisingCategory advertising Advertising expendituresAdvertising expenditures Advertising expendituresAdvertising expenditures Marketplace trendsMarketplace trends Marketplace trendsMarketplace trends Target market information: (demographic, psychographic)Target market information: (demographic, psychographic) Target market information: (demographic, psychographic)Target market information: (demographic, psychographic)
11111111 B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups
11111111 B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups Used in wide range of Used in wide range of
ad development tasks.ad development tasks.
Used in wide range of Used in wide range of ad development tasks.ad development tasks.
11111111 B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups
One-on-one interviewsOne-on-one interviews One-on-one interviewsOne-on-one interviews
ObservationObservation ObservationObservation
11111111 C. Implementation ResearchC. Implementation Research
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Nike Example“Avid Runners”
11111111 C. Implementation ResearchC. Implementation Research
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process Field experiments Field experiments
“pilot tests”
Field experiments Field experiments “pilot tests”
11111111 D. Measuring ResultsD. Measuring Results
CopytestingCopytesting CopytestingCopytesting Which Ad Pulled Best?
11111111 D. Measuring ResultsD. Measuring Results
CopytestingCopytesting Starch, Gallup & Robinson,
McCollum Spielman, etc.
CopytestingCopytesting Starch, Gallup & Robinson,
McCollum Spielman, etc.
Sales AnalysesSales Analyses Actual Sales Test Markets
Sales AnalysesSales Analyses Actual Sales Test Markets
Attitude, Awareness and Attitude, Awareness and Usage Studies (AAU)Usage Studies (AAU)
Attitude, Awareness and Attitude, Awareness and Usage Studies (AAU)Usage Studies (AAU)
11111111 Part 2: How to GatherPart 2: How to Gather
A. Qualitative ResearchA. Qualitative Research Relatively small samplesRelatively small samples Relatively short period of timeRelatively short period of time
B. B. Quantitative ResearchQuantitative Research Larger and more accurate
(preferably random) samples
A. Qualitative ResearchA. Qualitative Research Relatively small samplesRelatively small samples Relatively short period of timeRelatively short period of time
B. B. Quantitative ResearchQuantitative Research Larger and more accurate
(preferably random) samples
11111111 Qualitative ApproachesQualitative Approaches
Focus groupsFocus groups 8-12 members of target audience
in “focused” discussion
Focus groupsFocus groups 8-12 members of target audience
in “focused” discussion One-on-one interviewsOne-on-one interviews
Sometimes called “depth interviews”
One-on-one interviewsOne-on-one interviews Sometimes called “depth interviews”
ObservationObservation ObservationObservation
Projective techniques . . .Projective techniques . . . Projective techniques . . .Projective techniques . . .
11111111 Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages
11111111
SunkistSunkist “Good Vibrations”“Good Vibrations” SunkistSunkist “Good Vibrations”“Good Vibrations”California
The BeachBoys
Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages StorytellingStorytelling StorytellingStorytelling Word associationWord association Word associationWord association
11111111 Projective TechniquesProjective Techniques
QuickTime™ and aH.264 decompressor
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11111111 Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages StorytellingStorytelling StorytellingStorytelling
Word associationWord association Word associationWord association
DrawingDrawing DrawingDrawing
SunkistSunkist “Good Vibrations”“Good Vibrations” SunkistSunkist “Good Vibrations”“Good Vibrations”
11111111 Quantitative ResearchQuantitative Research
Surveys Surveys Surveys Surveys Samples: Samples:
Random vs. Non-randomRandom vs. Non-random
Samples: Samples: Random vs. Non-randomRandom vs. Non-random
Questionnaire designQuestionnaire design Questionnaire designQuestionnaire design Surveying on the InternetSurveying on the Internet Surveying on the InternetSurveying on the Internet ExperimentsExperiments ExperimentsExperiments
11111111 Part 3: What to GatherPart 3: What to Gather
Things that can be measured:Things that can be measured: Things that can be measured:Things that can be measured: Ad/Brand AwarenessAd/Brand Awareness
Aided and Unaided RecallAided and Unaided Recall
Ad/Brand AwarenessAd/Brand Awareness Aided and Unaided RecallAided and Unaided Recall
Ad/Brand Knowledge & Ad/Brand Knowledge & InformationInformation
Ad/Brand Knowledge & Ad/Brand Knowledge & InformationInformation
Conviction/Purchase intentConviction/Purchase intent Conviction/Purchase intentConviction/Purchase intent Brand AttitudesBrand Attitudes Brand AttitudesBrand Attitudes
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Case Study - Visit FloridaCase Study - Visit Florida Goal:Goal:
increase range of destinationsincrease range of destinations attract variety of travelersattract variety of travelers
Questions to Consider:Questions to Consider:What unified these diverse groups and What unified these diverse groups and
destinations?destinations? How can you communicate to a varied How can you communicate to a varied
audience in a focused way?audience in a focused way?
Case Study - Visit FloridaCase Study - Visit Florida Goal:Goal:
increase range of destinationsincrease range of destinations attract variety of travelersattract variety of travelers
Questions to Consider:Questions to Consider:What unified these diverse groups and What unified these diverse groups and
destinations?destinations? How can you communicate to a varied How can you communicate to a varied
audience in a focused way?audience in a focused way?
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Case Study - Visit FloridaCase Study - Visit Florida Case Study - Visit FloridaCase Study - Visit Florida “ “SWOT” Analysis SWOT” Analysis
StrengthsStrengthsWeaknessesWeaknessesOpportunitiesOpportunitiesThreats Threats
“ “SWOT” Analysis SWOT” Analysis StrengthsStrengthsWeaknessesWeaknessesOpportunitiesOpportunitiesThreats Threats
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Case Study - Visit FloridaCase Study - Visit Florida Case Study - Visit FloridaCase Study - Visit Florida Developing a Research Plan: Developing a Research Plan:
Determine Objectives Determine Objectives Ex: Current Perception of FloridaEx: Current Perception of Florida
Research Strategies Research Strategies Ex: Surveys and Published Material Ex: Surveys and Published Material
Secondary ResearchSecondary Research Ex: Consumer Behavior TrendsEx: Consumer Behavior Trends
Primary ResearchPrimary Research Ex: Nationwide surveys, interviews Ex: Nationwide surveys, interviews
Developing a Research Plan: Developing a Research Plan: Determine Objectives Determine Objectives
Ex: Current Perception of FloridaEx: Current Perception of Florida Research Strategies Research Strategies
Ex: Surveys and Published Material Ex: Surveys and Published Material Secondary ResearchSecondary Research
Ex: Consumer Behavior TrendsEx: Consumer Behavior Trends Primary ResearchPrimary Research
Ex: Nationwide surveys, interviews Ex: Nationwide surveys, interviews
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Case Study - Visit FloridaCase Study - Visit Florida Case Study - Visit FloridaCase Study - Visit Florida Research Results: Research Results:
Evaluated StatisticsEvaluated Statistics Found that the target market must address Found that the target market must address
previous Florida visitors that typically fly, previous Florida visitors that typically fly, travel with family, prefer vacation over travel with family, prefer vacation over price, convenience and accommodations.price, convenience and accommodations.
Concluded Focus Group and One to Concluded Focus Group and One to One Interview Research One Interview Research Discovered that through advertising, public Discovered that through advertising, public
relations, and promotions they can introduce relations, and promotions they can introduce new exciting destinations and get previous new exciting destinations and get previous visitors to come back to Florida. visitors to come back to Florida.
Research Results: Research Results: Evaluated StatisticsEvaluated Statistics
Found that the target market must address Found that the target market must address previous Florida visitors that typically fly, previous Florida visitors that typically fly, travel with family, prefer vacation over travel with family, prefer vacation over price, convenience and accommodations.price, convenience and accommodations.
Concluded Focus Group and One to Concluded Focus Group and One to One Interview Research One Interview Research Discovered that through advertising, public Discovered that through advertising, public
relations, and promotions they can introduce relations, and promotions they can introduce new exciting destinations and get previous new exciting destinations and get previous visitors to come back to Florida. visitors to come back to Florida.
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief Why are we advertising?Why are we advertising? Why are we advertising?Why are we advertising?
What do they currently think? What do they currently think? What do they currently think? What do they currently think?
Why should they believe it?Why should they believe it? Why should they believe it?Why should they believe it?
What should we get them to think?What should we get them to think? What should we get them to think?What should we get them to think?
Any creative guidelines?Any creative guidelines? Any creative guidelines?Any creative guidelines?
Who are we talking to?Who are we talking to? Who are we talking to?Who are we talking to?
The single most persuasive idea? The single most persuasive idea? The single most persuasive idea? The single most persuasive idea?
11111111 Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief Why are we advertising?Why are we advertising? Why are we advertising?Why are we advertising?
To create excitement about the Learjet 60 as a cost-effective To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjet’s high-performance mystique.solution and reinforce Learjet’s high-performance mystique.
To create excitement about the Learjet 60 as a cost-effective To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjet’s high-performance mystique.solution and reinforce Learjet’s high-performance mystique.
11111111
Who are we talking to?Who are we talking to? Who are we talking to?Who are we talking to?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
High-level corporate executives, managers of corporate fleets, and chief pilots High-level corporate executives, managers of corporate fleets, and chief pilots who need a corporate jet with transcontinental capability. Learjet buyers are who need a corporate jet with transcontinental capability. Learjet buyers are motivated by emotion but must have rational, financial justificationmotivated by emotion but must have rational, financial justification
High-level corporate executives, managers of corporate fleets, and chief pilots High-level corporate executives, managers of corporate fleets, and chief pilots who need a corporate jet with transcontinental capability. Learjet buyers are who need a corporate jet with transcontinental capability. Learjet buyers are motivated by emotion but must have rational, financial justificationmotivated by emotion but must have rational, financial justification
11111111
What do they currently think? What do they currently think? What do they currently think? What do they currently think?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
““I’d love to own a Learjet and get that kind of performance. But you pay a 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 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.”transcon jet now, but it’s probably just a longer version of their old 55.”
““I’d love to own a Learjet and get that kind of performance. But you pay a 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 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.”transcon jet now, but it’s probably just a longer version of their old 55.”
11111111
What should we get them to think?What should we get them to think? What should we get them to think?What should we get them to think?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
“ “ Learjet does have a jet that will fly longer missions, and it’s not just 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 a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or Citation 10.”Citation 10.”
“ “ Learjet does have a jet that will fly longer missions, and it’s not just 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 a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or Citation 10.”Citation 10.”
11111111
The single most persuasive idea? The single most persuasive idea? The single most persuasive idea? The single most persuasive idea?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
Learjet performance in a cost-effective Learjet performance in a cost-effective transcontinental jet.transcontinental jet.
Learjet performance in a cost-effective Learjet performance in a cost-effective transcontinental jet.transcontinental jet.
11111111
Why should they believe it?Why should they believe it? Why should they believe it?Why should they believe it?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet 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 allureLearjet 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 allureLearjet allure
11111111
Any creative guidelines?Any creative guidelines? Any creative guidelines?Any creative guidelines?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet 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.
11111111
The Result?The Result? The Result?The Result?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet CreativeLearjet Creative Learjet CreativeLearjet Creative
11111111 Part 5: Integration in ActionPart 5: Integration in Action
Extending the BrandExtending the Brand Extending the BrandExtending the Brand StarbucksStarbucks
““a third place”a third place” Consumer Insight determined consumers felt Starbucks was a place between home Consumer Insight determined consumers felt Starbucks was a place between home
and work.and work. Starbucks “place-based” strategy has them looking for new places for their Starbucks “place-based” strategy has them looking for new places for their
concept…concept…
StarbucksStarbucks ““a third place”a third place”
Consumer Insight determined consumers felt Starbucks was a place between home Consumer Insight determined consumers felt Starbucks was a place between home and work.and work.
Starbucks “place-based” strategy has them looking for new places for their Starbucks “place-based” strategy has them looking for new places for their concept…concept…
…in the Third World…in the Third World
Starbucks in Beijing
11111111
Target = Target = “Tar-j锓Tar-jé” Price + Price + StyleStyle “ “Discount Department Discount Department
Store”Store”
Target = Target = “Tar-j锓Tar-jé” Price + Price + StyleStyle “ “Discount Department Discount Department
Store”Store”
Part 5: Integration in ActionPart 5: Integration in Action
Trending the BrandTrending the Brand Trending the BrandTrending the Brand
Creative & Stylish Use Creative & Stylish Use of Mediaof Media
Contemporary Signature ProductsContemporary Signature Products
Creative & Stylish Use Creative & Stylish Use of Mediaof Media
Contemporary Signature ProductsContemporary Signature Products
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QuickTime™ and aTIFF (Uncompressed) decompressor
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QuickTime™ and aTIFF (Uncompressed) decompressor
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11111111 Part 5: Integration in ActionPart 5: Integration in Action
Bending the BrandBending the Brand Bending the BrandBending the Brand Austin PowersAustin Powers Austin PowersAustin Powers
Virgin Atlantic Tie-in
Tie-insTie-ins helped helped build brand build brand and sell the and sell the moviemovie
Tie-insTie-ins helped helped build brand build brand and sell the and sell the moviemovie
11111111 Part 5: Integration in ActionPart 5: Integration in Action
Bending the BrandBending the Brand Bending the BrandBending the Brand Austin PowersAustin Powers
Tie-insTie-ins helped re-position Heineken helped re-position Heineken
Austin PowersAustin Powers Tie-insTie-ins helped re-position Heineken helped re-position Heineken
HeinekenTV spot
11111111 Part 5: Integration in ActionPart 5: Integration in Action
Adding Irony to the BrandAdding Irony to the Brand Adding Irony to the BrandAdding Irony to the Brand Post-Modern AudiencePost-Modern Audience
Ironic humorIronic humor helps connect helps connect
Post-Modern AudiencePost-Modern Audience Ironic humorIronic humor helps connect helps connect
11111111 Part 5: Integration in ActionPart 5: Integration in Action
Adding Irony to the BrandAdding Irony to the Brand Adding Irony to the BrandAdding Irony to the Brand Post-Modern AudiencePost-Modern Audience
Ironic humorIronic humor helps connect helps connect
Post-Modern AudiencePost-Modern Audience Ironic humorIronic humor helps connect helps connect
QuickTime™ and aH.264 decompressor
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11111111 6: Challenges for the Future6: Challenges for the Future
Data overloadData overload Data overloadData overload
“ “Innumeracy”Innumeracy” “ “Innumeracy”Innumeracy”
The quality of The quality of qualitative informationqualitative information
The quality of The quality of qualitative informationqualitative information
Cost of informationCost of information Cost of informationCost of information
11111111 Questions & Discussion:Questions & Discussion:
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