11 Chapter 11 Evaluation Integration 11 Evaluation Integration

11 Chapter 11 & Evaluation Integration

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

11 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

11 The Big Question n What does research contribute to the advertising effort? n “Insurance” n Information n Insight n Inspiration

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

11 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)

11 B. Developmental Research n Focus groups

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

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

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

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

11 D. Measuring Results n Copytesting Which Ad Pulled Best?

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

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

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

11 Projective Techniques n Brand collages

11 Projective Techniques n Brand collages n Storytelling n Word association l Sunkist “Good Vibrations” California The Beach Boys

11 Projective Techniques

11 Projective Techniques n Brand collages n Storytelling n Word association l Sunkist “Good Vibrations” n Drawing

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

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

11 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: s What unified these diverse groups and destinations? s How can you communicate to a varied audience in a focused way?

11 Part 4: Evaluation in Action n Case Study - Visit Florida l “SWOT” Analysis s Strengths s Weaknesses s Opportunities s Threats

11 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

11 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.

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

11 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 Learjet’s high -performance mystique.

11 Part 4: Evaluation in Action n Learjet Creative Brief l 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

11 Part 4: Evaluation in Action n Learjet Creative Brief l 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. ”

11 Part 4: Evaluation in Action n Learjet Creative Brief l 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. ”

11 Part 4: Evaluation in Action n Learjet Creative Brief l The single most persuasive idea? Learjet performance in a costeffective transcontinental jet.

11 Part 4: Evaluation in Action n Learjet Creative Brief l 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

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

11 Part 4: Evaluation in Action n Learjet Creative The Result?

11 Part 5: Integration in Action n Extending the Brand l Starbucks s “a third place” …in the Third World 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… Starbucks in Beijing

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

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

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

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

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

11 6: Challenges for the Future n Data overload n “Innumeracy” n The quality of qualitative information n Cost of information

11 Questions & Discussion: n n