Integration

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Integration
Chapter 11

Evaluation
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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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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

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The Big Question

• What does research contribute to the advertising
  effort?

• Insurance

• Information

• Insight

• Inspiration

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Part 1 When to Gather

• A. Planning Research (or Background Research)
• B. Developmental Research
• C. Implementation Research
• D. Measuring Results

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A. Planning Research

• Also Background Research

• Competitive activity

• Market share data

• Category advertising

• Advertising expenditures

• Marketplace trends

• Target market information (demographic,
  psychographic)

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B. Developmental Research

• Focus groups

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B. Developmental Research

• Focus groups

• Used in wide range of ad development tasks.

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B. Developmental Research

• Focus groups

• One-on-one interviews

• Observation

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C. Implementation Research

• Pre-testing ad concepts
• Useful as part of account planning process

Nike Example Avid Runners
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C. Implementation Research

• Pre-testing ad concepts
• Useful as part of account planning process

• Field experiments
• pilot tests

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D. Measuring Results

• Copytesting

Which Ad Pulled Best?
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D. Measuring Results

• Copytesting
• Starch, Gallup Robinson, McCollum Spielman,
  etc.

• Attitude, Awareness and Usage Studies (AAU)

• Sales Analyses
• Actual Sales
• Test Markets

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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

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Qualitative Approaches

• Focus groups
• 8-12 members of target audience in focused
  discussion

• One-on-one interviews
• Sometimes called depth interviews

• Observation

• Projective techniques . . .

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Projective Techniques

• Brand collages

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Projective Techniques

• Brand collages

• Storytelling

• Word association

• Sunkist Good Vibrations

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Projective Techniques

• Brand collages

• Storytelling

• Word association

• Sunkist Good Vibrations

• Drawing

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Quantitative Research

• Surveys

• Samples
• Random vs. Non-random

• Questionnaire design

• Surveying on the Internet

• Experiments

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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

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Part 4 Evaluation in Action

• Hallmark Case Study
• AAF/NSAC
• SWOT Analysis (Strengths, Weaknesses,
  Opportunities, Threats)
• Research Objectives
• To learn about decision process
• Assess current brand loyalty
• Understand consumer attitudes

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Part 4 Evaluation in Action

• Hallmark Case Study

• Research Tactics
• Focus Groups
• Interviews - Buyers Retailers
• Surveys
• Insight  Need for Convenience
• Success (find right card)
• Objective develop Loyal Insisters
• People who insist on Hallmark Cards for
  successful convenience

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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?

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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 Learjets
high-performance mystique.
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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
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Part 4 Evaluation in Action

• Learjet Creative Brief

• What do they currently think?

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.
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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 its not just a stretched 55. And
its cheaper to fly than any Hawker, Falcon, or
Citation 10.
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Part 4 Evaluation in Action

• Learjet Creative Brief

• The single most persuasive idea?

Learjet performance in a cost-effective
transcontinental jet.
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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
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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.
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Part 4 Evaluation in Action

• Learjet Creative

The Result?
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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
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Part 5 Integration in Action

• Trending the Brand

• Target
• Tar-jé
• Price Style

• Creative Stylish Use of Media
• Stylish Signature Products

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Part 5 Integration in Action

• Bending the Brand

• Austin Powers

• Tie-ins helped build brand and sell the
  movie

Virgin Atlantic Tie-in
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Part 5 Integration in Action

• Bending the Brand

• Austin Powers
• Tie-ins helped re-position Heineken

Heineken TV spot
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6 Challenges for the Future

• Data overload

• Innumeracy

• The quality of qualitative information

• Cost of information

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Questions Discussion