Global Advertising Communications

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Global Advertising Communications Positioning

• PBIRG Market Research Workshop
• May 2001

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The Situation
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Situation

• An advertising campaign was required to
  communicate global positioning for a surgical
  product that had been previously launched
  independently by different Operating Regions of
  the Company.
• The product enjoyed a modest success in the US
  market, however, in the European markets, it was
  less well received.
• Seven advertising executions were to be tested in
  the US and Europe

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Campaign Objectives

• Evaluate prototype product concept advertising
  executions, to meet the following criteria
• Communicate product as a global brand
• Articulate the product global brand, across all
  relevant medical specialties
• Operating Room Surgeons
• Emergency Room Surgeons
• Plastic Surgeons (both Cosmetic and
  Reconstructive)
• Identify the relative, and relevant, strengths
  and weaknesses of the individual advertising
  executions, in order to develop and refine
  appropriate pieces and/or messages.

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Dimension 1The Composite Client
Clients
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Dimension 2The Campaign Requirements

• An advertising campaign was required to
  communicate global positioning which had to
  accepted by
• The global team
• The regional teams
• Internal Marketing Research Group
• The communication team, including the advertising
  agencys creative group
• The campaign had to have
• Global Appeal
• Longevity
• Establish the theme
• Capable of being varied over time for growing
  product recognition

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Dimension 2The Campaign Requirements Contd.

• The campaign had to appeal to three target
  customer groups i.e. 3 (in US) versus 3 (in
  Europe)
• ER Physicians
• Reconstructive surgeons
• General surgeons

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Dimension 3Essential Campaign Elements

• The campaign was required to gauge reactions of
  the target customer groups to alternative
  advertising approaches. More specifically
• Identify attributes, or properties, considered
  important and the degree to which each is
  delivered by current treatment options
• These attributes provide the context, or
  background, to interpret reactions to test
  pieces.
• Rankings of test pieces, in comparison, and
  overall traditional ranking by respondent
  preference.

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Workshop Tasks

• Task 1
• Define the advertising agencys role
• Key points of discussion
• What role should the advertising agency play
  given the various cultures in the global
  community?
• How should the advertising agency satisfy the
  various internal clients and how should this
  mesh with the market research agency?
• Knowing that the campaign must appeal to 3
  physician types, what challenges does this
  present to the advertising agency?
• How should they try to overcome these?
• What are the implications for market research
  procedure?

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Workshop Tasks

• Task 2
• What type of market research approach should be
  adopted and why?
• Key points of discussion
• What are the relative merits of different
  qualitative quantitative approaches?
• What are the challenges if
• qualitative approaches are considered?
• quantitative approaches are considered?
• Considering that this is not a beauty contest,
  how should the research method address the study
  objectives?

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Workshop Tasks Contd.

• Task 3
• From a practical standpoint, how should the ad
  executions be handled re the different
  componentsheadline, tagline, etc.
• Key points of discussion
• What process will deconstruct each campaign for
  strengths weaknesses?
• What role will graphics play given the various
  cultures in the global community?
• Considering that there are 7 executions to be
  tested and limited time to do so, how can each
  execution be given equal exposure?

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Workshop Tasks Contd.

• Task 4
• What, if any, should be the role of local
  marketing in the process?
• Key points of discussion
• How much can the different local clients
  influence the global campaign?
• How will their needs differ from those of the
  global players and how can these needs be taken
  into account?
• Considering that the US is one of the local
  clients, what particular advantages and
  disadvantages will this have in the global
  decision making process?

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Selected Approach
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Delivery

• The Tool Kit
• Spreadsheet A full report card on each
  execution by its components
• What is available, accessible and works for
  each execution
• Use to
• Contrast results with positioning
• As springboard for constructive internal debate

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Toolkit
Attributes in Red correspond to key attributes
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Toolkit (contd.)
Attributes in Red correspond to key attributes
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Analysis

• The analysis produced results in several
  perspectives
• Identified attributes, or properties, considered
  important and the degree to which each is
  delivered by current surgical methods.
• Provided a context, or background, to interpret
  reactions to test pieces.
• Ranked test pieces, in comparison, and overall
  traditional ranking by respondent preference.
• Inventoried what and how well each test piece
  communicated its message.

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Method
1. Self-Completion Questionnaire
Review of the important attributes in the therapy
area
2. Random approach review of advertising pieces
Advertising pieces, laid out for supervised
viewing interviewer to observe order of pieces
approached and approximate time spent on each
3. In-depth Interviews
Selection of a 1st, 2nd and last choice by the
physician
Discussion of the 1st, 2nd and last choice in
detail
Brief discussion of the remaining ads
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Backup slide

•   The interview followed the following
  sequence
• Self-completion questions establishing baseline
  experience, opinion and attitudes towards
  alternative methods.
• Random approach review of the alternative
  advertising pieces, laid out in a supervised
  viewing. The interviewer observed order of pieces
  approached and approximate time spent on each
• Selection of a 1st, 2nd and last choice by the
  physician
• Discussion of the 1st, 2nd and last choice in
  detail,
• Brief discussion of the remaining 2 ads
• Review of selected components - signature logo,
  headlines, taglines and design style
• Rating of all pieces

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Dimension 3Essential Campaign Elements Contd.

• Achieve an inventory of what and how well each
  test piece communicated its message in terms of.
• Attention-getting power
• Reactions to visuals, headlines and taglines
• Provide a tool kit, providing each ads
  executional diagnostics
• Perceived message
• Credibility
• Importance
• Relevance
• Allow the product team to review the potential of
  all pieces to deliver an appropriate product
  message.