1111 & & Evaluation Integration Chapter 11 Chapter 11

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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


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.


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


planning” process

Nike Example“Avid Runners”

11111111 C. Implementation ResearchC. Implementation Research


planning” process


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

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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


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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?


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


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


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.


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?


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.

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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

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What do they currently think? What do they currently think? What do they currently think? What do they currently think?



““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.”

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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?



“ “ 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.”

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The single most persuasive idea? The single most persuasive idea? The single most persuasive idea? The single most persuasive idea?



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.

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Why should they believe it?Why should they believe it? Why should they believe it?Why should they believe it?



• • 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

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Any creative guidelines?Any creative guidelines? Any creative guidelines?Any creative guidelines?



• • 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.

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The Result?The Result? The Result?The Result?


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

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Target = Target = “Tar-jé”“Tar-jé” Price + Price + StyleStyle “ “Discount Department Discount Department

Store”Store”

Target = Target = “Tar-jé”“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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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


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


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


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

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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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1111 & & Evaluation Integration Chapter 11 Chapter 11