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SAY WHAT
After more than 190,000 blind taste tests, Coca-Cola discovered that consumers preferred New Coke over Coke and Pepsi New Coke replaced CokeFailed miserably!!! Letter from one consumer: I dont drink alcoholic beverages, I dont smoke, and I dont chase other women, my only vice has been Coke. Now you have taken that pleasure from me. Would it be right to rewrite the Constitution? The Bible? To me, changing the Coke formula is of such a serious matter
What Happened??
Why didnt the scientific research lead to the right decision? The right question was never asked Did the customer mind the original Coke being taken away? They confused socio-cultural meaning with physical reality Never ever confuse a brand and a product
Account Planning
A broader view than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques.
Research Problems
Accuracy in measuring effect on sales is absent Communications effectiveness
What to Test?
Source Factors
Sources attractiveness, likeability, authenticity
Eg:Tiger Woods is a successful salesperson for Nike or Aamir Khan for Coca-Cola
Message Variables
Strength of the message memorability, delivery Linkage with the brand factors
What to Test?
Media Strategies
Which media class? Which media vehicle? Geographic location? Vehicle option source effect differential impact due to media Scheduling decisions
Budgeting Decisions
Budget size on ad effectiveness
When to Test
Pretesting
Before the campaign from idea generation to rough execution to final version Finding communication gaps
Eg: Print layouts, headlines, body copy, illustrations TVC storyboards, animatics
Posttesting
After the campaign objectives achieved, inputs for future planning
Pretesting Methods
Direct Questioning Basically used for testing alternative ads in the early stages For print ads focus groups, paired comparisons, portfolio tests for highest recall Central Location Projection Test TVCs are tested in a commercial location Clutter Tests Measure comprehension and attitude shifts
Posttesting Methods
For Print Ads Inquiry Tests
Response cards, phone calls, same ad successively in same medium (cumulative effects), in different media (effectiveness of the medium) Getting or not getting inquiries is not a true measure of ad effectiveness
Post-testing Methods
Recall Tests Effectiveness of ad elements size, colour, themes,brand name, benefits Disadvantages objectivity is difficult because the viewers recall is influenced by his prior involvement with the product
Posttesting Methods
For Broadcast commercials
Day-After Recall (DAR) Tests Field tests recall, persuasive measures, and diagnostics Recall might be higher for thinking messages than emotional ones Single-Source Tracking Studies Commercial exposures are correlated with purchase behaviours in selected households Ad impact on sales can be measured