In 1979 the Trustee Savings Bank was in the throes of its evolution into "the third force in British banking". Part of this change involved the loss of a tax free interest concession on one of its major accounts and a new advertising campaign was developed to counter the negative implications of this, using "We like to say Yes" as the mainspring. This was developed using humorous approaches and making the word "Yes" an integral part of the commercials themselves. After research at rough-cut stage, which identified certain weaknesses, it became necessary to check the communication points whilst the commercials were on air. However, a benchmark survey had not been taken, so stringent tests were built into the design of the survey to differentiate between respondents who had seen at least one advertisement in the campaign and those who had not. Further qualitative research among staff and target markets was undertaken to develop the current expression. This case history demonstrates the integration of qualitative and quantitative research in the development of an advertising campaign.
This paper deals with the case history of a corporate campaign for Hoechst U.K., the British subsidiary of the German chemical company, Hoechst A.G. Before 1975, corporate advertising for Hoechst U.K. had been an adaptation of an international campaign developed in Germany. It had been confined to the press medium and was conducted at a low level of expenditure. Research conducted in 1976 indicated that awareness of Hoechst U.K. in Great Britain was at an extremely low level and, because of this situation, the company had virtually no image. Given the situation, the Hoechst management decided to consider a campaign specifically designed for the circumstances of Great Britain rather than adapting the Germany campaign. In January 1976, Lintas London received a brief from Hoechst in which the main objective of the proposed campaign was described as 'to greatly improve company image and awareness'. Specifically it was required that the campaign should present the company as a dynamic component of the United Kingdom economy. Emphasis was to be placed on the fact that Hoechst U.K. was a British company with British staff engaged in the production and marketing of a wide range of high quality products.
This paper considers the educational needs of market researchers and how they can best be employed to further the growth and prosperity of the profession as a whole,. It starts from the premise that market research is a practical business discipline which will be judged or condemned according to the extent to which it gives manifest aid in decision making to businessmen. It is agreed that from this point of view there are two major educational needs: 1. The need to educate market research practitioners in the technicalities of their profession; 2. The need to educate market research practitioners in the nature of business decision making and of business problems so that they can employ their technical expertise more relevantly in these areas. The idea of educating business decision makers in market research is rejected as being unnecessary and possibly counter productive.
Lintas London has collaborated with MIL Research in a study among leading British advertisers as a guide to the Advertising Agency on how best to promote itself and gain new clients. The two main areas of research were: - Decision processes in the selection of an agency; - Images of a number of leading agencies. The first stage in the decision process is almost invariably to draw up a short list of agencies for investigation. It is rare for a client to negotiate with one agency alone. On the other hand the short list is generally confined to agencies already known to the client. Little effort is made to seek out unknown agencies. The overall purpose of the study was to give Lintas guidance in how best to promote itself and gain new clients.
Most of the approaches were instituted when a simple conversion theory of advertising effectiveness was generally accepted. We now, however, have a more sophisticated view of consumer behaviour, and are beginning to accept that advertising may have as big a role to play in reinforcing or intensifying existing behaviour as it does in creating "new" modes of behaviour. Does not all this imply that our chances of understanding how advertising works will be increased if we set ourselves the task of trying to understand the mechanics of consumer purchasing behaviour and work backwards from there, rather than concentrating on the advertising per se?
The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In particular, this paper will demonstrate how one specific form of data collection, the pre-post-gift-choice question, can generate more than one type of measure dependent upon the criteria initially set up.