The paper describes a case story based on a classic, but not traditional conjoint approach involving consumer attitudes to environmental problems and animal ethics in connection with the primary production of pork. In Denmark - as in many other countries - there is a growing importance of political consumerism where consumers, especially in their demands for food commodities, influence the food industrys product development. The case study covers a research project carried out in 1995 for Danske Slagterier (The Danish Bacon and Meat Council) which already has played an important role in decision making for the future supply of pork to the Danish market.
This paper is of interest to researchers and marketers involved in communication strategy - from the development of creative ideas to media planning and tracking: The ultimate goal of the study described in this paper is to demonstrate the value of strong creativity. Today many advertisers look at production costs and media spending as advertising expenditure. However, the waste of time and money on running inefficient campaigns is often overlooked! The Creativity Factor has a direct influence on media planning. No doubt, more effective advertising requires less spending to achieve the same goal. Creativity is not a constant factor. Good creativity may even accumulate in effect over time - poor creativity has little effect and quickly wears out When to change or renew a campaign is also an important media and market- ing decision. Many studies have shown what advertising can do for new brands. Today's reality is more geared towards maintaining and developing existing brands or line extensions, however. Here a more nuanced picture is needed to establish a Creativity Factor. Advertising should persuade "non or infrequent users" whereas its purpose as far as "loyalists" are concerned is reinforcement. This is an overlooked fact in most advertising research discussions. Our study continues, with the inclusion of scanner retail data and incorporating cognitive brand effect measures. The latter, in combination with the Creativity Factor, will provide important insight for the development of a marketing decision model.
Until the end of 1990 we mainly had single media surveys in Denmark to be used in the media-planning process. Thus, because of the widely different methods, it was often difficult for both media owners and users (advertisers, planners and buyers) and researchers to make optimum use of these tools. On the basis of the conclusions from a 'future workshop' (moderated by a psychologist), with both advertisers and media planners as participants, it was thus decided to develop the Danish Multi Media Index on the basis of the National Readership Survey . In the past year, the Danish Multi Media Index has developed tremendously, from being primarily an index of print media to becoming a Multi Media Survey with information on television, radio, print media, cinema and outdoor. The Index is now not only a media-planning tool but also a Marketing Information System capable of meeting the needs of all parties in the media business. The objective was to provide a tool for all stages of the communication planning process, providing documented answers to the questions of advertisers and planners. One of the greatest innovations is in the field of TV planning, in which a quarterly, four-week diary is used which also includes usage of other media. This diary is the only tool in Denmark which provides data for media group optimalisation and analyses of real accumulation over time for comparison between media groups. On the basis of the data from this panel survey, AIM Research A/S has developed a long asked-for op- timalisation model. As the Danish Multi Media Index is a single source system, and on account of a fusion of two databases (the TGI and a brand-tracking index), each consisting of 12 inter- views, it is 'only' necessary to conduct a total of 37 interviews. If all the indexes making up the Multi Media Index were instead separate indexes, a total of approx. 170 interviews would have been necessary. In addition to the quality of the data in the Multi Media Index, this naturally results in considerable financial savings, both for the owners and for the users.