This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they became involved in holiday activities, like those in the holiday program, and give it their best, they will be better equipped to handle life, including using alcohol and drugs responsibly.
This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular) reveals the opportunity for one element of the marketing mix to leverage another, creating an effect that is more than the sum of the individual components. We touch upon the relationship between advertising and sampling, advertising and promotions, advertising and sponsorship, and TV and print advertising. We also discuss the implications for the research industry which has a role to fulfill in re- flaming the expectations of marketeers. It can do this by understanding the likely effects in advance of the campaign, through knowledge of the scale of that campaign and, drawing upon the learning that exists as to how the individual channels work. In addition, the more hard data that we can generate from sales modelling on the bottom line benefits of campaigns, the more we can draw conclusions about the returns that different routes are likely to provide.
The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show the growing importance of this 'new' communication tool. By reference to several case studies, the second part will illustrate the effectiveness of different sponsorship activities. Here, focus will be on showing whether or not sponsorship activities work more effectively when integrated into the classical advertising strategy. Finally, the lessons learnt from the case studies will be summarized to some guidelines how to use sport sponsorship successfully.
This paper is devided in five chapters. The first one us dedicated to the enourmous contribution of Rating TV adversiting audience, mainly through its quantifing relation. Nevertheless, we should point out that this methodology provides straithgt solutions to measure publicity impacts quality. Thesis is that all impacts are really the same regarding quantity, and that such quality can be surveyed whith the "Scanner". Following it is argued the election of post-coincidental advertising recall, as the criteria to evaluate the publicity impacts quality. In the next chapter, general and specific aims assumed by the Scanner are exposed. The objective is to be able to measure the impacts quality, by analysing as well the possible influence of a long list of variables in TV watchers presence in front of spots and in their attention paid to the advertising stimulus. The result of this performance is a practical tool to improve purchase and sale condition of the advertising spaces, to improve plannification and to measure with higher precision the campaign results. Fourth chapter revise with some detail methodological and technical characteristics of the developed research. When relating advertising rating data provided by Rating Audience (GRP's) with quality data brought by the Scanner (QRPs) it has been cretaed, in fact, one system with two complementary information sources. Fifth and last chapter expose a selection of interesting conclusions together with the back up information.
Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. This study merges two sets of data, the audience to DRTV commercials and telephone response data which can then be cross-analysed against various criteria to see what will produce the best response rate. The factors examined are several but include such items as the best time of day to advertise, the best length of the commercial, whether to have a voice-over of the telephone number and so on. The results described below should enhance the general understanding of DRTV and enable those especially newer to the medium to obtain more from their T.V. expenditure.
This paper is concerned with interrelations between public relations and marketing. This relationship has always been ambiguous and controversial. The chief controversy hinges around delineating the respective roles of the two functions. Both marketing professionals and academics have tended to treat public relations as a subset of the marketing mix - a subset largely concerned with simply generating publicity in support of marketing goals. This view largely ignores the more strategic role envisioned for public relations and espoused by public relations practitioners and academics who see public relations as fulfilling a mediating function between an organisation and key stakeholder publics within its environment (Grunig and Hunt, 1984; Grunig et al, 1992; Kitchen and Moss, 1995). The first part of this paper performs the role of literature review and commentary upon the development of public relations. The second part of the paper describes the research design and the findings obtained from a qualitative study, carried out with seven major fast-moving consumer goods firms in the United Kingdom. With each firm, responses were obtained from both senior public relations/public affairs AND marketing executives - the aim being to compare and contrast the responses. In the event differences between the two groups were minimal suggesting that there is not, as yet, a clearly identifiable and established relationship between the two functions within this sample of firms, but rather that substantive differences exist both within and between firms. These differences underline the ambiguous nature reflective of research in this unexplored yet highly critical area - essential to communications of both types in today's turbulent competitive environment.
In the first place, traditional evaluations of trade promotions provide a weekly view of the sales volume influenced by promotion activities. The use of scanning data permits to exactly quantify the sales volume which is generated by promotion. By means of statistical methods, it is furthermore possible to forecast which sales increases can be expected when different promotion activities take place at the Point of Sale. In order to judge how additional sales were generated and which effect on the future brand success can thus be expected - particularly from a mid-term, profit-oriented point of view - the individual consumer and his behaviour have to be extracted from anonymity. Only a continuous observation of the individual purchase behaviour of single households can make consumer reactions on promotions transparent in the course of time and thus answer the following questions: Do we succeed in attracting new buyers at all - certainly the primary goal of promotion activities - or do we only reach already existing users? How do promotion purchases look like, for example, in case of significant price reductions? Do additional purchases of loyal buyers at least lead to a higher brand loyalty? Is trade able to distinguish itself and to establish a competitive advantage by means of aggressive price actions that are less and less controllable by manufacturers? Practical applications for analysing the mechanisms in a variety of markets reveal significant differences regarding the effect of promotion activities on mid-term purchase behaviour. Promotions are only one part of an integrated communication system. The isolated view of impulses which is outlined in this article is only a first step, whereas the second step consists of evaluating all impulses on the actual purchase behaviour, including the explanation of the short-term and mid-term contribution of classical advertising by using Single Source data.
This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical perspective within which such an approach is anchored are set out. In the second section, a conceptual model of advertising value is presented. A portion of the model that has been tested empirically is then highlighted. The final section concludes with a discussion of applications and implications that the study of advertising value has for assessing as well as enhancing advertising effectiveness.
Car advertising provides a privileged field to analyze how advertising works, given the weight of the investments, and the level of consumers' involvement. For 10 years, B.V.A. has collected data on several European countries on the impact of the carmakers' advertising campaigns, through its MULTIPACK service. The analysis must separate two kinds of qualities, which can explain why advertising campaigns succeed or fail: perceptive qualities, persuasive qualities. On each dimension, there are wide variations in campaign performances. The level of media investments is only one of the variable which can explain these different performances. Two individual characteristics are of paramount importance: the age of the consumer and the make the presently owns. The leverage effect of advertising campaigns on the purchase intentions of non-owners of the make is much more obvious than the same effect on owners.
The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The Programme Committee expressed its interest also in including an explanation of the development of advertising tracking in this paper. This subject would be a very extensive one, probably even a subject for extensive research, and so too big to be fully developed in this paper. Nevertheless, without pretending to fully develop the subject I will try to cover some points that I feel are important issues for its understanding.
This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by its rapid growth rate and increasing share of advertising expenditure. The importance of direct mail, both now and as an advertising medium of the future, has been influenced by better targeting through individual lifestyle analysis. It also meets the demands of the marketer of the nineties, being very cost-efficient, flexible and more measurable that other forms of media. There are various ways of measuring the effectiveness of consumer direct mail, including the traditional direct response device. One of the most accurate methods is through research which is gathered on a continuous basis by RSGB's Mailmonitor panel survey. The RSGB Mailmonitor panel monitors the volume, targeting and the response of all consumer direct mail campaigns in Great Britain and provides a valuable insight into trends, both for the industry as a whole and for individual campaigns.
Britain has had commercial TV for almost forty years. The bargain with viewers - free TV for spot advertising - works well for Advertisers, and Research shows is very acceptable to viewers. Five years ago the commercial Broadcasters were allowed unilaterally to change the bargain by introducing Broadcast Sponsorship. Research has played an integral part in supporting and enhancing this liberalization of the rules which have permitted Broadcast Sponsorship. To do this, and thus satisfy both the Regulators and the Broadcasters themselves, we have had to monitor the views of the viewers over this period. At the same time research has been used to satisfy would be sponsors that sponsorship offered them a valuable communication tool, and one that could generate significant incremental revenue for the Broadcasters. We now have a fast growing £20+ million a year business, one which is likely to grow to several times that size over the coming few years. A variety of research techniques have been used. This has been the largest single research programme ever carried out by ITV.