A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation techniques to create more effective marketing communication strategies, founded on a new approach to measuring personality & cognitive thinking styles.
Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new holistic approach can bring to them in delivering a rich understanding of how consumers interact with multiple brand touchpoints, together with ROI measures designed to drive the business.
Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control their own life and their social orientation. Each segment has specific needs in the area of brand and product usage, specific desires with regard to products, and specific preferences for brands.In addition, communication for senior citizens must conform with specific do's and don'ts to be appealing to the target group.
This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market orientation have been identified. Three clusters of organizations have been found: -1 the internally oriented cluster, -2 the cluster of target group oriented organizations and -3 the customer oriented cluster of organizations. A number of areas of interest and some developments in marketing are determined for each cluster. Among other things it is established that the role of information technology is strongly correlated with the organization's orientation.
The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all- encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports. The combination of secondary information, together with qualitative and quantitative studies, involving various segments of the public in the three countries, treats with the complexities and vicissitudes of a brand in a marketing ambience characterized by profound economic and social changes. The project utilizes the various aspects of the three-country border market as a model of analysis for the discussion of limits and contingencies of the processes necessary for brand building, and the role of the market research process as a catalyst for the forces behind the building of a brand. One of the results was the contribution for the implementation of "The Iguassu International Tourist Center".
This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.
The increasing complexities of the media environment are well documented. Greater channel choice continues to fragment audiences. The growth in the number of multi- set households and video recorders has led to more personalised viewing. More importantly, the increase in usage of remote controls means that the opportunity for viewers to miss TV commercials has never been greater. The combination of these factors means that television planners and buyers must pay greater attention to the quality, as well the quantity of advertising communications. In 1993 and again in 1994 The Media Partnership UK conducted research under the title of Quality of Viewing. From representative adult samples of over 2 in each case, each study gathered data on over 400 television programmes under the following topics : - whether the programme was ever watched - how often - who usually decides to watch - level of attention - programme involvement. As part of the first study, research was carried out to identify whether there was a relationship between levels of programme involvement and commercial recall. It was found that when viewers are highly involved in a programme, the incidence of watching the commercial break is 49% higher than by those viewers claiming low involvement. In addition, highly involved viewers demonstrated correct commercial recall up to 30% greater. In both studies, respondents were selected from the Target Group Index. This provides the facility to analyse programme involvement levels not only by a full range of demographic groups, but also by product purchasing characteristics. This information helps place an added value judgement on programmes, differentiation between programmes where there are no cost or coverage advantages and a hierarchy of programme requirements for individual products.
In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product diversification. Because of the availability of data over such a long period of time, the focus is on fast moving consumer goods, although many findings may apply to other less frequently purchased fields.
The BARB audience measurement system has the reputation of being the most sophisticated in the world. But because of its methodologies and its quantitative nature the advertising industry has, to a greater or lesser extent, been forced into making a number of assumptions: - the peoplemeter button is pressed so the viewer must be paying attention - someone is watching, they must want to do so - impacts have the same value irrespective of where they are placed while we may deny that we make these assumption in practice we all do. If we don't then why do we continue to put average OTS figures at the bottom of media plans. If we suspect that some programmes or some spots have a greater or lesser value, then surely the effective number of impacts would be adjusted to reflect variations. On the other hand, if these assumptions are accepted as broadly true, and that it doesn't matter what is bought, that a rating is a rating, think just for a second about the enormous blind faith which is being paid to BARB. A system which recently was reporting 16% of all viewing being accounted for by uninterrupted viewing sessions of eight hours or more! The point of this paper is not to knock BARB nor has it been written to stimulate a technical debate, but to challenge normally high levels of inquisitiveness when common sense and common practice don't gel.
Consider a commercial break placed on ABS-CBN, a terrestrial broadcaster in the Philippines.Within that break can be found a mix of local and international brands. The creative would be principally out of the Philippines and the target audience would be a sub-set of the local population. The campaign would be budgeted, planned and bought in Manila, and the return in sales would be expected in the Philippines. Compare this with a break on the STAR TV network, a leading Pan-Asian satellite network. Here, we find an international spirits maker targeting affluent business men in late prime time in Taiwan. There is a tea company trying to build awareness in India. There is a promotional tie-in for a soft drink running on a Pan-Asian basis. Finally, there is a Hong Kong based jeweller running a purely local campaign. In total, this represents a mix of languages, timezones, creative and a multitude of simultaneously available target audiences that can be aimed at one or all of the 50 plus nations in STAR'S footprint. This contrast is at the heart of this paper. Change in the Asian media scene is explosive. To date, most hype and attention has been concentrated on the viewer and their consumption of programming. This paper instead focuses on the 100 hours a year (average) every viewer spends watching commercials. Will those 100 hours be there in the new Media world? How will the bright agency find them? How will it track them, and how will it report on its success. Those are the challenges for the agency and this paper highlights the support and innovation required in media research to make it happen.
This paper illustrates the use of multi-criteria to evaluate an international travel advertising campaign. The effectiveness of print advertisements that contain coupons for response were measured on several different criteria: 1) the number of responses generated; 2) the cost per response; 3) the value of the respondents (i.e., whether they fit the profile of the target audience and the extent to which they are "converted" or "activated" by exposure to the advertising); and finally, the level of 4) retention of ad derived communications material for future reference. Data to be presented - will consist of an analysis of coupon returns (number generated and cost per return in comparison with other campaign results); plus survey findings with a sample of responders to the advertising (their relevant demographic and past travel behavior characteristics compared with the known profile of Americans who have travelled to Europe); the extent to which coupon responders went or plan to go to Europe after exposure to the advertising, as well as the extent to which "planners" carried-out any validating actions to confirm their intentions; and, finally, the extent to which coupon returners kept the fulfillment piece, giving an opportunity for long-term impact. Major Conclusion - that the newspaper campaign evaluated (for travel from the U.S. to Europe) was highly effective on the basis of multi-criteria evaluation outlined above.