In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by supplying information to the consumer in order to make him aware of the problems presently existing on the energy supply sector.
In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by supplying information to the consumer in order to make him aware of the problems presently existing on the energy supply sector.
This paper describes the contribution of market research to the work of a multi-brand study group set up by Esso Petroleum in the U.K. to find an answer to the questions: How many brands does Esso need in the U.K.? At which market segments should they be directed? How should the market research policies differ? The market research work comprised chiefly two segmentation studies, one dealing with independent petrol retailers, the second with motorists. The dealer segmentation made use of an existing study. It had to be repeated after the first attempt failed. A special survey of 2,000 motorists formed the basis of the second segmentation study. The interpretation of both studies led to broadly the same conclusion, that to integrate Esso and Cleveland into one strong brand was the optimum group strategy. This recommendation was accepted and has since been implemented.
A comparison of the behaviour patterns and opinions of car drivers in various countries shows similar tendencies with increasing motorisation and leads to the conclusion that if the advertising approach is brought in line with these consumer attitudes and behaviour patterns an international advertising campaign is possible and promises to be successful.
A comparison of the behaviour patterns and opinions of car drivers in various countries shows similar tendencies with increasing motorisation and leads to the conclusion that if the advertising approach is brought in line with these consumer attitudes and behaviour patterns an international advertising campaign is possible and promises to be successful.
This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example illustrating a simple application of panel data. Taking first the basic use of panel data, we have a simple examination of the pattern of purchase over a long period which illustrates how the brand structure of a market changes during the course of a year.
This paper outlines the changes in the U.K. motoring market over the last ten years or so and shows how these changes have been reflected in the type of market research undertaken and the level of activity.
In the type of segmentation referred to in this paper, which is generally termed 'cluster analysis', we analyse the data by a number of characteristics simultaneously, instead of sequentially as described above. The type of cluster analysis described in this paper can be considered as a multi-dimensional extension of this type of procedure. Given a number of variables, the computer programme allocates each individual in the sample to one of a pre-determined number of clusters in such a way as to minimise the variance within clusters (or conversely, to maximise the proportion of total variance which is explained by the clustering process).
In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the problem of allocating expenditure.
In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to achieve maximum international comparability at minimum time and cost expenditure. You may, of course, question some of the basic assumptions underlying both the research methods used and the value of researching advertisements multi-nationally. It is not the purpose of my paper to go into these questions. However, perhaps I need to make it clear that I regard the objective of this type of advertising research as essentially to check the attention value and communications efficiency of the advertisements under consideration and not to assess their relative selling power or "persuasion".
The attitude in Benton & Bowles was that research is not a substitute for creativity; instead, research provides the facts upon which the creative team can go to work. Research also provides facilities by which the creative men can find out whether their ideas get across to the population at large and whether or not the message that is communicated to their audience is the one they intend to communicate. The three case histories were not selected to illustrate new techniques. They were chosen to try to show how research was used to work with the creative groups and not to point an accusing finger at creative errors or to take away authority from the creative groups.