&&EvaluationEvaluationIntegrationIntegration
Evaluation & IntegrationEvaluation & Integration
Research: Research: The systematic gathering of
information to answer a question or solve a problem
Research: Research: The systematic gathering of
information to answer a question or solve a problem
Integration: Integration: Using what you learn to
improve your effectiveness
Integration: Integration: Using what you learn to
improve your effectiveness
Evaluation: Evaluation: Using information to gauge
your progress
Evaluation: Evaluation: Using information to gauge
your progress
Organization:Organization:
1. 1. WhereWhere to Gather to Gather
2. 2. HowHow to Gather to Gather
3. 3. WhatWhat to Gather to Gather
4. 4. EvaluationEvaluation in Action in Action
5. 5. IntegrationIntegration in Action in Action
6. 6. ChallengesChallenges for the Future for the Future
1. 1. WhereWhere to Gather to Gather
2. 2. HowHow to Gather to Gather
3. 3. WhatWhat to Gather to Gather
4. 4. EvaluationEvaluation in Action in Action
5. 5. IntegrationIntegration in Action in Action
6. 6. ChallengesChallenges for the Future for the Future
The Big QuestionThe Big Question What does research contribute What does research contribute
to the advertising effort?to the advertising effort?
What does research contribute What does research contribute to the advertising effort?to the advertising effort?
“ “Insurance”Insurance” “ “Insurance”Insurance” InformationInformation InformationInformation InsightInsight InsightInsight InspirationInspiration InspirationInspiration
Part 1: When to GatherPart 1: When to Gather
A. Planning ResearchA. Planning Research(or Background Research)(or Background Research)
B. Developmental ResearchB. Developmental Research
C. Implementation ResearchC. Implementation Research
D. Measuring ResultsD. Measuring Results
A. Planning ResearchA. Planning Research(or Background Research)(or Background Research)
B. Developmental ResearchB. Developmental Research
C. Implementation ResearchC. Implementation Research
D. Measuring ResultsD. Measuring Results
A. Planning ResearchA. Planning Research
Also “Background Research”Also “Background Research” Also “Background Research”Also “Background Research” Competitive activityCompetitive activity Competitive activityCompetitive activity Market share dataMarket share data Market share dataMarket share data Category advertisingCategory advertising Category advertisingCategory advertising Advertising expendituresAdvertising expenditures Advertising expendituresAdvertising expenditures Marketplace trendsMarketplace trends Marketplace trendsMarketplace trends Target market information: (demographic, psychographic)Target market information: (demographic, psychographic) Target market information: (demographic, psychographic)Target market information: (demographic, psychographic)
B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups
B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups Used in wide range of Used in wide range of
ad development tasks.ad development tasks.
Used in wide range of Used in wide range of ad development tasks.ad development tasks.
B. Developmental ResearchB. Developmental Research
Focus groupsFocus groups Focus groupsFocus groups
One-on-one interviewsOne-on-one interviews One-on-one interviewsOne-on-one interviews
ObservationObservation ObservationObservation
C. Implementation ResearchC. Implementation Research
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Nike Example“Avid Runners”
C. Implementation ResearchC. Implementation Research
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process
Pre-testing ad conceptsPre-testing ad concepts Useful as part of “account
planning” process Field experiments Field experiments
“pilot tests”
Field experiments Field experiments “pilot tests”
D. Measuring ResultsD. Measuring Results
CopytestingCopytesting CopytestingCopytesting Which Ad Pulled Best?
D. Measuring ResultsD. Measuring Results
CopytestingCopytesting Starch, Gallup & Robinson,
McCollum Spielman, etc.
CopytestingCopytesting Starch, Gallup & Robinson,
McCollum Spielman, etc.
Sales AnalysesSales Analyses Actual Sales Test Markets
Sales AnalysesSales Analyses Actual Sales Test Markets
Attitude, Awareness and Attitude, Awareness and Usage Studies (AAU)Usage Studies (AAU)
Attitude, Awareness and Attitude, Awareness and Usage Studies (AAU)Usage Studies (AAU)
Part 2: How to GatherPart 2: How to Gather
A. Qualitative ResearchA. Qualitative Research Relatively small samplesRelatively small samples Relatively short period of timeRelatively short period of time
B. B. Quantitative ResearchQuantitative Research Larger and more accurate
(preferably random) samples
A. Qualitative ResearchA. Qualitative Research Relatively small samplesRelatively small samples Relatively short period of timeRelatively short period of time
B. B. Quantitative ResearchQuantitative Research Larger and more accurate
(preferably random) samples
Qualitative ApproachesQualitative Approaches
Focus groupsFocus groups 8-12 members of target audience
in “focused” discussion
Focus groupsFocus groups 8-12 members of target audience
in “focused” discussion One-on-one interviewsOne-on-one interviews
Sometimes called “depth interviews”
One-on-one interviewsOne-on-one interviews Sometimes called “depth interviews”
ObservationObservation ObservationObservation
Projective techniques . . .Projective techniques . . . Projective techniques . . .Projective techniques . . .
Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages
SunkistSunkist “Good Vibrations”“Good Vibrations” SunkistSunkist “Good Vibrations”“Good Vibrations”California
The BeachBoys
Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages StorytellingStorytelling StorytellingStorytelling
Word associationWord association Word associationWord association
Projective TechniquesProjective Techniques
Brand collagesBrand collages Brand collagesBrand collages StorytellingStorytelling StorytellingStorytelling
Word associationWord association Word associationWord association
DrawingDrawing DrawingDrawing
SunkistSunkist “Good Vibrations”“Good Vibrations” SunkistSunkist “Good Vibrations”“Good Vibrations”
Quantitative ResearchQuantitative Research
Surveys Surveys Surveys Surveys Samples: Samples:
Random vs. Non-randomRandom vs. Non-random
Samples: Samples: Random vs. Non-randomRandom vs. Non-random
Questionnaire designQuestionnaire design Questionnaire designQuestionnaire design Surveying on the InternetSurveying on the Internet Surveying on the InternetSurveying on the Internet ExperimentsExperiments ExperimentsExperiments
Part 3: What to GatherPart 3: What to Gather
Things that can be measured:Things that can be measured: Things that can be measured:Things that can be measured: Ad/Brand AwarenessAd/Brand Awareness
Aided and Unaided RecallAided and Unaided Recall
Ad/Brand AwarenessAd/Brand Awareness Aided and Unaided RecallAided and Unaided Recall
Ad/Brand Knowledge & Ad/Brand Knowledge & InformationInformation
Ad/Brand Knowledge & Ad/Brand Knowledge & InformationInformation
Conviction/Purchase intentConviction/Purchase intent Conviction/Purchase intentConviction/Purchase intent Brand AttitudesBrand Attitudes Brand AttitudesBrand Attitudes
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Hallmark Case StudyHallmark Case Study AAF/NSACAAF/NSAC “ “SWOT” Analysis (Strengths, SWOT” Analysis (Strengths,
Weaknesses, Opportunities, Threats)Weaknesses, Opportunities, Threats) Research Objectives:Research Objectives:
To learn about decision processTo learn about decision process Assess current brand loyaltyAssess current brand loyalty Understand consumer attitudesUnderstand consumer attitudes
Hallmark Case StudyHallmark Case Study AAF/NSACAAF/NSAC “ “SWOT” Analysis (Strengths, SWOT” Analysis (Strengths,
Weaknesses, Opportunities, Threats)Weaknesses, Opportunities, Threats) Research Objectives:Research Objectives:
To learn about decision processTo learn about decision process Assess current brand loyaltyAssess current brand loyalty Understand consumer attitudesUnderstand consumer attitudes
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Hallmark Case StudyHallmark Case Study Hallmark Case StudyHallmark Case Study Research TacticsResearch Tactics
Focus GroupsFocus Groups Interviews - Buyers & RetailersInterviews - Buyers & Retailers Surveys Surveys
InsightInsight – Need for Convenience… – Need for Convenience… & “Success” (find right card)& “Success” (find right card) Objective – develop “Loyal Insisters”Objective – develop “Loyal Insisters”
People who insist on Hallmark Cards People who insist on Hallmark Cards for “successful convenience”for “successful convenience”
Research TacticsResearch Tactics Focus GroupsFocus Groups Interviews - Buyers & RetailersInterviews - Buyers & Retailers Surveys Surveys
InsightInsight – Need for Convenience… – Need for Convenience… & “Success” (find right card)& “Success” (find right card) Objective – develop “Loyal Insisters”Objective – develop “Loyal Insisters”
People who insist on Hallmark Cards People who insist on Hallmark Cards for “successful convenience”for “successful convenience”
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief Why are we advertising?Why are we advertising? Why are we advertising?Why are we advertising?
What do they currently think? What do they currently think? What do they currently think? What do they currently think?
Why should they believe it?Why should they believe it? Why should they believe it?Why should they believe it?
What should we get them to think?What should we get them to think? What should we get them to think?What should we get them to think?
Any creative guidelines?Any creative guidelines? Any creative guidelines?Any creative guidelines?
Who are we talking to?Who are we talking to? Who are we talking to?Who are we talking to?
The single most persuasive idea? The single most persuasive idea? The single most persuasive idea? The single most persuasive idea?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief Why are we advertising?Why are we advertising? Why are we advertising?Why are we advertising?
To create excitement about the Learjet 60 as a cost-effective To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjet’s high-performance mystique.solution and reinforce Learjet’s high-performance mystique.
To create excitement about the Learjet 60 as a cost-effective To create excitement about the Learjet 60 as a cost-effective solution and reinforce Learjet’s high-performance mystique.solution and reinforce Learjet’s high-performance mystique.
Who are we talking to?Who are we talking to? Who are we talking to?Who are we talking to?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
High-level corporate executives, managers of corporate fleets, and chief pilots High-level corporate executives, managers of corporate fleets, and chief pilots who need a corporate jet with transcontinental capability. Learjet buyers are who need a corporate jet with transcontinental capability. Learjet buyers are motivated by emotion but must have rational, financial justificationmotivated by emotion but must have rational, financial justification
High-level corporate executives, managers of corporate fleets, and chief pilots High-level corporate executives, managers of corporate fleets, and chief pilots who need a corporate jet with transcontinental capability. Learjet buyers are who need a corporate jet with transcontinental capability. Learjet buyers are motivated by emotion but must have rational, financial justificationmotivated by emotion but must have rational, financial justification
What do they currently think? What do they currently think? What do they currently think? What do they currently think?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
““I’d love to own a Learjet and get that kind of performance. But you pay a I’d love to own a Learjet and get that kind of performance. But you pay a price, either in dollars, in range, or in comfort. I think they have a price, either in dollars, in range, or in comfort. I think they have a transcon jet now, but it’s probably just a longer version of their old 55.”transcon jet now, but it’s probably just a longer version of their old 55.”
““I’d love to own a Learjet and get that kind of performance. But you pay a I’d love to own a Learjet and get that kind of performance. But you pay a price, either in dollars, in range, or in comfort. I think they have a price, either in dollars, in range, or in comfort. I think they have a transcon jet now, but it’s probably just a longer version of their old 55.”transcon jet now, but it’s probably just a longer version of their old 55.”
What should we get them to think?What should we get them to think? What should we get them to think?What should we get them to think?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
“ “ Learjet does have a jet that will fly longer missions, and it’s not just Learjet does have a jet that will fly longer missions, and it’s not just a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or Citation 10.”Citation 10.”
“ “ Learjet does have a jet that will fly longer missions, and it’s not just Learjet does have a jet that will fly longer missions, and it’s not just a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or a stretched 55. And it’s cheaper to fly than any Hawker, Falcon, or Citation 10.”Citation 10.”
The single most persuasive idea? The single most persuasive idea? The single most persuasive idea? The single most persuasive idea?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
Learjet performance in a cost-effective Learjet performance in a cost-effective transcontinental jet.transcontinental jet.
Learjet performance in a cost-effective Learjet performance in a cost-effective transcontinental jet.transcontinental jet.
Why should they believe it?Why should they believe it? Why should they believe it?Why should they believe it?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
• • Transcontinental range (2750 miles) is highest of jets with comparable performance. Transcontinental range (2750 miles) is highest of jets with comparable performance.
• • Seats up to 8. Stand-up room for passengers. Stand-up lavatory.Seats up to 8. Stand-up room for passengers. Stand-up lavatory.
• • Learjet allureLearjet allure
• • Transcontinental range (2750 miles) is highest of jets with comparable performance. Transcontinental range (2750 miles) is highest of jets with comparable performance.
• • Seats up to 8. Stand-up room for passengers. Stand-up lavatory.Seats up to 8. Stand-up room for passengers. Stand-up lavatory.
• • Learjet allureLearjet allure
Any creative guidelines?Any creative guidelines? Any creative guidelines?Any creative guidelines?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet Creative BriefLearjet Creative Brief Learjet Creative BriefLearjet Creative Brief
• • Call to Action: “Call Ted Farid, VP Sales and Marketing.”Call to Action: “Call Ted Farid, VP Sales and Marketing.”
• • Consider a new themeline.Consider a new themeline.
• • Call to Action: “Call Ted Farid, VP Sales and Marketing.”Call to Action: “Call Ted Farid, VP Sales and Marketing.”
• • Consider a new themeline.Consider a new themeline.
The Result?The Result? The Result?The Result?
Part 4: Evaluation in ActionPart 4: Evaluation in Action
Learjet CreativeLearjet Creative Learjet CreativeLearjet Creative
Part 5: Integration in ActionPart 5: Integration in Action
Extending the BrandExtending the Brand Extending the BrandExtending the Brand StarbucksStarbucks
““a third place”a third place” Consumer Insight determined consumers felt Starbucks was a place between home Consumer Insight determined consumers felt Starbucks was a place between home
and work.and work. Starbucks “place-based” strategy has them looking for new places for their Starbucks “place-based” strategy has them looking for new places for their
concept…concept…
StarbucksStarbucks ““a third place”a third place”
Consumer Insight determined consumers felt Starbucks was a place between home Consumer Insight determined consumers felt Starbucks was a place between home and work.and work.
Starbucks “place-based” strategy has them looking for new places for their Starbucks “place-based” strategy has them looking for new places for their concept…concept…
…in the Third World…in the Third World
Starbucks in Beijing
TargetTarget ““Tar-jé”Tar-jé” Price + Price + StyleStyle
TargetTarget ““Tar-jé”Tar-jé” Price + Price + StyleStyle
Part 5: Integration in ActionPart 5: Integration in Action
Trending the BrandTrending the Brand Trending the BrandTrending the Brand
Creative & Creative & Stylish Stylish
Use Use of Mediaof Media Stylish Signature Stylish Signature
ProductsProducts
Creative & Creative & Stylish Stylish
Use Use of Mediaof Media Stylish Signature Stylish Signature
ProductsProducts
Part 5: Integration in ActionPart 5: Integration in Action
Bending the BrandBending the Brand Bending the BrandBending the Brand Austin PowersAustin Powers Austin PowersAustin Powers
Virgin Atlantic Tie-in
Tie-insTie-ins helped helped build brand build brand and sell the and sell the moviemovie
Tie-insTie-ins helped helped build brand build brand and sell the and sell the moviemovie
Part 5: Integration in ActionPart 5: Integration in Action
Bending the BrandBending the Brand Bending the BrandBending the Brand Austin PowersAustin Powers
Tie-insTie-ins helped re-position Heineken helped re-position Heineken
Austin PowersAustin Powers Tie-insTie-ins helped re-position Heineken helped re-position Heineken
HeinekenTV spot
6: Challenges for the Future6: Challenges for the Future
Data overloadData overload Data overloadData overload
“ “Innumeracy”Innumeracy” “ “Innumeracy”Innumeracy”
The quality of The quality of qualitative informationqualitative information
The quality of The quality of qualitative informationqualitative information
Cost of informationCost of information Cost of informationCost of information