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ClickerPlusPilot Study
“Our challenge is to make sure every child in America is learning from an effective teacher—no matter what it takes. So today, I ask you to join
President Obama and me in a new commitment to results that recognizes and rewards success in the classroom ... “
Secretary of Education, Arne Duncan, July 2, 2009
ClickerPlus Pilot Study:Applying Advertising Research Methods to the
Measurement of Student Learning Goals
Lilly Conference on College and University Teaching
Washington D.C.
3 June 2010
Prepared by: Brian Moore
Agenda
• ClickerPlus?• Hypothesis: ClickerPlus made me a better teacher• Advertising research methods• Method• “Survey”• Results
– Pilot study– Audience survey
• Discussion
4
What is ClickerPlus?
• Quantitative method – What they know– What they learn
• Pre/post • Advertising research• Clickers
5
Hypothesis
ClickerPlus made me a better teacher:
– Students learned (more)– Students appreciated (more)
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Advertising Research Methods
How do we know that advertising is effective?
Case History:
Dove Deodorant
Tracking Study
(New)Dove Deodorant Moisturizing cream
Soothes and beautifies the underarms.
9
Dove Deodorant Communication Goals
• Be recognized as the best brand at caring for the look and feel of underarm skin
• Become the beauty icon in the deodorant market through focusing on improving the look of underarm skin
• Ensure that perceived efficacy remains at parity with the market average
– Source: Euro Effie Awards Case History, 2009
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People have to “learn.”
Benchmark Survey
(pre-wave)
Wave 1 Survey
(post-wave)
“leaves underarm skin soft and smooth”
X% X+%
“helps me cope with the problems of shaving”
Y% Y+%
…
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Ads “teach.”
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Results
Dove deodorant “owns” underarm beauty.
Papers & Case Studies – World Advertising Research Council
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ClickerPlus Pilot Study Results Summer 2009
Prepared byBrian Moore
Baruch CollegeJuly 2009
Method
• Construct true-false statements. • Have students respond
– Clickers– TurningPoint
• Analyze.• Adjust.• Clarify and reinforce. • Re-administer.• Compare. • Adjust.
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Learning
End of the semesterJuly 2, 2009
Beginning of the semesterJune 1, 2009
True/False questions True/False questions
Benchmarks Changes over time
Sample Description and Timing
• Place: Baruch College • Course: Advertising • Sample: Baruch undergraduates• Sample Sizes:
– Pre-Wave, n=38; – Post-Wave, n= 25
• Timing: – Pre-Wave: June 1, 2009– Interim Review: June 18, 2009– Post-Wave: July 2, 2009
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Limitations
• Merely directional.• Sample is insufficient, i.e.
– Small– Unequal – Unrepresentative
• Getting the underlying concept ?• Need for validation
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Instructions to the students in the classroom
This is not a test. You won’t be graded on this. We just want to find out what you know.
First Slide
Based on everything you know or may have
heard about advertising, please indicate
whether you believe that the following
statements are true or false.
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Audience:Pick up your Clickers!
Based on everything you know or may have heard about advertising, please indicate whether you believe that the following statements are true or false.
The most important thing good advertising does is make an emotional connection with
consumers.
Tru
e
Fal
se
0%0%
1. True
2. False
The production of advertising ideas follows a clearly defined process.
Tru
e
Fal
se
0%0%
1. True
2. False
Good advertising can keep a bad product alive.
Tru
e
Fal
se
0%0%
1. True
2. False
American Idol would be a good place to advertise the new version of the iPhone.
Tru
e
Fal
se
0%0%
1. True
2. False
What you say in advertising is more important than how you say it.
Tru
e
Fal
se
0%0%
1. True
2. False
Emotional advertising appeals are more effective than rational advertising appeals.
Tru
e
Fal
se
0%0%
1. True
2. False
Advertising increases the value of the advertised product.
Tru
e
Fal
se
0%0%
1. True
2. False
If your advertising grabs people’s attention, it will probably work.
Tru
e
Fal
se
0%0%
1. True
2. False
If you like a particular product, you will be better prepared to create great advertising
for that product.
Tru
e
Fal
se
0%0%
1. True
2. False
It is more effective to have your advertising seen or heard by more people than it is to
have fewer people see it more often.
Tru
e
Fal
se
0%0%
1. True
2. False
How did the students do?
Summary of before/after results
For all 10 Statements
Results vary.
Correct Answers
22
63
13 12
74
85
21
3639
73
65
35
67
57
75
57
36
9
7574
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6 7 8 9 10
Statements
Pe
rce
nta
ge
Jun-09 Jul-09
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Results for each statement
The most important thing good advertising does is make an emotional connection with consumers.
2239
7861
0102030405060708090
100
Jun-09 Jul-09
Per
cen
tag
e
True
False
False: “If it doesn’t sell, it is not creative.,” David Ogilvy (Belch & Belch 285)
38
The production of advertising ideas follows a clearly defined process.
3826
6374
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
True: “The production of ideas is just as definite a process as the production of Fords.,” James Webb Young (Belch & Belch 260).
39
Good advertising can keep a bad product alive.
13
73
88
27
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
False: “Nothing will put a bad product out of business faster than a good advertising campaign.,” David Ogilvy
40
American Idol would be a good place to advertise the new version of the iPhone.
9
65
91
35
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
False: It would be a waste of mass media on an exclusive product, i.e. a poor return on
investment (Belch & Belch 354).
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What you say in advertising is more
important than how you say it.
88
65
12
35
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
True: “What really decides consumers to buy or not to buy is the content of your advertising, not its form.,” David Ogilvy (Belch & Belch 291).
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Emotional advertising appeals are more
effective than rational advertising appeals.
26 25
74 75
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
True: You should always seek emotional benefits. They are more compelling, and they are easier to defend (Belch & Belch 285).
43
Advertising increases the
value of the advertised product.
1533
8567
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
True: The simple act of advertising a product makes it appear more valuable. Good advertising can increase value perceptions and direct pricing strategies (Moore).
44
If your advertising grabs people’s
attention, it will probably work.
21
57
79
43
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
False: “Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and at the right cost,” Russell Colley (Belch & Belch 220).
45
If you like a particular product, you will be better prepared to create great advertising
for that product.
36
75
64
25
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
False: You may not be representative of the target consumer, and you won’t be objective (Moore).
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It is more effective to have your advertising seen or heard by more people than it is to have fewer
people see it more often.
36
57
64
43
0102030405060708090
100
Jun-09 Jul-09
Pe
rce
nta
ge
TrueFalse
False: It depends on your objectives, e.g.; if your message is complicated, or If your product is unfamiliar to people, you probably need more frequency (Belch & Belch 336).
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Am I an effective teacher?
Learn?
Appreciate?
Learn?: Yes and No.
1. The most important thing good advertising does is make an emotional connection with consumers.
2. The production of advertising ideas follows a clearly defined process.3. Good advertising can keep a bad product alive.4. American Idol would be a good place to advertise the new version of the iPhone.5. What you say in advertising is more important than how you say it.6. Emotional advertising appeals are more effective than rational advertising appeals.7. Advertising increases the value of the advertised product.8. If your advertising grabs people’s attention, it will probably work.9. If you like a particular product, you will be better prepared to create great advertising
for that product.10. It is more effective to have your advertising seen or heard by more people than it is
to have fewer people see it more often.
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Appreciate?: Yes!
Student Course and Faculty Evaluation
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Course Content Course Delivery Learning Environment Impact on you
Me
an
Ra
tin
gs
on
a 5
Po
int
Sc
ale
Fall 2008 Summer 2009 Summer 2008
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How did the audience do?
Potential ClickerPlus Benefits
• Objective • Flexible• Infinitely scalable• Easy• Kindergarten to College• Anthropology to Zoology • Yields real-time results• Attainment of learning goals• Inspires new goals • Provides benchmarks for:
– Overall improvement– Developing individual goals
• Preserves and protects academic freedom
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Conclusions
• ClickerPlus made me a better teacher– Learned– Appreciated
• Need more data:– More cases– Student test scores
• Better samples• Validate
– Qualitative research– Search phrase algorithm
• Automate
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Next Steps
• Awaiting response to our grant proposal from the U.S. Department of Education– More instructors– Different subjects– Different levels– $$$
• …• [email protected]• 646-312-3332
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ClickerPlusPilot Study
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Works Cited
• Belch, George, and Michael Belch. Advertising and Promotion. New York: McGraw-Hill, 2009
• Georgia Tech School of Civil and Environmental Engineering. [2000] Instructional objective writing assistant
• Moore, Brian. Lectures on Advertising and Promotion, Baruch College, New York, June 2009.
• Ogilvy, David. Various lectures, speeches and books.• Pinker, Steven. The Blank Slate. New York: Penguin
Group, 2002
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Appendix
Scatter diagram
LEARNING GOALSAt the end of this course, you will understand how global advertising agencies propose integrated marketing communication programs to global manufacturers of consumer package goods. You will learn how to conduct research to define the target audience and its media habits, brainstorm to generate messaging ideas, develop a creative strategy, create executions derived from the strategy, produce the executions, test whether or not the executions communicate their intended messages, plan and buy the media to deliver the messages to the target audience, and incorporate all of your findings into a persuasive, visually-intensive, oral presentation. You will learn how to work as part of a cross-functional team to achieve the goals stated above.
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The technique discriminates, and more students answered the questions correctly at the end of the semester than they
did at the beginning of the semester.
0
20
40
60
80
100
0 1 2 3 4 5 6 7 8 9 10
Statements
Per
cen
t C
orr
ect
Jun-09
Jul-09
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60
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Formatting Learning Goals
• Student centered (e.g., “by the end of the course, students will be able to…”),
• Outcome oriented (e.g. “write a scholarly research paper…”), and
• Detailed (e.g., “using MLA-style referencing and formatting…”).
Georgia Tech [2000]
COM3150 Course Review
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My Learning Goals1. Defend the primacy of strategic messaging.2. Describe and apply the advertising planning process.3. Recognize why good advertising cannot keep a bad product alive.4. Analyze the efficiency of different media vehicles, using syndicated
research.5. Explain why the content of your advertising is more persuasive than
its form.6. Discuss why emotional benefits are more persuasive than rational
benefits.7. Describe how and why advertising increases the value of the
advertised product.8. Interpret and explain the hierarchy of effects model.9. Identify target audiences by analyzing syndicated research.10.Demonstrate the trade-offs between advertising reach and
frequency.
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Less Effective Example Effective Example
This course in Engineering Graphics will introduce students to the use of computer-aided-design software
At the end of this course in Engineering Graphics, you, the student, will be able to draw a multi-view representation of a solid object using a computer-aided-design software
Georgia Tech [2000]
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The 10 Statements
1. The most important thing good advertising does is make an emotional connection with consumers.
2. The production of advertising ideas follows a clearly defined process.3. Good advertising can keep a bad product alive.4. American Idol would be a good place to advertise the new version of the iPhone.5. What you say in advertising is more important than how you say it.6. Emotional advertising appeals are more effective than rational advertising appeals.7. Advertising increases the value of the advertised product.8. If your advertising grabs people’s attention, it will probably work.9. If you like a particular product, you will be better prepared to create great advertising
for that product.10. It is more effective to have your advertising seen or heard by more people than it is
to have fewer people see it more often.
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