~s i 0 .... ........ 77; ICEMESPONSE,.,CAC-sl/lIUAV;,INI~SI.,fccio f iis etbod is that the advantage of it in modificatiorts can be made imatediately (within certain limits. of course- which wM have been. set by ft client beforebandl with a perfect reolt Le. without having to MarkedZesponse has at its disposal a research instru- 'cut or paste' within the communication instrumem in mWt Called CAM CAGI is. above all. an excellent instrument for communication research concerning viwal& Examples indi researchkoadvazt[sements, MW'ViPJ*'(M2fIJnI- 109D. advajdsement) used in the commacials, packaging. lops aid bouse-srAcs; (hen.% CAGI MzWA can be swed in the comp= in a after m&md to as "commimicadon insinimene). number of wxyL One way of doing this is to scan the visualL It Is of comse Pow'd that the advertising CAGI stands for Comp=-Assisted Graphical I=- apm7h&sdWgoedtbeadmdsingcmcqmimifwith viewing. 7be unique 1; - r of CAGI is the use of the the aid of a computer. Miese concepts can then be used gr2Phic2l PoWbMes ofthe computer. R)r qualitative directly. as well as quantitative reseamtL By means of advanced drawing softw= vimals can CAGI can be regarded as a supplement to the well- also be produced in the form; of sketches. known computerized data collection methods CA71 (telephone surveys) and CAPI methods (face-to-face surveys). CAGI in Quandtative Resurch 7b= levels ofgra*c support am used when condi CAGI in QuaJitative Rese2mh ing quantiudve commumication research by mo!2m of CAM CAGI can be applied in qLaditative communication research when one is =ill in the earty stages of the 0 graphically assisted questions development of advertisements, m2ilings packaging. 0 graq"cal xmma scales logos and suchlike. In this phase, the ideas centering on visuals(stimulL such as azi advertisement. a pack- the message which needs in be developed, have not yet agin& a logo, a mailing 0111y) taken Shape; the test m ararial is only avalla ble in raw form. and the individual elements of which it is The questions. tbeanswerscales and the communication composed, are still subject to discussion. instrument am displayed 'graphically'on the computer screen- CAGI mcans using the computer during qualitative single-interviews or 7be communi- In other words, the emphasis is shifted from vctel to cation insmunent involved, eg. the mailin& the logo, non-verbal communication. the advertiseniem is displayed on the computer screen. Verbal barriers which am naturally present in (c=min) During the interview, the dscussioa is focussed on the respondents can therefore be overcome using CkGL communication instrunicat as a whole as well as on the Graphical applications can make the access to the individual elements of which it is composed. Thus k is computer so easy that respondents can nm through the possible to change certain elements of the communi- quesdonnairewithoutdxiiwxventionofaait=view. cation instrument in an interactive m2nner, during the The advantages of this am: no interviewerbias. and cost discussion itse1Z. The text can be changed. the size of the saying. letters can be adjusted. the texts or visuals can be put in other positions. the colours of specific pans can be changed, and so on. Ln C) co 1.0 C> MarketResponse BATCo document for Legal Services : Health Canada 22 October 1999 CAGI I TRIAD Other important advantages of CAGI are tl= The theory behind the Triad model ù ftexposum to the stimuli can be con=1led in an The Triad model was developed by the Catholic Uni- optimal way, and that the circumstances at-- versity (Faculty ofEconomic Psychology) ofBrabant (a identical for all respondents; provirwe in the Netherlands). The model is based on ù manyversionsofthestimuli can beincluded inthe Petty and Cacioppo's 'Eaboration Likelihood Model' research; (ELM) of 190. ù no expensive mock-ups am required. TheTriad-model assumes thatthere are t1treeconditions whichneedtobeftdfModifinfonnadonistobepux=rd Ashasbeendescribed above, CAGIcanbe applied inall effectively. opportunity, capacity and motivation.- types of research. One of the applications is a linkage with the communication model 'rriad*: the CAGIITriad Opportunity: instrumem Opportunity refers to the circumstances. in mladoa to Intheparagraphsbelow this instrumentwillbe discussed the communication instrument as well as to the in. detall. =virmmenLiawbichfttnfoondonhaswbcp=cssod by the- person. Key-words am: exposure time, possible disruthatim claity, text and ft overall design of the communication instrument itself. Capacitr. MazimMesponse has linked CAGI to the Tdad model: This element concerns the ms;xMdcnL*S ability to the CAGI-Triad instrument. The Triad znodel forms the understandtbernessa CM111nunicationinstrumell hzwwoxk for the CAGWNad mseardL and the accessibility of the information in his or her memory. The Triad model = be used to meame the processing Central constructs am: knowledge, familiarity and - - 6 of information when people = confianted experience, expertise. etc. with the subject matter. with communication instrument& i.e. to what extent is the visual able to get the message across. motivation: Motivation mews: the person's conicern. for, intemst in In prActice, qualitative and pmwn2l criteria am often and involv=eM with the sutdoct of the message. This used when testing and evaluating commumc2tion ui- also includes to wh2textent the person findsthemessage struments. appealing- pleasant, amusing. artistic, flashy. The Triad model supplements these 'traditional' quali- tative clazuents with mort'objectiye' and. in particular, In order to be We to process The information contairwA comparable Triad elentents. A specific communication in the message, each of these thme key-clements needs instrument can therefore be compared dimaly with to be present. The mom all canditions: ate satisfied (m otlz=cDmmu*adoninstrtm=mc2nalsobeempared the mote thethree key-elcmew am present), the smaW over a period of time. dzcbm=ist=tbeiiffomationispro=sedcffecdvely. By applyiag a model. it is possible to place results. with In other words: a message can ady be processed if it respect w a specific communication Instrument. in a appeals (motivation!). itcan bemde=ood Ccapacity% general fmmcworL and one has had sufficieat opportunity to take it in Comramity'). V1 C:) co %.0 2 MarketResponse (DIN BATCo document for Legal Services : Health Canada 22 October 1999 CAGI / TRIAD CAGUTriad in practice For the sake of clarity, an example is given of the questions and statemems similu to those which may The model is incorporated into the questionnaire for appear in a questionnaire. qvandmdvec,ommunicadonresearch.bymc=ofques- dons and statemenm The three by-Jements are meas- Opportunity (key-d=ent): tued in a direct way: by one question per element. -I have had sufficient opportuniLy to absorb the adver- Respondents are exposed to the visual in question (eg. dsezzlew an adverrLsement) during a certain number of seconds. 1mmediately afterwards, the following th= questions Tune (mb-C0MpD=1): are asked -Ibis advertisement can be taken in at a glance" Opportunity: Distraction (sub-elcment). -1 bave bad sufficient opportunity to absorb the adver- -niisadvatis=muwMnotam-acta=ntionwhenplaced risement. among other advertisements." "Me advertisement is confizsir~- capacitr. nis 2dvardwinczu is understandable to me' Design (sub-clemem): is -Mere is too mucb text in this adverdscinenL" NWV290n: The picture is clear" "I dtink tl3is advertisement is interesting" Each by-clemem consists of a number of sub-com- pcocats, each ofwbichemphasizes aparticularaspectof CAGLIriad results the by-elzment in question. The sub-components, like the by-elements. am Lsked. by means of stamments. Based on. the s:=m=zs incorporated in the model and The by-clemern am composed of the following sub- onanum ofatberquesdow(theso-caUed'dcpcn&ct C=PM== variables) such as recall. rcoootion (spontanetnis and aided) em. a total score can be computedL This score Motivation: indica to wtwexm= the communication instruzztent personal relevance = mansmit a message. hedonistic value When it appears that the overall effectiveness of a symbolic value urtication in=u ent is insu the model is involvemem able to indicate which conditions and underlaying fac- tors have not been satisfied. CaPaciEr. 111MUMV knowledge An example for clarification: expertise The total score of a communication instrument iis; Opportunity:. disappointin& The condition 'opportun4' to !n to to time particularly low. It appears that this is cormected to disa-action the f=ors Ism are too small' and 'vis;aal dwnld~ overall design (advcrd=cM) heading do not cDrrespond with cacti otha.' CD M %0 Marketltesponsc 3 CD BATCo document for Legal Services : Health Canada 22 October 1999 CAGI/ TIMALD Asbasalreadybeenindic=d, an import=advantageof using dz Triad model is the possibility of comparing a score for a specific communication instrument with the 4 norm score'. In this case rim norm is ft averap score obtained from earlier rcsultL Markeatesponsa has a database at its disposal which contains the scores for communication instruments (on the TrW ejerne=), which have bee4 tested over a period of time. In this way it is possible to compare a score for a specific communication instrument wilh the norm. -b my advertisement doing beau or worse than the 'verage' adverdscment?- An advertisement can be tested against the overall norm or against a specific norm, that is to say, ft adver- tisemear norm. for simila advertisements: simila as regards produa (food. non-food. semces). the over& design (too little or too much text), or the medium If you would like to obtain more information about CA(3LthaTiiadmodeLCAGWrriadandlorapplicadons of these research instruments, or about the cost ofCAGI research, you can naturally get in touchwith yourcontact at hfartaResponse. Your contact in the USA: Mxkedtesponse International, USA 6442 CiEyWest Parkway, Minneapolis, MN 55 344 USA Tel. 612-943-2230, Fax 612-943-2320 Your cotitact in Europe: Marketitesponse International P.O. Box 1112.3800 BC Amersfoorr. The Netheriands Tel. (+) 3133 637650, Fax (+) 3133 614280 CD CD co 4 MarketResponse cr% CC) BATCo document for Legal Services : Health Canada 22 October 1999 > 1 0 0 i CL 0 WHAT ARE THE.EFFECTS. OF. ADVERTISING* 7 3 r+ 'PROVIDING'INFORMATION'THAT THE'PRODUCT* EXISTS. PROVIDING FACTS WHICH IF RETAINED WILL INFLUENCE -PURCHASE PROVIDING FACTS WHICH IF RETAINED CHANGE ATTITUDES. WHICH INFLUENCE PURCHASE! co DIRECTLY ASSOCIATING'AN ATTRIBUTE/ATTITUDE/EMOTION WITH (D THE BRAND., TRIGGERING IMMEDIATE PURCHASE IN'THE NEXT ISHOPPINWOCCKS1W REINFORCING THE CONVERTED CONSUMEW DIMINISHING THE EFFECTS OF ADVERTISINGi X AFFECTING HABITS A*~A.HIGHER LEVEL THAN PRODUCT BRAND CHOICE 0 REMEMBER I CL ADVERTISING'MAY SUPPORT'SALESlN":2'WAYS:". 1. BY SECURING A HIGHER PRICE 2. BY LIFTING SALES VOLUW 0 7SALES_lIf'9:4WA Si' 0 ADVERTISING* MAINTAINS XY cr 0 1. BY LUBRICATING THE DISTRIBUTION' SYSTEM; 2. BY DIRECTLY INFLUENCING"CONSUMER PURCKNSING-BEHAVIOUR co 69069000S I 0 0 CL 0 CHANGINO'BUYER'139HAVfOUA'(fi.o.'INCAEAgING'SALES) SHOlJLD` *NOT BE. k (D SPECIFIC ACCOUNTABLE OBJECTIVE FOR ADVERTISING IN MOST'CASES.- WHY7 0 OTHER MARKET MIX ELEMENTS'CONTRIBUTE TO SALIES- ANDARIE'N cc a) - NON-CONSTANT CA (D 0 FOR WELL ESTABLISHED PRODUCTS ADVERTMINQ ENCOURAGES THE EXISTING FRANCHISE SWITCHERS FROM OTHER BRANDS AND NEW ENTRANTS ARE RELATIVE !EXCEPTION.S 0 A) i -IS"REA-LISTICALLY EXPECTED"TO.0 ADVERTISING i CL SUPPORT THE EXISTING SALES LEVEL~ 0 MAKE SMALL GAINS AT THE'-MARG114 0 co co OZO62000S 0 0 CL 0 DECISIONS FOR ADVERTISING MANAGEMENT r+ 'WHAT ROLE CAN ADVERT19ING PLAY IN THE MARKETING STRATEGY'? cc 11) CA WHAT ARE THE SPECIFIC OBJECTIVES FOR ADVERTISING ? WHO ARE THE TARGET AUDIENCE ? m WHAT ARE'THE MOST APPROPRIATE MEDIA CHANNELS TO REACH THE TARGtT'AUDIENCE ? 0 HOW SHALIL WE PRESENT OUR MESSAGE-7 CL 11) WHEN SHALL WE DISPLAY OUR ADVERTISEMENTS 7 0 0 HOW'MUCH MONEY SHOULD WE SP19ND*? 0 cr CD % I _& HOW COULDWE ASSESS THE RESPONSE TO OUR ADVE.RTISING,? to (Z062000S > 0 0 . I 0 0 CL REASONS FOR MEASUREMENT ANALYSIS OF THE MARKET SITUATION AND TH9- ClHANqIN4 NEED FOR ADVERTISING -PLANNING THE DETAIL OF A CAMPAIGN TO MEET THENEW IMPLEMENTING AND CONTROLLING THE'CAMPAIGN 0 0 EVALUATING THE CAMPAIGN'AFTERWARDV. 0 cr (D ZZ069000S I > q 0 0 CL 0 ADVP-RTISING MANAGEMSNT*. ACTIVITY. INFORMATIOWMEASUREMENT r+ CAMPAIGN - MARKET'POSITION AUDIT OF PRODUCT r PLANNING' - PREVIOUS COMMUNICATION 0 PERFORMANCE. CA BELIEFS ON BUYERS MOTIVES, NEEDS, BEHAVIOUR' CONCEPT TESTING COPY/THEME 0 PRE TESTING DURING CREATION. DEVELOPMgNr CAMPAIGN - PRE TESTING FINISHED X DEVELOPMENT' MEDIA MEDIA AUDIENCE- SIZE/BEHAVIOUR DATA 0 TARGET AUDIENCE MEOW RESEARCH' CONSUMPTION. Dxrx' CL ~ MEDIA/OTHER PROMOTION -COORDINATION. 0 0 CAMPAIGN* OFEUCHMARK ESTABLISHMENT' 0 cr IMPLEMENTATION 0 DURING-CAMPAIGN-MONITORING (D POST-CAMPAIGN".'. ASSESSMENT to co co 2LO68000S 0 0 CL TO MEASURE OR NOT TO MEASURE ? CA WHAT INFORMATION DO I WANT ?i CD su WHAT AM I GOING TO 1DO WITH IT WHEN I'GETIT T X :r 0 WHAT WU IT TEL~ ME THAT I DON'T ALREADY KNOW 1. 0 HOW WILL WE MAKIE1 BETTIM'MUMUNS IT 0 cr co VZ062000S w 0 0 0 0 CL 0 IS MAN A RATIONAL ANI IRRATIONAL RATIONAL! FREE WILL- DETItAMINISM': CA -BRUNElk,* MASLOW' PAVLOV, SKINNER' PERSONAL MOTIVATION' STIM060 - RE""PONSt. ANDI - MOtiOlt COUDIT(ONE15"WHAWOUff 3: 0 PROBABILISTIC DESCRIOTIO14 _dUANlllrlXffLlP._ Oftebl-dTfOW WUVIDUFf =r OF BER01.6tift. 0 CL QUAILITRTIM, PROJO-CITIV-151 "tiUA14"tl!rATIVt"'gEHAVf6URkL- TECKWOM6 MEASUREMENT 0 RI . GH . T . - BRAIN/ L'EFT*-'BR'A'IN cr WHERE TO NOW 1. 1 (10 w to SZ069000S to 0 > 0 i 0 0 CL 0 0 CD r+ CD cc to "THERE IS A PUBLIC VIEW IN'THE'U.S. THAT ADVERTISING IS'A"VERY CD . I Z POWERFUL FORCE, SO THE HARD SELL ISUORE COMMON'THERE.' m HARE-IN U.K. IT" ISVIDELYACCEPTED THAT ADVERTISING IS"A''VERY, WEAK FORCE AND'EXIST$ TO. REINFORCE EXISTING ATTITUDES RATHER' X THAN TO PERSUADE PEOPLE -OF THINGS,THEY DIDN'T -BELIEVE BEFORE. 0 E SO ENTERTAIMNG~ THATS. WHY IT' TRIES TO-B (EHRENBERG 1989).' 0 0 cr w w 9LO62000S > I 0 0 0 CLASSIC MODELS. OF THEADVERTISING PROCESS r+ S7ARCfi:-8E9N, READ, BELIEVED*1 REMEMBERED'$ ACTIM"Upolt. AIDA AWARENESSl INTENT, DESIRE, ACTIO10, DAGMAR:- AWARENESS, -COMPREHENSION,'CONVICIrION, ACTION CD I KNOW WHAT THE BRAND 18, 1 KNOW WHAT IT D~Off%% 1. EVA40ATE'! :z WHATAT DOES, I CHANGE MY ATTITUDES, I DEC10g. TO BUY,; 1 '.BUY' (1) RESEARCWOUTOOME: QUANTIFIABLE MODELS I3ASEb:_ON;`RI!tAlLL' AND AN ASSUMED RELATIONSHIP TO (D SALES EFFECr.. =r CRITIQUE: 1. BEHAVIOUR OFTEN I*RECEDES- ATTITUDE, 0 .!0liANGC.AN6-'1S-DRlVlEN- BY. CURfOSITY Ir i4AL 2. WELL ESTABLISHEO'KMCG.*'BRANbS-'.T-E~ND' 0 VO! BE BOUGHT'-13Y PEOPLW'-WHO ALREADY' 14OLD FAVOURABLE ATTITUDES AND HAVE 0 cr LREADY'BEEN PERSUADED TO BUY At ol A ;SOME 'rIMEAN'THE PAST' w ZZO.6ROOOS ou 0 0 0 0 CL 0 n NPN-RATIONAL MODEL OF THE ADVERTISING PROCESS (D r+ IT FUNCTIONAL NEEDS PRODUCT PERFORMANCE -PRACTICAL NEEDS; PRICE, AVAILABILITY' EXPRESSIVE NEEDS -o-A* ?'-o-- SELF/DESIAEb SELF -IMAGE EMOTIONAL NIEEDS BELONGING, ADMIRATION 6 AESTHETIC NEEDS' COLOUR, PERFUME,. SHAPE ~`_VELIEFSO I COME TO THE BRAND WITH NEEDS, WAoilp',PREJUDICES0 DESIRES ALREADY 114- PLACE. I SEEK A FIT AND A WAY- OF EXPRESSING THAT FIT f"'DEPTH -MOTIVATIONAL EXTENDED' QUALITATIVE- (GROUP) 0 VT. 'CRITIOUE: "DIFFICUL 'QUANTIFY AND RELA f-w :SAJ!M .-TEST.' RETAOT'OELIABILITY'l IV~OW 9/_069000~ I to 0 0 CL INPUT RECALL RECOGNITION, BELIEF STRENGTH' AWARENES9. cn COMPREHENSION OF MAIN COPY POINTS', STIMULUS PROMINENCE' ATTITUD8 ATTirrUDES A13OUT PRODUCT FEATUREV, MTCH OF. PRODUCT WITH SELF 'IMAGIE- A =r INTERNALISATION OF MESSAGE' 0 CL DISPOSITION: ';,PURCH4SF- INTENT TO ACT INTENT TO TRY. PRODUCT (TRIAL), 0 INTENT TO ADOPT PRODUCT (.COMMITIVIENTY 0 ACTUAL PURCHASF- SEHAVIOUW cr QD 6ZO69000S WHICH ADVERTISING RESEARCH ARE WE TALKING ABOUT ? ADVERTISING` ARE THE AESTHETIC ELEMENT'6-dF-- - THE DIAON0STIC0 ADVERTISING 'DOES THE ADVERTISING COMMUNICAIfE . .. . . - TH-E'DfESfREEFSIrFUTEi3lC-,pu,,SlMW14d--FOR TARGETTING IS THE AD FULLY EFFECTIVEVU00MMUNt- ACFVIfRtISINd CATINGITS -MESSAGE ? Le. DOES THE AD- ACHIEVE MAXIMIJM- SH RE'OF WN-0 EFFECTIVENESS. TAOPROPMAIrE AWARENE-6-6fIR-HR-E-LATIOW T-6 - WAM" OF *VOICE-7 (ME-D SPEND IS THE PERFORMANCE -OF THE AD- RES 7~ 'AbVERTI.S(NO P76-NSI-VE*tiD"TEMPUff-AL-S-lilFTS IN MEDIA TRACKING SPEND, EXECUTIONKL-WItYLE, COMPETITOR ACTIVITY'ETC. I AMEATISINO DOES ADVERTISING PER SE INFLUENCWPEOPIJ~ RE . SEARCH -TO PUROiKSE-PAF!TfC-~U-LXK-P-R-015UC'rt~' AND/OR SWITCH BETWEEN BRANDS ? THESE' AM DIFFERENT CKJESTI ' ONS DEMALNDINQr DIFFERENT METHODOLOGIES TO ANSWER 1119M I FIRST. KNOW THY QUESTION f SECOND BE REALISTIC ABOUT WHAT Y()U CAR AFFORD TO ASK I CD co %%0 C) co C=~ BATCo document for Legal Services : Health Canada 22 October 1999 Go 0 Ao > 0 0 CL METHOD EVOLUTION 0 ell DIAGNOSTICS : QUALITATIVE TECHNIQUES' 0 TARGETTING : QUALITATIVE 7lidFiNIOUES (D to QUANTITATIVE PROFILING AND MAPPING' cn EFFECTIVE NESS.:* BEHAVIOURAL MEASURES QUANTITATIVE PRE-POST RECALL/ RECOGNITION MEASURES TRACKING :'STOCHASTIC MONITORINGIAEGULAR REPEAT'MOWITOR OF' so 'AWARENESV-) =r 0 ADVERTISING LARGE 'SCALE CONTROLLED EXPERIMENTS USING" 11) RESEAR'CIT 'PARTITIONEDIEST'MAR'KIETS iANb EXAMININWTHE 'SALES'. EFFECT* 0 '-THE, FURTHER GO, THEWMEA IT "GETS'l 0 cr CID 1906HOOS I PRE-TESTING.: WHEN I- .1. SCREENING ALTERNATIVE -EXECUTIONS FOR ABIUTY TO CONVEY OBJECTIVA9. 2. FINALI$ED AD CHECKS TO "SURE-1CORR9CT. POMMUNIC4TION OF INTENDED -MESSAPE'(POTENTIA:L CUSTOMERS UNDERSTAND, LEARN -AND.FEEL WHAT WE WANT THEM TO) t LOW PHYSIOLOGICAV 'BASAL SKIN- RESPONSEs'PULSE* RATEJ11EART'DEAT PUPIL DILATION' EYE MOVEMIENTAEYE CAMERA) STAND OUT .(TACHISTOSCOPE) .QUALI-QUANT ATTENTiOWAWARENESV RECALL OF BRAND NAME OR COPY'POINT CqMPREHENSION INTEREST/LIKING TO PURCHASE' BEHAVIOURAL PREFERENCE TESTING OUESTIONNAIRE BUYING (MOBILE SHOP TESTY C:> SPENDING TOKENS- IN -SIMULATED SHOP C:) C) co co N) BATCo document for Legal Services : Health Canada 22 October 1999 POST TESTING I i DETERMINING BY MEA98 69 SUAVEY W6AK-W714KT .EFFECTS qKADVERT1SI?t%3 CZAN BE FOUND AMON& CONSUMERS (AUDIT OR TRACK94G) BRAND SALIENCY (FIRST MENTIONS OF BRAND' WHEN PRODUCT FIELU IS MENTIONED) SPONTANEOUS AWARENESS (ANY MENTIONS_OF~ BRANDI PROMPTED AWARENEIVS (AgCOPNITION OF fiftANIJ) 'TRIAL AND RE-P-1URCHASE (FOR'NEW BRANDS!' PURCHASE/FREQU . ENCY (ESTABLISHED* MA08J. SPONTANEOUS AWARENESS OF AbVERTfSINd.. PAOMPTED AWARENESS OF'.ADVERTIS03 DETAILED RECALL OF* ADVERTISING' ll!~PRE6SIONS OF ADVERTISING BRAND IMAGE QUESTIONS* ATTITUDtS T 1 0 PURCHA . SE M EDIA EXPOSURE-.-DATA 2. MEASU . RING . 'THE SAIAS k#PECt AAARGHI (.n CD C) CD w %,0 €D Co Lq BATCo document for Legal Services: Health Canada 22 October 1999 .QUALITATIVE TECHNI-QUES. PROjECTION 0 P191RISONIFICATIRW ipSYCHODOWIMI 'PSYCHODRA&" aOLLAGING S - 9MIOTICS (LATENT SYMBOLOGYY 9XTE.NDED TE'CHNIQUESIEMY 0 Ln CD C) C) Co %.0 CD Co -9b, BATCo document for Legal Services : Health Canada 22 October 1999 0 0 a 0 IS QUALITATIVE RESF.ARCH ALON ENOUGH TO EVALUATE ADVERTISING 7' NO QUALITATIVE RESEARCH IS UNREPRESENTATIVE BY SAMPLE"SIZE AND UNREALISTIC 19Y EXPOSURE ENVIRONMENT NO THE METHOD INDUCES A NEGATIVE SUBJECTIVE. SIAS .70WARD' 'IMPROVIN(r THE*.AD` CHANGES.'IR- NO QUALITATIVE WILL NOT GIVE VALIDANDICATION OF RESPONSE'LEVEL TO ADVERTISINO 0 WHAT gAN' 0 ALMATIVE''CONTRMUTE 1, m HPLPS TO'-VERIFY IF'TH9-Ab'IS'TAPPING DESIRABLE MOTIVATIONAL. THEMESr, 0 0 2. CAN IDENTIFY'EXECUTIONAL PLAVM'*,' I 0 (D S9069000S 0 0 0 -MEASURING AWAREAS -h 0 'AWA Ff PME S $1 - OF: 'MEbIUM IN ~ADVEIITISEMENT* ch CONTENT/ THEME', SPECIFIC MESSAGES/COPY POINTS: PRODUCT/BRAND ADVERTISED' BENCHMARKS ARE FUNDAMENTAL TO.ASTABLISHINdAYAL -POST-CAMPAIGN INCREASES IN AWARENESS (DUE TO THE 0 OVERCLAIMING EFFECT) *-'SALIENM MEASURES A119 US'EPUL -WHERE COffSUMERS HAVE, 13RAND REPERTOIRES. 0 RIECALL MEASUFIES'ARE"MORF.'.,*D]F'F.ICI)L'r.'THAN''RECOtxNITION' BUT LESS SUSCEPTIBLE TO'OVENCLAIMINq cr co CD (D 98068000S 0 0 CL IS 24 HOUR. RECALL A-SATISFACTORY -MEASURE OF' ADVERTISING EFFECTIVENESS' 71 PROPORVION'RJECALLING ANAD'REFLECTS T14E PROPORTION SEEING' IT AND ITS INHERENT MEIIA ORABILITY cl) 'HIGH MEMORABILITY - HIGH SALES EFFICIENCY (D LATTER - MAY13E TRUE -IN MARKETS.WHERE CREATING AWARENESS IS PRIME BUT IN COMPETITIVE MARKETS WHERE AWARENESS IS'HIGH (0) ADVERTISING. LOOKS TO PERSUADING ABOUT RIVAL ATTRACTIONS OF (D SIMILARLY PUBLFCISED PRODUCTS' X NOW GROWING "EVIDENCE THAT SALES-EPFECTIVEN ESS - IS. NOT 0 -ASSOCIATE D"WITH HIGH "RECAL 0 . .. . I I CL (HASKINS 1964, BOGART. 1170, -YOUNG'W2) THIS MAYMAKE ~!4 110tiff'RECALL 19 _IJIT 0 fQR9,!0 A~LE10147STUDY 0 OF MEDIN VARIABLES WITH COPY EFFECTS CONTROLLED THAWFOR rilk 0 COPY4EVALUATION'PER'SE cr (o I to I I L2062000S 0 0 CL 0 HOW VALID ARE INTENTION TO BUY RATINGS ? THIS TYPE OF SCALIE APPEARS- TO REFLECT BOTH IMMEDIATE PAST PURCHASING AND IMMEDIATE FUTURE PURCHASING ALL THESE; THINGS MAY SIMPLY REFLECT NORMAL BUYING BEHAVIOUR r HOWEVER VIFFIMON BETWEEN INTENTION TO BUY SCORES FOR CA DIFFERENVAD ON MATCHED SAMPLES REPRESENT DIFFERENCES IN FUTURE BUYING INTENTIONS INTENTION TO, BUY SCORES ARE NOT A DIRECT PREDICTION OF HOW MUCH PEOPLE, ARE GOING TO-BUYr 'I. THE AD PRESENTATION SITUATION-16 ATYPICAL 2. THE EXPERIMENTAL ,GRATITUDE EFFECT IS PRESENT. X 3. SALES PREDICTION'DEPENDS' ON'-THE OPERATION OF MARKET *FORCES -~OF` WHICFf'Al3VERnSINO'lt"*OW**COMP014ENT,' 0 AD TEST INTENTION TO BUY SCORES HAVE MOST MEANING WHEN CL 1 USED COM RATIVELY AND THEY'MAY'IN161CATE HOW FAR THE MESSAGE EFFECT ADDS'UP:TO*A DISPOSITION TO BUY AS OPPOSED 0 TO SIMPLY ENJOYING.'THEAD 0 cr co 99069000~ W > 0 0 0 C) C (D roll, -h 0 CA The Effect of TV Viewing Weight on Saliency Measures (D Brand A a---* before advertisingo, 0 Grand B afteradvartising CD X % demonstrating brand (D Selism:V 10 5- light/ meditun high voryltigh none CL 0 PIP 0 to 6906ROO09 > 0 CD 'CROS , 8 ANALYSES-OF RlESPCNSES'-TO APVgRTI'SINGAND' CD W91OHT OF MEDIA'EXPOSURE GIVE USEFU~.-REILATIVEI (0 INDICATION OF AD PERFORMA 1 CD CL ID 0 0 Cr CD CC) CD 0606POOOS 0 0 (D NUMBERS BUYING ACCORPINGo-TO INTENTION -TO-BUY RATING! TF;TENTION-TOF-;;OUY WCALE-RATING "GIVEN AT AD EXPOSURE Q 7 (HIGH)* ~s 'a cc a 2' 1 (LOW) cn CD SAMPLE SIZE 153' 119' '102' 90 Be to 165* Q BOUGHT LAST WEEW- .4 H ONLY CD I BOUGHT BOT" WEEW. '29 4 NEW 13UYERS (BOUGHr 2 NEXT WEEK* ONUM' PROBABILITY'OF ;28 ~.'f 2 1.0 r 1. 0 1 .01 0 NEW PUFICHASE.' 0 cr cl) (0 co co 160690009 0 0 CL .24 HOUR RECALL v. PRE-TFESTING BOTH GIVE SIMILAR DIAGNOSTIC INFORMATION. 24 HOUR RESULTS LESS SENSITIVE DUE TO MEMORY LOSS AND SPURIOUS RECOGNITION FEFFECT. 0) 24 HOUR PRO'S: TOTAL REALISM OF EXPOSURE CONDITIONS POSSIBILITY, OF COMBINATIO'N'WITH OTHER RESEARCH .24 HOUR CON S:"jPRESUMES TESTING AT LATE STAGE OF. DEVELOPMENT' 0 BREACHES CONFIDENTIALITY* PROBLEMATIC DEFINING WHO HAS ACTUALLY SEEN TRE'AD' MORE COSTLY THAN'PRE TESTING 0 PIP 0 cr co CD co Z606HOOS > 0 0 PRE-1t6tv. 24 -HOUR -RECALL Q. 0 RFECOGNITION'AND SPONTANEOUS AWARENESS OF BRAND VARIETIES SHOWN 3 (D RECOGNITION SPONTANEOUS MENTION -h 0 PRETEST -24 Hq.:RECALL -PRETEST, 24 HR. RECALL (D VARIETY X so -'al 5ff cn 0 72 "615 34 25 :z I c 47 el 33 30 D' 71* 75' 4p~ 36 RBCOGNITION'OF SCENESI-AND. ELEMENTS 0 % RECOGNISING OCENES-AND ELEMFNTP* su A F a* H ju I PRETEST .:07 '56 41 92 els 99 9 99 0 24,'HR. RECALl:' 62 33 59 'is 71 es si 8-01. 0 cr SCENE G, A KIND OF PACK SHOT ALTHOUGH PLAUSIBL:E- CD WAS.'NOT.SHOWN'IN THE COMMERCIAL to (a co ~6069000~ > 0 i 0 0 PRE-:-PdST TESTING: THE PROBLEMS, 0 CID 0 THE PRE-TEST CONDITION MAY SENSITISE'THE CONSUMER TO ELEMENTS IN THE ADVERTISING AND SET UP EXPECTATIONS to cn ABOUT THE PURPOSE OF THE TEST'. (D (A FACTORS OTHER THAN ADVERTISING MAY CHANGE OVER THE-. PERIOD WTHE TEST,.ANW-LEAD- TO'OPUF.UOUS INTERPRETATIONS'; =r 0 OF ATTITUDE, ~INTENTIOWOR SALES EFFICTS CL 0 0 0 cr (D P606900og 0 INTENTION-TO-BUY SCOAES POR'SEEING -AW SAMPLES~ 0 cl. PLOTTED AGAINST SCORES FOR "NOt SEENG "AW SAMPLES' 0 WEW ESTABLISHED PRODUCTS SIGNIFICANT. AT 1/2o LEVW NOT SIGNIFICANT AT lho LEVEL -lh TOO SMALL TO TEST FOR SIGNIFICANCE' 0 CD CO) m 56- .14 40. TEST SCORE M (INDEXEDY 13 36- 0 ~6- CL !N".- ioW - P E R ST Q DY 0 rl 00 Cr 0 cr- 4~ ~ 'id CONTROI SdORE UNDEXEDY S6068000S 0 0 CL NUMBERS OF TEST RESIJLT*~AT VARYING LEVELS. OF'ISIGNIFICANCE' 0 "It . POSITIVE EFFECT' NEdATIVE EFFECT r 11106*0' 1/100 A/20' NOM-810NIFICANT 14,2d 1/100' ch NEW 1 4 PRODUCT& (D ESTABLISHED CD d 2d 0 PRODUCTS X 0 sm m sm CL 0 0 cr cc W co 96069000S 0 0 CL WHERE THE MATCHEV-SAMPLE. APPROACR -ONTRIOUTrz CAN C COMPARISONS OF ADS PACKS AND NAME 0 TESTS OF ANIMATICS, PHOTOMATICS, CINEMATICS'AND' co FINIS HED T.V. ADS. X COMPAMSONS OF-OLD v. NEW CAMPAIGNS, 0 COMPARISONS''OF TR19ATMENT VARIATIONS,` CL THEMES,LENOTH.8 0 0 rl~ 0 cr (D co 26068000~ (9) 0 0 cl 0 DIFFICULTIES OF DEMONSTRATING THE SALES EFFECT CD (1) ADVERTISING HAS A SMALL EFFECT - DIFFICULT TO DETECT IN THE SHORT TERM ci) IT IS NOT INDEPENDENT OF OTHER PACTORS IN THE MARK*ET'MIX X a) 0 'ADVERTISING' IN ITS VANIOUS LEVELS (CREATIVE, MEDIA ETC.) X IS DIFFICULT TO -MEASURE. =r 0 ADVERTISING PRODUCEt LONG AND'SHOKITIERM EFFECTS, THE FORMER DUE 'TO MANi YltAftlg'i~FiE-VF61-11f'114Vt-l*fhggNT 0 0 0 COMPETITIVE ACTIVITY WILL CROSS-IMPACT ADVERTISINOCEFOECT 0 cr (D B6069000S > 0 0 CL 0 REQUIREMENTS FOR MEASUREMENT OF CHANGES 3 IN RESPONSE TO ADVERT19ING PR94MCIV !CATION OF ADVERTISING OBJECTIVES AND TARGET r 0 AUDIENCES. SPECIFICATION OF MEASUREMENT INSTRUMENTS APPROPRIATE TO' THE ADVERTISING OBJECTIVEV BENCHMARKS (LEVEL OF RESPONSES BEFORE AbVERTISING'TAKE.9 0. ch PLACEY 3: CD SUFFICIENTLY SENSITIVE MEASURE (ACCURATE ENOUGH TO DETECT' THE* MAGNITUDE OF CHANGi'EXPECTEOY 0 A CONTROL (MEASUREMENT OF CHAWESAWA PARALLELSAMPLE NOT SUBJECTED-TO THE ADVERTISINGY 0) AAESEARCH PLAW-sPWPIkD'bltPOftE A6VEN'Tl'g'IWG TAKES PLACE. 0 0 'MONEY, COMMITMENT AND-TIME TO PRODUCE -RESULTS' BEFORE') #OIL cr DWSIONS REQUIRING* THEWME, MACfA CD C.0 co co 66069000S Lri CD CD CD Co NID CD CD BATCo document for Legal Services : Health Canada 22 October 1999 0 0 CL 0 (D r+ WHY IS A. CONTROL ESSENTIAL 7. 1 r 0 IT ALLOWS 146RE PRECISE. "MEASUREMMr- OPAUVEATISING" EFFECTS BY ESTABLISHING EXTENT OF* INFLUENCE OF: COMPETITIVE ACTIVITIES. ENVIRONMENTAL CHANGES OTHER MARKET MIXELEMENTS CL 0 0 Pik 0 cr co 10169000S 0 actuallevei foremted WM lai Changeci aevotsinq aever=ng 0 un CD CD CD (DO CD rv BATCo document for Legal Services: Health Canada 22 October 1999 WRIEW-K 'A FORMAST SNQUILD BE USEJI~.- . 0 - 0 LM CD CD CD Co %0 BATCo document for Legal Services -. Health Canada 22 October 1999 0 CRITIQUE. OF'SALES EFFECT MtASURES., PEOPLE TEND NOT-TO BOY"THIN08.7 THEY "DOIT T-LIKE' MEASURING SALES IN'AppARENT RELATION TO ADVERTIS ING' INDICATES* HOW MUCH PEOPLE LIKE THE PRODUCT- co) (D IT DOIES -NOT TELL YOUf 1. HOW'MUCH OF THEIR LIKING'OF THIF'PAODUCT IS' DUE'TO' ADVERTISING" X (1) 2. WHIETHEAIHOS15 PEOPLE- WHO'DID'I140T BUYIDID ~OTLIKE,! THE ADVERTISING AND. WHAT IT WAS A13OUT IT,THEY DID NOT LIKE' 0 3. 'WH15THI!R THERE ARE' AS1119 CTS -OF ING,THAT- CL COULO'ME7 IMPROVE0 0 0 1 SALP.S'M*gA$UR't$'D'ON'T*'ANSWER'.THE. WHYS*; 0 THEY ARE NOT'DIAGNOSTIC I cr (o to w M690005 I STOCHASTIC REACTION MONITORING THE DIFFERENCE IT MEASURES THE IMPACT OF THE TOTAL MARKETING EFFORT IN ONE VEHICLE. IT GUANTIFIES THE DISCREPANCY BETWEEN ATTITUDES AND BEHAVIOUR. 'STOCHASTIC SHARE' IS A UNIQUE PROPERTY OF THE SYSTEM. IT USES. AS THE MEASURE OF A13VERTISING EFFECTIVENESS. THE ABILITY OF THE EXECUTION TO CUT-THROUGH THE MEDIA CLUTTER. 'CUT-THROUGH' IS AGAIN A UNIGUE PROPERTY. IT RECOGNISES THAT PREFERRED SETS OF BRANDS IS MORE MEANINGFUL THAN 'REGULAR BRAND' IN THE BRAND DEVELOPMENT PROCESS. A MONITOR PROVIDES A UNIQUE WAY OF COMPARING OVERALL PREFERENCE FOR A BRAND WITH THE IMAGE OF THE 13PANO ON SPECIFIC ATTRIBUTES. VIA THE STOCHASTIC SHARE MEASURE. Ll Ln C) co N-0 Ln BATCo document for Legal Services : Health Canada 22 October 1999 THE ESSENTIAL QUESTIONS IS MY ADVERTISING (CURRENT) BEING SEEN. AND, MORE IMPORTANTLY. WHAT MESSAGE ITS MY TARGET MARKET TAKING FROM IT? IS ACTUAL OR PLANNEO BEHAVIOUR CHANGING? AM I MANAGING TO SHIFT OVERALL FEELINGS ABOUT MY BRANO IN A FAVOURABLE DIRECTION? WHICH BRAND IMAGE ATTRIBUTE--, SPECIFIC TO MY MARKETING AND COMMUNICATIONS OBJECTIVES, ARE CHANGING? - ------------- - --------------- - -------------- - ------------------ AND, HOW WELL IS MY MARKETING EFFORT SUCCEEDING COMPAREO WITH THAT OF MY COMPETITORS? (THE COMPARATIVE CONTEXTI Ln . CD C)o %0 C7% BATCo document for Legal Services : Health Canada 22 October 1999 STOCHASTIC MEASURES BUYING BEHAVIOUR SHORT TERM BRAND SHARE SHARE OF LAST PURCHASE. PENETRATION PERCENTAGE OF PEOPLE EVER HAVING BOUGHT A BRAND REPEAT BUYING LEVEL PERCENTAGE OF POTENTIAL REPEAT BUYERS WHO BOUGHT ON LAST OCCASION. BUYING INDEX RATE OF CONSUMPTION AMONG EVER BUYERS OF BRAND RELATIVE TO RATE OF CONSUMPTION AMONG ALL BUYERS OF THE CATEGORY. LONG TERM SHARE PENETRATION X REPEAT BUYING LEVEL X BUYING INDEX ALL DIVIDED BY 100 TO GIVE A PERCENTAGE. Ln (Z) C3 co %.0 C:) --4 BATCo document for Legal Services : Health Canada 22 October 1999 STOCHASTIC MEASURES BRAND DISPOSITION DISPOSITION TO BUY (BASIS FOR STOCHASTIC SHARE) OEGREE - VIA 6 POINT SCALE - TO WHICH CONSUMERS ARE DISPOSED TO BUYING A BRAND. CONVERSION THE PERCENTAGE OF TRIALISTS WHO BECOME BRAND PREFERRERS. BRAND LOYALTY THE PERCENTAGE OF BRAND PREFERRERS WHO BOUGHT THE BRAND ON THE LAST OCCASION. pf C:) C) C) co ~10 C:) 00 BATCo document for Legal Services: Health Canada 22 October 1999 STOCHASTIC MEASURES BRAND IMPRESSIONS i SRANO IMPRESSIONS THE IMAGE OF THE BRANO -MEASURED OVER 3. KEY ATTRIBUTES - ANALYSED BY THE DISPOSITION TO SUY SCALE. ATTRIBUTE IMPORTANCE THE EXTENT TO WHICH CONSUMERS HOLD THE IMAGE ATTRIBUTES TO BE CRITICAL IN THEIR OECISION MAKING PROCESS. NOT AN "IMPORTANCE' SCALE. Ln C) co BATCo document for Legal Services : Health Canada 22 October 1999 577 STOCHASTIC MEASURES ADVERTISING EXECUTIONAL CUT-THROUGH NON BRAND RELATED SPONTANEOUS EXECUTIONAL AECA1 I EXECUTIONAL RECOGNITION N13N BRAND RELATED EXECUTIONAL RECOGNITION i1w, EFFECTIVE CUT-THROUGH/RECOGNITION CORRECT BRAND RELATED RECALURECOGNITION EFFECTIVE COMMUNICATION STRATEGY AND.BRAND RELATED RECALL [RECOGNITION] Ln C=) CD co BATCo document for Legal Services : Health Canada 22 October 1999 0 1-11TIC CIGHTETTE 1987(189 0 CL f I I III III I "TrfriTMTrM7TTTI'Fllll'I'MIT[TiTumTrmTriTf-rrTmTnTTmn-i'f]TIIITMTffffrf'fl*nTFfTrMI 111111111111 ffT7TTMTTITMTrTii it I I I I II II III I If ISHII Affiflidinal Mopket Ijhore x Luckg stpike filfff- 4 weeklq moving ovepage Ltrk3 Sipike Plain CD ? grib" s 0 e 4 CA Ja TI, Z I I __- At* , 4 1 It A. -41~ n 14+ T f 5 J ~Ttl~ f 3 't :r ~ 11, _-r_- * A P 0 Aw ~11 !, 61 CL py V) uu~'q- "Q No 1w 0 r-1. all V3 ME, 4.7 61 All) 1'.1"R We 16,14 1811) 1318 Vlo "VIE CIV 1 1/4 I-T. M 2111 Will cr 115 CD Ing CIO End, to 11168000S e =2 31, L%7 A Z.- >e 4=p4- Ur) lei - C-7. cc, 9 cc 0 (L) I -L '1k, I :-,- < - -I__ (I _9 C5 cr) Ln IE: 6~ <= ILM~ (3.J 7ki 6f! -rz 9- to IT ri ~ ~ K co N) BATCo document for Legal Services : Health Canada 22 October 1999 SHARE OF VOICE VERSUS SHARE OF MIND THIS ANALYSIS SHOWS THE MEDIA EFFICIENCY OF AN EXECUTION VERSUS COMPETITIVE BRAND ADVERTISING. THE MORE EFFICIENT AN EXECUTION IS THE GREATER ITS SHARE OF MIND ;S qOMPARED TO ITS SHARE OF SPE ND (SHARE OF VOICE). SHARE OF MIND IS ESTABLSIHED BY TAKING EXECUTIONAL RECALL FOR ALL BRANDS AND THEN REPERCENTAGING TEEM TO SHOW EACH ONES RESPECTIVE SHARE OF MIND kOUT OF 100%). SHARE OF VOICE IS ACHIEVED BY TAKING ALL BRANDS ADVERTISING SPENDING AND THEN EXPRESSING WHAT PERCENTAGE EACH BRAND HAS OF THIS TOTAL SPEND. CD CD CO %~D BATCo document for Legal Services : Health Canada 22 October 1999 U3 TC M 0 11 CIGARFITF ',DV/%Qj C) Npe Of Voice vs Shape Of Mind Anall, JS i S x BernsOn 8, Hed~jes shroe OP WACe (It"e) (D Uvre Of Nice (Ffaaf-hip) r+ -1% 4s QQ P 11) e 40 (0 (A e n 0 2) +~ b"ll 1#1- x - r~ 4LL~7 0 tk-.,, Feb 11T AP 1113 tkrl Ait W3 Sept k-f We Per -4m feb tl.)P ki, R:vj oin N 6i3 'Cepi 'k-i on k-C Cr I lK 111.14 to rl. if h-s w to V1168000S ' CIGARETTE S " -1 CL MI ~w JOWSOM 0 IC 61"'i of Hirol (Time) Shope Of Mind Ormigs's. Share Of Uoice vs, V CD stoyt of Voice (Total) T ame Of twice (Italp) map I boro C Sbri OF W- ice (Spm(dip) CD I 22.5 Co e C A A A CD W CL IN) m 0 v 'If 0 or I Js - ftb KIP kP MJ JI, 4.11 k.1 S*t b MY N-C din FE6 Mr. . kr, RYJ Oil thl M3 Sept B'f tby Cor to-. Im SH62000S Im 0 0 0 0 CL 0 CD I (D IS IT ENOUGH TO VERIFY THAT AN AD ACCURATELY TARGETS U2 su (A THE DESIRED POSITIONING STATEMENT FOR THE BRAND ? cn A. CD ANY NUMBER OF EXECUTIONS MAY TARGET THE DESIRED BRAND POSITIONING. THE REAL RESEARCH ISSUE IS THAT OF 0 DISCRIMINATING THOSE WHICH WILL DO SO WITH GREATEST lu a EFFICIENCY (I.e. GENERATING MOST FAVOURABLE SOM/SOV sm RATIO) 0 cl fmqL 0 cr CD I -1 co 911680005 0 0 CL ISAT ENOUGH TO ASSERT THAt INTERNATIONAL 13RANDING REQUIRES INTERNATIONAL OR'ARCHETYPAL' THEMES ? (D cc su ca THIS ASSERTION SHOULD NOT BE INCOMPATIBLE WITH THE ACCEPTANCE THAT ARCHETYPES MAY NEED DIFFERENT EXECUTIONAL DRESSING TO BE ACCURATELY COMMUNICATED IN DIFFERENT CULTURES OR THAT THE SAME ARCHETYPAL THEME MAY NOT FIND ITSELF ATTRACTING A QUITE 0 DIFFERENT CONSUMER MOTIVATION SEGMENT IN DIFFERENT fu MARKETS CL su 0 IN FUTURE 0 CAN WE USE RESEARCH TO AID THE ASSIMILATION OF cr INTERNATIONAL BRANDING INTO LOCAL CULTURES WHILE RETAINING THE PURITY OF THE INTERNATIONAL POSITIONING co co Z1169000S STRATEGY ? Do 1 0 > I 0 0 Q 0 (D r+ PROACT WltPA co TO DEVELOP A PAN-EUROPEAN CONSUMER BRAND IMAGE RESPONSE SET COMPRISING: co CORE PAN-EUROPEAN VOCABULARY CD SUPPLEMENTARY COUNTRY SPECIFIC RESIDUALS 0 TO MAP OWN v. COMPETITION IMAGE POSITIONING (VA/USB) OF INTERNATIONAL BRANDS AND COMPARE CROSS CULTURE 0 IMAGE POSITIONING x SEGMENTATION 0 P.lk cr co 91168000S > 1 0 0 CL r+ METHOD 8! CD cc 0 CA .3 COUNTRIES*: BELGIUM, HOLLAND, WEST GERMANY' 50 SMOKERS PER BRAND CAMEL FILTER' MARLBORO P.STUYVESANT 0 B&W SPECIAL FILTER LUCKY STRIKE A) cl. DUNHILL INTERNATIONAL 0 TOTAL 300 FREE CHOICE PROFILING INTERVIEWS PER COUNTRY 0 cr 41) 61169000S 0 0 CL MISSION STATEMENT CD TO ENSURE THAT B.A.T. ACHIEVES AND MAINTAINS INDUSTRY LEADERSHIP STATUS IN MARKETING TECHNICAL CAPABILITY. fu P-01 Cr to to OZ169000S 0 0 CL ADVANCED TRACKING SYSTEM F+ % TURKISH DELIGHT 10 AWARENESS INDEX BEST 5- ESTIMATE 01 3: Q JAN 78 AUG 81 -NEW CAMPAIGN X =r 0 lo* 0 RESIDUAL 0 \AVIERAGE 0 SHARE cr A A (D 0 - v v__ M& I (D ___ V_~y 1% to V"- w IZ169000S -10, SEPT 77 AVERAGE AUG al NEW CAMPAIGN > 1 0 0 CL 0 (D 0 ADVERTISING .... IS THE MIDWIFE, MOTHER, LOVER AND SOMETIMES THE UNDERTAKER OF BRAND IMAGE (D RESEARCH .... SHOULD COLLABORATE WITH THE 13RAND OWNER AND THE AD AGENCY TO PREVENT UNNECESSARY X TRIPS TO THE CEMETERY =r 0 CL BRAND IMAGE IS A GHOST MATERIALISED OUT OF A WILL TO 0 COMMUNICATE A PRODUCT TO POTENTIAL BUYERS 0 0 BY ATTACHING A DISTINCTIVE PERSONALITY TO IT Cr m ZZMOOOS 1" 0 > 1 0 0 CL ADVANCED TRACKING SYSTEPA Ep CADBURY'S DAIRY MILK (1) % (D 10- Z AWARENESS ca INDEX 5- 0 X CAMPAIGN A CAMP B CAMP C 0 % CL to 2- 0 RESIDUAL 0 0~ cr SHARE AVERAGE AVERAGE to AV. co to -21 M69000S CAMPAIGN A CAMP B CAMP C 0 0 CL 0 TYP16AL EXAMPLES (D BUY (C)SCORE DISTRIBUTION PATTERNS A PERSUASIVE AD TUNED OUT EXECUTION ca PERSUASION 4 0 0/6' PERSUASION - 60! 30% INVOLVEMENT 20% INVOLVEMENT RECALL/NO EFFECT 40% RECALL/NO EFFECT X =r 0 0 3 11) 4 2 4 2 EXECUTIONALLY ENTERTAINING AN UNINVOLVING BUT NOT PERSUASIVE IRRELEVANT AD' 0 a 20%_ PERSUASION PERSUASION 0 Cr m 60% INVOLVEMENT 30% INVOLYEMENT to RECALLMO EFFECT 606/o RECALL/NO EFFECT V Z 16 ~ 0 0 0 S 0 0 CL 0 0 555 100's BUY (C) TEST INTERVIEW FLOW m EFFECT PROCEDURE AWARENESS 555 IOUs IN PRINT AD cn CLUTTER PORTFOLIO INTRUSIVE INTEREST- AD(S) FOUND INTERESTING COMMUNICATIONS IMMEDIATE PLAYBACK (D AD SHOWN SOLUS ADDITIONAL COMMUNICATIONS 0 PLAYBACK INVOLVEMENT AND PERSUASION BUY(C) TEST DIAGNOSTICS EXECUTIONAL AND STRATEGIC LIKES/DISLIKES 0 0 DIAGNOSTICS BRAND VALUES 0 cr (D AD VITALITY clo w w SF168000S 0 0 CL ADVERTISING RETENTIOW ca FMCG:'MONTH'ON MONTH - 80-90%1 9.9, APRIL AWARENESS m 60% MAY m 48-% TO 54% (D X (D IN INFORMATION RESOURCES CAISLE/SCANNINQ =r 0 0) PERIOD' INCREASE ju I -- . (DOUBLE'WEIGHTY 0 lot YEAH POST TEST (NORMAL - WEI'GHTY 0 2nd. YEAR POST TEST (NORMAL WEIGHTV. .0 cr M to 92169000S e Ln CD CD CD Co %.0 rN.) BATCo document for Legal Services : Health Canada 22 October 1999 U3 CL cc CD co) CD 0 FECONOMETRIC ANALYSIti'SNOWS'PCIBlr*"CXMPAIQt#, '~.EXPONENTIALMECLINEAN -SALES.I~ITH HALVUFE Or WITH A. BASE GAIN;, 0 0 cr CD (9) co RZ169000S