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189vw r@@ l-iarvardBusinessScfrool 9-59&046 Rev. Aueus 29, 194 CunardLine,Ltd.: Managinglntegrated Marketing Communications One oJ our m-ajor challenges in the canmt econaric muironment is to balance the strategic need and resourcesfor imagebuilding for the ships (and for Curcrd) ruith tfu tacticql need snd resources to corltinue to obtain passengersfor indioidual ships and ctuises nmD. ln mid-1992, Eleanor Leslie, vice president for corporate and marketing cosurrunications of Cunard Line, Ltd., pointed proudly to Cunard's marketing and financial success over the firm's entire l5Gyear history, induding recent years. Despite this, she articulated some concerns as the companv headed into the mid-1990s. Lesbe thought that some portion of the firrr's continuing srrccess could be attributed to tlre high recogrrition arrd inage of elegance which the Cunard nane errjoyed. Yet in the past few years, due to cornpetitive pressures, economic conditions, and also the structlrre of Cr:nard's an inoeasing portion of ftrrds had beerL allocated to the marketing budgets of organization, individual ships (rather tlur in behalf of the Cunard group overall). Further, an inoeasing proportion of these ftmds was being devoted to tactical marketing. Thus there had beqL less and less "Ieft over" for the reinforcement ot support of the Cunard brand narcne- She atso thought that prospective internal organizational change rr.igt t add to *.ese problems. The Company and lts Ships Cururd Line, Ltd., was a wholly owned subsidiary of Trafalgar House, a large London-based conglomerate. It had been irr the cruise and stearnship business since its founding in 18410. It $'as widely considered to be the last of the great steamship Lines, and had successfully adapted to the contemporarl,- marketplacePrior to the advent o{ jet travel, the firm had been an important worldr,r'ide prowider of travel services, particularly between Europe and North America. The gror,rth of convenierrt airplane semce on international routes had changed the basic cllaracter of its business. Curard now was in the luxurrr vacation business. While destinations were still part of the sen'ice provided, particr:larly in Canibbean cruising, it was the on-board service and recreation tlut constituted most of the appeal to Cunard's dierrtele. Customers were treated to a wide variety of activities, €ntertainnent, and sumptuous food while they were at sea. The appeal to the user was to eryelience h:xury and fun while cuising a-urong interesting vacation-odented ports. Nofthetstefi Unioersity ProlessorRoM F. yotng and.Harcdrd.BusinessSchoolProlesor StephefiA. Greyserprepared this case thz basis classdiscltssion as rathzr thtn to illustrsjf either fiectioe or infieaioe handling q an odfiinbtro.tipe for situoti(rn. Copl'right @ 1994 by the hesidqrt and Fellows of Harvard College. To order copies or request perrdssion to reptoduce materials, ca]l 1-80G545-7585, write Harvard Business School Publishing, Bostory MA 02163, or go to http://nna'w.hbspnarvard.edu. No part of this publication may be reproduced, sto.ed in a retrieval s,vstem, used in a spreadsheet, or trarumitted in any form oi by any rneans---elechonic, mechanical, photocop)'ing, recording, or other$.ise-without the perrrrission of Harvard Business School. 190 594-046 Cunard Une, Ltd.: ManaEing Integrated lrarketing Cornmunications Cunard offered auisrlg on seven ships. Five of them wgle the h.rxury (s-star) caregory, and fwo were in tlre proriun (4-star)categor):. -in r".i n"J ri'"*" distinctive image a'd positiorurg: a) The eE 2 was considered by many to be the firest cruise ship in the world. It offered ultra-ruxuSr "."o--odutio* *a "rg,ririt" service. It was marketed as the r:.ltimate in oui:ing (SeeExhibir r.l n laaiio" to traveling between New Europe, it was used in the CariUUeanana made one round_the_world I:rk Td trip each year. The eE 2 had a capacity of 1,g50passengers. b) The "ultradel*"Visrafjord were fivestar cruisers. They were ?_1gTl:1=d positioned as ultra-luxury ouisers and offered seryrces at approxirnately the sane tevel as rhe eE 2. (See Exhibit 2.) In 7992 the Sagafoj wa" "Ji,rf-J primarily out of A:nerican gorb for cuising in tir" C_iiU*r,, Af*;,-;; th" South pacific. The Sagaford afso scfreaUeaine lnnu.l rouad_the.world cmise. The Vista-fiord *as. based in Europe ".d *.;-;"d prlr._ify n A"a *IJ 1il" capaci\r of these ships was approximately 550 arrd ZSbp*r*rg*", ,*p*;di..c) The Cunard Countess and the Cunard princess were less formal artd less er?ensively priced cruise ships. They were coruidered +r,_ tp"."rl"nl].lrjr" -J"'k*i^g ships. Both were positioned * .u".,ri, ".J ,fr" for them tended to be more oriented to their destinations_ For 1992 the Cun;d a.;,;r;;;;d.; used prirrurily to auise a:rrong welr-Inown Canroean ports. The Cunard O.lg used.in Euroie "r,a *,e Vualt*..r,"anEach of these ships IT:"::_*T nad a capacity of approxirnately g00passangers. d) The Sea Goddess S_ea -intimate| 3d _Cgadess II were yachrLike ships for uitimate deluxe auising. Each h.d " .";";t; or,ty SS .o,riies_--A" ";;;, -;;; was made to qeate the atmosphere of u._"j*,y p*iorr,. yuiht. F"; wasrequired a. ."TTS^T:$: the passengers. There was littie on-ooaro fhfslhere.arnglgentertainn€nt. in conrast to the eE 2. The Sea Goddess I sailed six months in the Caribbean and six montlu in Europe. The SeaGodd"r, U _." *J ,o montlu in the Orient and South Seas, and six montls ln tf," fr4"ait o"r,lii. These ships, cuises were priced at approximately p00 p* person per a"n ff* *., lri afr" ""rr" oJ." ra.ge as the most expensive catins on the'gE z, irrd about ;." rh;;;;;f ,h" Saga,fi and Vistaf ord. ord cunard's ships sa'ed out of ports throughout the world. About 40% of the passengers sa'ed from Europe, 55% from North Amfuca, ".d u"%-;;;'"d;;*p_ru""" u'orrrrd t,.e globe. However, approximatery 50% of the comDan/s b,rsit e"" was *trr;;;;*rg"* domici.led in the united states. When cruising from a non-U.S. ,f," United States to the port of ernbarkation some g5% of Cunard's customers *i."iryti"*-"n_ -p-oi ryr**: booiea their crurses ttuough traver agqrts. d:trempts*:1{ _"0: t"d"rd"p;;;..,; The Industryand Cunard'sSegrnents Overa_llthe cruise indu: 1,1",y,..s.-;a;;;;ff3.;H:*,x1;!tJ:ffi l?J,i"*rH::#il#fi #: ffJJffi estimated tlnt their company had about a 50% share of o,"rk.i. Ir4.*i"ru:*.iH,?;fi x1g.:"Jl'#.:e#:ffi "rd;"#",".1i;"#;,:ftr;""J";?"tT were T,i*.:.i,:*.?;y,3 a"-" 5to40 cabinsper vessel) frequently H:ffi;l*;:LT1,iii*X:,lttl:y:-:t""'L'"1"r,ri, ofS-star,,luxury r"a"'.luu* ".J ;;.". Cunard Line, Ltd,: Managing Integ6ted Srar*eting communicationa 594446 different previously traveled on an existing Fstar ship, but who were lookhg for a somewtnt experierrce or for a particular destination not being sered by a Sstar that season. A major difference between s-star and tt-star ships was in the dinjng arrangements. On a true tstar, one's table was "sitting" for part of the mealtisre. reserved for the entire mealtime, rather than only for a particular Luxury (Fstar) ships also provided more personaJized services tlran did premium (4-€tar) ships. Luxury cruises were expensive, For exarrrple, in high seasory prices for cabils on the QE 2 ranged from $3,000 to $15,000 per person for a 13day crrrise. In the low season, the range was $2,t100 to $12"000 per person for a cruise of the sane length On the 4-star Cunard Courrtess ald Cr:nard Princess, comparable high season prices ranged from $ 1,700 to $ 6500. For sorne 20 years prior to 1991, the luxury segrnent of the quise business had groq'n at an average corrpounded rate of 10% per year- This portion of the industry was generally considered to "supply be driveru" As more luxu4r ships cane into sen"ice, there was a strearrr of additiona.l crxtomers available to purdrase cabins. Lr 1990, as in the previous year, the Cuard cuise ships consistortly achieved approximately 9O% occupanry. Also, of all passengers, some 55% paid the full list price. Cunard's performa-nce on these two measures was considered high for the crui.se industry and was indicative of the success the firm had been adf eving. capadty was exceeding By late 1991, however, it was becoming appar€:rrt that indusq' demand. This lrad been aggravated by the Iraq War, which affecied all courpanies with long Mediterranean and European travel. As a corlsequence, djscounting and price promotior! prevalent in other sectors of the industry, were being employed in the luxury and prerriurrr sectors to try to fi.ll empty cabins. Cunard Marketing and Marketing Comrnunications According to courpany executives, at the core of Curnrd's success was a corporate cu-lfure were Arat defined the manner in which both ship operations and marketing conururrications executed. There was a slured belief throughout the firsr tlut excellence and elegance should dominate all of its undertakings. As one executive explained, "Everything we do is very British and very, very prcper." ln the operatioru errd of the business this tarslated to excellence in service and the avoidarce of anlthing in bad taste. For marketilg com.murricatiors it meant employirg approadres intended to sell the auise benefits and expedences veJy tastefully, and carefllly avoiding anything ttrat might be viewed as "glitzy" or hard sell. The rnarketing communications deparfnent seated all external marketing communications for Clrnard ships. Its mission was to develop and maintain the Culard inage (see Exhibit 3 for a Cururd corporate identity advertisement) and also to support each of the ships' planning rnaragers in their marketing activities. kr tlnt latter role, the objectives were to qeate dernald and to fill each cuise to 100% occupanry or as dose to it as possible. About half of Crmard's overall marketing commr:nications budget of approxirnately $20 the million was considered "strategic" (i.e., oriented toward building the brand or developing distinctive irrrage of each ship). The remainder was considered "tactical" (i.e-, directed to stimulating bookings on a particular cruise). However, there was considerable discussion within the executive ranks that a higher percentage should be spent on short-terqr sa.les stimulation or sales prornotion. Tluoughout the industry, even for the luxury ships and especially for the premirlm ones, there was a defirrite bend toward more promotional marketine actiyities. 192 594{r/86 Cunard Line, Ltd.: Managing Integrated ffiarteling Corhmunications comarunications were budgeted by ship. Aooss all Cururd ships, ,-_^-, ,.t*U*g - - -'-r - the ifyi6* Drea*'down among rhe major con'rm'nicationserementsias apJrroximately forJows: as Dhect Mail 25"/. Mass Media Advertising in magazines and newspapers _ 35% @f flus Z0% was baditionally coru;idered strategic arrd 30% tactical, but in 1991-1992 the mix was doser to half and hal$ Brodlrres and Travel Agent Co_operative Spcrding Activities _ 5% _ 35% Public Relations and promotional Target Markets The target markets for the several ships differed somewhat. For_theluxury (five-.star) ships it was people over 55 years of agc and gr the iop 3%-5% incom._ For the fo'r-stir'"rup"1d" .-g.. heary'nag;" population 45vears andug a1a was old rlpperzorilz 1 were also very well educated, married, ana $re "r n--". i-*g*---kTii;"ra""b .".a*". Media and MessaEe The goal of the magazine advertising for the crui:;e ships was to ceate the ,,look, touch, and feel" of ouising on the paiticurar "r,ip". rf,i" *u. a-"r* Gi"gl.' four-color advei-tisements which illustrated the ship, its food, its activities, and/or sahsfied customers. The photography was ,,rich,, and the.copy laced with superlatives. Lesrie consido.J,r.rir 1o"..*rrrg to be sEategic and oriqrted f ffitgTf,xnl buildins lons-rerm of theships tr,J"c,,,,ili*,?i]., the is'se and #."* Direct marketins was used primarily as the reservation deadline for a cuise approached. These mailings *oe ititord"d to act as a "croser" a'.d thus were tactical in their ori€ntation. However, they also w€re int€nded to marntain trre ' rea;oi ,i"Lgu"i"" ads. For exanple, mailings for the QE 2 carried a four-color picture simi'ar to tlut ,sedin the magazine ads. (An exa-urple of a cover letter ald a brochure cover in a mailhg for the [E Z "p-p"*. u" frfriUi a.y The brochures were used for two purposes: (1) to educate the potential customer regarding the specifics of the various ships, and (2) r;q;te fte ;;ir"Jiage for eadr ship. Newspaper advertising was used principaly as tacticar marketing. whie the same look of elegarrce and "prope-" rn.rr"qi",** reta-rled, trr" "fo..tirro -oe to create immed.iate or near-term inquiry and sales for specifiJ ships and.;;r. u, r,.oa 8 are rwtrative Cunard i}*;tt"'i', newspaper advertisements for the QE 2.) Direct Marketing database . isrporra'rt r..t".""ii'cro-at *"'.uritg planning "'.o or"o"rf"q"",Tftt""ffJy-ffi:r":t:tr: vital part of our process of targeting prospects lnaeasingly, dlrect marketing ard associated fJ o,r, t r-i!..,,, ,t"t d R;^;;-d;;;;s;;; C",ro"ra,. '.# markering commurications budgets agreedupon for indiridual ships. "a""""rng :d:ertising This was especially true b the early 1990s b*.:["tve litritrits corporate advertisements.g.:.. Secondly. For some of our ships. brocfiures..-Ittwas consiaerea desirable to have a common "farnily'' visual i.. mail for cruises was no *'{.rr-"rl1r""r"p .proved budgJt was thsr senr . there was tlre need to acldeve a consistent .Ju" t "va magazine subscribers.look .!I noted that receptiveness by Cu..".rhis enables.ru -rhl.IH"TtL. ln addition to each ship's bu{S9t. we krow their d.h..nard to narrow its t2rgeting eno....*r"rgi. and so fortlr..-tho" Jent forward to top malagement for 'ihe fiu'ther re'iew and revision ap.. There was substaatiar p. its database. ""*"p"p"i -Jorra*ide and the direct ma effons. deliberations La *"s .ril".(nevl -occupant")..tpo*ibru i.bottom-up..t"....000 a.*.-"gr"p*."r. r -a s ut" i...'H.ell as 'ore aggresstvepromotional efforLsby the competition. I4/trjle a.At the core of the database are past Crmard customers. the income target is peooie wilh over $250.iens* ait" t"i_]".. oiho "*."..most equal to the media advertising budget. to all of cunard.s prospects to direct -p"..a to be more effective for the fir." *go"..itirrgs h. particr-rlarly with th..t or arr -urnbrella..000)was spent each year on the Cuna:-d corporate name. A.' . Cunard also invested in -maintaining the freslness of.ch as those requesrrg :1^\*_ryy*"q"phics. "Tu.'"rketing budga was al.*dd. ?qi. Each ship.r. people recommorded bl.'d postage retum for -. First_class outgoing Postageto specific names and addresses. ". .h i*u" pi"y"a " k"y ". they thought there should be a comr:non ..i.l"xuryihipJ.J.'.t"q: u.a Tdyo*.rrpact.. From on-board {-uestionnaires..t.*'.d rheurasazine.."":...i... look tacrical marketing commurrications.. a small arnount (approximately $500. ".ard.LT.we ly nairta"J*." as did the company's use of a nati""rr . l**q9o of letterand brocrrure 1:s.licationg serriorvice presiderri for worrdwide Marketing and sares.co'e.i"t ""oT*li}.eryrke-ting star ships than for four-sta' ones.. brand na.g.i'th.-"ir'iij Budgeting The marketing budgeting r1a: . the-fust place.have "ror""gutl-roJ.) !ntegnated Marketing CoimrnLrnications ssrior er<ecutives at cura-rd it important that the firm achieve integrated l0yidered marketing communications along several dimerrsions.-" we a-*:."" . .T::::"^1gj-_b"Y"*.T. a..t "q\dry by z't c'ode arJsi and'with p-p.r"y .19 Cunard Line.rped keep the list "dearL.eCLIIIARD-'..l] maaaqer" "**d d. He contrnued: . r..urio-er" as prospects.io."k "..xy tasteturi design.J...: Managing Integrated Marketing Commu!.s marketing planmng .gardlessof which ship 'as bd.. AJter review bv all the tir.iu-"t... cruise .s promotional efforts' rn effect this wis the establislunerrt arra srrppo. ..il. as shown in Exhibit 4' t:He said the Td piogr"oo r*?r. Ltd.h."J::':iffi and promotior."""":. recession as *.. orrr primar'y upscale audierrces.k *".r"gu."Ur* can profile our past customers.Ii'. .rr" For the ait".g dir.'d peopre who live in porr ci ties are better-tlEn-" rrutug" piorp"aS.d..... Re..prgcTs _ -a:ra malrager assembled a budget which included both sales rivenue targets aetailea'niarketing experrditures... cr.-direct.r.i:i:"*i:$ ..In and feel.t --rthinty [. C...n*" demographics and psvchoeraphic profires can be matche-. both generally ".o the ma:'keting plannine m-u''"ge' flr *-."r*" o. way toward establishing corrrmon graphics and "ipy upp.L -*as logotJpes for print advertisernents. cunara name should be as *ell ls the various uses of the logo for both Cunard and the individual ships. ..s gro.catio-nspd graphics approaches." "a""rti"-!.on. T**:. t1 t_rad_ gone a long. Teatures of specfic ships.: Managing lntegrated Marketing Communications manaqers to fiIl the ships.or.. . Thus the corporate message.'p $e 'aisplayea had published a nanua..) Leslie had also secured the support of Cr:nard's ctrairrran in her effort to promote consistent cornluS. top -managem€nt supported Leslie. on February 26"a mailgram .. u"ggugu t"g.formaf. l:l -:'r"*. had adopted a . To try to achieve integration Leslie lrad instituted severa-Imeclranisrs and devices.ou. concern rerrained about tactical promotion.roo"rl siru "S"u for its magazine advertisements.g"iir. (Exhibit 10 is the letter introducing usels to the nranual. The manuar produced ii l"nJa" *itr.6g arat statemsrt "Tio than its continuing irrplemertation Indeed. This area was used-for destinauon ir.the ships and regardress of the particurar "opy ouf"cti. Leslie. to diect mail in order to "dose the sale.594-{X6 Cunard l-ine. as was the matter of how to iqrplement tire L. This was largely due to the coordinating efforts oi Lesrie's office as well as tIrc ongoing support she had received from serdor executives. were employed. Fertitta.. The quote at the beginning of the casereflects these issues.were maintained. and each ship tnd a consistent individua-lly tailored p_aragrapi. these mairings were designed to qeate urgency among potentia."t uff were featured over a period of months. To accomplish this. with the assistance of Cunard's advertising agency (Margeotes. and ..T9Cuna:'d's 15oth anniversary (1990) and the celebration attendant to that event. For all of.nard i_utage.h. and reslie t=9 developed a very disrin{ve approach to the LyJut oi o.lJt. One of first steps had been to ceate. Current Goncerns mjd-1992 it apPeared ttnt most of the communications vehicies had beerr integrated into a -In reasonably consistent look and that the image Cunard projected was generally coruist#t aooss the media specburrr. Her office not only ceated all marketing commrnicatioru material but also had gained respect throughout the organization for its iudgment irithese matters. indudjlg stationery.a co-mo. the"sa6e look and graphics." As noted above. Other efforts were made to use integrated corlmunications to achieve tactical goals.. tlrc issue of balance betwJn strategic and It tactical rressages was a continuing challenge.l customers while maintaining the Cr. However. consequantly there was a temptation to tesort to more priceoriented aPPe'ls. segarately. The media schedule rotated differort ships..s contention that integrated markebng communications wet'e importart to_Cunard's continuing success. "o' tf.l which detailed hol'ft. or special pricing programs. To meet these challenges Cunard devoted some 25% of its marketing comnunications budget .on graphics approach.pa[e pllrs a . There was continual pressure to use more promotionar efforts to gensate short-term sales. Arong with this was the temptation to move away from the "high-brow" image ceated ir the nagazin"e advqtisemerrts in order to make the ads more action-oriented. Irrdudud il the manual were exarnples of a 'ride variety of comn:runications materials. ulur.. In-a single column on the facing p"g" tho" w-aslatitude for different specific messages... elegant four-color photographs. Oveyll. This graphics manud. t" -Cunard frys) firm's most visible unss comrrll-rications vehicre.tical messages. Despite these adrievements. l-td. As an exanLple' in the spring of 1992 a "one day sale" was undertakerr. (See Exhibit 11 for an exarrple on betralf ti Coaaor L) In the full-page portion of the advertisement the firm contirLued to use its glossy.iogo. considered a great success.Y. p. and AJbann Buffalo. this segment of the industry was prone to more price discounting thart was the upper part of the market. Meanwhile. An example of this was the May 27. The four groups would be: .3.) As a result of the coordinated effort.itost T<rum & Country magazine. While this particular ad was considered to be tastefutly executed l. pricing. Elegant. .This conslrnication alerted the Favel agents to watch for an irnportant announcement in the upcoming Sunday newspapq. marketing efforts. Chicago. The ships were to be grouped according to q.a.195 Cunard Line. She was also aware that Cunard was not entirelf irnmune from the competitive Pressures offered by mass rnarket suise lines. the oneday sale was Revenue attributed to tJre effort r. times greater tllan the cost. a:rd Cunard's carefully nurtured The continuing challenge facing I-eslie and her colleagues avas how to create the urgerrcy and advertising without detracting from the carefully crafted image Persuasiv€ness of price-promotional in the magazine ads. OrL March 1 (Sunday) ne$'spaper ads were run which annoulced special price breals if the reader acted "now" (by Wedresday). N. 1gg2.1992 ad for what was in effect a half-price sale (see Exhibit 14). Artides appeared in the same Sunday editiors.eslie wondered whether even harder-sell tecllniques could and stnuld be employed. it was estirnated that Carnival Cruise Line would spend $40 million to promote its "Fun Ships" in 192. 2n. As illustrated by Exhibit 1. .."as estiqrated at approximately terl Although enthusiastic over these resr ts. but in an r:nderstated maruler.the QE 2 Lrltra deluxe cmising $star * Sagafjord and Vistaflord l Adoertbing Age. For instalce the urarketing plarming manager for the QE 2 was resporsible for that ship's revenue. Currard executives thought tllat the Porhayed company had more to lose by aggressive price prorrotion than did other suise lines. Cunard had also worked with the newspaper travel editors n each of the five cities to publicize the event. the Currard sales force was "blitzing" the travel ag€nts in the selected cities.000. and gross margin.000 cars for 95. as shown in Exhibit 12. and Rodrester. Lbd. Feb^tary 3. Fstar crrising . Thjs individual (one per ship) lnd resporsibiJities sinilar to those of a Product rnanager. Because of its distinctive image. Leslie thought ttrat price did have to be msrtioned. they could be replicated. executives wondered whether a-lso whether continued use of this promotional device would dilute irnage. 16. publicity could sen'e to reinforce the Cunard image with the target audience."2 BmpendingOrganizational Change Leslie also wondered about the prospective impact on marketing communicatioru of an upconring reorganization within the colrrpany.1 Abo. As one executive of a courpeting line was quoted as saying: "I arr selling 910.:iilanaging lnteg!-ated lfaAeting Cominunications s94-046 promoting "cruising to the sr:n" was s€nt to all the key travel agents in five "cold cities": Mirmeapolis. (Publicity also played an image support role for Cunard. In tecent years each ship iud beerr marketed by a marketing plaruring executive.?e of cruise or kind of service offered. Under considqation was a diffoert organizational alignment. That sane Monday the sprial oneday sales also received mentions on television shows in the five cities. For instance. rrl/hile overa-ll responsibility was vested in that persory the actual developmant ald execution of advertising progra-rrts as well as other urarketing communications activities such as public relatioru and broclure development was done by the marketing communicatiors staff reporting to Leslie. 9 qE z.1.rup i* gtl"p] distinctivery.. ffiri:. "irr. Marketing communications activities wou.le their (4star) Bermuda and Caribbeanquises.ag". l_td.*Ofr.r..ey.. As she pondered these issues.e effectivsress.."ct oeate one such ad (irr the series) for eachship' Each ship would #.pays.targ* able to iarket with "-JpIrr.belrali "f . .fiLl" s group tor all r'e* groups. integration.og.ilri. one of Leslie.a a" -"aa--*]"ra u ".fi.a .$1.*"-pr"."p"-..."-. ffiO f...k. .r th" ....s ior.6ar&eting Communicalions " Less fomral.-u. miEht Eadr of these catesories_ l""d.cha'enges facing those ships ress welt .:q.":d'ff.*i . For.i....th"a ."r* ..a "r*"".crown than the QE 2.*r... urnbrella..ort_terrr.fi uiul o.::fftT.*l.8 "?..si *"Jilut"r.i" rl'.'" yacht-uke (iuxury cuising. l.*H*: ffi :S?*f witlr profit responsibility centeredon trresenew groups.*'.oo..000off. . d$courted tie-in stays at London... on all of .the pressure to adfeve irnmediate sales _*i: results meant that Thus...1il"'Rf#on would be oriented to a particulat target rnarket and frave a distinctive appeal' wrthin e'acrrot th. promoting the Cunard *"..ro concept and messaqe..* # air{. i"t"ir r"i....fftt"'*T.*-..she there wourd be less she arso was concerned tlut the r""s*d..a. I_esliethought it was Eportant to "a-rti"'. a logical arrumenr ""r.r. *rr. .".esponsibre for both srate'c and tacticar marketing plarming on..'. ph'"_pl. somewhal less erpensive cuising the Cunard Courtess and the C'unard prirr.-.iffi.eslie noticed an ad that had been praced in her in-box. its portion of the coriorate budget on the basis of voluure. il::fflffiiffi.rior marketing several ships rogether.i"*-""qil:::!_i-il'#ffi HruTY..: Managing Integrated .!star) - (destination oriented.*tirr.-{.on the fachg page. sa.-.t#:* should be utilized.rate a Ia.promotiona.}:ffi"oo""'-ro.".H.*r"l i"... This partic'lar pressure was even more prevarent f..:l* "-"1q ["a. H".r.was a parric. "Jueir. were deveropedto provide incenhves ror passengersin the 1gg2 poor econorric crmate.s concorie retum nght" t" th" u..". arlv difficurt task n becauseeach of the ships had dGtinctly a'r*"'. rhus...on or.i.06 Cunard Line.rr^r'.. defe. ...irh cnrx. r." pro'ide ul_page o.. .nt*g:"'"':* new organization might aeate pressures to weal<enthat iit gr"tiorr. Leslie's Dilemmas was to maintain-t.."-fl "i." a ..the overar cunard bra.luagedng for the colporate Cunard .'rT:1_:T.iliu*T...-.".i "pp"J within upper-incomecategones. central control over tre specifics of marketing h.I YO 594{. l-il<ewj-le.'d.ld be and.L-"..hdJ...ldcontinue to be -services provid"d .Ji donrinate the media schedule. she thought that perhaps "comm.."ror"r[ "tg" "ot..l vehicles used for more price'oriented pro-'ouol shou.Ihis would arso assist traver aeents to lnciw each .. T'e logic belLind this proposed organization was tl|at each brrsiness group would be tocus rts resouices on a particular. Even for r-he --". p.sibre.g off"r"d in conj'nction r.'g*irr" ads in order to create and sustain the!9+.. the group. and coordination of c'nard's ^*irfi. effort.es Another ongoing issue *rg. 4star) _ ' sea Goddess I and sea Goddess ..-!-1. It was run that day by Holland A-urericaLine".. a maior challenge facing I_eslie *?:"d$f'"99 the sh. l-td. Ltd.: HanaginE Integ!-atedmarketing Comnrunications 594446' Cunard Llne.n'rple of Direct Mail Promotion. Advertisemsrt.197 Cunard Une. Magazine Advertisement. January 1991 Newspaper Newspaper Newspaper Advertisemert. plus a column" for Sea Goddess I "One-Day Sale" Promotion Magazine Publicity "Over and Ba&" Exhibit 14 Newspaper Advertisement. Magazine Advertisement. Advertiseursrt. Exhibit 12 Newspaper Exhibit 13 Illusbative Advertisemerrt. usels "Standby" Cr:nard Corporate Identity to the Cunard "page corporate comrrrunications Exhibit 10 Letter inboducing manual Exhibit 11 Magazine Advertisemst. !-ist of Exhibits Exhibit 1 Exhibit 2 Exhibit 3 Magazine Advertisement. QE2 QE2 QE2 QE2 "Europeal "Holiday "UJe Holidays" Sail" Exhibit 6 Exhibit 7 is Short" Exhibit 8 Exhibit 9 Newspaper Advertisemant. Magazine Advertisement. Queen Elizabeth 2 Vista{ord Cunard Corporate Identity Exhibit 4 Exhibit 5 Exa. QE2 . €h e h e s t . * . e ' r et F r eo l d e s t . on Or join rhe QE2 as she bringsher specialmajesr\ ro a Caribbean. Cunard's 150l_ear rradirionofluxurr-ar scaconrinues$irh rhe incomparablcQE2.95videorape or porLraving aboardclneof Iife o u r F i r e P l u sS t a rI u x u r r l i n e r s a l l 1 .: Managing Integrated Marketing Communications Exhibit n Magazine Advertisement. c I !or a free brochLrre $6. S A G A F J C T F D v.crcr. Quean Elizabeth 2 o L E E N E L Z A E E . classic Sagafiord and \.198 594446 Cunard Line.2 2 1 . \ \ ' e ' r . Pacific. e ' I .4 s'3itqd \6€r. j O F D S E A G C e D E S S t . Biq.od libon sa'iodd 't0 . a n d . eh e o l d e s l h e e a * s e . C ! D E E S S ]Hotn rHE JETsETsrrLL TR{'ELS. " a c h r . Experiencethc goldcn era of supcrlincrluxur*-q irh an unforgertablc transatlantic crossing the gueen Elizaberh?. Ltd. S T A F .israijord.8 2 0 0 . S E A .Orrent or Errropcan Cruise. t t cc!{!E! a. c dHrV sw \ \ e ' n e n o t t F r eb e s t b e c a u s e u .r.l i kS c aG o d d e s s a n d l l .i H a .8 0 0 . a t s c a c o n r r n u c s* r r h c h e r n c o m p a r a b l es u p c r l r n e r Queen Elizaberh2 and rhe lachr-tike SeaCoddcssI and ll. o r l c C u n a r d s I 5 0 .S E A 6 0 0 0 € s s r . l \ r e ' r el .2 3 r _ 8 1 0 0 . T SAN{PLE THE EXCEPTIONST O T H E R L L E .iourncr r o d c s r l n a r i o n si n E u r o p e . a d i r j o no f l u x u n .8 0 0 . A l a s k a .r!!o or: arr l. r h c B a l r i c . t h c M c d i r c r r a r r c a n .hire gtolc se^. s r a r c r o o m . SAGAFJOFD. . e u 1 1 .ho rcmcmbc.c a l r r . 5 h Frcsh stravbcrricsar lour bedsrde.i f r .r b c A r n a z o n . \4staf ord OUEENEIIZABETH?.r'a'ing Irfe aboard o n e o f o u r F i r e p l ' s S r r r s h i p s . afrcr f i f f r m c a l r h a r \ o u p r c f c r l e a r a r h e rr h a n _vour c o f f c c E x p c r j c n c c r h e c i a s s i cr u x u r . i c co f : c r u i s c o n c u n a r o s F i v c P l u s S r a r S a g a l l o r do r \ i . ! 4 s+rtod \j. For a free brochLrrc r o o'rr $6 95 lidco po.: Managing Intsgraied marketing Communica6ons 534-046 Exhibit 2 Magazine Advertis€rrerrt.?rro. Dioing room sraffu. \Ve'renot t]re best because r*. s r a t o r d . e ' x eh e t hest.\a n d p c r s o n a r i z c d s c n .d Friril . H a $ a i i .jce_ ingle-searing s drning and gourmcr cuisinc as !ou. s E A G O D O E S S lr II X N A W O R L D O B L I V I O U S O S\{ALL DETAILS.\ ' c a rr .@ r. Enjovour$. h e o i d e s t h e c a u s e $ . V I S I A F J D R O .e'ne t h e o i d es t . Ltd. t h e C a r i b b c a na n d a r c u n d ! h e u . B r c a k f a s rs c n e d I n v o u .'lI Cunard Line. o3preunJ 'luaurasrua.EA l_s30103HI EU.AA !UYTNJ rdltr rrJtH. r u r t r or u 0t! tv ur4qpel rql rdonrt or slul[!i l P'sunt 0o uot:curol!t]rou m6tyJan cNtNro ss\.nqrorq )r/ !r.tlte) a prrlr'dol nblo rlo t)r$qP t6 !.triul J)| tu[)td]P:dao)pl^ .ra 009.rpyauze8e.A1X\ B ASnVJlfllS3OlO EHJ-flU.(p! ISA EHI AU.lclsurj o C! . ) q l L l r n o s .r1 -zt" 0t0"t69 0 4qlqxu .{1puap1 a1e:od.l ro nrdi r) qroh rqi punor Plg ' r 9 .tlNlsnvtflfi JS!1fl lHJ JON EU.0 rur!.. d like to iDtroaluce you to Queen Elizabeth 2. Inilulge your palat€ iD a dazzliDg array of tastes. Choose frorn 27 crossiDgs bet. concenlratc on every creature corrfort.1453 . ?6-page brochure for delaj-ls on your QE2 Crossing. I. -And be deLighted in the kno$Icdge that lou.s statc-of-thc-art ai.A shopping spree at Londorl. -A transatlaDtic fLight for on thr British Ai-rways supersonic Concorde oDly SZ99 adAitional.dela!. 1991 Dea. we are offering a special lDcentive to a select few trsvellers.-rU7.y cut sports jackets fit fcr B country squtre. gigg free one-nat Brj.: Managing tntegrated Marketing Comrnunicatons 59+046 Exhibit 4 Example of Direa Mail Promotior... shcp in i2 wortd-renot*-ned bor. 643 for a fu11-co1or. January 199l Elizabeth 2 Queen Ja. SaiI to or florn Europe aboard her and experj. Ilndividual ' s NaEe] lf you're planning a European vacatj.rr travel ccunsellor. two at ltarrods... parnpe r your body at th.rtique. Ltd. Feast your eyes upo[ Faj.s "31.sh Ainrays ecoDomy class airfarc.. But make your ieservations witllout.201 Cunard Line.l !. Then nake your choice __ to f]y in great sty1e. . lust s299' Fl-y tbi.r.*t.-een. choosc British Lirways' supersonic Concorde for . To avall yourself of this cboice. Alrd to entice you to co:lsider QEZ as part of your travel p1ans.in great style. o::.9o. Tantalize yourseLf Nilh Royal DouLton.Duary. to crui sir-'o ard the ccr:ete. aesigF.tj. Browse throuqh floors laden .$ Aveirue t. caII 1-800-433-0900.. opt.rcraft aod ariive in tratr ttre tirDe.. Davial R.S..o-&s0].reen April anil Decehber __ a vide sel.** l100o per coupte.r ]sle seeaters aDil Viyelia shartsTry oD elegalrtl. Sales alf tbe P.\ew\brk Nf 10017.on tJris year. For your ffight the olber \ray. Choices lhis d. Then facc thc tlufy delightlul aiteruna of choosinq betc.ection to accornlodate your vacation schedul-e.! cone around verv often.9: $1rn vonderiul British lrool. just briDg the enclosed RSI? to yo. iomc jcir. For five datss aboard qEZ. tto::ris Senioi Vice President..i1ttrr J. refreshed and ready !o.ence . gz2 fot ^ gJ-orious s_aa! TraRsatlantic Crossing. Enjoy top-class entertaj:rnJnt._! cr from the HorLd Ocean & Cruise LiDer Society.L. Erpeiience the attelrlion to detail tlat has earned *e pueer a live plus star rating in the E'=d!!z-catr!!r$--lte.fo: a II000 shcppiEg spree fo.ens.to-sho! . Ext.ve al-so donc it for a nere fraction of its regular cost. trU'UAHII 55i FiI.Ln five days what unabasbed luxury is all about. 'Ico:-den Door spa at Sea.ifficult don. tHarrods *""[hcido.202 594-046 Cunard Line.: Managing lntegrated Marketing Comhunications Edribtt 4 (continued) Exaurple of Direct Mail promotion. for or a shopping spree. Ltd. presenr RS\?royourrravel this counsellor . Jaluary 1991 ctifrtARII Five luxurious days QE2 on anda ch_oice beween supersoriic the Coricorde iust $299. N HOLIDAYS.S. tourr...nt of your occan voyrt with on.4 including fi'ir.r* TIEQE?bE inrld r+on d<r.es snd grstuidcs for hotcl rccoesrod.Btnrid O 1992c(rrn hedlioa l{or -rp- trUTARtr WE'RE XOT IIIE BEST EEG:AUIE WE'AE IHE OLDESTWE'RE IHE OLDESi BECAU5E WE'RE THE sESIP .'t* Z..liaE irE cn rrsvcL Revct in frve eplcodid deyr ar aDd Dcc.oodon holilatr 6.. irEludiDg .hdos to your get wry city eil British Airseyr Sorld Trrvcllcfl r..od crcitctr.irtrrc ioe orE of 77 U.cdl yorr Errcl . ] oor choorc aa &&y holidry i6 pr!-irrangcd. EDdcrs. !-!-.a CG Fcr t itc taehrrc or.t50ro $11.'ing6 P}IG'I{E sd visio$ impcccrtlc rumDqlous Eenu. QE2 "European Holidal's.gc hindiDg siCht-..16..cla.ndiea g. cSl50 F FmrEL b rd*Jilr rl.d.(.gl.. SI'r|GLE CALL of Elo. F.+6 Exhibit 5 Newspaper Advertisement. Ltd.A.rd lrl fc Fodu.' XIJ RY G''{ LAND YyELL AS AT TEA FOR AS L|TTLE AS 32.tioDs.clcct r QE2 Atl-Inclueivc HolidnyP .n AFil whcn you ." idaE. Or l.rvbc. Pdrd i! G!..203 Cunard Line...ondon ac wcll i5 drc Brirish councyiilc. ALL-INCLUSIVE EIJROPE.rrs.ryolj.r mtc dct ih r to boo&e QE2 holiday. t&95 vitoo portryi{ RG c ras! dEt6 d.. you csu combir. c. et. Psri! or rn Al-Ioclurirc hoHay aod ou. b.nn do.: llanagiog !ntegrated Marte$ng Communications 594-0.orr lif. rh! *g oo oae of hcr 27 Adsrti And rpbodor cpcrdy Toor b. of luxurious rcrvi:..Il l{0G352Jgt}.cn includc rheaE! rickcE A5 LI.5. and a drglc bredd.adaaric 6o. rbood d.obcr.ing option6- plmaod o m. frrc covcet cre4drin6. 4dry Ho[dayJr Spcrd I or 7 dryt in t-ondon.€itr{ .acot .y citieo to tbc rhb in Nce Yorlq Bnd rEdrn iirfatG froo f. ARR^'t{G|E t'lGrLtE Ay \IY ITH c)F A A 7HE t-tFETlttE Q".450 RaEe for thcrc hotideys rrntc frorD$2. ind C. of four tour.GQE2..twc.nd hotcl pcrronnel l. Ho rsrn€ cvokc{ statcroomr.ke rfie rnoct of your tiroe in Euroe. of r . Oursidc c. eE2. RFri. sumpruous brunch prcparcd cspccialty f<rrNcu.tcE@ drc tn Dd hoillr! G:1.t. Boneirc.gant fc$r oo Chrisvnas Da1: Dancc through rhc .rl rway lrcm cold wcathcr tnd into Lclaxrng tfopicrl poru such as Sl Thomas.. Arr.binssrrn rt S4:925.r Sa6O0. Barlndos and Sc l{-a:ncn Indultc in gourmct cuishc highligbrcd ivith an cxurv.bo$d chc lcgcndary eucen r.. Fls E'rn o ClEd r*r CUilAHtr .ud. THIS_ *DoN't MISS ap HOLTDAY SArL.s.ytng lifc rborrd eEZ.Sc Tbornas.Ttoliday SaiI'.rE r-r.-nojroly -"TTj . Jcc your trzvct ABcnr now for rhc seil of thc scrson. OuEidc cebi!6 sa[ .204 592+{X5 Cunard Line. 5. on .060 ro DorBSi5iE0.FDo6.?q ". rE . S+t .ottchysrn{ cnjoy srclhr pcrformanccs 6y Luo ArDa?end Vic Damone Tbest thc New Yerr rr thc gele New ycer's Ball end awrkcn to . 7 d:)E gr-uisc from lrcw york ro Nesscu.wzDcttt z.rrocrdrtc. call Cunard at t -80G352-3a{n d . r L L.hcnfly beck to Ncs lirk frE!.r Crncrs.Dcccmbcroc* voursclfro rhc ultimrtc gifq l._r6 a rs! .igo (ru.ound rlip from Ncw york an{r r1s[ a rbc abovc p'i!s froh 9.tg0 to $a. B|rbrdol' r.r ta .n. p+. Dcc.6 dry= ny frcc from Ncw york to Barbcdostnen sir ro (re. sr.r6!br. Ltd.ffi Direct from New York to the Csrit beL This.F. 2l .ftcn_ Mrniniquc. lis . Ycar's Dav-D. 15 9.: Itanaging Integiated Marketing Communicalions Exhibit 6 Newspaper Advertisemeni. l)oo't miss_rhc best holidey pacbgc of rhc yc5r. pcEr! sbl5 ro 'rrhb.c OE? 6 ErlrEnd 6 c!. Fs .Ihcnbock m Nc* yqk pdc6 from Se795ro $i1. For.!d o.\.r frcc brahurc or SE-95 widcorapc poni. pnccs fiorn $2.:-?l .745.srdc ctbins sEIl .h. iizo . 95vidcospc ponrayinglifc aboard QEZ call t {00-352-3E00.1-0. scaand air vacsdons rhrougboutEuropc. Combinc of your crossing r*ith a gE2 Europcrn cruiscand savc35*.{6 Exhibit 7 Ne$'spaper Advertisement.Cun.re Because rheBesr.E IS SHORT Andfourother reasons cross Atlantic theQE2. Ltd.hr6 Sd codd6 I A ll. Sait ro or from Eurooc for $1.ZUC Cunard Une. O t9i Clsd treteNotThe Because rhe Best Wele Oldesr Wele Oldest rhe We.sr oncc in a lifcdmc.bLelF.And ifrhais nor cnough. For fivc days and nights.Or jusr ucet toursclI to a rclaxingmassagc in rhc QEZ Sp. t S T A F J O F O S E A G O D D € S S r . sail in oid world clcganccthet tccalls hor} thc jct scrtravclcd bcforc rhcrc wcrc icts.Shop ar thc onlr Harrodsafloar Swim in orrc of our four swimmingpools.E Pm od n idbnr dE46 ot 'lsa OF-Z{. to the on YOU ONII-Y Ln'E ONCE.315.Tirkc z chanccin our casino. fly on a spcciallv rcscocd Briosh Airways' SupcrsonicConcordc9 Tirkc advantagc our low srandbr farcs.thcn dencc thc night away.i makc 27 voFgcs bcrwccn New York and Europc. VARIETY IS THE SPICE OF LIFE. QE2 "I-ife is Short" O U E E N E L T Z A B E T H .795 to $10. BcrwcenApril aDdDcccmbcr. TIIERE S NO TIME LIKE THE PRESENT.095orrrz. Dinc in *orld ctassrcsraurants. Or cruisc round rrip to Europc end savcup ro 50%.*i'ir tE F$ el6id b niLtih/ rn dqqdsr o dqtu d. For as littlc as g995 to 91.rhc QEZ u. 2r Sca.including a frcc rerum trip via Brirish Ajrwars \l'orld Travcllera ClassScrvicc. L's lhc ulrimarc luxury rhrt cvcryoncshoujdcxpcricncca! le. LIT.scc your Travcl Agcnr For a frcc brochurc or 58. S E A G O D D FS S t r ? v .Thc choiccof activiriesis cndlcssaboardthe only Z4-hourcin ro crossrhc Arlandc WHERE THERE'S A S'IL[ THERE'S A WAY.<h.: iranaging Integraied Marketing Communicadons 59. Trcar yoursclf to a transarlanrrc voyagcon thc OEz.xt c @ R.d &b!r s|srfrd{ yE tc+8. For morc ioformation. .Nd2r.rd alsooffcrsland. S A E A F J O R O . thc R E*FFq. q md emr&n bcrrcrn t.y t d t @lind rrh -t d. Ofc."r svbc tbla barcco London and Nery yorlc Wrhinstan' D..IE OLDEST.r .q !o n Lt-t qpor dcprttE dc. Thie irpludcr a Fvcdry tnnrdmtic cnrdnf h r minimrm . cGi Eliir O tr? qr!3{ LITTLE ag ia WE'iE 'IO' 'IIE 'EgT IECAU3E WE'IE WE'IE .Standby'.nthd. Fr rr ifrrmfin ra nr rrrd 4a. . eE2 .qrdm"Corf.3SZ.. ur t&95 34oo c Fp. &t witb Crmdr Occid rrodby fut1 you od e corqmion c.dn|| bctrs mw rnd Dccsnbcr. rdd e rio AE D a NleHTg lN of ourprrour nithr. Ltd. &r* ocryEy. PhildclCir. A:s idtc*a trdc tidr. rrd D.ab. Sty.uin of I ffair.dl Trri.l|Er db.rHE oLDES' DECAU5E wE'rE CUTAHtr TI. h L.C. for jurr ${lX) to tSfil roore. rti.-hcdl 2 fu en inrcccrrible luury.ry r!| bid. way Briffr Ai r'. STANDBY You m.206 594-046 Cunard Line. q Boan Or.DO}| FCDII hotcl rccommodrtirnr..l. airto 2f drys Fir to rrft1' Tb eE2 rd f..Jier hdd..n 60 f6 only 11299 o tlj99 pcr pcron o ::lcctod cco.: Managing Integiated Marketing Communications Exhibit I Newspaper Advertisement.. IHE IE3. f. -d ift h L.ft.y drink cruinj thc Adrstic on dre euccn Eti. pcr ld hodir* rd dpirar dngo c ll$ppo. Fa a Fce bmc*nrrc r viitcopurryhl He rtocd ttc eE2. Tt eE? i.r. rcair-td i.ondei' $llby fc drc Rqcryr t.rrr:lin rrl h.M' 6nde crtaocn end a crc.3CX).ffioi. contiacntrl bulfrrtr.&r4kr b ri6irr. c.r lVsld Tn'c$.sdon wiah Fint Chrs LC)i.I f {[. ql rddlq or riu sr PruiJ uo u.r effi' lSAs !H-Ltu.dlul rou rdl €!6rvcSrc ouvNn3 4lvtd 1v Hrt py dlquapl ale.T arnzeSeyq "6t0r0"r89 6llqlqxA .a.t) pu'ontu? rLrplJ qrnos lurtro:ql rt$lY '0!:qqri!). io r!)r}td! rns [i) pl]6 J. 3[ir aSnVJSfl lsag AH] iON 'CU.odro3 plermJ /luaurasrtra.H.{ra.q: Prrluor n'oloruo preoq! 1[ tutr)lrJp rdqoJpti 16 3t ]0 rr{uq rlr r n.A 3snvJl8ISScto 3Ht 1u.i.{\ J_SaO]O -Cu..3/N |luvtn3 00t3 tzt rl)n I ftl \u.1.lra. .v.594-{46 Gunard Lioe. cotor reproduction proofs..j.^-."..ons.:Stffibe Tothalend."rro. and inJt"ii#.nu". drscusses guidelines color andstgnature placement.n1 nolets. resorts and are to is intended useirom ..iio.l.l.we havedesioned graphic. a whichutirizes varatron a ot ou. p. Please . tt wiltbe (z1z) 88U7573.s premier unrque among cruise tines. uecember31.provioes and"'"''.d exceptionar qualit! con"i"].iisrory of conrrdence.: Managing Integiated Marketing commuhications Exhibit 10 Letter Introducing users to the Cunard Corporate corununications Manual Isoth AXTIIYEBSARY SIGXATUBE ABOUT THISMANUAL in This occasion provides an unpararlered opportunity renfo.lii"e appricat. pEectsa sense l1r^ll]lg. Honald Santanoelo ASeniorVice presidlnt Corporateand Marketing Communications .tr:! Manuar. oecorarrons..signature. velox prools prinieo ino .rprJ. ._ ot Sincej840..'- .?"1l :$1":.?tTffir'enue' Lesrre.. corporate stogan. ". flv"r.to' "t" using 150th vear we . vLeEJsioent NewYork'NY 10017..l. Ereanor -Star Marketins Blljl""JlXi. *"r"... we arepleased presenl ro . impties ar.c-e to cunaro(fosiii"" ""r-# .'i Traditron t_uxui ano inn. menus other and communicatons to-'tiJ'puoiil.HS.'"ii-.et*j encouraged useit onr"tr"r.. communrcatlon the public.flii"-oiii."oilji:"Til]€#."" anJ Cunard celebrates its i soth anniversary .. or telephone Should you reouire any additional€xplanation reg_arding of the Signatureor use refer lo this manual wnenever vou arF r rain^ rh6 r (^+F." r. ##i:.long.*.i""rjl. to on varues bv the :""iiT"J:?: li'#3li'::ltff:vfyl-capitarizethe byproiecred rcssagewillbe underscored every $:i".. Ltd.r"-:::g::g o.i:. the anniversary urgnature..1990.. through IP!:n:^rqr-" 1990..5.1989 for Seprember.. our. hopeyoufindit j3Ji.#.. rnis ase"tion ortne "iisliig C'ii.H:. Aboard of s I rhcsc . Carrbbean.ei. Qr:.22j lifc -8100.irhrhc incomparab)c super)iner 2 Sagallord visrallord. ' e " r eh e b e s t . Europcan our crcu u ill indulgcvou wirh cndlcss Java champagnc. S A G A F J O F I O . in surroundrngs onl! 58 couples_ as. "Page Plus A Colurm" for Sea Goddess I O U E € N E L I Z A B E T B2 . \ \ ' e ' r e { h e o i d e s t h e c a u s e l r . QucenElizabcrh andclassic and For a free brochure our$8.iar arrcnrron. Ltd. t r. and Crrnard's 150-vcar tradirion luxurrar scaconrinucs of $. OriEnr the rhc andrhe Scas.r' . like Europc. t -800. car. I S T A F J O R O S E A G O O O E S S I .ou uirh And journerro destinations Ausrralia. S E A G O O O E S S I I V ! Aprpn A cuNARD cRrJisE PEOPLEFIND IT DIFFICULI ADJUSTING TO REALIT\I Expcrience \'achi-likc rhe Iuxur_r' Cunard ScaGoddess andIl.: Managing Integiated Marketing Communications 594-046 Exhibit 11 Magazine Advertisement. our cati We'renot the best because rve're the oldest. ! porrmying aboa'd Fi|e PlusSrarluxun liners..95 ideo o.ou'llrelaJr sumpruous rnrmarcshrps..209 Cunard Line. 210 s94-046 Cunard Line. T h i s s p r i n go r s u m m c r .v2rlablc f.r. to i n c l u di n g c o c k r a i l s . n u E d z ' . For deu. Ajong $c way.900. r .IsBnbul r. . n a v . Monrc Carlo.p a s s c nr r a r i o r n r h c gc roduslry. cruiscsrangcfrom 95. S { 2ddi.d i. enJoyonsboreadvcnturcs oniy Sca Coddcsscould arrangc and impcccable Europcan scn.cr jn (h. for Sea Goddess I SpaGooopss IN EUROPE. doublc occuprr. Nod.: ftranaging Integ!-ated Marketing Comrnunications Exhibit n (continued) Magazine Advertisement.om 2i g.a! O J92 Cu. i o ca n d grarurtics. calllSOGZ2I{Zm I Rarcs .\ a . YOURYACHT A\\AITS.Prjces fot 7 rc 1Z-d4. For a ficc b(rburc or our $8.n.2 coddcs I z^c lI ar rctrst. . Visir cosmopol jran poru likc Sr Perersburg. U.Vcnicc.r o .200 $9.contactyour travcl agcnr.! cir. pcrron c. pct pc6on.rd trUNAHtr . t .ls and sajling darcs. Eh a r e c r c arr 5i45 ro $rz5 pc. P o d a n d h a n d t .on t c6L S. wclj assmal)er as pons ljkc PorroCcrvo or Capri whcrc rargcrstlps caDr venturc.jrh rhc highesr s r a f f .l Barcclona.n o c p .}. London..idco porrrayint jife aboard thc Sea Goddcss andll.r.page plus A Column. Ltd.. suDFcr ro alzitabitry and dcp.icc aboard rhe sbips*. .95r.r.J" o c p c a d c n rD p o ns i t ) n A d a r c A .ndcnt up.s a i t a b o a r d e a 6 o d d c s sI o r I I r o S choicc of g4Europcan lour dcsrinarions. uL R.. Bu6cto. And dut-tsee 6hopdr{ aweits. sbi$ ro ndlditiry. thco dance the night awav. Dy odF diF!6r 6.211 Gunard Line. E lDJ 6 !.E' $gu .Ed in GEr Blit ia. TIE QE2 . Thir.U.oldn$ hrdc 6 M.r. .rlin.rd i! onlr .i!r. Takc a chance in our casino.Eh a.r"tlrL".l watc6 be€kon. I-oungc on sundrencbed dccks.s. fd b. Swio in ooe of our four sr.c RoElsr.t4q..Dav Sale" Promotion A . Ltd. cnjoy e sbow featuring Frcdd. r. Martinique.#. r*ben you make your booking on Wedoesda}-.u.!ii.b. Nd Yorn_ Rata of t3JE5 to !3.1..830 per csbin.285 to $3.Fci.r @ rot b.vd. O 1992 C6r'd. "One. Cnrise dcperts Ncw York on Ap.Y C A R I B E I E . ft D.t Off.IARCH YOUR TRAVELs. Herc. Ro.. contact yolll t'svel a€enttodiy snd ask for product DS. clear crvsta. Barbgdos and Su Maorten in the Caribbcan. A . r M A Z I N G O N E. c@bircd wid. Colorful flora and rea lifc are easily explorcd. Pct Dd hodlrf chsr6 c ttm DaFtEl. trUTAHE BESI EECAUSE v\.r n Fjt bt. including round-trip cconomy clss6 air transportstion for two betnc€n Syracuee and New York.D.ri l4tlt and rehrms on April 25th.ltr.: Managing Integrated Markeiing Communications 594-046 Exhibit 12 Newspaper AdvertisesEnt. r92. aray of activitics cootinucs *'heo you reach Sr Thomer. For more infordation. BC)C' }< AN C'N AND APRTL CR(J 4TH ISE i. March .56.A. Or cnjoy a rclaring massagcin the QE2 SpaThc b. in c.vimmiogpools.N S A L E . strr of Catskills on Broadway. a eecondpasengcr can join you for free..930 c vdi.t ddy fc Flyd be MiMFmtnSL P.ru od S\ar. nrbs of 13285 b S3. Bcst of all. do|$L ocoFncy.l Au! A$sy.l.830 d trlid dtty 16 rnv. Wirh thesc savings rates rsnee from $3. This April. CC)|!|PANI()N FRTE get a jo-p on surruncr when you joir dre Qucrn Elizabcth 2 on onc ofhcr nrc visits to thc Canlbcan Dine on world-clase cuisinc. : Managing Integrated Marketing Communications Exhibit 13 Illustrative Magazine publicity CAX4E...^^^.{f :+.".. ..?.s l:...... rhe Quren Man and rhe F."#t1l: afloa1 accslij6s ls.*:y*"d.l!:I:?.Duringhis ears ar sea.ili"'.'i*ti:]'fl"'i .a.212 s94{46 Cunard Line. ..'..1":.:.::j .'ilTl'r ..".ff ess i"n.::r:. .qf jrr wh' h cs s '"k"'.fl"l'.." t*r ri."_ii. e s i r J o h n u Gielgud rook-alike...s.ff:...1.t" tuxurio!s penrn o u s es u i r e s .o_befoie the QE2 on L€r-maiden voyagcin 1969. i". coughrreli. ..sLr"i "L. iT ii::li.il:.)r"i". reiurn .I#i:'... rl.1"1:llg Hiill.""n IHit.txj*r:1":irti:":j#ll..e Caron.Couzhrrav h. Ltd.:i!i"d:*: res.:li:li*. rhe on" or rl.s mosr teeendary p"*""g* f iJ.r^..:S"'-:::"":'..iT::r:..:"11::.. vera eran who served on Cunsrd.r s h a v i n g G e o t f r e yc o u g h r r e y a s o n e ' sp e n r h o u s e r t t " r .. disnifiedMr.i**i:.#Ti:#i.I:it*:..:lua"iiln*"ru..e -u"".{..rhose whc regular)y trook thc QC.. old Lradition.''.p""".O J E E V E SA T S E A j"*.ancon. FE or $8.(.{IIEE eEyq'{ioo@ th..i 31.Od 31.ijd b. O. D.c ra k 1 r .!d{ r5r __s&_ cutABE 25 .elet Ai*E b $. dc !. Od 3r.crd n oiBrill. d reund-FiD m [email protected] FOR THE PRICE OF O\/EFI.c 1a S. d tE $ yB i'nuk ou f@ riahr rnt.dr lI d@ i' tiEiEl v@ o t6fD Fie E E ioD w riF d dE OE2 6..pi 9. Eld |. Oec 14 Aug 13.. D.bdh Witb Cu..lo*. Oct 3l. nr wqtd Tnwdk.&r. Jut 29. QE2 . D* 14 Aug t3.-ts rry d Brfi. June25.. nir d .pt 24.5 r.mb. Fd vid6.t d.Over and BacI.pd ^Fil.: Managing lntegiated ffarketing Comm!..c 1ir S. rin iD rEFFu in rh.bd Mrlch..ll tron il6r Yrt Jw|€ 19 July 5 J\tty24 ^rig!sl8 A4r'r 18 S.hr . Oct 31. C!fl. Ltd. lb. iDtr P.v*l-t .L n r.t 6jo:.n &?oid tPo a+GB d* Pd bdr-d{d!rj dNlttL . OE 14 Jut29.. iD t n t F.n S.r ta RrE E FrEa rht'| @|F!.ilint. Doc 1r S. OEz TO EUROFE 1992 rouhd-t ip Matcnod Saitir€ls S.t drEtu raBtr da_ Tbqa B&rtdr z i. Fc ri6t. 'irh d. trSO F FF. Ocl 31.213 CLlnard Line.% QE? I €00-3523800. QE2 sF.' E d Nc rE !!-l'hr.'d'.y b.. ib rdtd{hB EI b. Ala Fu 2. qll ()VER AND B.l. tc h c dnE by of e: I tlirlrDa dr d eF bal. orF2c.h for . w Ciq QrEt dE Adrntic E[r. Od 3..t.pr 4 S€p119 S€pt29 Oct 18 N@ 15 Srtt'rEtn E||l!o..inor TO ETJROFE AIA ir ia &F d hErr ior tb.9t 24.ere rb6ttrd\' @ df.O c 1 4 oct 31.. O c 1 9 t . hrs. i. t/t Cbc. -d Rqll Eld Fic. And Eiry wirr' N an d fe Rnr€ laKs FiYd P@L. D.rnicalions 594-045 Exhibit 14 Ne&'spaper Advertisenent.895. fvleasu e t he Effectiven r In ess 0 f t h e P r o m o t l o n a Ir o g r a m P !\t . n workrng? Un. R-espondents lhe lest cels in fIV onty and T! + weo) were exposed!o the TV commeroaf b€row shown during an ep.Vlro Wants fa Be A Mi o. c o m . s only t h e a d sw a s a l s oi n c l u d e d . Online PublishersAssociation.l e a d i n gt o t h e c o n c l u s i o n h a t t o n t r n e s u p p o r t sT V c o m m e r c i a l s n d v i c e a ve15a. " MSN online study.:r.onunjrely.in par.r. H o w w e l l i s the IMC orog. The r e s u l t si n d i c a t e dt h a t i n c r e a s i n g h e t t r e q u e n c yo f o n l i n e a d v e r t i s i n g f { i c i e n t l y e i m p r o v e db r a n d i n gr i s u l t sa n d t n a t c o m b r n rngonline advertisinE ith the more w researchwas designed to test recall and m e m o r a b i l i t yo f o n l i n e a d v e r t i s j n g n d t e l e a v i s i o na d v e r t i s i n g .t h e r e w a s a 4 8 p e r c e n t j n c r e a s en r e c o g n i t i o n i of the o n l i n e a d s .n d p u r c h a s ei n t e n t a were measured or f :ve and Dove Nutrium f B a r s o a p s . or (3) watchi n g t h e T V p r o g r a m a n d v i s i t i n gt h e w e b p a g e -A c o n t r o l g r o u p w i t h n o e x p o s u r e to . )w a t c h i n g a n e p i s o d eo f (2 Who Wants to Be a Millionaire.-i:.W h e n t h e r y a n d o n l i n e a d sw e r e b o t h recently have marketers made attempts to exam_ Ine the interactiveeffect of communrca!onsmethods. h e r e s u l t s T i n d i c a t e dt h a t : n B r a n da w a r e n e s s a s s i g n i f i c a n t l y w higher t h a n . a test to determine how adveitising can w o r k i n c o m b i n a t i o nw i t h o f f _ l i n e ( t r a di t i o n a l )a d v e r t i s i n g S p e c i f i c ay .tnership with M i l l w a r d B r o w n i n d I n t e l l i e u e s rc o n d u c t e d . e x p o s e dt o t h e a d b y ( 1 ) v i s i t i n ga w e b p a g e o n E S P N .a n d U n i l e v e rt o e x a m i n et h e impactof online advertising hen combined w w r t h t r a d i t i o n a l a d v e r t i s i n gB r a n d i n g m e t r i c ss u c h a s u n a i d e d a n d a i d e d a w a r e n e s s .on. Here are some of the resultsof these studies: .U s j n ga n a d v e r t i s e m e nfto r t h e U . b r a n d a s s o c i a t i o n s . . h e s t u d yc o n c l u d e d t that there was a synergistic e f { e c tw h e n T V a n d o n l i n e a r e u s e d i n c o m b i n a t i o n .. :. a n d d a y . t h e q u e s t i o ni s .D y n a m i cL o g i c .a l o n e a n o r n c o m b i n a t i o n ./-to M e a s u r i nt h e l m p a c t f I M C _ g o B r i n g i n g t A t tT o g e t h e r l As marketerscontinue to allocate dollarsto a varie t y o f I M C t o o l s .t h e A d v e r t i s i n g R e s e a r c h o u n d a t i o n t h e l n t e r a c t i v eA d v e r F .A i r F o r c e t h r e e g r o u p sw e r e . The Online PublishersAssociat. k e t r n g C E v o l u t i o n . 5 .a.l e a d i n g t o a 9 p e r c e n tg a i n i n r e c a l l . Microsoft joined f orces W l l h r e s e a r c h o m p a n yM a .. t r s r n gE u r e a u .sode o{ l.src " O n l i n e a d v e r t i s i n gs m o r e l i k e l y i t o b e s e e nt h a n T V a d v e .u s i n o i n d i v r d u a lm e d i a a n d a c o m _ bination of onlinewith TV and print.a f t e rr e c a l lw a s m o r e t h a n d o u b l e . t r s r n g .t h a t o f t h e c o n t r o ig r o u p w h e n e x p o s e d o o nl i n e a d s .:: it":l. t l" "j i. the u s e d . T h o s ee x p o s e d o b o t h o n l i n e t a n d T V a d sw e r e s i g n l f i c a n t l y m o r e l i k e l yt c r e c a l lt h e T V c o r r r merciaL O v € r a l l . while numerous efforts have been made to determine e f { e c t i v e n e so f s p e c i f i cp r o g r a m e l e m e n t s . luxury watches.search rhat jn is conducted an evaluarive role-that is.s situatiorianallsrs. a n d C N E TN € t w o r k s R e t e a s e Ground_ b r e a k i n g O n l i n e E r B n dR e s e a r c h .ellas sone of tbe reasons as firms do not do so .TV was also shown to be more useful for providing in{ormatjon on affedive versus rational decisions.r-oprions. and wheresuchmeasurements be conducted. 5 0 w h a t d o w e c o n c l u d e f r o m t h e s e s t u d i e s ?l n a nutshell. continuing'pJanning'process. Further. companiesano orgauzatronsare working logelher rn an attempr provjdeans$ers to these to quesrions.specificprogramelcmenK and pror of rdesiniur . the whole real'y is greater rhan the sum of iti parts. they noted that there is a need to cjevelopan integrative media plan whereby media executivescan determine the relative contribution of various medta.. wnen. is a necessary )r rngredienl . 520 As marketers spendtheir communicarions dollars in numerousmedta. In an exam_ ination of folJr product categories (automobiles. (ln some of these areas.. utL.s marlieting rhe manaAer e\alualethe to performance. lo measure effectiveness advenisirg the of and promotionaDd. In other words. however. l st h e Internel More Iftective Than T. . ur aun Ua seenbr the lead-in to this. Media A p r i l 2 0 0 2 .i.Juty 1. dirert markering and personar ing." t n t e r a c ( i v e Advenising B u r e a u .hile e\'a)ua live researchmay occur at various times throughout the jromotional process (includingthe deveiopment srage). .M 5 N .Thjs is not to be confused wirh research discussed eailierin rhe rexi to help devetoprhe pro_ motronalprogram. the needto determinethe effectjveness theseexpenditures of becomesincreasrnglyimportant. publilhers Sour(es: Online Association/MBte MixStudy.Almost everyone agrees tlat research required.ategjes.aditional Media? Factors Afiecting the Choice of Media.v_mrcro5ott. 2001. F .od. The authors of the study concluded that the rnrerner should be considered in conjunction with other traditional media alternatives. Ir is imponant ro understandthal in t-his chapterwe ar. uaoi. S 3 _ 6 0 . rs to yet rt olten nol carriedouL In this chapter.At tbe sam-e rime.p p . t7-18.\.with its role varying depending on the product category. Research allou.. pp.fore impl"menting rhem. Measuring the effectivenessof the promotional program is a criricat elemenl in rhe promobonal planningprocess. discuss we somereasons firms shouldmeasure eifectiveness the of Ihelr IMc programs. shampoos. N o v e m b e r .on". begin our djscussion \ire with thi reasons eifectiYenes-r shcujdbe measurcd u.J o o ny o o n a n d J o o H o K i m . it was found that Tv was the most used medium for allfour product categories and that it was most useful for providing inf ormation on low-involvement products while the Internet was more useful for high_ involvement products. is conducred it sfecificallyto assess effecrs the of vanousst.) you'rr reca| rt^i *. we arsoexamrne now.as welr as wby many decidenor to.ell.217 tfaditional TV and print media increasedthe effectivenesso{ the entire campaign.onis devotedlo measuringthe effectsof advertisingbecause much more rime uno "non have been expended developing evaluation measures advenising in thanin rheother promor)onal ar"as.o *ut r. . Differences in media effectiveness. Unior_ tunatelv.and fan food)." Journaj ot Advertising Research.there seemsto be ljttle agreement the on best measuresto use. D o u b l e c l i c k .D e c e m b e r2 O 0 1 .^t p"r.the measuresare more directi_y observabie_for exam_ ple.rr"d rhe se merhods usedto evalualemany of the other promotiona)elements in previ. they confirm the {act that the various ele_ ments of an IMC program each make their own contributions to the overall impact of the camp a t g n . T h e y a l s or e v e a l t h a t a c o m b i n a t i o n of the program element is likely to have a greater impact than the effect of each element used alone.com/press w\ pa5s.discuss measurement othei areas rhe IMCprogram as in of u.ouschapters. Vort of ou.chaprer. 5 u n g ./or assess to variousstrategies U. Both clientsand agencies continuallysrrivrng cletermine are to vvbether thetrcomrnunicarjonsare working and ho$ well rhey are worlng relative to oii.nro'Lh"n. ca. . they disagree how it should is bul on be con_ ductedand bow lbe resultsshouldtre used.We will. althoughthe two can (andsbould)be usedroget'her \l. n d i n g ! .ni. Typically a firm has a number of srrategies under consrderation.Thus.ff N zJ a S U f i n g . 4. Delennining if objectivesare achieved In a welldesignedIMC plan. effective research can be usedfor both of thesepurposes./or reaqons le>r rhan-desired for achierements must be determined. and.lf the program is not achieving its objecrives. Just as impona as the out-of-pocketcosrsis tlre opporruniiy loss due ro poor communicadons.they expect t}tei audiencewill also understand. Companiesoften testalremateversions of their aivenising in to different cities to determinewhich ad communicates most effecdvely. p e r f o r oe ro s EffeCtiVgneSS R e a s o n t o M e a s u r eE f f e c i i v e n e s s s -{ssessing effectiveness adsborh beforetiey are impiemented and aiier rhe rhe of tjnai versionshave beencompletedand fielded offers a number of advantages: 1.or how been shownto be an often have you seenan ad that vou reaily like. to achieve are theseobjectives.and their job evaluations basedon their abilil). If obJectives artained. exarnple. Increasing the eficiencl of advertisingin generaL.How E x h i b i t 1 9 .l 2. should researchbe spenton sponsorshrps on advenrsing? or One retaiier found thal advertising do_r!_ yourself productsorl the radio was effectivein rural areasbut not in urba-n 2 l-ocales R€searcbmay-bedesignedto heip the managerdeterminewhich sraregy rs most lik_ely b€ effective.Or the decrsronmav is be betwee! two promotional programelements. *"y g.As IMC on to Perspective19-l demonstraaes. measuringthe effecri of adveiising doesnor just savemoney.The rop l0 spenta totai of over$21 in ].Evaluatiag oltemdtiye strategies." Sometimesadvertisersget so close to the prq_ ect they lose sight of what rhey are seeking.::::i':*:.An increasingnumber of clients are demand_ rng accountabilityfor their promotionalprogramsand putung more pressure rhe agencies produce.and becausethey know what t}ey are trying to say. specific objecrivesareesrablished.i:i :I.lew onesneedto be esrablished are in the next planning pe.costlym. yott may have heard rhe expres_ sion "can't seethe forest for the rees.. 621 z :. For examDle. ' .n s p o n s o u m a ] c o m p a r ) o u r g o l I s c o r e g a i n s t v e a iLH:. io mance.. employeesare generallygiven ob. This is a lot of monet to be throwing aroundwithout some undersmdrng ot bow well it is being spenr.theremay be somequestionas to $.not o-nlyis rhe money spenrlosr but so too iathe potenrial gaiDrhat could result from an effective program.oo "r"_ atlve or too sophisticared and lose the meaningthar needsto be communicated.omotionshouldnor be an exception.ioci. p a r o r y o u r r i m na s k ic o u r s eo r h e rk i e r s . For exampie. + 9l .1.tpl n advertrsug andpromotion 2001.hich medlum For should be usedor wbetherone message more effective than another.218 o c c u r sI. Or the creatile depurraan.5i:'il""ljil.ec_ trvesto accomplish. They mav use technical jargon that nol eleryone is familiar wtth.rhe markering managerneedsto know so he or shecan stop spending(wasting) money on lr. but you effective promotional draw can't rememberthe brand name?Conductingresearch helpscompanesdevelopmoreef6cientand-effecrive communications. Adverrisingandp. Auotding. At the sarnetime.rtaleJ.The top threeadvertisers the Unired Statesspenr in over D.i billion.1 T i d eh a s many times have you seenan ad and askedyourseif what it was trying to sa1. .:: Arguments f onand Agarnsr -:. tbe advenising and promotionsprogram is not accompliihing lf iis objectives.An assessment how Drogran of elements to the atrailtmenr the goalsshouldtake led or prace.one massmerchantdiscoveredthar promotingTide detergenr generatedmore cross_selhng opJ-tunities than did promorionsof nonpremiumbrandslike purex (Exhibit l9_ I ).In business. promotions of motor oil had no cross-seliingimpact.It also helps tbe firm maximize its investment.orkingand to measure this performalce agarnstsomeshndards. is impor_ Ir tant lo deterTnrne ho\r'well the communicarrons programts q. They may also exploredifferenr formsof couponing 3. f r e e n u m b e r s i n c r e a s e d b . U n f o r t u f ni ely.. l u d e d : r " 6rond Winner: Robert WoaCJchnson Foundotion'The Covering Kids Campoic n.a n d a n a o v e r a l lg a a n d . h e r e w a s a l a c k o f k n o w l e d g eo f t h e t program aswellas a number of misperceptions r e E a . o w i n a n .i f a n v t h i ng .i n c o m e a m i l i e s . ( o . The Robert W o o d J o h n s o n F o r . t u r n e d .o u t c j o o r . f e w o ft h e G e n e r a t i o n y a u d l e n c ek n e w m u c h .'an(e. e N a v y c r e th ated an exlensive research portfolio that incluced r n t e r v i e w s i t h N a v y p e r s o n n e L . n a .a 1 . l o o k i n g f o r v o c a t i o n a I a n d l e a d e r s h i p k i l l s )w e r e m o s t l i k e l y t o b e i n t e r e s t e d s i n j o i n i n g t h e N a v y .o r i e n t e d o u l o o o r t y p e s ) . .a n d p r i n t a d s d l f f e r e n t i a t e d f o r .f a t i v e a s u r v e yo f t e e n s w e r e a l l u s e d t o e x p l o r et h e v a l u e sa n d a t t i t u d e s o f t e e n s . T r a d i o .f o r t a k i n e a d v a n t a g ec . T h er e s e a r c h e m o n s t r a t e dt h a t f i n a n c i a I d a r d a n d e m o t i o n a i i s s u e sw e r e i n v o l v e da n d t h a t w h i l e l o w . e r n m e n t a l l o c a t e dm o n e y t o e a c h s t a t e t o o f f e r h e a l t h c o v e r a g et o c h i l d r e n i n l o w . I IE TheARF David Cgilvy Research Awards- N oL o n g e ru sA d C a m p a i gA w a r d s J t n 0 n e o f t h e m o s t p r e s t i g i o u s a w a r d s a n a d v e r t i s e rc a n r e c e r v ei s t h e D a v i d O g i l v y A w a r d .t h i s w a s t h e c a s e . A Iimited budget meant that a wide use of t r a d i t i o n a l a d v e r t i s i n gm e d i a l i k e T V w a s i m p r a c t i c a l . ( s e r v i c e s .b r a n d m e t a p h o r e x e r c i s e s .-ihe fed e'. T O g i l v y A w a r d .v a r i o u se t h n i c g r o u p 5 . much of this monev went u nused.219 I M CP E R S P E C T I V9 . a b o u t t h e N a v y b e y o n dw h a t t h e y h a d s e e n i n m o v i e s .b a s e dp r o q r a m w a s d e S r g n e dl o p r e s e n t t h e N a v v i r . e 5 n d . J s. e l t e r e d .t o d e T e r m i n e h e m o t i v a t i o n s . ' r q u a l . Foct.s g r o u p s .T h e a g e n c ya n d t h e N a v y k n e wt h e y h a d t o p u t s o r n e t h i n g t o g e t h e r t o a s s i s t i n t h e d e c i s i o np r o c e s s . r n o n r e sI o u d e t e r m i n ew h j . n p a : . aa o v e r ' s : n g a g e n c e .N a v y h a d f o u n d t h a i i t s T c o m p e t i t i o n i n c l u d e dc o l l e g e s .: n o n t h r e a i e n i n e r 622 .p r i z e i n n e r i s a n n o u n c e o . t e h o w r e s e a r c hw a s u s e d i n d e v e l o p i n ga p r o g r a m a n d s h o w m a r k e t r n g s u c c e s s A w a r d sa r e g i v e n i n t h r e e a r e a s . t r s r n g e s e e r c . T h e r e s u l t sr e f l e c t e dt h e v a l u e o f t h e r e s e a r c h a s I o u t o f e v e r y l o p e r s o n st r ' h oc a l l e d t h e n a t i o n a i h o t l i r e did so afler seeing a CoverinsKids ad. v m o u s i t h h i g h c o s t a n d t h a t i f i t u .T h i s v e a r ' sw i n n e r s i n . fh e ( f u t u r e a n d l o o k i n g f o r v o c a t i o n a ls k i l i s 1 o i m p r o v e . f o r c e . r i c a : i o n sn a d d i r r o r : e i . h e U . h e c a m p ai g n I n c l u de d T V . t o r t a c k o f m o t i v a t i o n s . c r u i t e r s . and the number o f c a l l s d o ub l e d d u r i n g t h e t i m e t h e a d c a m F .( t l . S .e v a l u a t i n g a n d i m p r o v i n g a d v e r t i s i n g .fro u n o ! r r o n ' A R F r . E w a l d .' ln t99. t h e a v y f e l t t h a r t r h a d t o c o n du c t N r e s e a r c hi n t o t h e m o t i v a t i o n s a n d a t t i t u d e s c f h l g h s c h o o ls t u d e n t s . . _ w h o s e D \. i n g r e s e a r c hc o m p an y .T h e f o u n d a t i o n w o r k e d w i t h W i r t h l i n W o r i d v v i d ea m a r k e t .a n d o t h e r b r a n c h e so f m i l i t a r y s e r v i c e s .ed a a p p r o a c h "i n w h i c h a d r y r e s s a g e s t a t e d "You c o u l d b e e l i g i b l e "a n d f u n n e l e d c a l l e r sd i r e c r l v r n t o t h e p r o g r a r n .M a r g o l i s .f a m i l i e s f e l t t h e t " i n s ! r a n c e " w as s v n .i t s p r i n i a r y t a r g e t a u d r e n c e . t h e i r j o b p r o s p e c t s )a n d " l n d e p e n d e n t S k i l l S e e k e ! ' s ' ( u n c e r t a i na b o u t t h e r r f u t u r e ." B a s e do n t h i s r e s e a r c h ."Joining the arm ed services is n o t a n e a s y d e c i s i o n .H o w e v e r . 2 ) d U r a b l e s .A n l n t e r n e t s i t e w a s a l s o i n c l u d e d . . "Life Rather. a n d q u a n t i .a n d d e c i w fe sion infliJencerssuch as parents and ieactrers. d lfor "1o e dssi. n d a t i o n s e o r T so w r .t h e c a n d i d a t e m u s t d e m o n s t r .B u r n s a n d A s s o c i a t e s d e v e l "v:lues oF. ee n r a n .M i t c h e l l . T p e t e s u c c e s s f u l l y .J u o s e s c o r n e w l r o r n a c a o e m .T h e r e s u l t i n g p s y c ho g r a p h i c p r o f i l e s h o w e dt h a t ' A d v e n t u r e r s "( a c t i v e f u n .a d m a na r i d O g i l \ . ft h i s o p p o r t u n i t y .free umbe 1c. a s m a n ) . t r a d es c h o o l s t h e w o r k .ai eov. a s f r e e . i n c o m ef a m i l i e s w e r e c o n c e r n e dw i t h l n s u r i n g t h e i r c h i l d r e n . T h e a w a r d i s g i v e n b y ' t h e A d v e . a s w a s a ( r roll. n d ( : ) p a c k a g e dg o o d s . c c o m . i C a l l st o r e g i o n a lt o l l . t h ea d v e r t i s i n g a g e n c y o f G r e e r . n R h o n o r o f r e s e a r c h e r .i t w a s a w "handout. a A c c e l e r a t o r "w e b . o w n w o r k a l w a y ss t r e s s e dt h e r o l e o f r e s e a r c f i n d e v e l . o p i n g . va s m u c n a s 7 4 5p e r c e n t i " Distinguished Finolist: Llnited States Novtl'An LJRL EverLt in Port. ! o r k i n g \ w r t h a d v e r t i s i n ea g e n c y C a m p b e l l . i d r e s e a c h f i r m s .a s w e l l a s t o d e v e l o p a c a m p a i e n t o c o m m u n t c a t et o p a r e n t s . V o c a t i o n a l i s t s " c o n c e r n e da b o u t . o n .1 . sa). A l l d o . a s e r a t e i e a d s t o b e f o l l o w e du p o n b y N a \ . rermsof both time can in ard money.O v e r a l l .h Ogilv. p r o f i t s ( i n t h e c h a p t e r w e u . g l e s a s w e l l a s t o m e a s L r f et s e f f e c T t v e n e s s .Perhapsthe most commonlv cited reasonfor not testrng(partrcularlyamong srnaller firms) is the expense. . :. w e r a t o r p a g e s l n h a n d ... and recruitment offices reported a n l n c r e a s ei n c a n d i d a t e s h o c a m e i n w i t h L i f e A c c e l . decided. h o w e v e r L l s er e s ea r c h t o g u i d e t h e i r s t r a t e . Good reseatch be expensive.Research no to would haveidenti6ed problem. .Imaginewhat wculd happenif a poor campaignwere developedor rhe incenrive program did nor motrvatethe targeraudience. 2 2 5 . second A reason cited for not measuring effectiveness that it is is difficult to isolatethe effecrsof promorioDalelements. N o t a l l o l i h e O e i l v y A w : r d s a r e f o r s e r v i c e so r n o n . N 4 T V s w e l l a sa o r r e a : .Each variablein the markering mix a{fects success a productor selvice. 3 p e r c e n t a b o v et h e g o a l . s t a r t e d d e c a d e sa g o a s a n a d v e r t i s i n g a w a r d i n w h i c h the ad campaign was based on research. i l ld i s c u : s s o m e \ ^ r n i e r . and the productwasabandoned rhetestmarket.bur rhe effort could do more harm rhan good.Because is oftendifficulrro meathe of it surethe contribution of eachmarketing element direcrly.tising Resea. e w a t e c j . r e o nl i n e 5 Op e r c e n t a n o r e h a n t a d u l t s l . V was usedin a moretraditional senseT e .edeffecrs. some managers become frustratedand decidenot rc. 3 t l8 a c l s e r e g e n e r . Julv Aug!sr 2 O O{2 p e c rs e c T l o n l . and the like. rhe This argumentalso suffersfrom wea-klogic. -2o02 " Sources: ARFDavid Resear.o. additiona] medra buys.r. it was ro buy all rheTV rimeavailable that matchedits targeraudience.2oo2iThe2oo2ARFDavid Nov Oqilv\r Research Awards.Many managers decidethattime is clitical and thev mustimpiement rhe programwhile the opponunity availableManl beljevethe monres is spent on research could be berierspelt on improvedproductionof |he ad.or evenfor differenrpeople by of 623 _2. w h i c h w e r e i n t u r n r e f e r r e dt o r e c r u i t m e n t t a b l e s .g. o o o l e n l l s t m e n t sw a s e a s i l y a c h i e v e d . .The objectives on soughlin the promottonal program may differ by industry.The soiurion.Anaiysisshowedthe problemwas nor ro in the mediabut rather the rnessage. While the first argumeor may havesomement. 2. Research problems. yp e r s o n n e l . t h ' eL i f e A c c e l e r a t o rh a d m o r e t h a n 2 o o m i l l i o n h i t s . Spendingmore money ro buy media doesnot remedya poor message substitutefor an improper promotional or mix. f o o_ : .220 e n v i r o n m e n t a s w e l l a s o n e i n w h i c h t e e n a g e r sw e r e c o m f o r t a b l e ( t e e n s . in *hich communicated reason buy.was an insuffcientmediabuy. stage rbe producllife cvcle. Spendingresearchmonies to gain increasedexposurero rhe vrong message not a soundmanagement is decision. Afrer rwo months saleshad not improved.w i t h a n e m p h a s i so n t h e o v e r a l lc am p a i g n whether or nct advertising is a major compone|t.arlsLte. T h ea b o v et w o e x a m p l e s d e r n o n s t r a t et h a t t h e a w a r d i s r e a l l y n o w m o r e o f a n I M C a w a r d . it rbought. 9 . denonstrated rheintroduction As by andexamples IMC in Perspective l. The problem.esources.T h e g o a l o f 5 3 .T h e w e b s i t e w a s s ! p p o r t e d b y a n e c o n o m i c a l m e d i a p l a n d e s i g n e dt o d r i v e t r a f f i c r o t h e s i t e . The). 3. R a di o ( 9 5 p e r c e n to f t e e n s l i s t e nl o o r r n o r e h o u r s a w e e k ) a n d o t h e r I n t e r n e t v e n u e sr e c e i v e da l o t o f t h e . tie second doesnot.marke!sales for a new brand of beerfall shon of expectations.P o t e n t i a l p r o s p e c t s s p e n t 5 O p e r c e n tm o r e t i m e a t t h e s i t e a n d viewed more pages. Not only would you be spendrngmoney withour rhe desi.i. by research canprovideusefulresuhs.r e s p o n n e o i u m t o g e n . "If I can r dererminerhe specific why spend moncv"' effects." Jorrnolof A'lver. rhe and millions of dollarsand a brandmighr ha\ e been saved.resrat all.s n r the other categories) :nd not alI of ihe v"'inners e m p l o v t h e s a r n e r e s e a r c hm e t h o d s o r r n e d i as t r a t e . l n t h e f i r s t f e w m o n t h s o f t h € c a m p a i g n . s al Companies give a numberof reasons not measuring effecriveness advertisfor tbe of ing and promotions stralegies: l Co. communications l9effectjveness be measured may carryover can and to salesor other behaviors. Disagreement whal to lest. While we agreethal rt is not always possible deiermine dollar amountof sales to the contributed promotions.have now b e c o m e m u c h b r o a d e ri n s c o p e .! AwarC Winners wws. i W h a t i s r e a L l yi n t e r e s t i n g i s r h a t t h e O g i l v v A w a r d s .one of the nation's leading brewers watched irs tesr. For example.The moraj. g i e s . ell a specr6c program----{rr a-specificad-u. accompiish *s ou n objecrives.poratJimaee.ies.ocess mar wrshro assess recallunO. and responsjbiijn. ad shou n in Exhibit 19-2 reflects how ma-nypeoplein the advinising business f. -.research to tin be used to measu.erts eff..ecogl:. \r."l "Uouirtii .Ujrh the proper ciesign.. creative depaiments arguethat testsare not true measures the creativiry of and effec_ tivenessof ads. ffi Ef:E ffJ'#L 'ffi r*:-. versus only -i3 percentfor otherads-proving tharcr:atire irdsareeflecuue3 Exhibit 19-2 ChiavDay expresses opinionof tt5 recalltests 624 Toadrertisers irterestedin'dry afterrceall: re submita cdse historr': t-G- - Il].on ol th" aC Lactl o] agreemenl what to testofien resullsrn nc restinp. or evel all of the above might be measured..ho..ant seethe impact of promotions on ro sales. They *. on Agatn. .I i. ln 1.---f H*# . manl.rhe rmpacl on co.Dal.io..ill perform jn tbe market.o* ho* o. o E . to This is somerrmes rru.ishto lno\r.ork ro be rcstedal|d manl.Inlerestinglv.. it is the manager'sriebt.anr permissionro be creativewirhout the limiting guidelines marketing may impose.ctl\'eness dotnpso. . . Il hasbeenarguedbt.^n rhuL 86 percentwere deemedeffecrivein achrevingrheir gojs. The bhiar.".v.uu.arded commercialsover a 2_1.. creabverhe ad. t-ok .8.agencresare relucranl submil thei work lor lesting. AI the sametime.u.. a j ain.and rhe m. . Since even promotional elelienr rs designed..top_managemenl may \r.' is responsible the success for .punjli o. oI tne productor brand. in a srudv examirungthe 200 most au.:!!-. und ttrose involvedin *re creative p. The salesmanager mal. the more liiielf it is to be successful.=.:rr'E' El:lj::i c:.221 q'ithin the firm. there is lifile rationalefor rhis posrrron.applying measures srlflesrheir crearivir).Gjventbesubstantial sumsbeingalJocated aoveruslng lo and promotion..1: :.many (and denjed b! others) lhat the creitive departmentdoesnot wal}t its o. rhemarkering manager ultimatel. The objectionsofcreali|e."u. In other may not be suong enough to Pull rcadersinto the ad by attractinstances. media.Motoroia deveiopeda:r ad designedto porEay the quality of its mobile phonesby showing an FDNY fireman using one.changesin the source'sattractiveness or likeability or other external factors may lead to changes in source effectivenessPepsi pulled a TV sport featuring rapper Ludacris after Fox TV's Bill O'Reilly attackgdthe violent lyrics in Ludacris's songs. The secondargumeDt can also be overcome with proper pianning. n Media Strategies M e d i a d e c i s i o n s e e dt o b e e v a l u a t e dR e s e a r c h a y b e designedto detenninewhich media class (for example.'A number of factors and its delivery may have an imPact on its effecliveness. planning and schedulingwili allow time for research. nme.researchis just too important to sktp. Marketers needto determire how eachis affecting the communicationsprocess. In most instances.many people felt it was an atlempt to capitalize on a tragedy. after the teForist may help avoid rnistakes irnprove effectiveness. well as where as and bow such evaluationsshould occur. While many managers overworked ald time-poor.As a Tbe problem could have been avoided result. A 6nal reasongiven for not testing is a iack of time. What to Test We now exarninehow to measuretbe effects of communications.or speci6c vehicles (which newspaPe6 or magaziles) generate most effectiveresults.rket. gening the wrong messageout is of little or no value and may evenbe harmful. In Chapter 5. *'lll she be able to retain *ris relationship as she gets older? Apparently Pepsi thought not. subclass (newspaperversusmagazines). Somedmesthe One but doesn'tachievethe other goals set by management. or attackson Scptember11.panicularly with the teen ma.Other decisionsmadein tbe promotional planning processmust also be evaluated. For examPle. While the ad may have had good inrentions. message.in the beer example discussed messagenever provided a reason for consumers to try the new Product.The location within a particuiarmedium the 2 a 6 o 3 6 o a a G . There will be occasionswhere market opportunitiesrequire choosingbetweentestingand immediateimplemenndon. may lose impact over time. proPer to bad Motorola pretestedconsumers'responses the ad.illustrations. Or a product spokesperson may be an excellent source initially but. message memorable is snrdy showedthat 7 of the 25 products that scored highest on int€restand memorability in video StoryboardTests' ad test had flat or decl-iring sales.For example. much negadvepublicity was generated. Likewise.al ad in which SusanArton ate a slice of Pizza Hut Pizzawas consideredtoo erotic for the company's small-town image.Tiger Woods has proved to be a successful salespersonfor Nike and Buick. This section considers what elementsto evaluate. out are Plaaningmight be the solution to tbe 6rst problem.and tley don't wanl to wait to get the message becausethey rnight miss the window ofoppofiuniry. broadcastversus Prilt). as her contract was not renewed. we discussedthe componentsof the conmunications model (source. regardingthe message including the headline.* by and the rneans which it is communiMessage Variables Both the message earlier.ln other instances. an ad createdfor GeneralElecour growing trade tric in which Uncle Sam got slappedin the face (to demonstrate imbalance)v. But eveDthen some testing For example. message the ing their attention or clear enough to help them evaluate the product. For example. Britney Spearshad been an effective spokespenonfor Pepsi.askilled by the company's chairo m . and layout.The questionwas. Managersbelieve they alreadyhave too much to do andjust car't get around to resdng. they convey. Wlile timelinessis critical.222 5.receiver)ald the importanceof each in the promotionalProgram. text.For of Many ads are neverseenby the public because the message example. owing to a variety of reasons. o R C o n d u c t i n e e s e a r cth M e a s u r e e n A d v e n ti s ig Effe c ti v e n s s being used Source Factors An importantquestionis whetherthe spokesperson is effective and how the target market will rcspond to him or her.the cated are basesfor evaiuation. shen litt1emore than an idea. lhere ji in evidence to support the fact *tat continujry'ma\.a varietyof methods have beenempioyedto measure tie effectjvenessof advenising on the Inlernet. Many companies have also attempted detemine u. conceptresting (whtch rs discussed iater in rhis chapter) may take pjace at the earliest developmenrof rhe ad or cornmer. .the differen.For example.. rcsearch demor.ih.t Bui it Anorher factor is $e rehicle option source effect.be oppomrniriesassociared\^irh increasing advenising u'eights in periods of down$ard sales cJ. As shou'nearljer. from as early oD as rdea generatlqnto rough executtonto testrngthe final version before implementing it.-rajimpacr ihat the advenising e):posureq.in. \.r'bcr cares voumisssometlnt vouhave f seerfour limesbe{or€: youdo carewhen s thefirsrlimevou re seeriL.hetherincreasing to therrril budgel direcill increases sales. Like$. The evaluarionof flighting js versuspulsing or conlinuousschedules imponant. are useo. Sirniiar11."e Peopleperceive adsdifferenrlydependlng on lneucontext. As discussed Chapter I 0 and IMC perspectile I 9.panicularl). rhere ma1. This relalionshrp ofrenbard to deremrine.designed measure to some aspeclof rbe advenising program. such as the communicationsobje:d!es statedearijer.r tn.'' A final facror in media decisions involvesscheduling..ill have on the sameaudiencemember if the exposureoccurs rn one media opdon rarherthan another.or posrriontngstalement under js Figure l9-1 Classificatjon of testingmethods Prefests Laboratory Methods j!fies Consumer PorColro tests Phy5iclogical measures Field Methods Dumn-ly advenisina vehic e5 Po5ftestt Field lr'lethadt Recal tests AjSCaral on rrEasi.1 classifiesrheseresting methods.lo-(^. .pe ofpretest may be used. r .r:lielrng mrx elements.A varierr of pretesrsand pos:tesisare availableto the marketer.i!l their:s! than run of a prime-trme le)elisiorprogram.e r a m i n e dt h ee f l e c t s f b u l .rhrrs becauseusing salesas an rndicator of effectirenessignoresthe impa!:l of o. h e o get size on adver'.lre5 <.ise. lead ro a more effecri\e media schedule than does flighting. Figure 19. One su:cessful drrecl markeler found tial old Tv sbo\rs vjeld more responses than firsr runs: "LeaveIl ro Beaver" generare Tbefifth renrnof u. More lhan one t). basrcconcept.s should anempl 1omeasurerlerr differential impacl " Budgeting Decisions A a u m b e r o f s r u d i e s a .r.ising effectiveDess and the effectsof various ad expenorrures on sales.each\rith jts own methodologt. is p. The managei experimenting \r'ith thesealtematjve schedulesartd. cial. PfeteStrnq Pretestsmay occur ar a number ofpoints.c -^.sLrated reader par nrorea!:Lltirur has 5at s to latgel ads.. 1.Emc o Theater tests Readabrliry lests Comorehensron and reaclon 1e5E On-alr tesis Recocnri!oiiesl-s TracKng 5tuCes rnqurry 1es$ . When to Test Virtually al) tesl measures can be classifiedaccordrng lben tbey are co:rducted to Pretests are measures taken before tbe campaignis implemenred:posttestsoccur after the ad or commercial has been in rhe fieid.Fot examp)e...More definitive conclusjonsmav be possible if otber dependeni variables.given rhe lncreasing costsof media rime.ill muchmoreresponse u.223 (front page lersus bacli pagel and size of ad or lengrh of cornmercial also nerir e\aminalron. direct-responseadvenrsers orr TV have found that some prograrnsare more effectrre rian orheri.clesor recessions./cr budgel oulja\. ure T h r sr sc e n a i n r v .Jng iJo"rrgn"a for .. ^ .parucrpanrs meaningsriey get from rhe ads.ouon.pup. eoo.ard to derive the concepts to promote lts ne\r. C.. uar'on of the ad is evatuaredro dererminewhict is most titety to ue .."o beforethe hnal form was aired. lll largeamounts monev are spentin development.r".t "l."".innerGM usedfocus groups Ogilty A\r.r m a t s . ii"nt.. t h es r c a r _ e ' l e l l e c ro t r h r <l z c k c f r e a l i s m s a t e s t i n g r b i a r .r.oduos'on the covers.:. mail inter_ cepLor laboratory merhods may be u.o. :iff"#:i....nou.e1e rrack_ tng. o . rnto lhe next period's situatiooanalyr Posttesting posftesring alsocommorj is among bothadvenisers ad agencies and (with theexception testing of comrnerciats wear.-:.. (Differentagencies differenrmeasures..o"rrt"ndi.On the otber hand. .gneJto tesr36 differ_ :::i::_li-"::rd. o m m e r c i a l s .omnal\'5 ru.u"o..i.i.or galvanicskin response.i.:. bor." A srudvof 4..!l..'r"1"i t"r) ". _a anrur" r. 627 = :.consider the rel'ariveadvantages lf"1^11:.. ..AR spon5orship for Lowe's c. Laboratory Tests ln laboratory rests.... decisionsmust be made as to where. . ::i1 and animarics may n"ai.fhg. headrisome .n" ::".....ur"unlg. spol\orship SeSCei"uro grtlor.*"re . ^p. r d r a n t a p:et h el o c k a t r e a l t s r np e r h a O s t .r" ii'j.s's1"..T::^O-:tl:-. .n " airtin"r advantags 6ys1cgmpetitors. i n e x p e n 5 i \ e t \n dr h ed ) h e r e n l i a tm p a co f e a c h a r r : " :J c:5 . $e s-hare good ro. ...':i"?tT?:. _oa"'. ..heo.' ...224 cons)deratron.r..o or me message€revery difficult to communicate in this fo"""r. : .:1.a.1" r" . even 5uggs51 jnprovements or and additionalihemes. ... -...j.-int. of .tbar by pu.:il:*.. of those-spots .s. T h e m a l c rd r s . l l u s r r a t r ofn . . . thesetesfs of ln specificshoncomir]g.. lhey forgo research save so to tim.o t r I o *.f. : .poun.. ^ = " . . ] : ' : ' : _ nearJl-" effecrivety ".tn l_:t:Tl.mosloJ\^hlch mvolve sureey research metbods.. q:-lnn] producr. evaluation srx anjmatjcs. of So*atia. uo u".#T:::il. o i o r s ..9.if.ung _o..people are brouehrro a p a r t r c u l alro c a t i o n a h e f e h € \ a r e r h o \ ! t n a d sa n d .) use In homeinteniews. in iocus groups.ro. ... . "_.rh*G. ..:*:J*.ur)..Tu jq " ' u ..jo: advantageof the lab sertrngrs the conrrol it affords the f e s e a r c h e r h a n g eis c o p 1 .iT-d.ir".for.a r ef e r rr n o p e r i e n r .n. tf._uii-r.rr \irrh rhe concepror the wiy it is ro be Oetiv. .gs (which are serrtto ietr"eei 30 ano +0 million rbe companydetemined.por... Nearly twice as many (34 per_ cent) were failures.637 on_air commercials aesigneato Uuildno. Th€ GM minivanr..). Exhibit l9-3 Research ::.ff n es. The ma.i. var]et)ot posrrest measures avrilable..."a. Manv marketers believe being firsr in the _-t. rake placc il either l3boratory or feld seiti.-.f. 9 d5 ^ :5c T lhf contdbution of eachfactor.i o#.^.".:: lif. arradvantage is trme dela)s.. of consumers askedLoevaluate ad on a are the senesol rat_ ing scales.. are .T?iF:*i#l.'ili"r...-J:: rac.". u h q nn .on_ ducredby Msw croup lformerly N{cCorlurn-spierman woird.ealJy good. p. uslngreal prcturesrarherthan caftoons.".lrhe ol 'ie:ti a sruoya. Whei"e i. anA the ads\lere changedto enhance cenarnexecutional ejements.":lli:.i.n". The methodolociesemployed to condu".j In addition to when to test.. . " . n r o u n a . k r t O-r.l.I i l ."fl .erea-ul. ririnjvan ln other be resred..iE.i'n!-.' These tesrsma).The mood_.-. ^ . ".. o o i " r " ntS male\ tt muLh et\:er fOr the re<earchertO tsolate -.#:'.*.. responses orhermethods_fo" example."na ilT$FlT:.l-Cesr ent versronsof covers for its catal. o r . .. . Tne testers eirherask quesrron: ahoutthem or measure Danicrpant." of arrematr!'es."taog.r.s.rrs porition. rharonly i 9 percenlwere considered ourstanding or.::: :.pupiJ by ditarion.ed to gatherthe data I n e a d \ a n r a g e f p r e t e s l i na t t h t ss t a g e s g o i t h a rf e e d b a c t s r e l a t r r e l Jn e l p e n s r \ e .-hun on.:...:llpaiga isiccomprishins . pr. .l .n. ..Oentrfiea.ti"O U.".i". . oi O.r.E. q.ln addition to or rnstead the focus groups.r*:. f r .1*lr . j:il. the catalogs affirmedthe value of a NA5C.:'JH:HHffffff JXTT:T: ::il: hom€ improvemenrretailer.rd reducrng the iiz. ro rhe\ ma\ scrutinre the adsmuch moreclocelSthanLhel would ar hom:.In this sectjon.re:rns. ro tbe And field rests usuall)'take rnoretime and money to conduct. uhjch accounts rhe frequenr of lab melbods. Provide multiple (because measurementl measu.u. Take intoaacouni basrC ccnsrdefatrons o.es have. to How to Test Our discussion u/hatshouldbe resred. and wherewasgeneraland designed ro establisha basicr.2 positioning 628 = :.Competirorsmay aTtempt sabotage research. ho\rever..hich trade-offsto make. u.nUi.. ad agenis of L. =. of u.J this lack of realismjs that it cannorduplicare naruraivieq.r. and parakeel chirping in rhe background.ith rhe spoLrse krds. however. Provide controls avoid biasing to ihe ei{ect5 the exposure o{ contex 8. anC .. a mtntmLtm.the moresoundly car oe elrata j1 of uated anCrequire.h ma1...2?5 broughtinto a Iab (evenif it hasbeendesigned iook lilie a li\.called pACT ipositioiing .and even the presence competiljve of messages.t oj a cn ttimulus. Thus.ingsit_ uations.hen.eemefrt abod ho\.r5 The nine pnncrpiesof goodcopy restingareshownin Figure 19_2."r'Thrs ser of nine pnnciples. 3. (PACr) 1 Provide measuremeot5 arerelevanl the obje-rives the adventsing thal to oi 2. the response the sirrrrurus. the control offered b1:tfus merhod probabh ourweighsthe disadvantages. Tq. cat. Require the more that flnished piece copyrs. Looling at ads jn a lJt serLrng mar nlr be the sameas viewing at home on the./ Tesult5 be dsed advance ihe wili in 01eactsoecrfi.hich lo -tudge ads and commercials.couch.ir is impoflanl ro esrairlish somecriteriab). dog. and control)ing the cost of TV commercjals.:nderstanding the overall processas weil'as some of ke1.providing a berrer creariveproducr for clienrs.be of is rmpossiote ro isolatecauses viewers' evaluations_ atypical eventsoccur of lf du-ring rest.advertisers and ibelr clients are concemedabout deveioping appro_ prete test\ngmethods..hetheradl.uwill iee rharsome resrinr (A tecirniqL.hich Ad'ertising Cop! Testing).":teshng ::d.tneY rne may bias the resulrs.isample nitrcl-r oef 9 Demonfirate reJiabilrty valjdltv.aonOp. Allowfor considerationwhether advedisrng of the stimulus should exposeo be more thanonce 6. No. the o{ the and tc 5.rs of home. Require ag. and rhe comtols of home.*:d rDgaDd acis.ementl not adeq!a1e srngle are lo assess performance) ad 4.inp reomt. the complete rl jth rhe disrracrionsor comfo. Bebased a model human on of response communtcaticns_the 10 recep. Field teststake into accouDl effectsof reperitron.distractions. realism is gained al the expenseof other imponanr factors. As you can see.ft is up to the resea-rcher determine\r. Conductin evaluative g research not eas\. r .enisingshould rul ln roe marKetplace-Whetherthis srage urilizesa singleresror a ccmbination rests. tcsirn6 as researcb rs undenaken *hen a decisionis to be madeaboul u. Advenising CopyTesting .complerewith the rearismof noise. The major disadvantage field tesrs the lack of conrrol. for use Fie ld Te st s Field tests are reslsof rhe ad or commercial under narural vie\r. oi 7.made progressin correcringthis deficiency. purpose of irs rs to aid in the judgmenr of specificadverrising execulions.rrr .. rhev did not bnng tn rne ocgs and the parakeers.improving the researih useo rn prepar:l:r^1". bil lareryc.definescop.so the resultsare not a'ariable 10be actedon guick)y.ing srruarron.) Overall.enty_one the j argest S. alternative a5 thet execuliors tesiedrntne:ame be degree frnish. " serofprinciples aimed ar . Firsr. comprehensron jtimulus. Adherence theseprincjplesma\ nol make for perfecriesrto Figurel9. the programcontent..r. discuss we morespecincaljlsomeof themethods commonl] usedal eacb srage. \r. and samplesizesva1 accordingro the needsof the cjieni: tt.. 1. Consumerjurie. e\ But cosris oniv one]airor Tbe testis of ljnle \ alueif it doesnor pro\ ide relevani."rrnrofogi l lJecause suchtesrs canbe conducted about$3..ds'ra rhe questionnaires. ma) L'eused.sfield seniigs io U"-.4.sess :. at alrhoughsome on-arrfield testsare alsoalailable. While this melhodoloir is garrrng u.s."rts *."0. Comprehension anA .there are appropriateano lnapproDrlate ctraumsiances emnil]\F. Somestudies have demonstrated theseIcsringnrethods reltable thal are and tbe resuitstvpicallycorrelale well with rhefinishedad. The F i g u r e1 9 . cin ii..rnducted the rough srageinvolve lab serlings."ra u selectionof layouts or copy versionspresenreo pasteups ln on separatesheets. brou-gi]. rh.1 630 rjecauseot' the hrgh cost associared with the production cf an ad oriommercral (manl networl commercials cosl hundredsof tbousaods loilars to prJuce).. ...kes :-ou wooCer u.. aarr""ai to assess theseresponses (which ma.oy. ' Lr.a! lo ftatberconsumers. accurate informatjon..oiironal methodtare mole cornrnonl)usedrseefjgglq io-..000.6 R d u g h e s t i n g e r m i n o l o g y r t A roughcommefcialan unfinished is execution mayfalllntothree that broad categoiies: Animatic Rough photomatic Rough Ltve-Aci. testingover the Intemet. rating scales. indrr iduals as.r..rnp.o .6 Most of the rests c. thelnremerallou... of *uu Ua o... This metbod usesconsumercrepresentadYe of ibe targefmarket to elaluare the probablesuccess an ad.10 at tlis srage. :.and focus groups have alj-been used for thrs purpose.( for me*todo)(.-eu. for reselrcn ar this srare rs becomtng er morepopula:l.000ro $5.6 for an exp)anario"of . and Onekev concemfor the adveniserrs whether the ad or commercidconveys meaninginiended tt-re the s"conoconlem rs tre reaction tbe ad generates..hv so_" uA" *" a.ant ad thal evokes arr a nes_ a'ive reacdonor offends sc.""arf""..bereradverlisers shou.rion testsand consumerjuries. Obvioush.+. Comprehension reactiontesrs. test (SeeFigure l g.conc"p.oup interiie'..the adve iser does nol \4.mec.u here is consumers shoppingmalls are approached 'n and as}:ed er aluareiouth ad..ev Anotber \r.(and/:rr to copy Ratherthan partcipating in a group discussion.aii.ey llpi.l).. Testsof comprebension and reaction emplo] no one staDdard procedure. technoJogies ollu". Again. n d C o m r n e r c i a le s t i n c Y) :..p.o.ne.-.c" Rough Succession drawinovcartoons of Succession photograph5 of Lrve motrcn Rendered artwork Real people/scenery Stand-in/ron unron ialent Stillframes Stilltrames Nonunrcn crew Simulated movement: Simulated movemen1s: Limited props/minrna opiraats Panning/zooming frame/ of Panning/zoomingramd o1f raptd Locatron sequence seittngs raptd sequence . 2... C o p y . a I .popuLr resisinclude cornpreheision ano rea..'rii"""or'n-r" "r"sumersthroughoutthe United States. opjnionsof ccnceo:s mall .. i. garneringfeedhaclr and anz. ior.Finished CommercialUses: Livemotior/animation Highly paidunion talent Fullunion c|ew propvstudro Exotic sewspecjal effects a T f o u g h A r t .Rough testsmust indicatehou th: ijnisbed coinmercrai uould perform.eFis.uage from 50 to 200 rcspondents. personal rntervle\r.22 Clearl). Consumerjuries. ".".onaao. g.Lo the marketplace).zrnS resujls ihr almost iDstantaneously.and/orraniings. Slidesof rhe arrworkpostedon a screenor animariJand ph". ad\ of efiisers are rncreasinglyspendingmore monies resringa rendering oithe lnat rd ai earlv stages.e.iie. and e Fla5h mail advertising) iT€st Package (pa(kage designs) iTest Product (product designs) iTest iTest Message Collateral (PR and and ipromotion positioning merchandising material) messages) Prelpost brandawareness chanqe O n . print.J via Figure 19-5 Testing the Internetis gainingin populatity E iTest asses5ments iTest ldentity (corporate identity.o I'J |.totdeq) tl . trade name5..s h e vfi s i b i l i t y l power Pick-up brandrecall Correct Likability Persuasion Intormation completeness Brandappropriateness Erandasso(iations associations Competitor Purchase consideration action lnclination take desired to diagno5ti(s Communi(ation Demographic drivcr5 a a o a a o a a a a ra a o a a phoneinterviews for Follow-up of understanding expanded ts5ue5 responSes ano Optional Optional optional optional Optional Optional urer6ord leuorlouord aql ]o r5aua^lpel'l aql 6ulrnseal4 uoepu! .and trademaaks) iTest Ad (TV. radio. then ranktlremfrcm one the is to to n according their perceived to merit. Ads for that involve emotionsor picruresmat recerte hjgher ratngs or ranl. parocrpaDts to becomemore €rpert in their evaluations. task becomeseven more unmalageable. the A haLoeffect.15 evaluarionsmust be made. oJ percegtions.aLalro.it Sanple quesdons askedofjurists are sbownil Figure 19-g.calied the halo effect. on Method. try paying more aften_ tion aod being more critical than usual. 50 An overall readionto eachad underconstruction well asa fank es ordering the adsbased the viewers.tive: (consumers) asked evaluate ai.these wouldyou most likelyreadif yousawjt in a magazine? ads 2. Consumerjuries typically employ to 10Cparticipaot5. Considerthe rankilq of 10 ads.a. and the wnner is listed. Sometimesparticjpanb rate an ad good on aij charac. lre {ormer. tensticsbecause tley like a few and overlook specincweaknesses. Which didyou{rndmostr11ere:tina? ad .229 F i g u r e1 9 .adsare comgaied onlytwo ai a time.rsor .hile tbe top two and tbe boftom two ma) verl u. The nutaber o-fads that can be evaLuated limited.oj to vy'ner 11em.ing thev are beijrg askedro critique ads. :wc o. One of t}te benefirssoughr from thejury method is the objectiviry and involvemenrin tbe producr o.7 C o n s u m e r lufle5 Obje.In the latle. sen_ ous flaws in the metbodology limit its usefulness: " The consumermay becomea seLf-appointed experl.i) 2 lf six alternarives considered.is possible.the ranking procedurebecomestedious as the number of ahemativesincreases. Respondents askedto viewadsandratethem accorCinq either are to (1)the o'deror meritmethojor (2rthe paireo aomF.however.The result mav be a lejs than obrective e\ aluatlon an e\aluaton on elements or othel rhanthoseintended.jngs ttran Figure 19-8 Questions askedin a consumer jury Iest :.eUre\. obiectivit\.1 . distorts tlre raringsand defeatsthe abilirv ro control for specificcomponents.Whichlayoutdo youthiok would be mosteffectiv€ aausing to buy? in you 5 Which didyoutikebesl? ad 6.) Preferences specifc rypesof advenising ma1 overshadov. l-.ealdrfferences. o :.(Of course. service that the targetedconsurnercan brhg to the evaluationprocess.. \4hi1e tbejury method oflers the adlanrageso? conuol and cosreflecuveness.eaos tesred. ln the paired comparisonmerhod. is \fttether order ol meit or paired comparison methodsare used. respondent asked view the ads. Thebestad is that whichwinsth€ mon iimes. Sometimes. . This tendency.thoseranlied rn the middle may not yield much useful irformation.the reversemay also occur_raG ing an ad bad olerall due ro onlr a feu bad attribures.(n . Which theseheadlines of would interest the mo51 reading ad furthef? you in the 'Which 3. 652 objectivessoughtand methodsemployedir consumerjuriesare sbown in Figure 19-?. As the number are of adsincreases.. mo.hro*.tdoivetheif Potential viewers are 10 ads -are 'eactrors ande.ethoo t.. Output. Whichot. ad convinces mostof the qudlity superioriiy the product? you or of 4. viewers usually are asked rateor rankorderthe aCs to according thetr to preferences.the number of evaluationsrequx-ed1s calculaledby the formula .Each is compared every ad to ctheraC in the group. a result. Thus.The assumpdonis that the adstbat yield the highest recaLlarc the most effective.230 th^ose emploving copy. Someof the prcblems noted here can be rernediedby the use of ratings scales insteadof rankings.Even though the laner a.changescan to sdll be made. The most common of thesemethodsare pordoho tests. Portfolio Tests Portfolio tests are a laboratory methodology designed to exposea group of responcen* to a ponfolio consisring of both coqtrJiand rlst ads. although the poftfolio method remarns popularin the jndusr).analysesof readabrlity. reading. describedin Figure l9-9. \r. One is Diagnostic Research Inc. Pretestinghnished adsis one of the more comnonly employedstudiesamong marketmg researcbers and rheir agencies.lidiry.and dumrny advenis_ ing vehicles. fict that respondents the know they are participating in a test.s Copytest System.readabiiity tests. facts.. resoonses reoorted. this stage.hile consumer Juneshave been usedfor years. or interviewer insD-uctions (among others)may accountfor moredifferences tban t\e ad itself.including both labo_ ratory and field methodologies. the score5 reported include related recall copyand visual of elemen-6. 2.re often more effective il the marketplace. Wtlile pgrtfolio tests offer the opportunity to compare alternative ads directly.But ratings are not alwaysvalid ertler.a finished advertisemenr com_ At or mercial is use.'s J o- .and dummy advenising vehicles. Pretesting Finished Print Messages Anumberofmetbods tor pretesting finished print ads are available. otner'1onspecifi( and elemenE Botnquartjtative (1able. of to Approxintately 225 people constitute sample. than One way b determine the validity of the portfolio method is to correiate its results with readership scoresonce the ad is placed in the field. s(ores a1d verDaUrt are Figure 19-9 Diagnonic Research print test Inc. J I Objective: Methad: Output: Tests recall and readers' impressions pnnraos.ji sinceir has not been presented rhe market.and otherquestions interest the sponsor. Whether such validity tests are being conductedor not is not readily klown. Mart researchers believe resringth€ ad in final form provides better information. Factorsother than advenising creativity and-/or presenmion may affect recalt. they ma! be judged les]s favorabiv bl lunsts who prefer emotional appeds.Broadcasttestsinclude theaterrestsand on_airtests.questionsof bias have led researchers doubr their to va. and/ormtiona] crireria. Some researchers arguethat for cenain of products(those of low involvement) ability to recognizethe ad when rypes shown mav be a bener measu_re recall. sales messages. of Mallintercep8in two or morecitiesareused screen to respondents and have themtake home "test magazines'.recjlt ot ad of conten8. ^ re\eral resl proceduresa-re avarlablefor print and broadcastads. Rispondents are theDaskedwhat informaiion they recall from the ads. Pretesting Finished of Ads 5t3 2 5 :. PriDt methods include portfoiio tests. pafticipants tor are phondd nen dayto determine the opinions the ads. Interestin the product or product caregory. a variety of other methods(discussed As later in this chaDterlare more cornmonl) emploved.Both pnnt atrd broadcastmay use physiological measures. a number of wea-knesses limit their applicability: 1. Recall may not be the besttest. For Gallup & Robinson's\4agazrneImpact ResearcbSer-vice (MIRS. Tests conducted current are in issue5 newsstand of magazines suchas Pecple. dispersed samples.e1las the test ads. be effective.e Method: Output: io assist advertisers copytestingo{ printadvertisements determine in to (1)mainidea (2) communication. namedaiter its developer.. associatedwlrh pordolio tests.ed tbeir reactionsto both editodal contentand ads. But the durnmy magazinesharesthe otber disad!a16g". ro assess readabilig of tbe cop1. Eefter nomes8 Gatdens. Readersa-re told the magazine publisher is interestei il evaluations of editorial content and askedro read the magazinesas thev Dormallywouid. ot Diagnostic measures range. and direct input from ihe receiver is not arailable. Ipsos. DisadvaDtages also inherenl however.Tbe most popuiar are thearertests.rng elements like creativity cannorbe addressed. The maga_ zines contain regular editorial featuresof interesl to t\e reader.s Nert*Print ablecti. exanrple.irom j 0g to I 50 responses. and are distributed Io a random sample of homes in predetermjned geograptuc aieas.The test suggesF tl]lalcoFv ls bestcomprehended 'hen sentences short. as I Pretesting FinishedBrcadcastAds A variery merhods preresring cf for broadcastads are available. Dummy Advertising Vehicles In an improvemenl on the portfoilo test./orfimshed ads and are niost ccnmonly conductedin tbe respondents'homes. o54 . likes dislikes.The copy mal become too are n]echanical. Highly targetedaudiences available are thj.Theadvattag€oftirismethodisthatitprovidesamorenaturalsettingthanrhepof folio tesr.Rudolpb Flesch.This testusesthe Flescbformula.The testscan be used for rougb and. length of sentences. ads are placed in "dummv" magazinesdevelopedby an agenc. Human interesl appealof tbe mate:-ial. believabiiity (3) and (4)ad (5) aitributeratings.gs.or research firm.as \r. Then they are inrervie\a. (G)brand and attriburerati. as people typically do.iewee biasesassociare. while this test offers some adl'aniages over tije pordolio me-. and Tne-recall meas/e consrsts 150 responses. in-magazine ccntext. ^. overalt likeability.the most populal are iorm of pretesnns Df trint ads now involves a seriesof measures. Nevvsweel.d wrth other rests and avoids gross errors in understanding.ct_air tests.si_ ological measures.trod.words iLre are concreie and famiiiar. of While all *re previously describedmeasures available. tbe test more clcsely in approxrmates natural reading situarion. and product iirrerestmay still bias rhe resuits. also offers mul.ouoha versiorr printTe5t_ knownasthe Targeted Standard scores specific iao ostics and d n . shoun in Figure I 9_10. Figure 19-10 lpsos-Ast. atd offers standardized measures as u'ell as a varieS of options. are This merhod eliminaresmany of the inten. rs nol a guarir anteed measure tbe advenisings impaar.t J I Readability Tests The cornmunications elficiencyof the copy in a print ad canbe testedwtthout readerinterviews. Tesl resuhs of are cornparedto pre_ vrousl)' establishednorms for various target audiences.jple measures. familiarity rlitl certainwords are alsoionsjdered and and correlated with the educationalbackpgound target audielces.employing widel). on readership.ASI's Next*prinr methodologl. trrisrest should To be used onl\ rn conjuDctror\r'iih other pretestingmethods.Readership occul-s tbe panicipanl's o*.The norrns offer an attractive staDdardfor comparison.and fie readerma) gc back to a the magazine.Recall.n bome.by deremrining the aver_ age number of syliablesper 100 words.t usesan al-home. and interest-generatirg capabilitiesoi the ad are assessed. \4rirhouttl'risinput contnbur.The testingeffect is nGteliminaied. anc pemonalreferences drawn.Compaaiei like Galup & Robinson and Ipsos-ASI offer copy testing servicesthat have improved upon many of the shortconings cited above. Thus.and ph1. Continuous(frame-by-frame)reactions*[oughour the con]mercial. In theatertestsparticipants are invired by telephone. Further. In addition to product/brand preference. F i g u r e1 9 .many of the servicesnow use videotapedprograms with the commercials embeddedfor viewing in one's office ratier thar in a theater. and/or tickersin the nail to view pilots of proposed TV pr. Thoseopposedto theatertestscite a numberof disadvantages.but asking respondents tu.with each the commercials. a second 30-minute of testcommercial shownagain.with persuasion rneasured the pefcentage viewers o{ by purchased {ron theirmolr recently brandto oneshownIn the testcommerclals. Critics contend that participants will see just becausetbey think they are supposedto. First. Panrcipantsmay be seatedin specific locadons in the theaterto allow qbsenation by age.uses of aboul Advertising ccntrol for Television 400 respondents four lt initialbrandpreference asking by rcpresenting cjties.Samplesizesrangefrom 250 to by 6t)i)!articipants.cial.the contrived measureof brand preferencechange seemstoo phony to believe.and a form asking for evaiuationsis distributed. addition to controi. sex. a lab procedure TheM5W Group.lsh buftons on a ke)'pad to provide the continual responses.though all medsurebrand preference changes. Despitethe limitations of theatertesting. In Propgnentsargue that theatertesrsoffer distinct advantages. Afterthe recall tesi. r'iewers are told a drawing \r"ill be held for gifts and are askedto completea product preference questionnaire asking which productsthev would prefer if they win.but more comIn mooit a standardprogram is used so audiencerespollsescan be compared with normetlve responses established previousviewers. Respondents then divided which brands theymostrecently are program with seven inseded the in into groupsof 25 to vaew 3o-minute a cgmmercjals with middle. lnterest in the brand under consideratron.Otlers establishviewing rooms in malls and/or hotel conferencerooms. measures participants purchased. by 3. 2. The methods of tbeater testing operations val.wiring peoplefor physiological rcsponses takesthem too far from a natural viewing situation. Recall of various aspects the commercial. After viewingthe program.the show is actuallybeing tested. Participants are then asked to complete a second form for a drawing so rhat changesin product preferencecan be noted. asune servicedoes. Finally. the form ma1 requesr odlerinformaton: L lnterestin and reacticnto the commercial.most major consumer-product companies have used it to evaluatetheir commercials. example of one methodology is shown An ir Figure19-I l. . Seaond. one of the most popular laboratorv methods for pretesring finished commerciaiswas theat€r testing. ard so on. Thesecond measure brandpre{erence takenat this i5 preferences who switched time.n dials or. Some do not take all the measureslisted herel others ask the consumersio tura dials or pr. but it allows them to identify strong or weak commerciais and to compare them to other ads. reall intercepts. This form also requestsdemographicdata. of 4.1 1 T h e AD"VANTAG E/ACT theater methodology t1 z (AC!.For exampie. advocates say the brand preference measure is supponed by actual sales results. the through it and make changes group effect of having others presentand overtJyexhibiting their reactionsmay influenceviewers who did not have any reactionsthemselves. The lab setting is bad enough.232 Theater Tests ln the past. they say rhe to envtonment is too ardf. This method may have shortcomings. 5.v.Fourareten commercials: otherthreearecontfolcommercials enabthe respondents givena recall of lished viewingnorms. They view tle proplarn and commercials. some irstances. On entering the theat€r.ograms. Overali reaction to the commercial asmeasured an adjectivechecklist. performances) ibe establisbed indicatehow one's norms (averages commercials' of commercial will fare againstotbers in the sameproduct classthat were akeadl-tested. afe test js program shown. siren its Dotenlial. of rhese criticisms.:0 of On the plus side. each sdll usesrecall as one of the primary measures effecrrveness.there are negativeaspects rhe specific measures ro ralien tbroughtbe on-air systems.au"r. (ln 2E srudiesreYieu.In tbeir review of the researchin tlis area. be going roo far. theoreticaily to elirninatingbiasesassociated with rhe voiuntaJ)'measures reviewed to this point. e rracLrng. Researchin pupillometrics is designedro measuredilation and constrictionof the pupils of the eyesin responsetc stimuli.on-air prerestingof finished or rough commercialsoffers some disrincr \itrerlier the advantages over lab methodsand someindicationsofthe ad'slikely success. e) 1.edh) Jack Haskins. lnfcrmation p.rl rs urtrrtse to look to recall for an accurateassessmett a commercial's saleseffect.On-Air Tests Some of Orefirms conducting theatertestsalso insen Lheccmmercrals rDto actualT\/ programs in ce(ain test markets.v and a good predictor ofthe effecr rhe ad is likel\ 10hale wben shown to tbe population as a wtlole.-J brain o.vrhlle bul researchby Jonesand BIat q.irh less success Becauseof high costsand some metiodological problems.lttion. Physiological Measures A less corrrmonmethod of preresring finished commer.'. and Nieisen are !'.iews v'itb practitioners and reyiews of casestudies.. claims rhal the lesr. of Since rccall testsbest reflect the degreeof attenrionand interestin an ad. the adjacentprogram content.Pupil dilarion suggests sfonger interesrin (ot preference for) an a ad or implies arousalor attentlon-getting capabilitres. well ?s of as all tbe disadvantages.erhat it is underused. Galyanic skin response. or Likirrg. for ads. tie primary measureusedin thesetesis.Thus. GSR/EDR actilin mighl reffect a reacrioo of to advertising. 635 ! .nd Tucciarone belier. noring that. ln summar!'. comrnercialsare in fiit_ the isbed fonq alrhoughthe rcsdng of ads eariier in tbe developmentalprocessis becomrng more common.which in turn iocreasesthe conductance the elecrical current..?l lrVbilea number of compades hate offered skin response measures.Other attempts to determinethe affective Qiking or disliking) responses createdby adshave mer u.afler recall scores. er !!. of 2. Also known aselectrodermal response.Tl.'" Shrle tbe tesringsen ices believe rheir methodsovercomeman. (lDvoluntary responsesare those over which the indil iduaj has no control. and (4) is useful in measuringad effectiveness.Lymal Osdund notestbal rneasuremenr erors may result from d)e natural environmenl-the position of the ad in rhe serjesof commercials^ sbown. measures usedare as strongan Ltdicationas*re providerssal slil] remainsrn quesuon. Thesemeasures indicatethe receiver'sinvoluntary response the ad.nprovidersof on-air iesis On-ai Esting techniquesoffer all the advantages field merh. such as heartbealand rcflexes.source researcb(discussed ad later in this chaprer). GSR measures the skin's resistanceor conductance a srnall amount of currentpassedbetweentwo to electrodes.(3) may be useful to measurelong-terrnadvertising recail. and LaBarberaa.aseven more demonstratjle. cials involves a laboratorysettingiD \r'hichpbysio)ogicaj respcnsesare measured. Responseto a stimulus acdvatessweatglaads.rhe use of pupiilometncs has waned over the past decade.Paul Uhtson and Robeft Gatchel concludedtiat GSR/EDR (l) is sensirive10affecdve stimuli.Priscilla LaBarberaand Joel Tucciaronealso concluded that GSR is an effective measureard is useful for measuringaffect. o 4 9- ..aljdit\ and reliability for on-air pretestingof comrnercials.picrL])1.onlv 2 demonstrated that factual recall could be relared lo saleslrq Joel Dubow's researchindicatesthat recall is a necessarv not sufficient measure. Dilation is associated with acton. gah'ardcskin response. MSW Group. Ipsos-ASI. One concemjs associaled wjth da]'.esources.But it can be useful in er aluatinAcertarn aspects advenising. Furtber. This is referred to as an on-air tesl and ofien includes single.and/or the number of commerctals shown. Pupil di.Jdologies.q predict tbe ad's impact on salesmat. constrjction involves the body's consen'ationof energl.this research methodologvis not commonll used now.) Physiological measuresused to test both print and broadcast adsinclude pupil dilation. (2) may present a picture of attention.''ln inten. Adverdsershave used pupillometrics to evaluateproduct and package design as well as 1(]test ads.ell-kno$.$ \.Borh Ipsos-ASI and MS\\' Group ciaim tbeir prctesrand posnestresultsyield the samerecall scores9 oul of 10 trmes*i strongindication ofreliabilir. most of tbe testing sen ices have offered evidence of bo. . m L a t e rI m e t a n i n d i v i d u a l f r o . t ing mark€ttng esearah r looa. . t ) " p " r s a t p .y S t R Co T . t l e ' e n : C o . w . . T h e . u i e w . n€to q.aragemer.a n d C e n e r a lF o o d s H a v i n gs t ! d i e d m a r k e t ..d e o L . a r e l v dullor repetitive. ing issues than does brand r | a n a ge m e n t .. s T * p r . r . n e .w n o h e d a n i Ce a n a b o u t l n t r o d u c t n g a t L n i q r .r i a l .).e!^ c"rdi. K . l o .A l nlc . o d I w e r l o n t o 5 1 d . O .ca'e tnprr inrep TOS-e.e t i n gc a r e e r a n c w a n t e d t o f o l t o \ aT h e b r a n d m a n a g e m e n t p a t h a t p & C i n C an a d a . O n t h e P s C a p p l i c a i i o nt h e v r e q u i r e ds t u d e n t si o 'r d.In research. ! r l t a n t n o the supplier" rCe.T h i st u r n e d o u t t o b e a h J r n o r o u ss l d r T I c a f r .ned rhar Markei R e s e a .Ll.n tne lVarkel Research Department. o v r d e d n / honest view of the market research c o u r s e . _\ o r d . " L n ga n d f i n a n c e . .o c t e r 6 a m b t e . practices of r. 1 5 u l c r a n r ' s e r o o s e o1 o m d r y c r f i p . t a n t s . ' . ractual ard vord ol -eal worlo r. t L r t e r .h i s w a s t h e b e g i n n i n eo f T _ m \ P T t ' e p ' e e . L ) m y l o b l m m e n s e l v . "Oh" s a y s t h e R e s e a r c hN y ' a n a g e r .i n d f f e ' e .e a d v e r t r sn g r e s e a r c h a o m p : n v " I haveglobal responslbllityfor the d e ! e l o o .l t b e c a m e apparentthat mv iniiiat application w a s o n t h e i n t e r v i e w e r ' sd e s k _ . l \ " " d a d \ e r r r s .l t i s f u l f i l l i n gr o h e l p d i r e c t t h e b r a .h e e m p h a s i si s o n . s b e r a iM i l l s .]arketing from development of an ad t h r o u g h t e s t i n g . T e me abcut the ihree i€ast preferred r o u r s e s "h e p s l e d .ol t o u r a d v e r l . 5 6 1 P 6 C . ^ . .t.ences of orand -.e s e a . t r a c k i n q . a m n o t s u r e w h a t o t h e r c a r e e rp a i n s wcuto -a\e evf. .a n d t h e t h a e e l e a s t p r e _ re. r s e s be(ause most Feop. e r r "(onsulting' a n d a d d i n g e x p e r i e n c e dn s i g h t a n d r e c i o m m e n C at i o n S . A S { . h a g e t i n g d e c i s i o n s e t . r a s n e o f r n ) l e a s tp r e r o r e r . l .i o b aP r o d u { t e v e l o p m e n t G l D l p s c s . d q u . _ ( d l e g o r < S ' o r d . f S u r e t o t h e m a n y a s p e c l so t n d . a r : w a s a b o n n g s c i e n c eo f c o u n t i n g c o n s u m e r s . g w r t r -s . e a r s a g o I a p p l i e d t o c o n s u r n e f p a c k a e e d g o o d m a n u f a c t u r e r s u c h a s p .O i v e l t a t h o u g h t a n d I e n c o u r a g ev o u t o n o t b e s o b i as e d b y a n y o n e u n i v e r s i t y o u r s e ! c 637 .C A R E E RP R O F I L E J o h nH a l l w .t : O . n e v e r d u L lt o b e a b l e t o e v o l v et o d i f f e r e n t b r a n d s .\\c joi'led logerhe. P E C c a l l e da n d a s k e di f I wdsia'erested. n d s .i n g a \ . a r d P r e s i d e n t .k e r .nsr. and ihere is room for more researchcc.e w o L l d a g r e e t h a t m a rI p : r e 5 e a . j w a s c i f e r e d t o b e t h e M a r k e t R e s e a r c h a n a g e ra t J o h n s o n & J o h n s o n . p r o d ! r c it e s t s .1 \o th AmF.d i y i r t e .d r y . A f t e r a c o u p l eo f y s 3 .rput. f m e a s u r i n g a Ce f t e c w o 1i\eresc . . l n ea n d l brand equrry respa ctsrc. The point is that marketing r e 5 e a . e e ra t P 6 C . l n r e s e a r c ht. tn ) f r a . Y r p d r r e s .a n d r . go f t h e g l o b e ' sb i g g e s t b r a n d s .rge \e \ s o l d o l l r b u s i n e s st o l f . r a P d L e d a r c e 'l .L.o r ' 1 lr l e s h i r h n l p s o . I havea .r s ' t l e .rL".lJOved c o u r s e s . a k e t L n gr e s e a r c ha a . s o s a g l o b a l a e s e a r c hi r m o p e r a i i n q i a o v e r l o f . to rra i our new b u s r n e s s .n aJob . ne experiences ll of the o .v e. I took-the o p p o r t u n i t y t o i n t e r v i e w .\ i r i : d t i S o u e . e .n o t l u s t c o l l e c t i n s c a i a . . a t l o . growlng. .S r r l e ^ L P . wrth ejobal clients and brands. wr ch rrales rn\ career \e. t h e U .b r a n d n a m e . 'e. i s s u b j e c t w a s b o r i n g .d r { rh f e r e n t c u l t u r a l c h a l l e n g e sT h e i n t o r m a t i o n w o r l d i s .C e n .e dc o r .red. a n C i 1 i s I .t.l h a v e a l s o eolo).osec. . A n d i r i s "l s m i l ew h e nI t h i n k b a c kt o m y initialthoughts o f a v o i dn g i marketing T e s aT c h . i n g . e n t !) . c a r e e ro f a r e s e a r c ha o n s . e a 1 . t m l g h t r a D g e a r ' R e 5 e a r c o f t e rs a n e x p o . l s m y o t d c l a s s m a t es t i l l i e a c h i n g t h a t c o u r s e ? " . and categories." r h eA c v e r s r n g e s e a r c h m p a n.-lJcf. J U s tm l s s e d t h e c u t .L h s n o t d s b o . I rrerl .ed eingan enireprene!rand b g r o w i n g a b u s i n e s sf r o m i h r e e t o l l 5 p e o p l ea n d 5 o o + i n t e r v i e w e r sI. I p r e f e r r e d a " m a a f . c h . I t i r ^ N b d c l .c.r .t f . " e p r o j e c t s a n d p r o b l e m s a c f o s sm a n y d r f f e r e i t b r .c ^ o . o r .tn a r l e l . r r . p r i c i n g .a n d p r o m o t i o na e s e a r c s e q m e a t a t i o n n d t a r .ols Ti s e x p o s e sm e t o t h e i n t e r n a t i o n a d i f . avesand hemisphedclateiallzation: ' Alpha activitl refe$ to tle degreeofbrain activation..Ll is s|lmuii. " Hemispheric Iateralization distinguishes between alphaactivityln rhe lefr and rigbt sjdesof the brarn.tnerr atentron t5fcaLrsecl IV cornmercragr tn s billboards.and rhe sequence u. 4.esearch Ob)ective. Someof ior an the testsare :irnilar to fte pretests drscussed the previoussectionInd are provided in by thc samecompanies.236 F .eye-trackir. are to an ad rvhiiea sensor arrns beam a ol infrared)ighrar the eye. \\'hile EEG researchhas engagedrhe a. The pierJsrs wereconducred smaljersamptes on and may in someiqstances have questic.2reponson someof lheseeffons.drgita data processirE.Fo.s rhe exaclspoton whicb Lhe viewer is focusrngThe con nLrous read.s the attention awayfrom the brandor producrbeing advenised.nable t. hasbeenhi porhesjzed It ttrar riqht srdeof tbe rhe brainprocesses visualstim. see.or sleeprng. rcsting. recognitron telts. advancec and electronias.'-ll these hvpotheses correct. has been rt much lesssuccessful attracting jnterest practilioners. The adveniser remedyrhisdistracrron can beiore 6eldingthe ad. M a r k e l T e s i i n q ' fA C s c .in whjch vieu. billboards. .woyes. rn prinl aC5and where . Tracks vrewers' eye movements determjrewhal vrewers tc readcr v e! .) l'/ethod At-ttprt 638 J : .ng responses c. researchers can assess degreeto which anendonand processrng the are likely io occur. 3 Eye rracking. 9 r e 1 9 -t 2 E y e u movement.---) .whrlelie left rishr derermines recosnition.ers asked vrer^. are advenisers coulddesignadsto jncrease leamingand memoryby creadng stimuliro appeal each ro hemisphere. : l.By measuringa subject'salpha 1eve1 whiiJviewrng a commercial.hichelements rhe ad are attracling of altenljon.to be processing information irecallcorrelares negarivelywith alphalevels)and tharanenton andprocessing requrre movrng from this state. and r The right hemisphere tboughtto respotdmorero emorion. a r j e l y f p r i n t p o s r r e s ra r e a v a i l a b l e . s:_ -.ut antronand crea t e\ ' l e ue t i n l e r e siln t n ea d More recently. and:ecaillests. alpha u. exampte. and in arrrac_ e models r)\ .n rdenrifl srrengrhs weaknesses an ad. . whrte rhe tefl is respo!si i::p. ano.l:q. and (omDrehendScar patns on p nl acs.5614s . . B-rain.hjchthey aie beingvieu. _. .:.. o s including inquiry tests. Electroencephalographic (EEG) measurescan be taken from rhe skuilro derermineelectrical frequenciesin rhe brain These elecrrjcalimpulsesare used tn two areasof research.-. in ca.ghasbeen usedto measure effectiveness the ot websites and onlineads. theoryis tbata personin The an alpbastateis lessUkel). so rhe marketer mer must find oLltirow rhe ad is dorng rn rbe firJd.f demonstmtes \r. commercrals._: j:.The beamfo ou s rhemovemenl rhe of e\e andshoq.L\4C Pe$pecrive 19. metbodoiogy A thatrs roorecommonlyemployed eyetracking is (Figure 19-12).printrrale. ln lhjs secrion.e methods postrestiDg ad.iewer.tl: ::":*t"Fbackground or actionma) djstract r.In otherinstances. Howevel.. A \ .rli rhelefi processeserbalsum'utr.t ua.rearchers belie!e rhebiain doesnot function larerally and an ad cannotbe designed appeal one sjdeor the to to orher.ed.::..people arern an alpha stare wheDtbel are inacdve. colois or iliustratjons -01:". discuss \\.re u5edto rollow eye mcvements viewers o{ anC/orreaders the! proaess ad a5 an Relatronshrp among whal reaCe15 recall. Fiberopirc!. hoi long tbe vieweris focusingon them.ention of academic researchers. P-'<_ia..:. Ihe ole ror recall.ias (Car atso be usedlc eval!atepackage de5igns. in the of The facr r}larrhe ad andTor canrpa:gn beenimpiemented has doesnor meantnerels no longera needfor testing.