You have exactly one minute to

close laptops , cell phones , and

we need switched off cell phones
not even silent modes ! If you have
notes to finish am told this institute
has a very good library  , in short
please get your undivided attention
on the screen for the next 90 plus
minutes .
The other nine miracles of
research.
 10 .Research can determine what
‘line extension’ is likely to sell best.
After Dove carved out a profitable
niche in the market ,lever brothers
fell to wondering what other
products could be marketed under
the same name. Research revealed
that a liquid for washing dishes
stood the best chance , and it was
successfully introduced.
 11. Research can warn you when
consumers show signs of finding an
established product less desirable
than it once was. Maybe they have
noticed that you have been using
cheaper ingredients ; they usually
do .
 12. Research can save you time
and money by ‘ reading’ your
competitor’s test markets – even
his cost of goods and profit
margins. All the information is
there to get , if you know where to
find it.
13. Research can determine the
most persuasive promise .
“Promise, large promise is the soul
of an advertisement” said Samuel
Johnson. When he auctioned off
the contents if the Anchor Brewery
he made the following promise :
‘we are not here to sell boilers and
vats , but the potentiality of
growing rich beyond the dreams of
avarice.’
 Dr.Johnson was right 200 years
ago and he is right even today .
Advertising without promise to
consumer do not sell , yet majority
of campaigns contains no promise
whatsoever.
14. Research will tell you which of
the several premiums will work
best.
15. Research can tell you whether
your advertising communicates
what you want it to communicate.
16. Research can tell you which of
several television commercials sell
the most.
What is the best technique for pre-
testing a tv commercial ?
 Most experts say that testing for
recall is the best way . You agree?
 Nobody has been able to
demonstrate relationship between
recall and sales . Till date .
Celebrity ads have high recall and
low product sales
 Worse the ways to test recalls in
itself is controversial - most of the
time you measure the ability of the
viewer to articulate what he or she
recalls , which is a very different
thing.
 Testing methods which measure
your commercial’s ability to change
brand preference are surly better.
 Such Research can measure the
wear-out of your advertising. For
five years the theme of shell’s
commercials was mileage , and
tracking studies recorded
increasingly favorable attitudes to
the product
 When attitudes finally stopped
improving , the advertising was
changed from demonstrations of
mileage to consumer testimonials.
The upward trend soon resumed.
17. In print ads research will tell
you how many people read and
how many people remember .
 What do grown-ups read in
newspapers? The comic strips? The
editorials? The weather? The stock
Market? The sports pages ? The
main news items ? The columnists?
Untill Gallup came along, editors
hadn’t the faintest idea who read
what .
 Gallup invented a method of
measuring readership. He
interviewed representative sample of
readers , took them through the
newspaper and had them point to
the things they had read. It came as
surprise to editors when he reported
that more people read the comics
than their editorials , and that
caption under photographs were read
by more people than the articles.
When he repeated the same results
in uk he got the same results !
 During world war two , Francis
Ogilvy , a wing commander in the
royal air force , slept in the
underground bunker which was the
center of the high command. He
told David Ogilvy that when the
Generals,Admirals and Air Marshals
came into breakfast , they looked
into comic strips in the Daily Mirror
before they read the headlines in
The Times.
When Raymond Rubicam got wind
of Gallup’s research , he presuaded
him to join Y and R and apply the
same method to measuring the
readership of advertisements. At
about the same time , Daniel
Starch started syndicating
readership reports to agencies and
advertisers. His Successors still do
so.
18 . Research can settle
Arguments.
 When Lord Geddes became
chairman of British Travel , he
argued that we should feature
Trout Fishing in advertisements –
until I pulled out of a chart showing
that fishing interested American
tourists less than all the 49 other
subjects we had tested. Armed with
this kind of information , it is
difficult not to defeat competitors
who fly blind.
Now , there are two vital questions
that research cannot answer.
 Which campaign will make the
biggest comtribution to your brand
over a period of years ? You go by
gut feel . So let respect Karsan Bhai
a little more
What price should you charge for
your product ?
Next class. Advertising strategies.
Big idea . Etc Etc.