You are on page 1of 45

189

vw
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.arnglgentertainnnt. 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 orintation. However, they also wre intnded 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,.

19
Cunard Line, Ltd.: Managing Integrated Marketing Commu!.licationg

serriorvice presiderri for worrdwide Marketing and sares. He contrnued: ,,At the core of the database are past Crmard customers. From on-board {-uestionnaires, we krow their d.-"gr"p*;;;;-" we a-*:.have "ror""gutl-roJ;;; oiho "*..r, ",.,ch as those requesrrg :1^\*_ryy*"q"phics. brocfiures, people recommorded bl, cruise .urio-er" as prospects, and so fortlr- ,*r"rgi;","Ur* can profile our past customers, both generally ".a Tdyo*, .we ly nairta"J*;T;.*';n*" demographics and psvchoeraphic profires can be matche-;;iens* ait" t"i_]", r..,Ii',g dir..t "q\dry by z't c'ode arJsi and'with p-p.i.t --rthinty [.t"- "r.Ju" t "va magazine subscribers. .rhis enables. C.nard to narrow its t2rgeting eno, orrr primar'y upscale audierrces. For some of our ships, the income target is peooie wilh over $250,000 a;;J;co'e. A,'d peopre who live in porr ci ties are better-tlEn-" rrutug" piorp"aS.', Cunard also invested in -maintaining the freslness of. its database. First_class outgoing Postageto specific names and addresses.(nevl -occupant"), a,'d postage retum for -.itirrgs h;rped keep the list "dearL," as did the company's use of a nati""rr ;;g;i;;;;r;"k ";'H;"""":, , l**q9o

of letterand brocrrure 1:s, as shown in Exhibit 4' t:He said the Td piogr"oo r*?r.a to be more effective for the fir,eryrke-ting star ships than for four-sta' ones.-direct- l"xuryihipJ,rr" For the ait"., ".'"rketing budga was al.most equal to the media advertising budget.

?qi.*.!I

noted that receptiveness by Cu.ard,s prospects to direct -p".r"gu,, mail for cruises was no *'{,xy

tasteturi design;-"ir'iij

Budgeting
The marketing budgeting r1a: ,,bottom-up.,, Each ship,s marketing planmng .prgcTs _ -a:ra malrager assembled a budget which included both sales rivenue targets aetailea'niarketing experrditures. AJter review bv all the tir," *go",-tho" Jent forward to top malagement for 'ihe fiu'ther re'iew and revision ap,proved budgJt was thsr senr ;;.k *";;;i"t ""oT*li},io. ,o the ma:'keting plannine m-u''"ge' flr *-.h i*u" pi"y"a " k"y ";.;;' ;:;ril",h.ru -rhl. deliberations La *"s ,iu-"t.r"y ..tpo*ibru i;;';*dd,# markering commurications budgets agreedupon for indiridual ships. ln addition to each ship's bu{S9t, a small arnount (approximately $500,000)was spent each year on the Cuna:-d corporate name. r -a s ut" i;:["tve litritrits corporate advertisements.)

!ntegnated Marketing CoimrnLrnications


ssrior er<ecutives at cura-rd it important that the firm achieve integrated l0yidered marketing communications along several dimerrsions. the-fust place, they thought there should be a comr:non ,,look .In and feel,, to all of cunard,s promotional efforts' rn effect this wis the establislunerrt arra srrppo.t or arr -urnbrella, brand na,,..eCLIIIARD-', Re,gardlessof which ship 'as bd.g;.;;;;-Ittwas consiaerea desirable to have a common "farnily'' visual i.rrpact. Secondly, there was tlre need to acldeve a consistent . look tacrical marketing commurrications. I4/trjle a.l] maaaqer" "**d d.T::::"^1gj-_b"Y"*. "Tu.t"q: u.d

rheurasazine.d;".t;;;;J,il;;h,,;;LT;"":;"J::':iffi

and promotior; particr-rlarly with th; ""*"p"p"i -Jorra*ide and the direct ma effons. "a""""rng :d:ertising This was especially true b the early 1990s b*.."" ;i'th; recession as *,ell as 'ore aggresstvepromotional efforLsby the competition. There was substaatiar p.."r*" o. cr.,rr-"rl1r""r"p

,IH"TtL.i:i:"*i:$

594-{X6

Cunard l-ine, l-td.: Managing lntegrated Marketing Communications

manaqers to fiIl the ships; consequantly there was a temptation to tesort to more priceoriented aPPe'ls. Oveyll, top -managemnt supported Leslie,s contention that integrated markebng communications wet'e importart to_Cunard's continuing success. However, - 6g arat statemsrt "Tio than its continuing irrplemertation Indeed, tlrc issue of balance betwJn strategic and It tactical rressages was a continuing challenge, as was the matter of how to iqrplement tire L.tical messages. The quote at the beginning of the casereflects these issues. To try to achieve integration Leslie lrad instituted severa-Imeclranisrs and devices. One of first steps had been to ceate.a co-mo.on graphics approach. To accomplish this, Leslie,s gro.'p $e 'aisplayea had published a nanua.l which detailed hol'ft; cunara name should be as *ell ls the various uses of the logo for both Cunard and the individual ships. Irrdudud il the manual were exarnples of a 'ride variety of comn:runications materials, indudjlg stationery, u"ggugu t"g., ulur,L -*as logotJpes for print advertisernents. The manuar produced ii l"nJa" *itr, T**:.T9Cuna:'d's 15oth anniversary (1990) and the celebration attendant to that event. This graphics manud, t1 t_rad_ gone a long.way toward establishing corrrmon graphics and "ipy upp.ou.h... l:l -:'r"*, (Exhibit 10 is the letter introducing usels to the nranual.) Leslie had also secured the support of Cr:nard's ctrairrran in her effort to promote consistent cornluS- catio-nspd graphics approaches. Her office not only ceated all marketing commrnicatioru material but also had gained respect throughout the organization for its iudgment irithese matters. segarately, with the assistance of Cunard's advertising agency (Margeotes, Fertitta, and reslie t=9 developed a very disrin{ve approach to the LyJut oi o,.g"iir," "a""rti"-!, t" -Cunard frys) firm's most visible unss comrrll-rications vehicre. had adopted a ,,pa[e pllrs a .or.,roo"rl siru "S"u for its magazine advertisements. (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, elegant four-color photographs. For all of,the ships and regardress of the particurar "opy ouf"cti.,., the"sa6e look and graphics, were employed. Thus the corporate message,iogo, and ,,lJt- were maintained, and each ship tnd a consistent individua-lly tailored p_aragrapi. In-a single column on the facing p"g" tho" w-aslatitude for different specific messages. This area was used-for destinauon ir,formaf;on, Teatures of specfic ships, or special pricing programs. The media schedule rotated differort ships, "o' tf,"t uff were featured over a period of months. .

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. This was largely due to the coordinating efforts oi Lesrie's office as well as tIrc ongoing support she had received from serdor executives. Despite these adrievements, concern rerrained about tactical promotion. 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. To meet these challenges Cunard devoted some 25% of its marketing comnunications budget .. to diect mail in order to "dose the sale." As noted above, these mairings were designed to qeate urgency among potentia.l customers while maintaining the Cr.nard i_utage. Other efforts were made to use integrated corlmunications to achieve tactical goals. As an exanLple' in the spring of 1992 a "one day sale" was undertakerr. on February 26"a mailgram

195
Cunard Line, Lbd.:iilanaging lnteg!-ated lfaAeting Cominunications

s94-046

promoting "cruising to the sr:n" was snt to all the key travel agents in five "cold cities": Mirmeapolis, Chicago, and AJbann Buffalo, and Rodrester, N.Y- This conslrnication alerted the Favel agents to watch for an irnportant announcement in the upcoming Sunday newspapq. OrL March 1 (Sunday) ne$'spaper ads were run which annoulced special price breals if the reader acted "now" (by Wedresday), as shown in Exhibit 12. Cunard had also worked with the newspaper travel editors n each of the five cities to publicize the event. Artides appeared in the same Sunday editiors. That sane Monday the sprial oneday sales also received mentions on television shows in the five cities. Meanwhile, the Currard sales force was "blitzing" the travel agnts in the selected cities. (Publicity also played an image support role for Cunard. As illustrated by Exhibit 1,,3,itost T<rum & Country magazine, publicity could sen'e to reinforce the Cunard image with the target audience.) As a result of the coordinated effort, the oneday sale was Revenue attributed to tJre effort r,"as estiqrated at approximately terl Although enthusiastic over these resr ts, executives wondered whether a-lso whether continued use of this promotional device would dilute irnage. considered a great success. times greater tllan the cost. they could be replicated, 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 Persuasivness of price-promotional in the magazine ads. Because of its distinctive image, Currard executives thought tllat the Porhayed company had more to lose by aggressive price prorrotion than did other suise lines. Leslie thought ttrat price did have to be msrtioned, but in an r:nderstated maruler. An example of this was the May 27,1992 ad for what was in effect a half-price sale (see Exhibit 14). While this particular ad was considered to be tastefutly executed l,eslie wondered whether even harder-sell tecllniques could and stnuld be employed. She was also aware that Cunard was not entirelf irnmune from the competitive Pressures offered by mass rnarket suise lines. For instance, it was estirnated that Carnival Cruise Line would spend $40 million to promote its "Fun Ships" in 192.1 Abo, this segment of the industry was prone to more price discounting thart was the upper part of the market. As one executive of a courpeting line was quoted as saying: "I arr selling 910,000 cars for 95,000."2

BmpendingOrganizational Change
Leslie also wondered about the prospective impact on marketing communicatioru of an upconring reorganization within the colrrpany. In tecent years each ship iud beerr marketed by a marketing plaruring executive. Thjs individual (one per ship) lnd resporsibiJities sinilar to those of a Product rnanager. For instalce the urarketing plarming manager for the QE 2 was resporsible for that ship's revenue, pricing, marketing efforts, and gross margin. 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. Under considqation was a diffoert organizational alignment. The ships were to be grouped according to q.?e of cruise or kind of service offered. The four groups would be:

, .

Elegant, Fstar crrising - the QE 2 Lrltra deluxe cmising $star * Sagafjord and Vistaflord

l Adoertbing Age, Feb^tary 3, 1gg2, p. 16.

2n;a.

I YO

594{,06

Cunard Line, l_td.: Managing Integrated ,6ar&eting Communicalions

"

Less fomral, somewhal less erpensive cuising the Cunard Courtess and the C'unard prirr;;;'" yacht-uke (iuxury cuising; .!star) -

(destination

oriented; 4star) _

'

sea Goddess I and sea Goddess ,,

central control over tre specifics of marketing

h.*r.ag";i;;';*';;fftt"'*T;'rT:1_:T.:q,,.H."-fl "i.*H*: ffi :S?*f witlr profit responsibility centeredon trresenew groups, she thought that perhaps "comm;;;"r*

;::fftT.1il"'Rf#on

would be oriented to a particulat target rnarket and frave a distinctive appeal' wrthin e'acrrot th;-!-1;"p"-;fi uiul o.*tirr. ,esponsibre for both srate'c and tacticar marketing plarming on.belrali "f ,i" rl';-;-u; the group. Marketing communications activities wou.ldcontinue to be -services provid"d ,*l;fiLl" s group tor all r'e* groups. T'e logic belLind this proposed organization was tl|at each brrsiness group would be tocus rts resouices on a particular.targ* able to iarket with "-JpIrr. p.oo.,ro concept and messaqe, .Ihis would arso assist traver aeents to lnciw each .rup i* gtl"p] distinctivery. one of Leslie,s ior,."-, miEht

Eadr of these catesories_

l""d;-{;":d'ff;on

or.the overar cunard bra,'d.she


there wourd be less she arso was concerned tlut the

r""s*d;;;;i"*-""qil:::!_i-il'#ffi HruTY;nt*g:"'"':*
new organization might aeate pressures to weal<enthat iit gr"tiorr.

il::fflffiiffi;iffi,;ey.:l*

"-"1q ["a,,L-".a a" -"aa--*]"ra u ",}:ffi"oo""'-ro,,,

Leslie's Dilemmas
was to maintain-t.e effectivsress, integration, and coordination of c'nard's ^*irfi,.8 "?;;;;; ffiri:, "Jueir,was a parric. arlv difficurt task n becauseeach of the ships had dGtinctly a'r*"'.i "pp"J within upper-incomecategones. .a. rhus, a logical arrumenr ""r.1,* # air{;.i,t#:* should be utilized. l-il<ewj-le,the pressure to adfeve irnmediate sales _*i: results meant that Thus, a maior challenge facing I_eslie

*?:"d$f'"99

the sh,ort_terrr,promotiona.l vehicles used for more price'oriented pro-'ouol shou.ld be and- th"a ,r.;;;;Ji donrinate the media schedule. This partic'lar pressure was even more prevarent f.r th" ;;k;;;cha'enges facing those ships ress welt ,crown than the QE 2. Even for r-he --";;;;9 qE z, l.*-;; were deveropedto provide incenhves ror passengersin the 1gg2 poor econorric crmate. For.*"-pr", d$courted tie-in stays at London,s concorie retum

nght" t" th" u.si *"Jilut"r,g off"r"d in conj'nction r.,,irh cnrx;es

Another ongoing issue *rg,luagedng for the colporate Cunard . effort. I_esliethought it was Eportant to "a-rti"'.,rate a Ia; defe.sibre, i"t"ir r"i;;rior marketing several ships rogether, promoting the Cunard *".",a ,,pays,, urnbrella, "irr.".;-.ilri; its portion of the coriorate budget on the basis of voluure. H". ph'"_pl;-;;iliu*T,.,og.r," pro'ide ul_page o.'g*irr" ads in order to create and sustain the!9+.*r"l i".rr^r';;;;; *rr.", ,"ct oeate one such ad (irr the series) for eachship' Each ship would #.hdJ;fi;"ror"r[ "tg" "ot..r,.- on the fachg page. As she pondered these issues, r,eslie noticed an ad that had been praced in her in-box. It was run that day by Holland A-urericaLine", ..a "r*"".".*i ,. ffiO f,*Ofr." a ,,$1,000off,, sa.le their (4star) Bermuda and Caribbeanquises. on all of

197
Cunard Une, Ltd.: HanaginE Integ!-atedmarketing Comnrunications 594446'

Cunard Llne, l-td. !-ist of Exhibits


Exhibit 1 Exhibit 2 Exhibit 3 Magazine Advertisement, Magazine Advertisement, Magazine Advertisement, Queen Elizabeth 2 Vista{ord Cunard Corporate Identity

Exhibit 4 Exhibit 5

Exa.n'rple of Direct Mail Promotion, January 1991 Newspaper Newspaper Newspaper Advertisemert, Advertisemsrt, Advertiseursrt, QE2 QE2 QE2 QE2 "Europeal "Holiday "UJe Holidays" Sail"

Exhibit 6 Exhibit 7

is Short"

Exhibit 8 Exhibit 9

Newspaper Advertisemant, Magazine Advertisement, usels

"Standby"

Cr:nard Corporate Identity to the Cunard "page corporate comrrrunications

Exhibit 10 Letter inboducing manual

Exhibit 11 Magazine Advertisemst, Exhibit 12 Newspaper Exhibit 13 Illusbative Advertisemerrt,

plus a column"

for Sea Goddess I

"One-Day Sale" Promotion

Magazine Publicity "Over and Ba&"

Exhibit 14 Newspaper Advertisement, QE2

198

594446

Cunard Line, Ltd.: Managing Integrated Marketing Communications

Exhibit n

Magazine Advertisement,

Quean Elizabeth 2

o L E E N E L Z A E E - i H a . S A G A F J C T F D v,

S T A F . j O F D S E A G C e D E S S t . S E A .

C ! D E E S S

]Hotn rHE JETsETsrrLL TR{'ELS.


Experiencethc goldcn era of supcrlincrluxur*-q irh an unforgertablc transatlantic crossing the gueen Elizaberh?. on Or join rhe QE2 as she bringsher specialmajesr\ ro a Caribbean, Pacific,Orrent or Errropcan Cruise. Cunard's 150l_ear rradirionofluxurr-ar scaconrinues$irh rhe incomparablcQE2. classic Sagafiord and \,israijord. a n d . " a c h r - l i kS c aG o d d e s s a n d l l . c I !or a free brochLrre $6.95videorape 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 - 8 0 0 - 2 2 1 - 8 2 0 0 . c

dHrV sw

\ \ e ' n e n o t t F r eb e s t b e c a u s e u , e ' r et F r eo l d e s t . \ \ ' e ' r , eh e o l d e s l h e e a * s e . * . e ' I , h e h e s t . t t


cc!{!E! a.r.crcr, Biq,4 s'3itqd \6r,od libon sa'iodd

't0

'lI
Cunard Line, Ltd.: Managing Intsgraied marketing Communica6ons

534-046

Exhibit 2

Magazine Advertisrrerrt, \4staf ord

OUEENEIIZABETH?. SAGAFJOFD. V I S I A F J D R O .S E A 6 0 0 0 s s r . 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, T SAN{PLE THE EXCEPTIONST O T H E R L L E .


B r c a k f a s rs c n e d I n v o u . s r a r c r o o m ,i f r . e u 1 1 ; 5 h Frcsh stravbcrricsar lour bedsrde. Dioing room sraffu,ho rcmcmbc, 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 - \a n d p c r s o n a r i z c d s c n , 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 ; s r a t o r d . Enjovour$,hire gtolc se^.jce_ ingle-searing s drning and gourmcr cuisinc as !ou.iourncr r o d c s r l n a r i o n si n E u r o p e , t h c M c d i r c r r a r r c a n , r h c B a l r i c , A l a s k a .r b c A r n a z o n , H a $ a i i . t h e C a r i b b c a na n d a r c u n d ! h e u , o r l c C u n a r d s I 5 0 - \ ' c a rr . a d i r j o no f l u x u n , 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. For a free brochLrrc r o o'rr $6 95 lidco po.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 .c a l r r - 8 0 0 - 2 3 r _ 8 1 0 0 .

\Ve'renot t]re best because r*.e'ne t h e o i d es t . l \ r e ' r el . h e o i d e s t h e c a u s e $ , . e ' x eh e t hest.@


r.r!!o or: arr l, ! 4 s+rtod \j.?rro,d Friril

(p!
ISA EHI AU,A1X\ B ASnVJlfllS3OlO EHJ-flU.EA
l_s30103HI EU,tlNlsnvtflfi JS!1fl lHJ JON EU,AA

!UYTNJ
rdltr rrJtH,ra 009.tlte) a prrlr'dol nblo rlo t)r$qP t6 !,0 rur!.triul

J)| tu[)td]P:dao)pl^ ,nqrorq )r/ !r.l ro

nrdi r) qroh rqi punor Plg ' r 9 , ) q l L l r n o s . 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\.lclsurj

o
C!

,{1puap1 a1e:od;o3preunJ 'luaurasrua,rpyauze8e;,r1


-zt" 0t0"t69

0 4qlqxu

201
Cunard Line, Ltd.: Managing tntegrated Marketing Comrnunicatons

59+046

Exhibit 4

Example of Direa Mail Promotior.L, January 199l

Elizabeth 2 Queen

Ja.Duary, 1991 Dea. Ilndividual ' s NaEe]

lf you're planning a European vacatj.on tJris year. I,d like to iDtroaluce you to Queen Elizabeth 2, SaiI to or florn Europe aboard her and experj.ence .Ln five days what unabasbed luxury is all about. Alrd to entice you to co:lsider QEZ as part of your travel p1ans, we are offering a special lDcentive to a select few trsvellers. iomc jcir, gz2 fot ^ gJ-orious s_aa! TraRsatlantic Crossing. Then facc thc tlufy delightlul aiteruna of choosinq betc,-een, -A transatlaDtic fLight for on thr British Ai-rways supersonic Concorde oDly SZ99 adAitional.

.A shopping spree at Londorl,s "31..*t,** l100o per coupte, gigg free one-nat Brj,tj.sh Ainrays ecoDomy class airfarc, For five datss aboard qEZ, concenlratc on every creature corrfort. Inilulge your palat iD a dazzliDg array of tastes. shcp in i2 wortd-renot*-ned bor.rtique;. parnpe r your body at th. 'Ico:-den Door spa at Sea,., Enjoy top-class entertaj:rnJnt, Erpeiience the attelrlion to detail tlat has earned *e pueer a live plus star rating in the E'=d!!z-catr!!r$--lte,o-&s0]. to crui sir-'o ard the ccr:ete,l !,i1ttrr J,.-rU7.,, aesigF,r._! cr from the HorLd Ocean & Cruise LiDer Society. For your ffight the olber \ray, choosc British Lirways' supersonic Concorde for . lust s299' Fl-y tbi.s statc-of-thc-art ai.rcraft aod ariive in tratr ttre tirDe, refreshed and ready !o.9o, -And be deLighted in the kno$Icdge that lou,ve al-so donc it for a nere fraction of its regular cost. opt.fo: a II000 shcppiEg spree fo, two at ltarrods. Browse throuqh floors laden .9: $1rn vonderiul British lrool.ens. Feast your eyes upo[ Faj.r ]sle seeaters aDil Viyelia shartsTry oD elegalrtl,y cut sports jackets fit fcr B country squtre. Tantalize yourseLf Nilh Royal DouLton. To avall yourself of this cboice, just briDg the enclosed RSI? to yo..rr travel ccunsellor, Choose frorn 27 crossiDgs bet,.reen April anil Decehber __ a vide sel,ection to accornlodate your vacation schedul-e. Then nake your choice __ to f]y in great sty1e. o::.to-sho! .in great style. But make your ieservations witllout- dela!. Choices lhis d.ifficult don,! cone around verv often.

Davial R. tto::ris Senioi Vice President,

Sales alf tbe

P.S. caII 1-800-433-0900, Ext. 643 for a fu11-co1or, ?6-page brochure for delaj-ls on your QE2 Crossing.

trU'UAHII
55i FiI.$ Aveirue t,\ew\brk Nf 10017,1453

202

594-046

Cunard Line, Ltd.: Managing lntegrated Marketing Comhunications

Edribtt 4 (continued)

Exaurple of Direct Mail promotion, Jaluary 1991

ctifrtARII

Five luxurious days QE2 on anda ch_oice beween supersoriic the Coricorde iust $299. for or a shopping spree;tHarrods *""[hcido. presenr RS\?royourrravel this counsellor

203
Cunard Line, Ltd.: llanagiog !ntegrated Marte$ng Communications

594-0,+6

Exhibit 5

Newspaper Advertisement, QE2 "European Holidal's,,

ALL-INCLUSIVE EIJROPE.A.N HOLIDAYS.


ARR^'t{G|E t'lGrLtE Ay \IY ITH c)F A A 7HE t-tFETlttE Q".." idaE.. et;'t* Z. Ho rsrn cvokc{ statcroomr, of luxurious rcrvi:., SI'r|GLE CALL of Elo.adaaric 6o.'ing6

P}IG'I{E sd visio$

impcccrtlc

rumDqlous Eenu.

of r ,liaE irE cn

rrsvcL Revct in frve eplcodid deyr ar aDd Dcc.obcr. you csu combir,. rh!

*g oo oae of hcr 27 Adsrti And rpbodor cpcrdy Toor

b.twc.n AFil

whcn you .clcct r QE2 Atl-Inclueivc HolidnyP ..od crcitctr.nt of your occan voyrt

with on. of four tour.ing option6-

plmaod o m.ke rfie rnoct of your tiroe in Euroe. Psri! or rn Al-Ioclurirc hoHay aod ou. 4dry Ho[dayJr Spcrd I or 7 dryt in t-ondon. Or l,ondon ac wcll i5 drc Brirish councyiilc. frrc covcet cre4drin6, tourr, EDdcrs, ] oor

choorc aa &&y holidry

i6 pr!-irrangcd,

and a drglc bredd.4

including fi'ir.cla.es snd grstuidcs for

hotcl rccoesrod.tioDs, b.gl.gc hindiDg

siCht-..itr{

.nd hotcl pcrronnel

l,oodon holilatr

6,cn includc rheaE! rickcE

A5

LI,' XIJ RY G''{ LAND YyELL AS AT TEA FOR AS L|TTLE AS 32.450

RaEe for thcrc hotideys rrntc frorD$2,,t50ro $11,,16.(, irEludiDg .irtrrc ioe orE of 77 U.S, ind C.ndiea g.rrs.y citieo to tbc rhb in Nce Yorlq Bnd rEdrn iirfatG froo f,.hdos to your get wry city eil British Airseyr Sorld Trrvcllcfl r.rvbc. F.r mtc dct ih r to boo&e QE2 holiday,cdl yorr Errcl .acot .rd lrl fc Fodu.a CG Fcr t itc taehrrc or.orr lif. rbood d,GQE2, c.Il l{0G352Jgt}. t&95 vitoo portryi{
RG c ras! dEt6 d..d. !-!-.ryolj... cSl50 F FmrEL b rd*Jilr rl.5.,r* TIEQE?bE inrld r+on d<r.nn do. Pdrd i! G!- 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

204

592+{X5

Cunard Line, Ltd.: Itanaging Integiated Marketing Communicalions

Exhibit 6

Newspaper Advertisemeni, eE2,Ttoliday SaiI',

THIS_ *DoN't MISS ap HOLTDAY SArL.ffi


Direct from New York to the Csrit beL
This,Dcccmbcroc* voursclfro rhc ultimrtc gifq l,-nojroly -"TTj .bo$d chc lcgcndary eucen
r.wzDcttt z. 5.rl rway lrcm cold wcathcr tnd into Lclaxrng tfopicrl poru such as Sl Thomas, Barlndos and Sc l{-a:ncn

Indultc in gourmct cuishc highligbrcd ivith an cxurv.gant fc$r oo Chrisvnas Da1: Dancc through rhc .h,ottchysrn{ cnjoy srclhr pcrformanccs 6y Luo ArDa?end Vic Damone Tbest thc New Yerr rr thc gele New ycer's Ball end awrkcn to . sumpruous brunch prcparcd cspccialty f<rrNcu, Ycar's Dav-D.s.:-?l . 7 d:)E gr-uisc from lrcw york ro Nesscu, sr. Arr.ftcn_ Mrniniquc, B|rbrdol' r.hcnfly beck to Ncs lirk frE!. pnccs fiorn $2,tg0 to $a.igo (ru.srdc ctbins sEIl ,r Sa6O0. p+.?q "- 6 dry= ny frcc from Ncw york to Barbcdostnen sir ro (re.ud.r Crncrs. Boneirc,Sc Tbornas. r L L.rrocrdrtc,Ihcnbock m Nc* yqk pdc6 from Se795ro $i1.745. OuEidc cebi!6 sa[ .r ta . Dcc. 2l . 15 9.F. S+t .ound rlip from Ncw york an{r r1s[ a rbc abovc p'i!s froh 9.060 ro DorBSi5iE0. Oursidc c.binssrrn rt S4:925. l)oo't miss_rhc best holidey pacbgc of rhc yc5r. Jcc your trzvct ABcnr now for rhc seil of thc scrson.. For.r frcc brahurc or SE-95 widcorapc poni.ytng lifc rborrd eEZ. call Cunard at t -80G352-3a{n
d .r6!br. RFri.\. Fs . pcEr! sbl5 ro 'rrhb,t,n. lis .!d o.FDo6, on .tcE@ drc tn Dd hoillr! G:1,_r6 a rs! ; iizo ; rE .rE r-r,c OE? 6 ErlrEnd 6 c!;, Fls E'rn o ClEd r*r

CUilAHtr

ZUC

Cunard Une, Ltd.: iranaging Integraied Marketing Communicadons

59.1-0,{6

Exhibit 7

Ne$'spaper Advertisement,

QE2

"I-ife

is Short"

O U E E N E L T Z A B E T H . S A E A F J O R O . t S T A F J O F O S E A G O D D S S r . S E A G O D D FS S t r ? v .

LIT.E IS SHORT
Andfourother reasons cross Atlantic theQE2. to the on
YOU ONII-Y Ln'E ONCE. BcrwcenApril aDdDcccmbcr,rhc QEZ u.i makc 27 voFgcs bcrwccn New York and Europc. For fivc days and nights, sail in oid world clcganccthet tccalls hor} thc jct scrtravclcd bcforc rhcrc wcrc icts. L's lhc ulrimarc luxury rhrt cvcryoncshoujdcxpcricncca! le.sr oncc in a lifcdmc. VARIETY IS THE SPICE OF LIFE. Dinc in *orld ctassrcsraurants.thcn dencc thc night away.Tirkc z chanccin our casino.Shop ar thc onlr Harrodsafloar Swim in orrc of our four swimmingpools.Or jusr ucet toursclI to a rclaxingmassagc in rhc QEZ Sp, 2r Sca.Thc choiccof activiriesis cndlcssaboardthe only Z4-hourcin ro crossrhc Arlandc WHERE THERE'S A S'IL[ THERE'S A WAY. Sait ro or from Eurooc for $1,795 to $10,315,including a frcc rerum trip via Brirish Ajrwars \l'orld Travcllera ClassScrvicc. For as littlc as g995 to 91,095orrrz. fly on a spcciallv rcscocd Briosh Airways' SupcrsonicConcordc9 Tirkc advantagc our low srandbr farcs. Combinc of your crossing r*ith a gE2 Europcrn cruiscand savc35*. Or cruisc round rrip to Europc end savcup ro 50%.And ifrhais nor cnough.Cun.rd alsooffcrsland, scaand air vacsdons rhrougboutEuropc. TIIERE S NO TIME LIKE THE PRESENT. Trcar yoursclf to a transarlanrrc voyagcon thc OEz. For morc ioformation,scc your Travcl Agcnr For a frcc brochurc or 58.95vidcospc ponrayinglifc aboard QEZ call t {00-352-3E00. thc
R E*FFq,<h.bLelF,xt c @ R.*i'ir tE F$ el6id b niLtih/ rn dqqdsr o dqtu d.E Pm od n idbnr dE46 ot 'lsa OF-Z{,d &b!r s|srfrd{ yE tc+8.hr6 Sd codd6 I A ll.Nd2r. O t9i Clsd

treteNotThe Because rhe Best Wele Oldesr Wele Oldest rhe We,re Because rheBesr,

206

594-046

Cunard Line, Ltd.: Managing Integiated Marketing Communications

Exhibit I

Newspaper Advertisement, eE2 ,,Standby',

STANDBY
You m.y drink cruinj thc Adrstic on dre euccn Eti,-hcdl 2 fu en inrcccrrible luury, &t witb Crmdr Occid rrodby fut1 you od e corqmion c.n 60 f6 only 11299 o tlj99 pcr pcron o ::lcctod cco.dn|| bctrs mw rnd Dccsnbcr. Thie irpludcr a Fvcdry tnnrdmtic cnrdnf h r minimrm .M' 6nde crtaocn end a crc.. way Briffr Ai r',r lVsld Tn'c$."r svbc tbla barcco London and Nery yorlc Wrhinstan' D.C- ffioi. Ofc.ab, PhildclCir, q Boan Or, for jurr ${lX) to tSfil roore, rdd e rio AE D a NleHTg lN of ourprrour nithr, h L.sdon wiah Fint Chrs LC)i.DO}| FCDII hotcl rccommodrtirnr, contiacntrl bulfrrtr,

A:s

idtc*a trdc tidr.q md emr&n bcrrcrn t- Jier hdd, -d ift h L.qrdm"Corf,rrr:lin rrl h. airto 2f drys Fir to rrft1' Tb eE2 rd f.ondei' $llby fc drc Rqcryr t,uin of I ffair. Fr rr ifrrmfin ra nr rrrd 4a. Fa a Fce bmc*nrrc r viitcopurryhl He rtocd ttc eE2, c.I f {[.3SZ.3CX). ur t&95 34oo
c Fp,r, &r* ocryEy. rti.q !o n Lt-t qpor dcprttE dc. pcr ld hodir* rd dpirar dngo c ll$ppo.dl Trri.&r4kr b ri6irr.l,l|Er db. rrd D.y t d t @lind rrh -t d.r .ft.. f..nthd.ry r!| bid. Sty. Tt eE? i. rcair-td i, cGi Eliir O tr? qr!3{

LITTLE

ag

ia

WE'iE 'IO' 'IIE 'EgT IECAU3E WE'IE WE'IE .rHE oLDES' DECAU5E wE'rE

CUTAHtr
TI.IE OLDEST. IHE IE3,..

i,H,,r effi'
lSAs

!H-Ltu,a,A 3snvJl8ISScto 3Ht 1u,1,{\ J_SaO]O -Cu,lra, 3[ir aSnVJSfl lsag AH] iON 'CU,3/N

|luvtn3
00t3 tzt rl)n I ftl \u,q: Prrluor n'oloruo preoq! 1[ tutr)lrJp rdqoJpti 16 3t ]0 rr{uq rlr r n, io r!)r}td! rns [i) pl]6 J,t) pu'ontu? rLrplJ qrnos lurtro:ql rt$lY '0!:qqri!).ql rddlq or riu sr PruiJ uo u.{ra,dlul rou rdl

!6rvcSrc ouvNn3 4lvtd 1v Hrt

py dlquapl ale;odro3 plermJ /luaurasrtra,T arnzeSeyq "6t0r0"r89

6llqlqxA

594-{46

Gunard Lioe, Ltd.: 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.c-e to cunaro(fosiii"" ""r-# ,"rro,s premier unrque among cruise tines, pEectsa sense l1r^ll]lg. our,long.iisrory of conrrdence. impties ar,d exceptionar qualit! con"i"].i""rjl, ".*,"" anJ

Cunard celebrates its i soth anniversary .1990.

communrcatlon the public. to

on varues bv the :""iiT"J:?: li'#3li'::ltff:vfyl-capitarizethe byproiecred rcssagewillbe underscored every

$:i",.HS;:Stffibe

Tothalend,we havedesioned graphic.signature. a whichutirizes varatron a ot ou. corporate stogan,'i Traditron t_uxui ano inn;v;iio;,_ ot Sincej840.. we arepleased presenl ro ,,r"-:::g::g o.,flii"-oiii. p,.lii"e appricat;ons. rnis ase"tion

ortne "iisliig C'ii;;tr:! Manuar, and

inJt"ii#., flv"r., oecorarrons, menus other and communicatons to-'tiJ'puoiil.'"ii-," r.nu", drscusses guidelines color andstgnature placement,- provioes and"'"''. cotor reproduction proofs, velox prools prinieo ino ,.rprJ..

.;#; ##i:."oilji:"Til]#;;?"1l :$1":,;et*j encouraged useit onr"tr"r., *"r",H:.".n1 nolets, resorts and are to

is intended useirom .1989 for Seprember.l. through IP!:n:^rqr-" 1990. uecember31, tt wiltbe

(z1z) 88U7573.
Please

,i:, Ereanor -Star Marketins Blljl""JlXi;l;l;5,?tTffir'enue' Lesrre, vLeEJsioent NewYork'NY 10017,


or telephone

Should you reouire any additionalxplanation reg_arding of the Signatureor use

refer lo this manual wnenever vou arF r rain^ rh6 r (^+F.^-. the anniversary urgnature. hopeyoufindit j3Ji,j,to' "t" using 150th vear we

..'-

..

Honald Santanoelo ASeniorVice presidlnt Corporateand Marketing Communications

209
Cunard Line, Ltd.: Managing Integiated Marketing Communications 594-046

Exhibit 11

Magazine Advertisement,

"Page

Plus A Colurm"

for Sea Goddess I

O U E N E L I Z A B E T B2 . S A G A F J O F I O . I S T A F J O R O S E A G O O O E S S I . 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. Aboard of s I rhcsc ,,ou'llrelaJr sumpruous rnrmarcshrps, in surroundrngs onl! 58 couples_ as;ou uirh And journerro destinations Ausrralia. like Europc, Carrbbean. OriEnr the rhc andrhe Scas. Europcan our crcu u ill indulgcvou wirh cndlcss Java champagnc. car.iar arrcnrron. and Crrnard's 150-vcar tradirion luxurrar scaconrinucs of $,irhrhc incomparab)c super)iner 2 Sagallord visrallord. QucenElizabcrh andclassic and For a free brochure our$8.95 ideo o, ! porrmying aboa'd Fi|e PlusSrarluxun liners, t -800,22j lifc -8100. our cati

We'renot the best because rve're the oldest. \ \ ' e ' r e { h e o i d e s t h e c a u s e l r . ' e " r eh e b e s t . t
r.ei, Qr:.,r'

210
s94-046

Cunard Line, Ltd.: ftranaging Integ!-ated Marketing Comrnunications

Exhibit n (continued)

Magazine Advertisement, ,,page plus A Column,, for Sea Goddess I

SpaGooopss
IN EUROPE. YOURYACHT A\\AITS.
T h i s s p r i n go r s u m m c r ,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. Visir cosmopol jran poru likc Sr Perersburg, London. Monrc Carlo,Vcnicc,IsBnbul r,l Barcclona, wclj assmal)er as pons ljkc PorroCcrvo or Capri whcrc rargcrstlps caDr venturc. Ajong $c way. enJoyonsboreadvcnturcs oniy Sca Coddcsscould arrangc and impcccable Europcan scn,icc aboard rhe sbips*.jrh rhc highesr s r a f f - r o - p a s s c nr r a r i o r n r h c gc roduslry- Prjces fot 7 rc 1Z-d4, cruiscsrangcfrom 95,200 $9,900, to i n c l u di n g c o c k r a i l s .\ a , i o ca n d grarurtics. For deu;ls and sajling darcs,contactyour travcl agcnr. For a ficc b(rburc or our $8.95r,idco porrrayint jife aboard thc Sea Goddcss andll, calllSOGZ2I{Zm I
Rarcs .r. pct pc6on. doublc occuprr.}. suDFcr ro alzitabitry and dcp.ndcnt up.n o c p . n u E d z ' . P o d a n d h a n d t , , , Eh a r e c r c arr 5i45 ro $rz5 pc, pcrron c,J" o c p c a d c n rD p o ns i t ) n A d a r c A , n a v . t , r .v2rlablc f.om 2i g.r.n,! cir,cr jn (h. U. S { 2ddi.on t c6L S.2 coddcs I z^c lI ar rctrst.r.d i. Nod.a! O J92 Cu,rd

trUNAHtr

211
Gunard Line, Ltd.: Managing Integrated Markeiing Communications 594-046

Exhibit

12

Newspaper AdvertisesEnt,

"One.Dav

Sale" Promotion

A , r M A Z I N G O N E.D,A,Y C A R I B E I E . A .N S A L E .
BC)C' }< AN C'N AND APRTL CR(J 4TH ISE i.IARCH YOUR TRAVELs; 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, cnjoy e sbow featuring Frcdd;c RoElsr, strr of Catskills on Broadway, thco dance the night awav. Takc a chance in our casino. Swio in ooe of our four sr,vimmiogpools. I-oungc on sundrencbed dccks. Or cnjoy a rclaring massagcin the QE2 SpaThc b.r"tlrL". aray of activitics cootinucs *'heo you reach Sr Thomer,

Martinique, Barbgdos and Su Maorten in the Caribbcan. Herc, clear crvsta.l watc6 bekon. Colorful flora and rea lifc are easily explorcd. And dut-tsee 6hopdr{ aweits. Bcst of all, r*ben you make your booking on Wedoesda}-, March ,1, a eecondpasengcr can join you for free. Cnrise dcperts Ncw York on Ap,ri l4tlt and rehrms on April 25th. Wirh thesc savings rates rsnee from $3,285 to $3,830 per csbin, including round-trip cconomy clss6 air transportstion for two betncn Syracuee and New York. For more infordation, contact yolll t'svel aenttodiy snd ask for product DS.
nrbs of 13285 b S3,830 d trlid dtty 16 rnv.l Au! A$sy, Bu6cto, Ro.b..ru od S\ar.u, Nd Yorn_ Rata of t3JE5 to !3,930 c vdi.t ddy fc Flyd be MiMFmtnSL P.uL R.r.. ft D- .rlin, do|$L ocoFncy, sbi$ ro ndlditiry. Pct Dd hodlrf chsr6 c ttm DaFtEl.s.t Off.r n Fjt bt. in c.!ii..t4q; E lDJ 6 !. Thir.ltr.r @ rot b. c@bircd wid, Dy odF diF!6r 6.Fci.l.56.rd i! onlr .vd.U. fd b.oldn$ hrdc 6 M.Eh a, r92. TIE QE2 ;. r,i!r.Ed in GEr Blit ia. O 1992 C6r'd.

trUTAHE
BESI EECAUSE v\,E'

$gu

,#.

212
s94{46
Cunard Line, Ltd.: Managing Integrated Marketing Communications

Exhibit 13

Illustrative

Magazine

publicity

CAX4E,O

J E E V E SA T S E A
j"*;;:S"'-:::"":';l!:I:?.;{,*:y*"d,1;.p""";s. i";;;;;;;;'';#Ti:#i.";.I#i:'."#t1l:
afloa1 accslij6s ls.rhose whc regular)y trook thc QC.?.s l:.:"11::,fl"l'.t" tuxurio!s penrn o u s es u i r e s ,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 . e s i r J o h n u Gielgud rook-alike. disnifiedMr. coughrreli. rhe on" or rl," t*r ri,sLr"i "L;,ili"';e -u"",)r"i", old Lradition, vera eran who served on Cunsrd.s mosr teeendary p"*""g* f iJ.."_ii. rl,e Caron;a, rhe Quren Man and rhe F.ancon,o_befoie the QE2 on Lr-maiden voyagcin 1969.Duringhis ears ar sea.Couzhrrav h,. .^^^,r^, ,,.1"1:llg

Hiill;i**i:;iT::r:.'i*ti:]'fl"'i ;".ff:,,il:;::j ;;::r:.:,1":.,:i!i"d:*: res. reiurn ;;;;""n IHit,I:it*:,ff ess i"n; ;;.- {f
:+,:li:li*, iT ii::li,qf

jrr wh' h cs s '"k"';;;';;;; ;:lua"iiln*"ru;txj*r:1":irti:":j#ll;'ilTl'r

213
CLlnard Line, Ltd.: Managing lntegiated ffarketing Comm!.rnicalions 594-045

Exhibit 14

Ne&'spaper Advertisenent,

QE2

,,Over and BacI,,

w
Ciq QrEt dE Adrntic E[r.bdh Witb Cu.'d'. dc !.lo*, -d Rqll Eld Fic. d tE $ yB i'nuk ou f@ riahr rnt, And Eiry wirr' N an d fe Rnr laKs FiYd P@L, Eld |.L n r.pd ^Fil;-ts rry d Brfi.h for .elet Ai*E b $,(.895. Fc ri6t. Fd vid6, qll

()VER AND B,ACK FOR THE PRICE OF O\/EFI.


ib rdtd{hB EI b..t d.ere rb6ttrd\' @ df, Ala Fu 2- bd Mrlch.n

S. iDtr P..inor

TO

ETJROFE

AIA
ir ia &F d hErr ior tb. tc h c dnE by of e:

I tlirlrDa

dr d eF bal, rin

iD rEFFu

in rh. QE2 sF, C!fl,

iD t n t F.{IIEE

eEyq'{ioo@ th. i.y b.dr

lI d@ i' tiEiEl

v@ o t6fD Fie E E ioD w riF

d dE OE2 6.t 6jo:., nr wqtd Tnwdk..ilint.

d reund-FiD m

irt@ti6. hrs.hr

. FE

or $8.% QE?

I 00-3523800.

OEz TO EUROFE 1992 rouhd-t ip Matcnod Saitirls S.ll tron il6r Yrt Jw| 19 July 5 J\tty24 ^rig!sl8 A4r'r 18 S.pr 4 Sp119 Spt29 Oct 18 N@ 15 Srtt'rEtn E||l!o. June25, Jut 29, Oct 31, Oec 14 Aug 13,Od 31. OE 14 Jut29. Od 3r, D* 14 Aug t3, Od 3.t. Doc 1r S.9t 24, Ocl 31, D.c 1a S.pi 9, Oct 3l, D.c 1ir S.pt 24. O.i 31, D.c ra k 1 r , O c 1 9 t ,O c 1 4 oct 31, lb. t/t Cbc.mb.r ta

RrE E FrEa rht'| @|F!,.ijd b.v*l-t .,n &?oid tPo a+GB d* Pd bdr-d{d!rj dNlttL ., trSO F FF...5 r.' E d Nc rE !!-l'hr. 'irh d;l.&r. nir d ,t drEtu raBtr da_ Tbqa B&rtdr z i.,crd n oiBrill. orF2c.!d{ r5r

__s&_
cutABE
25

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

/-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 q u e s t i o ni s , H o w w e l l i s the IMC orog.a.n workrng? Un,onunjrely. 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 , s only t h e a d sw a s a l s oi n c l u d e d . 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 n d d a y - 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 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 . t l" "j i,-i:;;:: it":l;, :.:r;r,
R-espondents lhe lest cels in fIV onty and T! + weo) were exposed!o the TV commeroaf brow shown during an ep,sode o{ l,Vlro Wants fa Be A Mi o;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 . t r s r n g . 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 , 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 ,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 .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. Here are some of the resultsof these studies: . Online PublishersAssociation. The Online PublishersAssociat;on,in par.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 , 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 , . the

u s e d ,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 ,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. Microsoft joined f orces W l l h r e s e a r c h o m p a n yM a . k e t r n g C E v o l u t i o n ,D y n a m i cL o g i c ,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 , t r s r n gE u r e a u ,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 , b r a n d a s s o c i a t i o n 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 ,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. 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 - a l o n e a n o r n c o m b i n a t i o n .U s j n ga n a d v e r t i s e m e nfto r t h e U . 5 .A i r F o r c e t h r e e g r o u p sw e r e , 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 . c o m , )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, 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

217

tfaditional TV and print media increasedthe effectivenesso{ the entire campaign. . Differences in media effectiveness. In an exam_ ination of folJr product categories (automobiles, luxury watches. shampoos,and fan food), 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.TV was also shown to be more useful for providing in{ormatjon on affedive versus rational decisions. The authors of the study concluded that the rnrerner should be considered in conjunction with other traditional media alternatives,with its role varying depending on the product category. Further, they noted that there is a

need to cjevelopan integrative media plan whereby media executivescan determine the relative contribution of various medta. 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, 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. In other words, the whole real'y is greater rhan the sum of iti parts. publilhers Sour(es: Online Association/MBte MixStudy, Media

A p r i l 2 0 0 2 ; 5 u n g - J o o ny o o n a n d J o o H o K i m , , , l st h e Internel More Iftective Than T.aditional Media? Factors Afiecting the Choice of Media," Journaj ot Advertising Research, N o v e m b e r - D e c e m b e r2 O 0 1 .p p . S 3 _ 6 0 ;" t n t e r a c ( i v e Advenising B u r e a u , D o u b l e c l i c k ,M 5 N , 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 ; n d i n g ! , , F ,\,v_mrcro5ott.com/press w\ pa5s,Juty 1, 2001, pp. t7-18.

520

As marketers spendtheir communicarions dollars in numerousmedta. the needto determinethe effectjveness theseexpenditures of becomesincreasrnglyimportant. Both clientsand agencies continuallysrrivrng cletermine are to vvbether thetrcomrnunicarjonsare working and ho$ well rhey are worlng relative to oii,.r-oprions. Unior_ tunatelv,there seemsto be ljttle agreement the on best measuresto use.Almost everyone agrees tlat research required. they disagree how it should is bul on be con_ ductedand bow lbe resultsshouldtre used.At tbe sam-e rime, ur aun Ua seenbr the lead-in to this.chaprer, companiesano orgauzatronsare working logelher rn an attempr provjdeans$ers to these to quesrions. Measuring the effectivenessof the promotional program is a criricat elemenl in rhe promobonal planningprocess. Research allou,s marlieting rhe manaAer e\alualethe to performance- specificprogramelcmenK and pror of rdesiniur ,nro'Lh"n.^t p"r,od.s situatiorianallsrs. is a necessary )r rngredienl ; continuing'pJanning'process, rs to yet rt olten nol carriedouL In this chapter, discuss we somereasons firms shouldmeasure eifectiveness the of Ihelr IMc programs,as welr as wby many decidenor to. we arsoexamrne now. wnen, and wheresuchmeasurements be conducted. ca; Vort of ou, utL.ni;onis devotedlo measuringthe effectsof advertisingbecause much more rime uno "non have been expended developing evaluation measures advenising in thanin rheother promor)onal ar"as.We will, however,discuss measurement othei areas rhe IMCprogram as in of u,ell. (ln some of these areas,the measuresare more directi_y observabie_for exam_ ple. dirert markering and personar ing.) you'rr reca| rt^i *. uaoi.rr"d rhe se merhods usedto evalualemany of the other promotiona)elements in previ,ouschapters. Ir is imponant ro understandthal in t-his chapterwe ar..on".i,.o *ut r.search rhat jn is conducted an evaluarive role-that is. lo measure effectiveness advenisirg the of and promotionaDd,/or assess to variousstrategies U.fore impl"menting rhem.Thjs is not to be confused wirh research discussed eailierin rhe rexi to help devetoprhe pro_ motronalprogram, althoughthe two can (andsbould)be usedroget'her \l,hile e\'a)ua live researchmay occur at various times throughout the jromotional process (includingthe deveiopment srage), is conducred it sfecificallyto assess effecrs the of vanousst.ategjes. begin our djscussion \ire with thi reasons eifectiYenes-r shcujdbe measurcd u,ellas sone of tbe reasons as firms do not do so

218

o c c u r sI.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:,i:i :I.::::i':*:,5i:'il""ljil;:: Arguments f onand Agarnsr -:;ff


N zJ a S U f i n g , ' , io

mance.In business. employeesare generallygiven ob;ec_ trvesto accomplish,and their job evaluations basedon their abilil). to achieve are theseobjectives. Adverrisingandp.omotionshouldnor be an exception. is impor_ Ir tant lo deterTnrne ho\r'well the communicarrons programts q,orkingand to measure this performalce agarnstsomeshndards.

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 , 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. Auotding.costlym.rtaleJ.The top threeadvertisers the Unired Statesspenr in over D,tpl n advertrsug andpromotion 2001.The rop l0 spenta totai of over$21 in ].1.i billion. This is a lot of monet to be throwing aroundwithout some undersmdrng ot bow well it is being spenr.lf the program is not achieving its objecrives,rhe markering managerneedsto know so he or shecan stop spending(wasting) money on lr. Just as impona as the out-of-pocketcosrsis tlre opporruniiy loss due ro poor communicadons. tbe advenising and promotionsprogram is not accompliihing lf iis objectives.not o-nlyis rhe money spenrlosr but so too iathe potenrial gaiDrhat could result from an effective program.Thus, measuringthe effecri of adveiising doesnor just savemoney.It also helps tbe firm maximize its investment. For examDle.one massmerchantdiscoveredthar promotingTide detergenr generatedmore cross_selhng opJ-tunities than did promorionsof nonpremiumbrandslike purex (Exhibit l9_ I ). At the sarnetime, promotions of motor oil had no cross-seliingimpact.l 2- Evaluatiag oltemdtiye strategies. Typically a firm has a number of srrategies under consrderation. exarnple.theremay be somequestionas to $,hich medlum For should be usedor wbetherone message more effective than another.Or the decrsronmav is be betwee! two promotional programelements. For exampie, 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 Rsearcbmay-bedesignedto heip the managerdeterminewhich sraregy rs most lik_ely b effective. Companiesoften testalremateversions of their aivenising in to different cities to determinewhich ad communicates most effecdvely. They may also exploredifferenr formsof couponing 3.. Increasing the eficiencl of advertisingin generaL. yott may have heard rhe expres_ sion "can't seethe forest for the rees." Sometimesadvertisersget so close to the prq_ ect they lose sight of what rhey are seeking,and becausethey know what t}ey are trying to say,they expect t}tei audiencewill also understand. They mav use technical jargon that nol eleryone is familiar wtth. Or the creatile depurraan, *"y g., ,oo "r"_ atlve or too sophisticared and lose the meaningthar needsto be communicated.How E x h i b i t 1 9 - 1 T i d eh a s many times have you seenan ad and askedyourseif what it was trying to sa1,or how been shownto be an often have you seenan ad that vou reaily like, but you effective promotional draw can't rememberthe brand name?Conductingresearch helpscompanesdevelopmoreef6cientand-effecrive communications.An increasingnumber of clients are demand_ rng accountabilityfor their promotionalprogramsand putung more pressure rhe agencies produce.As IMC on to Perspective19-l demonstraaes. effective research can be usedfor both of thesepurposes. 4. Delennining if objectivesare achieved In a welldesignedIMC plan, specific objecrivesareesrablished. If obJectives artained,lew onesneedto be esrablished are in the next planning pe.ioci.An assessment how Drogran of elements to the atrailtmenr the goalsshouldtake led or prace. and,/or reaqons le>r rhan-desired for achierements must be determined.

621

:.

9l

219

I M CP E R S P E C T I V9 . 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 e a w a r d i s g i v e n b y ' t h e A d v e . t r s r n g e s e e r c ,fro u n o ! r r o n ' A R F r . n R h o n o r o f r e s e a r c h e r . t u r n e d - a d m a na r i d O g i l \ , _ w h o s e D \,, 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 ,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 . o w i n a n , T O g i l v y A w a r d ,t h e c a n d i d a t e m u s t d e m o n s t r ; 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 l . ( s e r v i c e s , 2 ) d U r a b l e s , n d ( : ) p a c k a g e dg o o d s - a n d a n a o v e r a l lg a a n d - p r i z e i n n e r i s a n n o u n c e o .J u o s e s c o r n e w l r o r n a c a o e m . aa o v e r ' s : n g a g e n c e . ( o , n p a : , , e 5 n d . i d r e s e a c h f i r m s - T h i s v e a r ' sw i n n e r s i n . l u d e d : r " 6rond Winner: Robert WoaCJchnson Foundotion'The Covering Kids Campoic n.' ln t99,-ihe fed e',ai eov. 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 n c o m e a m i l i e s . U n f o r t u f ni ely, much of this monev went u nused. The Robert W o o d J o h n s o n F o r . n d a t i o n s e o r T so w r , r n o n r e sI o u d e t e r m i n ew h j - t h i s w a s t h e c a s e ,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 .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 , i n g r e s e a r c hc o m p an y ,t o d e T e r m i n e h e m o t i v a t i o n s , t o r t a c k o f m o t i v a t i o n s ,f o r t a k i n e a d v a n t a g ec , ft h i s o p p o r t u n i t y . 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 . 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 , 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 - 1 , ' r q u a l , r i c a : i o n sn a d d i r r o r : e i - a 1 . ; J s. n a . . e l t e r e d . a s m a n ) ,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 . o n , 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 , a s f r e e ,i t w a s a w "handout." B a s e do n t h i s r e s e a r c h , 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 ,M a r g o l i s ,M i t c h e l l ,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,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 . h e c a m p ai g n I n c l u de d T V ,o u t c j o o r , T r a d i o ,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 - v a r i o u se t h n i c g r o u p 5 .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 , a s w a s a ( r roll.free umbe 1c, d lfor "1o e dssi.'an(e. 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, 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 , ee n r a n . i C a l l st o r e g i o n a lt o l l - f r e e n u m b e r s i n c r e a s e d b , 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."Joining the arm ed services is n o t a n e a s y d e c i s i o n . h e U . S .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 , t r a d es c h o o l s t h e w o r k . f o r c e ,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 . c c o m . T p e t e s u c c e s s f u l l y , 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 - 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 . ! 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 . E w a l d , 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 , c r u i t e r s ,a n d d e c i w fe sion infliJencerssuch as parents and ieactrers. Foct,s g r o u p s ,b r a n d m e t a p h o r e x e r c i s e s . a n d q u a n t i - 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 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 - o r i e n t e d o u l o o o r t y p e 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 . 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 , 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 , 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 .H o w e v e 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 ,i f a n v t h i ng , 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 .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 . 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 . "Life Rather, a A c c e l e r a t o r "w e b - 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 - : n o n t h r e a i e n i n e r

622

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 ; 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 .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 . 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 .esources. V was usedin a moretraditional senseT e . 9 . N 4 T V s w e l l a sa o r r e a : - r e s p o n n e o i u m t o g e n . , 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 \ . yp e r s o n n e l . 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 , 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 , 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 .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, 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 . w e r a t o r p a g e s l n h a n d .O v e r a l l , 2 2 5 , 3 t l8 a c l s e r e g e n e r . e w a t e c j , 3 p e r c e n t a b o v et h e g o a l .T h e g o a l o f 5 3 , 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 .

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 . p r o f i t s ( i n t h e c h a p t e r w e u , i l ld i s c u : s s o m e \ ^ r n i e r - 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 . g i e s . A l l d o , 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 . , 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 . 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 , 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,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 . 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 ,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. -2o02 " Sources: ARFDavid Resear.h Ogilv,! AwarC Winners wws.arlsLte.o.g, .i,2oo2iThe2oo2ARFDavid Nov Oqilv\r Research Awards," Jorrnolof A'lver.tising Resea..r, Julv Aug!sr 2 O O{2 p e c rs e c T l o n l . s al

Companies give a numberof reasons not measuring effecriveness advertisfor tbe of ing and promotions stralegies: l Co.- Perhapsthe most commonlv cited reasonfor not testrng(partrcularlyamong srnaller firms) is the expense. Good reseatch be expensive. rermsof both time can in ard money.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. additiona] medra buys, and the like. While the first argumeor may havesomement. tie second doesnot.Imaginewhat wculd happenif a poor campaignwere developedor rhe incenrive program did nor motrvatethe targeraudience. Not only would you be spendrngmoney withour rhe desi.edeffecrs,bur rhe effort could do more harm rhan good. Spendingmore money ro buy media doesnot remedya poor message substitutefor an improper promotional or mix. For example,one of the nation's leading brewers watched irs tesr,marke!sales for a new brand of beerfall shon of expectations. The problem, it rbought.was an insuffcientmediabuy.The soiurion, decided, it was ro buy all rheTV rimeavailable that matchedits targeraudience. Afrer rwo months saleshad not improved, and the productwasabandoned rhetestmarket.Anaiysisshowedthe problemwas nor ro in the mediabut rather the rnessage, in *hich communicated reason buy.Research no to would haveidenti6ed problem, rhe and millions of dollarsand a brandmighr ha\ e been saved.The moraj. Spendingresearchmonies to gain increasedexposurero rhe vrong message not a soundmanagement is decision. 2. Research problems. second A reason cited for not measuring effectiveness that it is is difficult to isolatethe effecrsof promorioDalelements.Each variablein the markering mix a{fects success a productor selvice.Because is oftendifficulrro meathe of it surethe contribution of eachmarketing element direcrly, some managers become frustratedand decidenot rc,resrat all. The), sa), "If I can r dererminerhe specific why spend moncv"' effects. rhe This argumentalso suffersfrom wea-klogic. While we agreethal rt is not always possible deiermine dollar amountof sales to the contributed promotions. by research canprovideusefulresuhs. denonstrated rheintroduction As by andexamples IMC in Perspective l, communications l9effectjveness be measured may carryover can and to salesor other behaviors. 3. Disagreement whal to lest.The objectives on soughlin the promottonal program may differ by industry. stage rbe producllife cvcle,or evenfor differenrpeople by of

623

_2.

:.

o_

221

q'ithin the firm. The salesmanager mal, \r.,ant seethe impact of promotions on ro sales.top_managemenl may \r,ishto lno\r,rhe rmpacl on co.poratJimaee. und ttrose involvedin *re creative p;ocess mar wrshro assess recallunO,io, ,ecogl:,on ol th" aC Lactl o] agreemenl what to testofien resullsrn nc restinp. on Agatn. there is lifile rationalefor rhis posrrron.Ujrh the proper ciesign. manl, or evel all of the above might be measured. Since even promotional elelienr rs designed. accompiish *s ou n objecrives,research to tin be used to measu.erts eff.ctl\'eness dotnpso. ln 1,. The objectionsofcreali|e. Il hasbeenarguedbt,many (and denjed b! others) lhat the creitive departmentdoesnot wal}t its o.ork ro be rcstedal|d manl,agencresare relucranl submil thei work lor lesting. to This is somerrmes rru.. a j ain.ies. creative depaiments arguethat testsare not true measures the creativiry of and effec_ tivenessof ads;applying measures srlflesrheir crearivir),;and rhe m;;; creabverhe ad, the more liiielf it is to be successful. They *,anr permissionro be creativewirhout the limiting guidelines marketing may impose. The bhiar,Dal. ad shou n in Exhibit 19-2 reflects how ma-nypeoplein the advinising business f."l "Uouirtii ,uu.;".,. AI the sametime. rhemarkering manager ultimatel.v.' is responsible the success for . oI tne productor brand.Gjventbesubstantial sumsbeingalJocated aoveruslng lo and promotion. it is the manager'sriebt. and responsjbiijn,. t-ok ,o* ho* o,ell a specr6c program----{rr a-specificad-u,ill perform jn tbe market.Inlerestinglv, in a srudv examirungthe 200 most au,arded commercialsover a 2_1,"u, ,punjli o,u. ,ho.^n rhuL 86 percentwere deemedeffecrivein achrevingrheir gojs, 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].:rr'E' El:lj::i c:;:!!-;I

i;

-.8.1: :. ; o

ffi Ef:E

ffJ'#L 'ffi
r*:-,=.---f

H*#

222

5. nme. A 6nal reasongiven for not testing is a iack of time. Managersbelieve they alreadyhave too much to do andjust car't get around to resdng,and tley don't wanl to wait to get the message becausethey rnight miss the window ofoppofiuniry. out are Plaaningmight be the solution to tbe 6rst problem. While many managers overworked ald time-poor,researchis just too important to sktp. The secondargumeDt can also be overcome with proper pianning. Wlile timelinessis critical, gening the wrong messageout is of little or no value and may evenbe harmful. There will be occasionswhere market opportunitiesrequire choosingbetweentestingand immediateimplemenndon. But eveDthen some testing For example, after the teForist may help avoid rnistakes irnprove effectiveness. or attackson Scptember11,Motoroia deveiopeda:r ad designedto porEay the quality of its mobile phonesby showing an FDNY fireman using one. While the ad may have had good inrentions,many people felt it was an atlempt to capitalize on a tragedy.As a Tbe problem could have been avoided result, much negadvepublicity was generated. proPer to bad Motorola pretestedconsumers'responses the ad. In most instances, planning and schedulingwili allow time for research.

What to Test

We now exarninehow to measuretbe effects of communications. This section considers what elementsto evaluate, well as where as and bow such evaluationsshould occur. In Chapter 5, we discussedthe componentsof the conmunications model (source, message, media,receiver)ald the importanceof each in the promotionalProgram. Marketers needto determire how eachis affecting the communicationsprocess.Other decisionsmadein tbe promotional planning processmust also be evaluated.

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. For examPle,Tiger Woods has proved to be a successful salespersonfor Nike and Buick. Or a product spokesperson may be an excellent source initially but, owing to a variety of reasons, may lose impact over time, For example, Britney Spearshad been an effective spokespenonfor Pepsi,panicularly with the teen ma.rket.The questionwas, *'lll she be able to retain *ris relationship as she gets older? Apparently Pepsi thought not, as her contract was not renewed.ln other instances.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.* by and the rneans which it is communiMessage Variables Both the message earlier,the cated are basesfor evaiuation.For example,in the beer example discussed messagenever provided a reason for consumers to try the new Product. In other may not be suong enough to Pull rcadersinto the ad by attractinstances, message the ing their attention or clear enough to help them evaluate the product. Somedmesthe One but doesn'tachievethe other goals set by management. message memorable is snrdy showedthat 7 of the 25 products that scored highest on intrestand memorability in video StoryboardTests' ad test had flat or decl-iring sales.'A number of factors and its delivery may have an imPact on its effecliveness, regardingthe message including the headline,illustrations, text, and layout. they convey.For of Many ads are neverseenby the public because the message example,al ad in which SusanArton ate a slice of Pizza Hut Pizzawas consideredtoo erotic for the company's small-town image. Likewise, an ad createdfor GeneralElecour growing trade tric in which Uncle Sam got slappedin the face (to demonstrate imbalance)v,askilled by the company's chairo m . 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, broadcastversus Prilt), subclass (newspaperversusmagazines),or speci6c vehicles (which newspaPe6 or magaziles) generate most effectiveresults.The location within a particuiarmedium the

2 a
6

o a a

223

(front page lersus bacli pagel and size of ad or lengrh of cornmercial also nerir e\aminalron.,Fot examp)e. rcsearch demor,sLrated reader par nrorea!:Lltirur has 5at s to latgel ads. As shou'nearljer,a varietyof methods have beenempioyedto measure tie effectjvenessof advenising on the Inlernet. Sirniiar11,. direct-responseadvenrsers orr TV have found that some prograrnsare more effectrre rian orheri. One su:cessful drrecl markeler found tial old Tv sbo\rs vjeld more responses than firsr runs: "LeaveIl ro Beaver" generare Tbefifth renrnof u,ill muchmoreresponse u,i!l their:s! than run of a prime-trme le)elisiorprogram. \,r'bcr cares voumisssometlnt vouhave f seerfour limesbe{or: youdo carewhen s thefirsrlimevou re seeriL.t Bui it Anorher factor is $e rehicle option source effect, ..the differen.-rajimpacr ihat the advenising e):posureq,ill have on the sameaudiencemember if the exposureoccurs rn one media opdon rarherthan another."e Peopleperceive adsdifferenrlydependlng on lneucontext.'' A final facror in media decisions involvesscheduling. The evaluarionof flighting js versuspulsing or conlinuousschedules imponant.panicularl).given rhe lncreasing costsof media rime. As discussed Chapter I 0 and IMC perspectile I 9, 1, lhere ji in evidence to support the fact *tat continujry'ma\, lead ro a more effecri\e media schedule than does flighting. Like$,ise. rhere ma1,be oppomrniriesassociared\^irh increasing advenising u'eights in periods of down$ard sales cJ,clesor recessions. The managei experimenting \r'ith thesealtematjve schedulesartd./cr budgel oulja\.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 ,e r a m i n e dt h ee f l e c t s f b u l , h e o get size on adver'.ising effectiveDess and the effectsof various ad expenorrures on sales. Many companies have also attempted detemine u,hetherincreasing to therrril budgel direcill increases sales. This relalionshrp ofrenbard to deremrine. is p..rhrrs becauseusing salesas an rndicator of effectirenessignoresthe impa!:l of o.ih.r tn.r:lielrng mrx elements.More definitive conclusjonsmav be possible if otber dependeni variables. such as the communicationsobje:d!es statedearijer. are useo.

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. ,A varierr of pretesrsand pos:tesisare availableto the marketer.each\rith jts own methodologt,designed measure to some aspeclof rbe advenising program. Figure 19,1 classifiesrheseresting methods. PfeteStrnq Pretestsmay occur ar a number ofpoints. from as early oD as rdea generatlqnto rough executtonto testrngthe final version before implementing it. More lhan one t),pe ofpretest may be used.For example. conceptresting (whtch rs discussed iater in rhis chapter) may take pjace at the earliest developmenrof rhe ad or cornmer, cial, shen litt1emore than an idea. basrcconcept.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.lre5
<,in.lo-(^,,r.c -^.Emc

Theater tests

Readabrliry lests Comorehensron and reaclon 1e5E

On-alr tesis

Recocnri!oiiesl-s TracKng 5tuCes

rnqurry 1es$

224
cons)deratron. q,innerGM usedfocus groups Ogilty A\r.ard to derive the concepts to promote lts ne\r, ririnjvan ln other

be resred. Th GM minivanr.r.-.t "l.o,n,ro,u"o,n" ::".iT-d. evaluation srx anjmatjcs. thesetesfs of ln specificshoncomir]g,*"re ,Oentrfiea. anA the ads\lere changedto enhance cenarnexecutional ejements. The methodolociesemployed to condu", pr.,.*, "_,n. in iocus groups,parucrpanrs meaningsriey get from rhe ads,consider the rel'ariveadvantages lf"1^11:.:1.s.9," of arrematr!'es. even 5uggs51 jnprovements or and additionalihemes.ln addition to or rnstead the focus groups, of consumers askedLoevaluate ad on a are the senesol rat_ ing scales. (Differentagencies differenrmeasures.) use In homeinteniews, mail inter_ cepLor laboratory merhods may be u,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 . k r t O-r.!l.rr \irrh rhe concepror the wiy it is ro be Oetiv.erea-ul. ii"nt,ti"O U.for. lll largeamounts monev are spentin development. of So*atia., _oa"',-hun on. uar'on of the ad is evatuaredro dererminewhict is most titety to ue ;if;";;.." A srudvof 4,637 on_air commercials aesigneato Uuildno._uii-r.-int.fhg.n". .on_ ducredby Msw croup lformerly N{cCorlurn-spierman woird;;;;i;;;;. rharonly i 9 percenlwere considered ourstanding or.ealJy good. Nearly twice as many (34 per_ cent) were failures.On the otber hand, of those-spots ,f,", ,i"..'ili"r,"o beforethe hnal form was aired, $e s-hare good ro.o"rrt"ndi;; of ;;;;r" ii'j,i."",1*lr . ,1" r" , - a r ef e r rr n o p e r i e n r . , ure T h r sr sc e n a i n r v ,, " . , ; ^ = " ; ; ; ^ ; ^ . : ; ] : ' : ' : _ nearJl-" effecrivety ". q:-lnn] producr.The mood_.rh*G;;;; ;;ouon, ^p..o or me messagerevery difficult to communicate in this fo"""r. eoo,ir", arradvantage is trme dela)s. Manv marketers believe being firsr in the _-t.i o#.r., tf,".n " airtin"r advantags 6ys1cgmpetitors. lhey forgo research save so to tim. _a anrur" r,f.rrs porition.

headrisome ;;r;, ;;; : ;;l ;:: lif,::: :,:, ;T?iF:*i#l;ff n es. bor, ::i1 and animarics may

n"ai,ur"unlg.,, ;;:.":lli:;:il:*,:*:J*; :iff"#:i;.",. ;r",;;;

,.' . var]et)ot posrrest measures avrilable. are .,mosloJ\^hlch mvolve sureey research metbods.

j:il;#T:::il,poun.-:,pup.."a,,"na ilT$FlT:,i.':i"?tT?:.:,-J:: rac,iE,E;;i, spol\orship SeSCei"uro grtlor,;lrhe ol


'ie:ti

a sruoya.s;gneJto tesr36 differ_ :::i::_li-"::rd.l-Cesr ent versronsof covers for its catal.gs (which are serrtto ietr"eei 30 ano +0 million rbe companydetemined.tbar by pu,ung _o.. p.oduos'on the covers, Exhibit l9-3 Research ::,T::^O-:tl:-.), uslngreal prcturesrarherthan caftoons,a,rd reducrng the iiz. oi O. ."taog, the catalogs affirmedthe value of a NA5C,AR spon5orship for Lowe's c.omnal\'5

ru,,,,.. uo u".l,i'n!-,i;;r*:.-;#:'.,"fl ;:'JH:HHffffff JXTT:T: ::il: hom improvemenrretailer.tn

l_:t:Tl. rnto lhe next period's situatiooanalyr

Posttesting posftesring alsocommorj is among bothadvenisers ad agencies and (with theexception testing of comrnerciats wear;ur).por,,..Jng iJo"rrgn"a for ,o t r I o *.:llpaiga isiccomprishins

;heo;j;;;s's1".'r"1"i t"r) ".^.. ", ,nou,

627

:.

Whei"e i.j

In addition to when to test, decisionsmust be made as to where. -- ' These tesrsma), rake placc il either l3boratory or feld seiti;;r. Laboratory Tests ln laboratory rests.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 . o r . o m m e r c i a l s , Tne testers eirherask quesrron: ahoutthem or measure Danicrpant.. responses orhermethods_fo" example.pupiJ by ditarion.e1e rrack_ tng,or galvanicskin response. The ma.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 . l l u s r r a t r ofn .r m a t s . . o i o r s , C. n r o u n a , f r .I i l . 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 - Tu jq " ' u , . 9 d5 ^ :5c T
lhf contdbution of eachfactor. T h e m a l c rd r s . 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 . 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 . u h q nn . o o i " r " ntS male\ tt muLh et\:er fOr the re<earchertO tsolate

-.

;
o

2?5

broughtinto a Iab (evenif it hasbeendesigned iook lilie a li\.inp reomt. ro rhe\ ma\ scrutinre the adsmuch moreclocelSthanLhel would ar hom:. r ,.aonOp,nUi.rrr ,,,J this lack of realismjs that it cannorduplicare naruraivieq.ing srruarron. the complete rl jth rhe disrracrionsor comfo.rs of home. Looling at ads jn a lJt serLrng mar nlr be the sameas viewing at home on the.couch. u,ith rhe spoLrse krds. dog. cat. and parakeel chirping in rhe background. bil lareryc,uwill iee rharsome resrinr (A tecirniqL,es have.made progressin correcringthis deficiency. No. rhev did not bnng tn rne ocgs and the parakeers.) Overall. however, the control offered b1:tfus merhod probabh ourweighsthe disadvantages, uhjch accounts rhe frequenr of lab melbods. for use Fie ld Te st s Field tests are reslsof rhe ad or commercial under narural vie\r,ingsit_ uations.complerewith the rearismof noise,distractions. and rhe comtols of home. Field teststake into accouDl effectsof reperitron. the programcontent.and even the presence competiljve of messages. The major disadvantage field tesrs the lack of conrrol.h ma1.be of is rmpossiote ro isolatecauses viewers' evaluations_ atypical eventsoccur of lf du-ring rest.tneY rne may bias the resulrs.Competirorsmay aTtempt sabotage research. ro tbe And field rests usuall)'take rnoretime and money to conduct,so the resultsare not a'ariable 10be actedon guick)y. Thus, realism is gained al the expenseof other imponanr factors.ft is up to the resea-rcher determine\r,hich trade-offsto make. to

How to Test
Our discussion u/hatshouldbe resred. of u,hen. and wherewasgeneraland designed ro establisha basicr.:nderstanding the overall processas weil'as some of ke1,re:rns.In this sectjon. discuss we morespecincaljlsomeof themethods commonl] usedal eacb srage. Firsr, ho\rever,ir is impoflanl ro esrairlish somecriteriab)- r.hich lo -tudge ads and commercials. Conductin evaluative g research not eas\. Tq,enty_one the j argest S. ad agenis of L,. " serofprinciples aimed ar .,improving the researih useo rn prepar:l:r^1",":teshng ::d.*:d rDgaDd acis.providing a berrer creariveproducr for clienrs. and control)ing the cost of TV commercjals."r'Thrs ser of nine pnnciples,called pACT ipositioiing ..u,hich Ad'ertising Cop! Testing),definescop,r, tcsirn6 as researcb rs undenaken *hen a decisionis to be madeaboul u,hetheradl,enisingshould rul ln roe marKetplace-Whetherthis srage urilizesa singleresror a ccmbination rests. purpose of irs rs to aid in the judgmenr of specificadverrising execulions..,r5 The nine pnncrpiesof goodcopy restingareshownin Figure 19_2. As you can see,advertisers and ibelr clients are concemedabout deveioping appro_ prete test\ngmethods. Adherence theseprincjplesma\ nol make for perfecriesrto Figurel9,2 positioning

628

= :.

=, Advenising CopyTesting ;
(PACr)

1 Provide measuremeot5 arerelevanl the obje-rives the adventsing thal to oi 2. Require ag.eemefrt abod ho\,/ Tesult5 be dsed advance ihe wili in 01eactsoecrfi. 3. Provide multiple (because measurementl measu,ementl not adeq!a1e srngle are lo assess performance) ad 4. Bebased a model human on of response communtcaticns_the 10 recep.t oj a cn ttimulus, comprehensron jtimulus, the response the sirrrrurus. the o{ the and tc 5. Allowfor considerationwhether advedisrng of the stimulus should exposeo be more thanonce 6. Require the more that flnished piece copyrs,the moresoundly car oe elrata j1 of uated anCrequire, a mtntmLtm, alternative a5 thet execuliors tesiedrntne:ame be degree frnish. oi 7. Provide controls avoid biasing to ihe ei{ect5 the exposure o{ contex 8. Take intoaacouni basrC ccnsrdefatrons o.isample nitrcl-r oef 9 Demonfirate reJiabilrty valjdltv. anC

22

Clearl),.there are appropriateano lnapproDrlate ctraumsiances emnil]\F. rh;( for me*todo)(,ev Anotber \r,a! lo ftatberconsumers. opjnionsof ccnceo:s mall ;iie,,.eFis.u here is consumers shoppingmalls are approached 'n and as}:ed er aluareiouth ad,(and/:rr to copy Ratherthan partcipating in a group discussion. indrr iduals as.sess :,ds'ra rhe questionnaires, rating scales.and/orraniings. i.,-eu, technoJogies ollu", ior.onaao, testingover the Intemet.\r,bereradverlisers shou,conc"p,, cin ii,'rii"""or'n-r" "r"sumersthroughoutthe United States. garneringfeedhaclr and anz,l),zrnS resujls ihr almost iDstantaneously. While this melhodoloir is garrrng u...p,",,... ' Lr;,oiironal methodtare mole cornrnonl)usedrseefjgglq io-.1

630

rjecauseot' the hrgh cost associared with the production cf an ad oriommercral (manl networl commercials cosl hundredsof tbousaods loilars to prJuce). ad\ of efiisers are rncreasinglyspendingmore monies resringa rendering oithe lnat rd ai earlv stages. Slidesof rhe arrworkpostedon a screenor animariJand ph",;;;,;.;;;. ma) L'eused,10 at tlis srage. test (SeeFigure l g,6 for an exp)anario"of ,"rrnrofogi l lJecause suchtesrs canbe conducted about$3.000ro $5.000. for reselrcn ar this srare rs becomtng er morepopula:l. e\ But cosris oniv one]airor Tbe testis of ljnle \ alueif it doesnor pro\ ide relevani. accurate informatjon.Rough testsmust indicatehou th: ijnisbed coinmercrai uould perform. Somestudies have demonstrated theseIcsringnrethods reltable thal are and tbe resuitstvpicallycorrelale well with rhefinishedad.,6 Most of the rests c,rnducted the rough srageinvolve lab serlings. at alrhoughsome on-arrfield testsare alsoalailable.popuLr resisinclude cornpreheision ano rea.rion testsand consumerjuries. Again, thelnremerallou,sfield seniigs io U"-.rnp,oy.o. 1. Comprehension reactiontesrs. and Onekev concemfor the adveniserrs whether the ad or commercidconveys meaninginiended tt-re the s"conoconlem rs tre reaction tbe ad generates. Obvioush,.the adve iser does nol \4,ant ad thal evokes arr a nes_ a'ive reacdonor offends sc,mec,ne. Comprehension anA ,""arf"".-,"rts *. aarr""ai to assess theseresponses (which ma.kes :-ou wooCer u,hv so_" uA" *" a. ", brou-gi],Lo the marketplace). Testsof comprebension and reaction emplo] no one staDdard procedure. personal rntervle\r,e, g.oup interiie',r,s.and focus groups have alj-been used for thrs purpose. and samplesizesva1 accordingro the needsof the cjieni: tt,ey llpi.aii, ,uage from 50 to 200 rcspondents. 2. Consumerjuries. This metbod usesconsumercrepresentadYe of ibe targefmarket to elaluare the probablesuccess an ad. Consumerjurie, of *uu Ua o.+,"0,o ,"ra u selectionof layouts or copy versionspresenreo pasteups ln on separatesheets. The F i g u r e1 9 - 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;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 ,4.Finished CommercialUses: Livemotior/animation Highly paidunion talent Fullunion c|ew propvstudro Exotic sewspecjal effects

a T f o u g h A r t , C o p y , n d C o m r n e r c i a le s t i n c

Y)

:. :. a I

I'J |..J

via Figure 19-5 Testing the Internetis gainingin populatity

E iTest

asses5ments

iTest ldentity (corporate identity, trade name5,and trademaaks)

iTest Ad (TV, radio. print, and e Fla5h mail advertising)

iTst 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 - 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

o a a

a
a

a ra 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!

.totdeq)

tl

229

F i g u r e1 9 - 7 C o n s u m e r
lufle5

Obje.tive:

(consumers) asked evaluate ai.tdoivetheif Potential viewers are 10 ads -are 'eactrors ande,aLalro..oj to vy'ner 11em. :wc o, mo.eaos tesred, viewers usually are asked rateor rankorderthe aCs to according thetr to preferences. Respondents askedto viewadsandratethem accorCinq either are to (1)the o'deror meritmethojor (2rthe paireo aomF,a,rsor ;ethoo t. lre {ormer, respondent asked view the ads,then ranktlremfrcm one the is to to n according their perceived to merit.In the latle.,adsare comgaied onlytwo ai a time,Each is compared every ad to ctheraC in the group, and the wnner is listed. Thebestad is that whichwinsth mon iimes. Consumerjuries typically employ to 10Cparticipaot5. 50 An overall readionto eachad underconstruction well asa fank es ordering the adsbased the viewers, oJ percegtions. on

Method.

Output.

652

objectivessoughtand methodsemployedir consumerjuriesare sbown in Figure 19-?.it Sanple quesdons askedofjurists are sbownil Figure 19-g. \4hi1e tbejury method oflers the adlanrageso? conuol and cosreflecuveness. sen_ ous flaws in the metbodology limit its usefulness: " The consumermay becomea seLf-appointed experl. One of t}te benefirssoughr from thejury method is the objectiviry and involvemenrin tbe producr o, service that the targetedconsurnercan brhg to the evaluationprocess. Sometimes,however,hro*,ing thev are beijrg askedro critique ads, parocrpaDts to becomemore rpert in their evaluations, try paying more aften_ tion aod being more critical than usual.The result mav be a lejs than obrective e\ aluatlon an e\aluaton on elements or othel rhanthoseintended. . The nutaber o-fads that can be evaLuated limited. is \fttether order ol meit or paired comparison methodsare used,the ranking procedurebecomestedious as the number of ahemativesincreases. Considerthe rankilq of 10 ads.1 .hile tbe top two and tbe boftom two ma) verl u,eUre\,ealdrfferences.thoseranlied rn the middle may not yield much useful irformation. ln the paired comparisonmerhod,the number of evaluationsrequx-ed1s calculaledby the formula ,(n - i) 2 lf six alternarives considered.15 evaluarionsmust be made. As the number are of adsincreases, task becomeseven more unmalageable. the A haLoeffect.is possible. Sometimesparticjpanb rate an ad good on aij charac, tensticsbecause tley like a few and overlook specincweaknesses. This tendency,calied the halo effect, distorts tlre raringsand defeatsthe abilirv ro control for specificcomponents.(Of course.the reversemay also occur_raG ing an ad bad olerall due ro onlr a feu bad attribures.,) Preferences specifc rypesof advenising ma1 overshadov, obiectivit\. Ads for that involve emotionsor picruresmat recerte hjgher ratngs or ranl.jngs ttran Figure 19-8 Questions askedin a consumer jury Iest

:. o :.

l-. Whichot,these wouldyou most likelyreadif yousawjt in a magazine? ads 2. Which theseheadlines of would interest the mo51 reading ad furthef? you in the 'Which 3. ad convinces mostof the qudlity superioriiy the product? you or of 4- Whichlayoutdo youthiok would be mosteffectiv aausing to buy? in you 5 Which didyoutikebesl? ad 6. Which didyou{rndmostr11ere:tina? ad

230

th^ose emploving copy, facts. and/ormtiona] crireria.Even though the laner a.re often more effective il the marketplace, they ma! be judged les]s favorabiv bl lunsts who prefer emotional appeds. Someof the prcblems noted here can be rernediedby the use of ratings scales insteadof rankings.But ratings are not alwaysvalid ertler. Thus, \r,hile consumer Juneshave been usedfor years,questionsof bias have led researchers doubr their to va.lidiry. a result, a variety of other methods(discussed As later in this chaDterlare more cornmonl) emploved.

Pretestinghnished adsis one of the more comnonly employedstudiesamong marketmg researcbers and rheir agencies. this stage,a finished advertisemenr com_ At or mercial is use,ji sinceir has not been presented rhe market,changescan to sdll be made. Mart researchers believe resringth ad in final form provides better information. ^ re\eral resl proceduresa-re avarlablefor print and broadcastads,including both labo_ ratory and field methodologies. PriDt methods include portfoiio tests.analysesof readabrlity.and dumrny advenis_ ing vehicles.Broadcasttestsinclude theaterrestsand on_airtests.Both pnnt atrd broadcastmay use physiological measures. Pretesting Finished Print Messages Anumberofmetbods tor pretesting finished print ads are available. One is Diagnostic Research Inc.,s Copytest System, describedin Figure l9-9. The most common of thesemethodsare pordoho tests,readabiiity tests.and dummy advenising vehicles. Portfolio Tests Portfolio tests are a laboratory methodology designed to exposea group of responcen* to a ponfolio consisring of both coqtrJiand rlst ads. Rispondents are theDaskedwhat informaiion they recall from the ads.The assumpdonis that the adstbat yield the highest recaLlarc the most effective. Wtlile pgrtfolio tests offer the opportunity to compare alternative ads directly, a number of wea-knesses limit their applicability: 1. Factorsother than advenising creativity and-/or presenmion may affect recalt. Interestin the product or product caregory, fict that respondents the know they are participating in a test, or interviewer insD-uctions (among others)may accountfor moredifferences tban t\e ad itself. 2. Recall may not be the besttest. 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. 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. Whether such validity tests are being conductedor not is not readily klown, although the poftfolio method remarns popularin the jndusr).

Pretesting Finished of Ads

5t3

2
5

:.
J

Objective: Methad:

Output:

Tests recall and readers' impressions pnnraos. of Mallintercep8in two or morecitiesareused screen to respondents and have themtake home "test magazines', reading. pafticipants tor are phondd nen dayto determine the opinions the ads,recjlt ot ad of conten8,and otherquestions interest the sponsor. of to Approxintately 225 people constitute sample, the score5 reported include related recall copyand visual of elemen-6. sales messages, otner'1onspecifi( and elemenE Botnquartjtative (1able, resoonses reoorted. s(ores a1d verDaUrt are

Figure 19-9 Diagnonic Research print test Inc.'s

o-

t J

Readability Tests The cornmunications elficiencyof the copy in a print ad canbe testedwtthout readerinterviews.This testusesthe Flescbformula, namedaiter its developer.Rudolpb Flesch. ro assess readabilig of tbe cop1,by deremrining the aver_ age number of syliablesper 100 words. Human interesl appealof tbe mate:-ial. length of sentences, familiarity rlitl certainwords are alsoionsjdered and and correlated with the educationalbackpgound target audielces. Tesl resuhs of are cornparedto pre_ vrousl)' establishednorms for various target audiences.The test suggesF tl]lalcoFv ls bestcomprehended 'hen sentences short,words iLre are concreie and famiiiar. anc pemonalreferences drawn. are This merhod eliminaresmany of the inten,iewee biasesassociare.d wrth other rests and avoids gross errors in understanding.The norrns offer an attractive staDdardfor comparison. DisadvaDtages also inherenl however.The copy mal become too are n]echanical. and direct input from ihe receiver is not arailable. \4rirhouttl'risinput contnbur.rng elements like creativity cannorbe addressed. be effective. trrisrest should To be used onl\ rn conjuDctror\r'iih other pretestingmethods. Dummy Advertising Vehicles In an improvemenl on the portfoilo test, ads are placed in "dummv" magazinesdevelopedby an agenc;,or research firm. The maga_ zines contain regular editorial featuresof interesl to t\e reader,as \r.e1las the test ads. and are distributed Io a random sample of homes in predetermjned geograptuc aieas. Readersa-re told the magazine publisher is interestei il evaluations of editorial content and askedro read the magazinesas thev Dormallywouid. Then they are inrervie\a,ed tbeir reactionsto both editodal contentand ads.Recall, on readership. and interest-generatirg capabilitiesoi the ad are assessed.

o54

^.Theadvattagoftirismethodisthatitprovidesamorenaturalsettingthanrhepof folio tesr.Readership occul-s tbe panicipanl's o*.n bome. tbe test more clcsely in approxrmates natural reading situarion.and fie readerma) gc back to a the magazine, as people typically do. But the durnmy magazinesharesthe otber disad!a16g", associatedwlrh pordolio tests.The testingeffect is nGteliminaied. and product iirrerestmay still bias rhe resuits. Thus, while this test offers some adl'aniages over tije pordolio me-.trod, rs nol a guarir anteed measure tbe advenisings impaar. of While all *re previously describedmeasures available.the most populal are iorm of pretesnns Df trint ads now involves a seriesof measures.Compaaiei like Galup & Robinson and Ipsos-ASI offer copy testing servicesthat have improved upon many of the shortconings cited above.The testscan be used for rougb and,/orfimshed ads and are niost ccnmonly conductedin tbe respondents'homes. exanrple, For Gallup & Robinson's\4agazrneImpact ResearcbSer-vice (MIRS.t usesan al-home, in-magazine ccntext,employing widel), dispersed samples, atd offers standardized measures as u'ell as a varieS of options. Ipsos,ASI's Next*prinr methodologl, also offers mul,jple measures. shoun in Figure I 9_10. as

Pretesting FinishedBrcadcastAds A variery merhods preresring cf for


broadcastads are available.Tbe most popuiar are thearertests,ct_air tests,and ph1,si_ ological measures.

Figure 19-10 lpsos-Ast,s Nert*Print

ablecti,e

Method:

Output:

io assist advertisers copytestingo{ printadvertisements determine in to (1)mainidea (2) communication, likes dislikes, believabiiity (3) and (4)ad (5) aitributeratings, overalt likeability, (G)brand and attriburerati;gs. Tests conducted current are in issue5 newsstand of magazines suchas Pecple. Eefter nomes8 Gatdens, Nevvsweel, and Tne-recall meas/e consrsts 150 responses. ot Diagnostic measures range.irom j 0g to I 50 responses. Highly targetedaudiences available are thj.ouoha versiorr printTe5t_ knownasthe Targeted Standard scores specific iao ostics and d n

232

Theater Tests ln the past, one of the most popular laboratorv methods for pretesring finished commerciaiswas theatr testing. In theatertestsparticipants are invired by telephone, reall intercepts, and/or tickersin the nail to view pilots of proposed TV pr.ograms. some irstances,the show is actuallybeing tested,but more comIn mooit a standardprogram is used so audiencerespollsescan be compared with normetlve responses established previousviewers.Samplesizesrangefrom 250 to by 6t)i)!articipants. On entering the theatr, 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. This form also requestsdemographicdata. Panrcipantsmay be seatedin specific locadons in the theaterto allow qbsenation by age, sex, ard so on. They view tle proplarn and commercials,and a form asking for evaiuationsis distributed. Participants are then asked to complete a second form for a drawing so rhat changesin product preferencecan be noted. In addition to product/brand preference, the form ma1 requesr odlerinformaton: L lnterestin and reacticnto the commercial. 2. Overali reaction to the commercial asmeasured an adjectivechecklist. by 3. Recall of various aspects the commercial. of 4. lnterest in the brand under consideratron. 5. Continuous(frame-by-frame)reactions*[oughour the con]mercial. The methods of tbeater testing operations val,v.though all medsurebrand preference changes.For exampie,many of the servicesnow use videotapedprograms with the commercials embeddedfor viewing in one's office ratier thar in a theater.Otlers establishviewing rooms in malls and/or hotel conferencerooms. Some do not take all the measureslisted herel others ask the consumersio tura dials or pr.lsh buftons on a ke)'pad to provide the continual responses. example of one methodology is shown An ir Figure19-I l. Thoseopposedto theatertestscite a numberof disadvantages. First, they say rhe to envtonment is too ardf,cial. The lab setting is bad enough,but asking respondents tu.n dials or. asune servicedoes,wiring peoplefor physiological rcsponses takesthem too far from a natural viewing situation. Seaond,the contrived measureof brand preferencechange seemstoo phony to believe. Critics contend that participants will see just becausetbey think they are supposedto. Finally, the through it and make changes group effect of having others presentand overtJyexhibiting their reactionsmay influenceviewers who did not have any reactionsthemselves. In Propgnentsargue that theatertesrsoffer distinct advantages. addition to controi, performances) ibe establisbed indicatehow one's norms (averages commercials' of commercial will fare againstotbers in the sameproduct classthat were akeadl-tested. Further, advocates say the brand preference measure is supponed by actual sales results. Despitethe limitations of theatertesting,most major consumer-product companies have used it to evaluatetheir commercials. This method may have shortcomings, but it allows them to identify strong or weak commerciais and to compare them to other ads. F i g u r e1 9 - 1 1 T h e AD"VANTAG E/ACT theater methodology

t1

(AC!, a lab procedure TheM5W Group,uses of aboul Advertising ccntrol for Television 400 respondents four lt initialbrandpreference asking by rcpresenting cjties. measures participants purchased. Respondents then divided which brands theymostrecently are program with seven inseded the in into groupsof 25 to vaew 3o-minute a cgmmercjals with middle.Fourareten commercials: otherthreearecontfolcommercials enabthe respondents givena recall of lished viewingnorms. After viewingthe program, afe test js program shown,with each the commercials. Afterthe recall tesi, a second 30-minute of testcommercial shownagain. Thesecond measure brandpre{erence takenat this i5 preferences who switched time,with persuasion rneasured the pefcentage viewers o{ by purchased {ron theirmolr recently brandto oneshownIn the testcommerclals.

On-Air Tests Some of Orefirms conducting theatertestsalso insen Lheccmmercrals rDto actualT\/ programs in ce(ain test markets.Tl,picrL])1. comrnercialsare in fiit_ the isbed fonq alrhoughthe rcsdng of ads eariier in tbe developmentalprocessis becomrng more common. This is referred to as an on-air tesl and ofien includes single.source researcb(discussed ad later in this chaprer). lnfcrmation p.esources. Ipsos-ASI. MSW Group, and Nieisen are !',ell-kno$,nprovidersof on-air iesis On-ai Esting techniquesoffer all the advantages field merh.Jdologies. well ?s of as all tbe disadvantages. Furtber.there are negativeaspects rhe specific measures ro ralien tbroughtbe on-air systems. One concemjs associaled wjth da]'.afler recall scores, tie primary measureusedin thesetesis.Lymal Osdund notestbal rneasuremenr erors may result from d)e natural environmenl-the position of the ad in rhe serjesof commercials^ sbown. the adjacentprogram content,and/or the number of commerctals shown.'" Shrle tbe tesringsen ices believe rheir methodsovercomeman;, of rhese criticisms, each sdll usesrecall as one of the primary measures effecrrveness. of Since rccall testsbest reflect the degreeof attenrionand interestin an ad, claims rhal the lesr,q predict tbe ad's impact on salesmat, be going roo far. (ln 2E srudiesreYieu,edh) Jack Haskins,onlv 2 demonstrated that factual recall could be relared lo saleslrq Joel Dubow's researchindicatesthat recall is a necessarv not sufficient measure..vrhlle bul researchby Jonesand BIat q,aseven more demonstratjle. noring that..rl rs urtrrtse to look to recall for an accurateassessmett a commercial's saleseffect.',:0 of On the plus side, most of tbe testing sen ices have offered evidence of bo.$ \.aljdit\ and reliability for on-air pretestingof comrnercials.Borh Ipsos-ASI and MS\\' Group ciaim tbeir prctesrand posnestresultsyield the samerecall scores9 oul of 10 trmes*i strongindication ofreliabilir,v and a good predictor ofthe effecr rhe ad is likel\ 10hale wben shown to tbe population as a wtlole. ln summar!',on-air prerestingof finished or rough commercialsoffers some disrincr \itrerlier the advantages over lab methodsand someindicationsofthe ad'slikely success. measures usedare as strongan Ltdicationas*re providerssal slil] remainsrn quesuon. Physiological Measures A less corrrmonmethod of preresring finished commer, cials involves a laboratorysettingiD \r'hichpbysio)ogicaj respcnsesare measured. Thesemeasures indicatethe receiver'sinvoluntary response the ad. theoreticaily to elirninatingbiasesassociated with rhe voiuntaJ)'measures reviewed to this point. (lDvoluntary responsesare those over which the indil iduaj has no control. such as heartbealand rcflexes.) Physiological measuresused to test both print and broadcast adsinclude pupil dilation, gah'ardcskin response, e rracLrng.-J brain o,au"r, e) 1. Pupil di.lttion. Researchin pupillometrics is designedro measuredilation and constrictionof the pupils of the eyesin responsetc stimuli. Dilation is associated with acton, constrjction involves the body's consen'ationof energl. Adverdsershave used pupillometrics to evaluateproduct and package design as well as 1(]test ads.Pupil dilarion suggests sfonger interesrin (ot preference for) an a ad or implies arousalor attentlon-getting capabilitres.Other attempts to determinethe affective Qiking or disliking) responses createdby adshave mer u,irh less success Becauseof high costsand some metiodological problems,rhe use of pupiilometncs has waned over the past decade.But it can be useful in er aluatinAcertarn aspects advenising. of 2. Galyanic skin response. Also known aselectrodermal response. GSR measures the skin's resistanceor conductance a srnall amount of currentpassedbetweentwo to electrodes. Responseto a stimulus acdvatessweatglaads,which in turn iocreasesthe conductance the elecrical current.Thus, GSR/EDR actilin mighl reffect a reacrioo of to advertising.In tbeir review of the researchin tlis area,Paul Uhtson and Robeft Gatchel concludedtiat GSR/EDR (l) is sensirive10affecdve stimuli, (2) may present a picture of attention,(3) may be useful to measurelong-terrnadvertising recail, and (4) is useful in measuringad effectiveness.''ln inten,iews v'itb practitioners and reyiews of casestudies,Priscilla LaBarberaand Joel Tucciaronealso concluded that GSR is an effective measureard is useful for measuringaffect. or Likirrg, for ads.?l lrVbilea number of compades hate offered skin response measures,this research methodologvis not commonll used now, and LaBarberaa.nd Tucciarone belier,erhat it is underused. siren its Dotenlial.

635
!

er
!!.

o 4 9-

C A R E E RP R O F I L E

J o h nH a l l w , a r d
P r e s i d e n t ,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 - A l nlc ," r h eA c v e r s r n g e s e a r c h m p a n,y S t R Co
T , ^ , e n t !) , 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 c t e r 6 a m b t e ,C e n , s b e r a iM i l l s ,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 . " L n ga n d f i n a n c e , I p r e f e r r e d a " m a a f , - 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,ca'e tnprr inrep TOS-e.lJOved c o u r s e s ,a n d t h e t h a e e l e a s t p r e _ re,red. I rrerl .ned rhar Markei R e s e a . c h , r a s n e o f r n ) l e a s tp r e r o r e r - e dc o r ; r s e s be(ause most Feop,e w o L l d a g r e e t h a t m a rI p : r e 5 e a , 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 . J U s tm l s s e d t h e c u t . t L r t e r , P E C c a l l e da n d a s k e di f I wdsia'erested,n aJob .n tne lVarkel Research Department. 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 .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 _ , , T e me abcut the ihree iast preferred r o u r s e s "h e p s l e d . l o . o v r d e d n / honest view of the market research c o u r s e - t f , i s s u b j e c t w a s b o r i n g ,d r y , ractual ard vord ol -eal worlo r.rput. "Oh" s a y s t h e R e s e a r c hN y ' a n a g e r , ' . 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 ? " - 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 ; e - d i y i r t e . . u i e w . o d I w e r l o n t o 5 1 d . tn ) f r a . . a k e t L n gr e s e a r c ha a . e e ra t P 6 C . The point is that marketing r e 5 e a - L h s n o t d s b o ,i n g a \ . 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 . f S u r e t o t h e m a n y a s p e c l so t n d - k e r . ing issues than does brand r | a n a ge m e n t . T h e - e s e a - c ^ o . 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 . 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 ,n o t l u s t c o l l e c t i n s c a i a , a n C i 1 i s I , a r e l v dullor repetitive. A f t e r a c o u p l eo f y s 3 . 5 6 1 P 6 C , 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 . 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 h e U . K .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 , e a 1 , f m e a s u r i n g a Ce f t e c w o 1i\eresc .1 \o th AmF,rL".\\c joi'led logerhe. to rra i our new b u s r n e s s .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 - r i a l . O . r r .a n d r . c a r e e ro f a r e s e a r c ha o n s . ! r l t a n t n o the supplier" rCe. s T * p r . t ) " p " r s a t p - .r s ' t l e - , L ) m y l o b l m m e n s e l v .l h a v e a l s o eolo),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. 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,osec, nto q.),-lJcf, a t l o - tn a r l e l ; , g w r t r -s - r , d q u , r a P d L e d a r c e 'l .S r r l e ^ L P . I t i r ^ N b d c l , o r - \ i r i : d t i S o u e - t : O . _\ o r d . t ing markttng esearah r looa.. I havea .e!^ c"rdi.c.rge \e \ s o l d o l l r b u s i n e s st o l f , 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 - o r ' 1 lr l e s h i r h n l p s o . A S { , , l - 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 . n e - ol t o u r a d v e r l , . l n ea n d l brand equrry respa ctsrc,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 . 'e,ences of orand -,aragemer,t. wrth ejobal clients and brands, wr ch rrales rn\ career \e.v e,L,t. i n g .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 - d e o L , l \ " " d a d \ e r r r s . r , go f t h e g l o b e ' sb i g g e s t b r a n d s . 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 . " 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 ; n d s , and categories.In research, ne experiences ll of the o . practices of r.]arketing from development of an ad t h r o u g h t e s t i n g , t r a c k i n q , p r o d ! r c it e s t s , p r i c i n g ,b r a n d n a m e ,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 . h a g e t i n g d e c i s i o n s e t . . l n r e s e a r c ht,h e e m p h a s i si s o n ,

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 ,i n d f f e ' e . _ ( d l e g o r < S ' o r d . t l e ' e n : C o . Y r p d r r e s , w ,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 . growlng, and ihere is room for more researchcc.nsr.Ll. t a n t s .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

236

F ; 9 r e 1 9 -t 2 E y e u movement.esearch

Ob)ective.

Tracks vrewers' eye movements determjrewhal vrewers tc readcr v e! , rn prinl aC5and where .tnerr atentron t5fcaLrsecl IV cornmercragr tn s billboards. Fiberopirc!.drgita data processirE, advancec and electronias;re u5edto rollow eye mcvements viewers o{ anC/orreaders the! proaess ad a5 an Relatronshrp among whal reaCe15 recall, see, and (omDrehendScar patns on p nl acs, billboards, commercrals, ano.printrrale.ias (Car atso be usedlc eval!atepackage de5igns.)

l'/ethod At-ttprt

638

: ; s:_ -.

3 Eye rracking. metbodoiogy A thatrs roorecommonlyemployed eyetracking is (Figure 19-12),in whjch vieu,ers asked vrer^, are to an ad rvhiiea sensor arrns beam a ol infrared)ighrar the eye.The beamfo ou s rhemovemenl rhe of e\e andshoq,s rhe exaclspoton whicb Lhe viewer is focusrngThe con nLrous read,ng responses c,f demonstmtes \r,hichelements rhe ad are attracling of altenljon, hoi long tbe vieweris focusingon them,and rhe sequence u,hjchthey aie beingvieu,ed. in ca.n rdenrifl srrengrhs weaknesses an ad.Fo, exampte. and in arrrac_ e models r)\ ,tl: ::":*t"Fbackground or actionma) djstract r..iewer.s the attention awayfrom the brandor producrbeing advenised. The adveniser remedyrhisdistracrron can beiore 6eldingthe ad.In otherinstances, colois or iliustratjons -01:",t ua,ut antronand crea t e\ ' l e ue t i n l e r e siln t n ea d More recently,eye-trackir,ghasbeen usedto measure effectiveness the ot websites and onlineads.L\4C Pe$pecrive 19,2reponson someof lheseeffons. 4,. B-rain.woyes. Electroencephalographic (EEG) measurescan be taken from rhe skuilro derermineelectrical frequenciesin rhe brain These elecrrjcalimpulsesare used tn two areasof research, alpha u,avesand hemisphedclateiallzation: ' Alpha activitl refe$ to tle degreeofbrain activation.people arern an alpha stare wheDtbel are inacdve. rcsting,or sleeprng. theoryis tbata personin The an alpbastateis lessUkel),to be processing information irecallcorrelares negarivelywith alphalevels)and tharanenton andprocessing requrre movrng from this state.By measuringa subject'salpha 1eve1 whiiJviewrng a commercial, researchers can assess degreeto which anendonand processrng the are likely io occur. " Hemispheric Iateralization distinguishes between alphaactivityln rhe lefr and rigbt sjdesof the brarn. hasbeenhi porhesjzed It ttrar riqht srdeof tbe rhe brainprocesses visualstim,.rli rhelefi processeserbalsum'utr. and r The right hemisphere tboughtto respotdmorero emorion;Ll is s|lmuii,whrlelie left rishr derermines recosnition. whrte rhe tefl is respo!si i::p,::._: j:,l:q,:; Ihe ole ror recall.'-ll these hvpotheses correct. are advenisers coulddesignadsto jncrease leamingand memoryby creadng stimuliro appeal each ro hemisphere. Howevel,5614s ,.rearchers belie!e rhebiain doesnot function larerally and an ad cannotbe designed appeal one sjdeor the to to orher. \\'hile EEG researchhas engagedrhe a.ention of academic researchers, has been rt much lesssuccessful attracting jnterest practilioners. in the of

The facr r}larrhe ad andTor canrpa:gn beenimpiemented has doesnor meantnerels no longera needfor testing. The pierJsrs wereconducred smaljersamptes on and may in someiqstances have questic,nable t, so rhe marketer mer must find oLltirow rhe ad is dorng rn rbe firJd. ln lhjs secrion, discuss \\,e methods postrestiDg ad. Someof ior an the testsare :irnilar to fte pretests drscussed the previoussectionInd are provided in by thc samecompanies. . _,,---) . . A \ , 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 . o s including inquiry tests. recognitron telts. and:ecaillests.
P-'<_ia.:. . : l. .-.

M a r k e l T e s i i n q ' fA C s c

You might also like