Download Learning from Winners: How the ARF David Ogilvy Award by Raymond Pettit PDF

By Raymond Pettit

This ebook demonstrates how the simplest businesses use the artistic program of study, performed up entrance, to supply the large rules with major influence out there and at the people—employees, companions, outlets, and shoppers. Readers of this e-book will adventure how model managers and their businesses use the proper examine to force new model insights, re-define difficulties or markets, aid risk-taking rules, and remove darkness from various audiences. it really is most unlikely to learn this booklet with out being encouraged to adopt extra leading edge study with the boldness that it'll repay within the new development in your model.

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Extra info for Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success

Sample text

The results were spectacular, as sales targets were exceeded by 300%. IBM credits, largely, the insights driven by the research, which uncovered that technology decisions were no longer handled strictly by IT personnel. Cross-function committees, comprised of IT and non-IT management, were becoming common in the IT vendor selection and infrastructure purchase process. Thus, IBM’s effective combination of accessible TV ads, which spoke to IT and non-IT customers alike, coupled with their educational print campaign, positioned them quite well to go forward.

Indb 24 7/18/07 9:00:45 AM 2 Creating a New Business Model Where None Existed Before Introduction As auto leasing gained favor in the early 1990s, automakers recognized a need to help dealers manage the influx of a new kind of used vehicle. These were cars with relatively few miles or defects, leased for short-term use. Automakers began reconditioning these cars to like-new standards, offering such benefits as manufacturer-backed warranties, and selling them at a premium versus traditional used car prices.

The key was to display the trusted IBM end title card to communicate directly to the audience that IBM was the one who could protect them from this threat. This tactic built on enduring trust and quality attributes. Based on the research, the commercial was aired, and proved highly successful. Sidebar B: Emotion and Meaning in Ads Organizations tend to shy away from evaluating the emotional element in advertising, as important as it is, based on perceptions of the ineffable qualities it holds. 5 Although specific research on emotion and motivation in advertising is in its infancy, despite early work by Dichter6 in the 1950s, there are foundational theories and concepts in related areas, including perception, cognition, learning, aesthetics, advertising, and theater/film research (particularly editing) that are available to help marketers better understand this topic.

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