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