Research
Quantitative Research
Quantitative
research is all about asking people for their opinions in a structured
way so that you can produce hard facts and statistics to guide your
project. To get statistical results you have to survey people in a a
fairly large numbers and to make sure they are a representative sample
of your target market. Answers on such surveys are usually closed (they
requite people to choose from a specific selection of answers).
Quantitative market research typically includes customer surveys and
questionnaires. These can be conducted face-to-face with a clipboard and
pen, over the telephone, online and post. Research is an important
first step before you undertake any marketing tasks such as: Preparing a
marketing plan, product development, branding and pricing.
Qualitative Research
Qualitative
research is about finding out not just what people think but why they
think it. Its about getting people to talk about their opinions so you
can understand their motivations and feelings. Face to face
interviews and group discussions are the best way to get this kind of in
depth feedback. Qualitative research can be valuable when you are
developing new products and you want to test reactions and refine your
approach. It can also help your develop your products to make sure it
meets the needs of your target audience. Getting clear results from
qualitative research can be difficult, because some people may be
positive just to be polite. Its about getting people to expand on their
answers so that you can get more insight into their attitudes and behaviour. Its all about getting underneath people's responses to find out what is drivings their decisions.
Psychology And Advertising
Advertising
is form of communication that is used to persuade an audience to buy or
get interested in a product. Commercial advertisers use ads to increase
the consumption of their products or services through "branding", which
involves associating a product name or image with certain qualities in
the minds of consumers.
Main functions of advertisements are to:
Inform - Persuade - Influence
An informative advert gives the audience
information about their product. This could be information that is
interesting or useful. Detailed information about
the product can clear up any misconceptions about it, or tell your audience that your product not as bad
as they might think it is. They would provide the strongest pieces of
information to get the audience interested.
A persuasive advert is an effort to
change or influence your opinion, beliefs, or behaviors.
For example, they would try to persuade you to try their product and see if you like it, eventually leading you to buy it. They can also be very persuasive when talking to you, giving out facts and their most convincing arguments. This can be applied for influence based adverts as well, because when you persuade someone into buying your product, you basically influenced him and his way of thinking.
My Product
Coca-Cola, the world's most valuable brand (according to the global brand study of 2011). Coca-Cola is a carbonated soft drink sold throughout the world. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola logo was created by John Pembertons (The inventor of Coca-Cola) bookkeeper, Mark Mason Robinson in 1885. Coca-Cola's advertising has significantly affected American culture, and its frequently credited with inventing the modern image of Santa Claus as an old man in a red and white suit. In 1942 we saw the fist use of "Coke" as a nickname and it became the official trademark for the product. They've put up a series of advertisements informing consumers that Coke means Coca-Cola. Some of Coca-Cola television commercials between 1960 and 1986 featured movie stars, sports heroes and popular singers. In 1982 Coca-Cola (The company) purchased Columbia Pictures (American film production and distribution studio) and began inserting Coca-Cola product images in its films. After a short success during Coca-Cola's ownership, Columbia Pictures began to under perform, and therefore it was sold to Sony in 1989. The most popular campaigns were "Holidays are coming!" adverts. They used to feature a convoy of red delivery trucks with Coca-Cola name on them, and they were decorated with Christmas lights, driving through a snowy landscape and causing everything that they pass to light up. Coca-Cola stopped using this kind of adverts in 2001 because they wanted every country to have their own adverts produced locally.Recent Coca-Cola Campaign
Share a coke with a friend campaign.
Share a coke campaign sold more than 250 million named bottles and cans in a nation of just onder 23 million people (Australia). The campaign has since made its way around the world, reaching more than 70 countries. The original purpose of this campaign was based on coca cola's ambition to both strengthen the brand's bond with Australia's young adults and inspire shared moments of happiness in the real and virtual world. Jeremy Rudge, who is in charge for running marketing in Northwest Europe and Nordics for Coke says that putting names on the packs, they were speaking to their fans at eye level. They've started with on 150 names, which were around 42% of the population. In some countries there were even vending machines that would print out your name on site, or anything your type in.
Coca Cola's target audience are people who are brand conscious and will not drink beverages of less known brands, those who drink coke to show their status, people who are 15-25 years old and 40 plus of both genders. People of today want to live a healthier life and Coca Cola recognized this need and begun to produce different beverages that can satisfy those customers.
Tippexperience Case Study
Tipp-Ex is a brand of correction fluid and other related products that is popular throughout Europe.
In their viral interactive video advert they let you decide how the story should go on with youtube's annotation system, already giving you the impression that this is going to be interactive and that the user can direct the story. Unfortunately, no matter on what you click the link will lead you to Tipp Ex's youtube channel.
The video starts with the hunter denying to shoot the bear and this all happens on their channel. The hunter in the video interacts with the banner on the their youtube page and grabs some sort of Tipp-Ex product and erases on part of the title of the video. The actual interactive part starts when the user can put in anything in that erased part of the title to start a series of pre produced videos. This allows you to create your own experience and share it with your friends which can create quite a buzz amongst them. Since the video is so interesting and engaging, people want to share it to facebook, twitter etc. And this drives more and more people to their product promotion.
DoubleClick
DoubleClick is the ad technology foundation to create, transact and manage digital advertising for the world's buyers, creators and sellers. It was founded in 1996 by Kevin O'Connor and Dwight Merriman. DoubleClick merged with the data-collection agency Abacus Direct in 1998 which raised alot of fears that these two companies merged would link anonymous web-surfing profiles with personally identifiable information like name, addresses, phone numbers etc. that were collected by Abacus.
Later on DoubleClick decided that they will not merge databases. In July 2005 it was acquired by Hellman & Friedman a private equity firm. Google purchased it in March 2008 for $3.1 billion. Google announced that they will cut 300 jobs at DoubleClick due to organizational redundancies. Today DoubleClick focuses on uploading ads and reporting their performance. http://www.google.co.uk/doubleclick/HTC One X - Interactive Masthead
In this advert we can see some people jumping out of a plane and taking pictures with the new HTC One. Then, the masthead splits into two images. Left side has the product information with the picture of the new phone, and the right side has a picture of a parachuter holding the phone.
Over that right image there is a link for you to click "Try it yourself" and when you click on it it expands the masthead showing the clip of them skydiving, with a phone in the middle that lets you capture certain frames of the video as if you were taking pictures with the actual phone. The pictures that you took are placed just below the masthead, and when you click on them it leads you to HTC's website. The whole thing is put together by layers and video footage and it is quite intuitive.
Buzzman
Buzzman is an independent agency founded in 2006 dealing with advertisement campaigns. Buzzman is responsible for the making of Tipp-Ex's interactive youtube adverts and many others. The one that I like is the MirrorBallMan where due to some laws in France advertising for alcoholic beverages is very restricted Buzzman created an Icon which will represent their client J&B as a disco ball men or as they've called it The Mirror Ball Man. Its a costume made out of a Yellow suit and a disco ball on the guys head. They wanted this costume to become a Party Icon in France. The ad begins with a video where this DJ ruins the party and you are left with 2 choices.
One was to kill the DJ, second one was to save the party by uploading your own song in .mp3 file. This would generate a fully costumized video clip which reacts to your song. For instance, if the song is a club song, the crowd in the video will go crazy and dance. And if the song is slow, or even classical, the crown will lay on the floor like they've fell asleep. Rock songs will make them jump into pools and so on... This campaign was very successful with over 100,000 visitors and 3 minutes average time spent on the video. 15% of the visitors have returned.
