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Submitted by:
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Integrated Marketing Communication
Group II (IMC-A)
Objectives
To convert the research plan into an action plan to control drug abuse To analyze the impact of advertisements by administering a pilot study on target audience of age 10-18 Providing recommendations to mayor based on the research conducted
Three step Process
Testing Process
Assignment Question
Analyze the design of the advertising pretest research
Control Ads
Experimental Groups
Testing Instruments
Testing Formats
Testing Instruments
Prevention
Advertisements
Basketball
Mall
Straight
Testing Format:
Curtailment
Advertisements
Grave
Loved Ones
McKeon
Testing Format:
Evaluation of components
Control Ads
Served as comparison tool between the existing and proposed advertising concepts Straight advertisement tried to capture the Focus on the loneliness of the protagonist Nancy McKeon advertisement cynosures on mass audience as individuals always seek popular celebrities for upward comparison
Experimental Groups
Objective was to analyze the effect of advertisements on the respondents It also tried to get the immediate feedback from them in the form of questionnaire to get quantitative results Identification and segmentation of respondents based on drug usage pattern
Integrated Marketing Communication
Evaluation of components
Testing Instruments
Storyboard were developed in order to visualize advertising concepts thus keeping the costs minimum at the pre-testing level Questionnaire was devised to capture the response regarding the realism, effectiveness of the antidrug message, likability and overall impression
Testing Format
In order to maintain comparability across ads, the same narrator was used to eliminate any causal factors Discussions were short and open ended; also effectively captured the comments or criticism of respondents To guard against the biases arising out of the sequence of presentation, the ads were arranged in a different order for each group
Integrated Marketing Communication
Assignment Question
What conclusions can be drawn from the results?
Creative Concepts
Prevention Ad - Basketball
Aspects Under Consideration Realistic Scored Highly on likability & effectiveness(Exhibit 8) +/+ + Overall Impact
+ +
+ +
High
Message: Its your call, because its your life Target audience age group: 10-18 years(boys)
Creative Concepts
Prevention Ad - Straight
Aspects Under Consideration Realistic (Exhibit 8) Delivers strong message to target audience +/+ + Overall Impact
Stresses on relationship of the subject to his / her family Participants could relate to ad
Use of ordinary people instead of celebrities Able to make an impression (Exhibit 8) Focus on the loneliness of the protagonist
+ +
+ + + High
Message: Parents should know what their kids are upto Target audience age group: Parents
Creative Concepts
Prevention Ad - Mall
Aspects Under Consideration Unrealistic(Exhibit 8) Protagonist suggesting alternative methods when drugs offered +/+ Overall Impact
+ + +
Moderate to High
Message: Its your call, because its your life Target audience age group: 10-18 years(girls)
Creative Concepts
Curtailment Ad Grave
Aspects Under Consideration Highly Realistic (Exhibit 8) Portrays the thought process the subject usually goes through +/+ + Overall Impact
+ +
+ + + High
Message: Drug abuse leads to addiction & ultimately death Target audience age group: Drug users of age group 14-18 years
Creative Concepts
Curtailment Ad Loved Ones
Aspects Under Consideration Realistic & Believable(Exhibit 8) Stresses on relationship of the subject to his / her family +/+ + Overall Impact
+ +
+
High to Moderate
Message: Are drugs hurting the ones you love Target audience age group: Drug users of age group 14-18 years
Creative Concepts
Curtailment Ad Lisa Bonet
Aspects Under Consideration Unrealistic (Exhibit 8) Participants couldnt relate to ad +/Overall Impact
+ -
Low to Moderate
Message: Dont be a Dope Target audience age group: Drug users of age group 14-18 years
Assignment Question
What would you recommend from the communication campaign? How will you know if it worked?
As observed from the Above table, Basketball ad & Grave ad emerged clear favorites. Hence we can go ahead with production of these 2 ads
Recommendations
As observed from the discussion & exhibit 8, Basketball ad & Grave ad emerged clear favorites. Hence we can go ahead with production of these 2 ads
The downside can be the sample chosen for research might not be a representative of the population
The communication campaign should be SMART i.e. Specific, Measurable, Attainable, Results-orientated and Timelimited.
As celebrity messages are no longer considered credible, we should discontinue these ads
Conducting interviews with people who are trying to quit drugs about the
Results can also be monitored by measuring the number of drug related cases in the areas under consideration influence of ads on them