Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
IMC PERSPECTIVE 19-1
622
VI. Monitoring, Evaluation,
and Control
19. Measuring the
Effectiveness of the
Promotional Program
The ARF David Ogilvy Research Awards—
No Longer Just Ad Campaign Awards
One of the most prestigious awards an advertiser can
receive is the David Ogilvy Award. The award is given
by the Advertising Research Foundation (ARF) in
honor of researcher-turned-adman David Ogilvy, whose
own work always stressed the role of research in developing,
evaluating, and improving advertising. To win an
Ogilvy Award, the candidate must demonstrate how
research was used in developing a program and show
marketing success. Awards are given in three areas—(1)
services, (2) durables, and (3) packaged goods—and an
overall grand-prize winner is announced. Judges come
from academia, advertising agencies, companies, and
research firms. This year’s winners included:
• Grand Winner: Robert Wood Johnson Foundation—
“The Covering Kids Campaign.” In 1997 the federal government
allocated money to each state to offer health
coverage to children in low-income families. Unfortunately,
much of this money went unused. The Robert
Wood Johnson Foundation used its own monies to
determine why this was the case, as well as to develop
a campaign to communicate to parents. The
foundation worked with Wirthlin Worldwide, a marketing
research company, to determine the motivations,
or lack of motivations, for taking advantage of this
opportunity. The research demonstrated that financial
aid and emotional issues were involved and that while
low-income families were concerned with insuring
their children, there was a lack of knowledge of the
© The McGraw−Hill
Companies, 2003
program as well as a number of misperceptions
regarding qualifications. In addition, semantics mattered,
as many families felt that “insurance” was synonymous
with high cost and that if it was free, it was a
“handout.”
Based on this research, the advertising agency of
Greer, Margolis, Mitchell, Burns and Associates developed
a “values approach” in which ad messages stated
“You could be eligible” and funneled callers directly
into the program. The campaign included TV, outdoor,
radio, and print ads differentiated for various ethnic
groups. An Internet site was also included, as was a
toll-free number to call for more assistance.
The results reflected the value of the research, as 8
out of every 10 persons who called the national hotline
did so after seeing a Covering Kids ad, and the number
of calls doubled during the time the ad campaign ran.
Calls to regional toll-free numbers increased by as
much as 745 percent!
• Distinguished Finalist: United States Navy—
“An URL in Every Port.” Joining the armed services is
not an easy decision. The U.S. Navy had found that its
competition included colleges, trade schools, the workforce,
and other branches of military services. To compete
successfully, the Navy felt that it had to conduct
research into the motivations and attitudes of high
school students—its primary target audience. Working
with advertising agency Campbell-Ewald, the Navy created
an extensive research portfolio that included
interviews with Navy personnel, recruiters, and decision
influencers such as parents and teachers. Focus
groups, brand metaphor exercises, and a quantitative
survey of teens were all used to explore the values and
attitudes of teens. The resulting psychographic profile
showed that “Adventurers” (active, fun-oriented
outdoor types), “Vocationalists” (concerned about the
future and looking for vocational skills to improve
their job prospects), and “Independent Skill Seekers”
(uncertain about their future, looking for vocational
and leadership skills) were most likely to be interested
in joining the Navy. However, few of the Generation Y
audience knew much, if anything, about the Navy
beyond what they had seen in movies. The agency and
the Navy knew they had to put something together to
assist in the decision process.
A limited budget meant that a wide use of
traditional advertising media like TV was impractical.
Rather, a “Life Accelerator” web-based program was
designed to present the Navy in a nonthreatening