By Raymond Pettit

This ebook demonstrates how the simplest businesses use the inventive program of analysis, performed up entrance, to supply the massive rules with major effect out there and at the people—employees, companions, outlets, and buyers. Readers of this ebook will event how model managers and their enterprises use definitely the right learn to force new model insights, re-define difficulties or markets, help risk-taking principles, and remove darkness from different audiences. it really is very unlikely to learn this e-book with no being encouraged to adopt extra leading edge study with the arrogance that it'll repay within the new progress on 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

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Indb 25 7/18/07 9:00:46 AM 26 Learning from Winners one selling luxury automaker. For Team One, it would be another in a series of advertising and communications projects they had worked on so successfully for the Lexus franchise. Where Do We Start? Team One was no stranger regarding the use of research. In fact, they had been Ogilvy Award Finalists three times: once for Nextel’s Boost Mobile, and twice for innovative and successful advertising for their flagship automotive client, Lexus. However, this challenge was different.

The basic unit of ­ advertising was ­longer: the 60-second commercial. Many brands advertised in shows with one sponsor and without commercial clutter. And there were fewer brands doing television advertising, but with more commercials surrounding the brand with a variety of messages. Pretesting, or copy testing, was critical to the success of the IBM e‑­business campaign. IBM was at a crucial three-way juncture. First, they were basically creating a new category of services and solutions, a sophisticated mixture of existing and rapidly developing expertise built upon technology and the Internet.

Diving into this project, they initially went to secondary and in-house research, but quickly realized that this was a dead end. Then, as the research need unfolded and the research question was clarified, they took a bold leap ahead, which was: this is a research problem first, then a communications one, and finally an advertising task. This is not the typical approach that agencies might take. However, it is a key principle underlying the value of the Ogilvy Award-winning approaches. 1 Lexus research timeline.

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Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success by Raymond Pettit


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