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Ephron - AN OUTDOOR RATINGS MANIFESTO

2011-08-31T04:44:00.000-07:00

Traditional Sample-Based Research Won’t Solve Outdoor’s Ratings Problem.

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Ephron - It’s Time To Watch The Watchers

2011-08-31T04:37:00.000-07:00

Seven Papers The Current State of Media Planning

2011-08-26T23:36:00.000-07:00

1. THE IVORY-BILLED NIT PICKER
      Better Sight a Media Researcher Before They Go Extinct.
2. A NEW RATINGS MODEL
      For Better TV Data, Add to Nielsen. Don’t Try to Replace Them.
3. THE BROKEN COVENANT
      If Commercial Avoidance Destroys TV, Mass Marketing May Go With It.
4. THE LAW IS AN ASS, BUT FLOWERS MIGHT HELP
5. THE EGOISTS
      Why Don’t Media Respect Advertising?
6. REACH TRUMPS FREQUENCY
      How Radio Can Build Business in A PPM World.
7. THE UNINVITED
      Commercial Avoidance and the Media

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Cosmic Ordering

2011-08-12T00:19:00.000-07:00

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Change Your Mindset

2011-08-12T00:16:00.000-07:00

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Authentic Happiness

2011-08-12T00:11:00.000-07:00

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Buku Kumpulan Motivasi

2011-08-12T00:05:00.000-07:00

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Dua Musuh Turunan

2011-08-12T00:01:00.000-07:00

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West Midlands Hub of Museums

2011-08-11T21:23:00.000-07:00

Museums needn’t be the worthy preserve of the middle classes. It is possible to attract a wider market. It doesn’t rely on changing the product or investing in bigbudget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing.
The resultant increase in visitor figures achieved by our new client hints at a trend that could revolutionise the relationship between the general public and its local and national institutions. Ultimately, we would venture that the initial success of this fully integrated pilot campaign could provide a template whose broader application could deliver a profound impact on the attitude of future generations to accessing their history and culture.

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UniBond Sealant Range

2011-08-11T21:21:00.000-07:00

In 2002 UniBond was the biggest brand in sealants, with a 40% share of the £45m market. It had a product portfolio of 43 SKUs, covering every task, formula, colour and price the consumer could desire. UniBond had distribution in all the major DIY multiples, which accounted for 80% of sales.
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.

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Silentnight – My First Bed

2011-08-11T21:19:00.000-07:00

This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to stimulate sales through
‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales.

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ScottishPower

2011-08-11T21:18:00.000-07:00

Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switch suppliers when someone knocks on the door and offers them a cheap deal.
ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.

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Noise Awareness

2011-08-11T20:55:00.000-07:00

In this case, the job for advertising was relatively simple: to make people in Northern Ireland aware that help exists for victims of noise, and to tell them exactly who to contact.

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Fox’s Rocky

2011-08-11T20:54:00.000-07:00

In October 2003, Fox’s launched a new campaign intended to increase sales among young children. The new ads featured Rocky, an animated rap artist who would make the brand cool among young kids, without alienating their Mums.
The results show all the signs of effective fmcg advertising. Brand awareness increased, as did propensity to buy, and hence penetration. Market share increased, and the decline in sales was reversed, even though the rest of the market continued to suffer.

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First Choice

2011-08-11T20:52:00.000-07:00

This paper is designed to show how broadcast sponsorship can be genuinely taken through the line and onto the high street in a manner that is preached, but seldom practised, leading to a significant raising of the bar both in terms of recognition and appreciation for the sponsor and a quantifiable commercial benefit.

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Blood Donation

2011-08-11T20:50:00.000-07:00

When new rules, intended to tackle the problem of new variant CJD, restricted the supply of blood donors in 2004, it looked as if the Scottish Health Service faced a crisis. Unless they could recruit enough extra donors to offset the restrictions, there would be a blood shortage. Advertising was going to have to work harder than ever.
The Bridge met the challenge with a new strategy that focused on making a personal connection with the donor. Research showed that the biggest single reason people didn’t give blood was that they didn’t feel they had been personally asked. By making people feel that the ads were talking to them individually, response rates were significantly increased, and targets for donations were exceeded. All of this was achieved efficiently, with cost per response falling by half.

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ATS Euromaster

2011-08-11T20:49:00.000-07:00

This paper illustrates one of the golden rules of retailing: ‘retail is detail’.
Rather than using a ‘one size fits all’ approach, BDH\TBWA devised aframework for highly localised tactical advertising that could be fine-tuned tothe needs of individual car repair centres.
By focusing expenditure on those stores that needed it most, and tailoring messages to local consumers, the agency were able to use funds more efficiently. This enabled them to tackle the decline in ATS’s sales without actually spending any more money.

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Arriva Buses

2011-08-11T20:47:00.000-07:00

Our paper describes the journey Arriva and its advertising partner Cogent Elliot took in bucking this trend – undertaking the largest marketing campaign ever seen in the industry. It tells how, over the course of three years, we were able to:
• change travel behaviour patterns, leading to over a million extra journeys
• increase passenger numbers in the face of relentless market decline
• show that routes supported by marketing activity increased passenger journeys compared to those that weren’t
• establish a positive return on marketing investment.

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University of Dundee

2011-08-11T20:45:00.000-07:00

This is an important case study, which demonstrates the following learning.
• The value of really understanding young people (and targeting them separately).
• The value of a compelling and differentiating positioning in a crowded market.
• A creative idea that integrates across all promotional activity, affording a unique insight into the potency of brand building in an overly traditional market.

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Tizer

2011-08-11T20:43:00.001-07:00

This paper describes how Tizer, a tertiary brand in the competitive carbonated soft drinks market, became re-energised in the eyes of a difficult teenage audience, using the power of integrated communications and disruptive thinking.

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Oral Cancer Awareness

2011-07-29T02:04:00.000-07:00

Oral cancer, though just as deadly as other kinds of cancer, is much less well known and understood by the general public. This campaign aimed to raise awareness of the disease, and persuade people with possible symptoms of oral cancer to get them checked out early on.
However, a campaign like this is a delicate balancing act. Scare people too much, and you risk swamping the NHS with ‘the worried well’. Careful development research led to a campaign that hit exactly the right note.

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Northern Ireland Office – Community Safety Unit

2011-07-29T02:01:00.000-07:00

Where is your car right now? In the car park at your office? Parked in the street outside your house? In a multi-storey? Take a moment to think about it and then try to remember what you’ve left sitting on the passenger seat, on the rear seats or even in the footwells. A CD. A jacket. Even some small change. You’re worried
now, aren’t you? Best go and check (reading this IPA paper can wait for a few minutes), because even the smallest item is enough to tempt an opportunist thief.

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Hidden Treasures of Cumbria

2011-07-29T01:59:00.000-07:00

This paper will demonstrate how a groundbreaking approach to destination marketing overcame negative perceptions and attracted new visitors to forgotten areas of Cumbria. On a total campaign spend of £315,000 over two years this campaign generated £13.9m economic benefit for the regional economy.

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Fire Authority for Northern Ireland

2011-07-29T01:51:00.000-07:00

This case study sets out to demonstrate how advertising can effect significant change in habitual behaviour. It will show how advertising succeeded in educating the public to think about fire safety behaviour and how it moved people to make positive changes in the home to prevent fire. It will also isolate the advertising effectiveness against the campaign period.

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Broadband for Scotland

2011-07-28T10:06:00.000-07:00

This case is unusual, in that it shows how, by using advertising and other marketing communications as lobbying tools, they can increase supply, as well as demand.
Prior to the campaign, Scotland lagged behind the rest of the UK in the adoption of broadband, with serious implications for the competitiveness of the Scottish economy. The Union’s task was to encourage BT to make broadband more widely available in Scotland by stimulating demand.

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