Week 4 Case Study Discussion Questions PDF

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Lara Thompson

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Week 4 Case Study Discussion Questions 1. Why is it important for the market research agency to test the material with members of the target audience?  Material deduced from marketing research should be tested on real members of the campaign’s target audience in order to increase the effectiveness and likelihood of success of a marketing campaign o In doing so this reveals the behaviour of such target market and additionally how it will react to the campaign o This will allow for improvements to be made during the process and before the completion of an expensive advertising campaign if the target audience does not react as anticipated o The behaviours of society, particularly young people due to the rapid improvements in technology in the modern world, is constantly changing. This is a crucial determinant to factor when testing a campaign as marketers must ensure their approach will actually have an impact on the chosen target market. Further, this is also important because it means that it can never be assumed that campaigns which were previously effective, will be effective once again.  Large consideration should be directed into defining who the target audience is and how to grab its attention o Research respondent recruitment can often be the single biggest cost in the process of creating a marketing campaign  Marketers can improve the quality of their campaigns by attaining relevant and constructive feedback during the testing process from target audience members o The objective of this is to ensure the marketer’s desired message is communicated to the target audience through concepts which are most relevant and specific to the interests of such audience o This can also be useful in avoiding negative repercussions subsequently to the official release of an advertisement  Whilst investment in primary research such as surveys, discussions with focus groups, and one-on-one interviews can be costly, it prevents negatively skewed issues from occurring which could damage the reputation of the entire campaign if such ongoing research was not conducted o This testing will also allow marketers to identify whether their secondary research efforts align with the real responses and reactions of people from the chosen target market

2. Why is the concept-testing stage critical in the production of campaigns such as this one? The concept-testing stage can involve qualitative research (broad, open-end responses), or quantitative research (research conducted through use of numerical tests, which can be statistically tested). The ‘Bloody Legend’ campaign utilised several strategies to capture the attention of its target market of young Maori males:  Representatives of this demographic segment were interviewed to ensure feedback on the campaign’s efforts was relevant and constructive

Lara Thompson

z5310182

o Members of the target audience were chosen to listen to the campaign’s storyline and what it would include. Doing this allowed the marketing agency to identify how members of their target audience felt towards and reacted to the different aspects of the advertisement. The key was to do this testing in the early stages of development of the campaign so the plot, characters and visuals were able to be moulded to the likes and interests of the target market. o Further, the concept-testing stage is also critical in assisting the marketing agency to evaluate the successfulness of the campaign and whether it is effective in communicating the desired message. 3. The NZTA and its market research agency employ various research methods. Discuss the merits of these and why each approach is valuable. The NZTA conducted a volume of primary research in different forms:  The use of online surveys and quantitative research with both structured and unstructured questions to consistently measure the attitudes of members of the target market towards the campaign. This allowed the marketing agency to make changes to the advertisement if needed prior to its release.  Use of group and one-on-one interviews in order to gage a perspective on how the target audience would react to each aspect of the campaign in real time.  Observing the target audience to identify how such individuals do in ‘normal’ settings, i.e. how they interact with each other and the kind of language they use. This allowed for the reproduction of such behaviours in the campaign with the aim of increasing the likelihood of the target audience identifying with the advertisement. The agency also conducted secondary research by:  Reviewing what other countries were doing to discourage young males from drink driving  Reviewing advertisements for products that young males purchase, e.g. beer, which provided insights into the lives, hobbies and general attitudes of the target market  Reviewing media channels to determine the best ways to reach young males...