Learning from Winners: How the ARF David Ogilvy Award by Raymond Pettit

By Raymond Pettit

This ebook demonstrates how the simplest businesses use the inventive program of analysis, performed up entrance, to provide the large rules with major effect out there and at the people—employees, companions, outlets, and clients. Readers of this e-book will adventure how model managers and their organisations use the precise learn to force new model insights, re-define difficulties or markets, help risk-taking rules, and light up varied audiences. it truly is most unlikely to learn this booklet with no being encouraged to adopt extra leading edge study with the arrogance that it'll repay within the new development in your model.

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Additional resources for Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success

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In summary, the research conducted across the ad development and execution process helped IBM to achieve major objectives: launch the e‑­business campaign, achieve significant mindshare for the term “e‑­business,” and strongly link association of the term with IBM as the preferred provider of solutions for doing business on the Internet. Coda to IBM’s e-Business Campaign IBM continued to utilize extensive research protocols as their e‑­business concepts, and the category as a whole, evolved. In 2002, they won a second Ogilvy Award and accolades for their e-Business Infrastructure campaign.

But IBM noticed also in the study that 39% of the decision makers confessed to no brand allegiance, and that is where IBM saw its opportunity. As IBM began to develop a strategy to seize Internet mindshare, one of the key challenges was to quickly identify and communicate its unique strengths in the category. IBM, of course, was well known for its historical brand strengths of reliability, quality, and trustworthiness. This was verified and tracked via IBM’s own Global Brand Tracking Study using continuous interviewing in 27 countries.

This was not simply building a new campaign for Lexus, but a shift in how the entire class of CPO vehicles would be marketed to luxury car shoppers. 1 presents the extensive research timeline for the Lexus CPO project. In the following pages, we look in detail at the various steps in the process. What is immediately clear is the extensive planning and integration of research, after the need was established, by Team One. Diving into this project, they initially went to secondary and in-house research, but quickly realized that this was a dead end.

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