Integrated Marketing Communication Integrated Marketing Communication Case Analysis: Boston Fights Drugs(B) MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Group II (IMC-A) Submitted by:
Integrated Marketing Communication
Integrated Marketing Communication Case Analysis: Boston Fights Drugs(B)
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH
Group II (IMC-A) Submitted by:
Integrated Marketing Communication
Objectives
To convert the research plan into an action plan to control drug abuse
To analyze the impact of advertisements by administering a pilot study on target audience of age 10-18
Providing recommendations to mayor based on the research conducted
Three step Process
Choosing four best advertisements
Division of advertisements into Prevention ads & Curtailment ads Testing Process
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Assignment Question Analyze the design of the advertising pretest research
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Components for advertising pretest research
Control Ads Experimental
Groups
Testing Instruments
Testing Formats
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Testing Instruments
Prevention Basketball Mall Straight Advertisements
Curtailment Grave Loved Ones
McKeon Advertisements
Testing Format: Sample Size: 25 (5 groups), Age: 10-18
Testing Format: Sample Size: 23 (3 groups), Age: 10-18
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Evaluation of components
Served as comparison tool between the existing and proposed advertising concepts
“Straight” advertisement tried to capture the Focus on the “loneliness” of the protagonist
“Nancy McKeon” advertisement cynosures on mass audience as individuals always seek popular celebrities for upward comparison
Control Ads
Experimental Groups
Objective was to analyze the effect of advertisements on the respondents
It also tried to get the immediate feedback from them in the form of questionnaire to get quantitative results
Identification and segmentation of respondents based on drug usage pattern
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Evaluation of components
Storyboard were developed in order to visualize advertising concepts thus keeping the costs minimum at the pre-testing level
Questionnaire was devised to capture the response regarding the realism, effectiveness of the antidrug message, likability and overall impression
Testing Instruments
Testing Format
In order to maintain comparability across ads, the same narrator was used to eliminate any causal factors
Discussions were short and open ended; also effectively captured the comments or criticism of respondents
To guard against the biases arising out of the sequence of presentation, the ads were arranged in a different order for each group
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Assignment Question What conclusions can be drawn from the results?
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Creative Concepts
Prevention Ad - Basketball
Message: “Its your call, because its your life” Target audience age group: 10-18 years(boys)
Aspects Under Consideration +/- Overall Impact
Realistic +
High
Scored Highly on likability & effectiveness(Exhibit 8) +
Popularity of basketball sport in US +
Participants could relate to ad +
Use of ordinary people instead of celebrities +
Portrays the thought process the subject usually goes through +
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Creative Concepts
Prevention Ad - Straight
Message: “Parents should know what their kids are upto” Target audience age group: Parents
Aspects Under Consideration +/- Overall Impact
Realistic (Exhibit 8) +
High
Delivers strong message to target audience +
Stresses on relationship of the subject to his / her family +
Participants could relate to ad +
Use of ordinary people instead of celebrities +
Able to make an impression (Exhibit 8) +
Focus on the “loneliness” of the protagonist +
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Creative Concepts
Prevention Ad - Mall
Message: “Its your call, because its your life” Target audience age group: 10-18 years(girls)
Aspects Under Consideration +/- Overall Impact
Unrealistic(Exhibit 8) -
Moderate to High
Protagonist suggesting alternative methods when drugs offered +
Focus on girls’ favorite pastime activity - shopping +
Participants couldn’t relate to ad -
Use of ordinary people instead of celebrities +
Portrays the thought process the subject usually goes through +
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Creative Concepts
Curtailment Ad – Grave
Message: “Drug abuse leads to addiction & ultimately death” Target audience age group: Drug users of age group 14-18 years
Aspects Under Consideration +/- Overall Impact
Highly Realistic (Exhibit 8) +
High
Portrays the thought process the subject usually goes through +
Helps to get off drugs +
Participants could relate to ad +
Use of ordinary people instead of celebrities +
Able to make an impression (Exhibit 8) +
High Likeability among respondents (Exhibit 8) +
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Creative Concepts
Curtailment Ad – Loved Ones
Message: “Are drugs hurting the ones you love” Target audience age group: Drug users of age group 14-18 years
Aspects Under Consideration +/- Overall Impact
Realistic & Believable(Exhibit 8) +
High to Moderate
Stresses on relationship of the subject to his / her family +
Participants could relate to ad +
Use of ordinary people instead of celebrities +
Able to make an impression (Exhibit 8) +
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Creative Concepts
Curtailment Ad – Lisa Bonet
Message: “Don’t be a Dope” Target audience age group: Drug users of age group 14-18 years
Aspects Under Consideration +/- Overall Impact
Unrealistic (Exhibit 8) -
Low to Moderate
Participants couldn’t relate to ad -
Use of celebrity +
Fails to make an impression (Exhibit 8) -
Considered Ineffective by respondents -
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Assignment Question What would you recommend from the communication campaign? How will you know if it worked?
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Gauging the impact of Advertisement Concept
As observed from the Above table, Basketball ad & Grave ad emerged clear favorites. Hence we can go ahead with production of these 2 ads
Criteria Prevention Curtailment
Basketball Mall Straight Grave Loved Ones Bonet
Likability High Low Moderate High Moderate Low
Realistic High Low High High Moderate Low
Help avoid drugs
High
Low Moderate High Moderate Low
Help get off drugs
High
Low Moderate High Low
Low
Made an impression
High
High Moderate High Low
Low
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Recommendations
As observed from the discussion & exhibit 8,
Basketball ad & Grave ad emerged clear favorites.
Hence we can go ahead with production of these 2 ads
The downside can be the sample chosen for research
might not be a representative of the population
The communication campaign should be SMART i.e. Specific,
Measurable, Attainable, Results-orientated and Time-
limited.
As celebrity messages are no longer considered credible,
we should discontinue these ads
Conducting interviews with people who are trying to quit
drugs about the
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Monitoring the Impact
Results can be monitored by conducting a survey after suitable period of time to test the effectiveness of the ads
Results can also be monitored by measuring the number of drug related cases in the areas under consideration influence of ads on them