Integrated Marketing Communication

Case Analysis: Boston Fights Drugs(B)

Submitted by:
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Integrated Marketing Communication

Group II (IMC-A)

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

Advertisements

Basketball

Mall

Straight

Testing Format:

Sample Size: 25 (5 groups), Age: 10-18

Curtailment

Advertisements

Grave

Loved Ones

McKeon

Testing Format:

Sample Size: 23 (3 groups), Age: 10-18

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Evaluation of components
Control Ads

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
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
Testing Instruments

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 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
Aspects Under Consideration Realistic Scored Highly on likability & effectiveness(Exhibit 8) +/+ + Overall Impact

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

+ +
+ +

High

Message: Its your call, because its your life Target audience age group: 10-18 years(boys)

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Creative Concepts
Prevention Ad - Straight
Aspects Under Consideration Realistic (Exhibit 8) Delivers strong message to target audience +/+ + Overall Impact

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

+ +
+ + + High

Message: Parents should know what their kids are upto Target audience age group: Parents

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Creative Concepts
Prevention Ad - Mall
Aspects Under Consideration Unrealistic(Exhibit 8) Protagonist suggesting alternative methods when drugs offered +/+ Overall Impact

Focus on girls favorite pastime activity - shopping Participants couldnt relate to ad

Use of ordinary people instead of celebrities Portrays the thought process the subject usually goes through

+ + +

Moderate to High

Message: Its your call, because its your life Target audience age group: 10-18 years(girls)

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Creative Concepts
Curtailment Ad Grave
Aspects Under Consideration Highly Realistic (Exhibit 8) Portrays the thought process the subject usually goes through +/+ + Overall Impact

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)

+ +
+ + + High

Message: Drug abuse leads to addiction & ultimately death Target audience age group: Drug users of age group 14-18 years

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Creative Concepts
Curtailment Ad Loved Ones
Aspects Under Consideration Realistic & Believable(Exhibit 8) Stresses on relationship of the subject to his / her family +/+ + Overall Impact

Participants could relate to ad Use of ordinary people instead of celebrities

Able to make an impression (Exhibit 8)

+ +
+

High to Moderate

Message: Are drugs hurting the ones you love Target audience age group: Drug users of age group 14-18 years

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Creative Concepts
Curtailment Ad Lisa Bonet
Aspects Under Consideration Unrealistic (Exhibit 8) Participants couldnt relate to ad +/Overall Impact

Use of celebrity Fails to make an impression (Exhibit 8)

Considered Ineffective by respondents

+ -

Low to Moderate

Message: Dont be a Dope Target audience age group: Drug users of age group 14-18 years

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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

Criteria Likability Realistic Help avoid drugs Help get off drugs Made an impression Prevention Basketball High High High High High Mall Low Low Low Low High Straight Moderate High Moderate Moderate Moderate Grave High High High High High Curtailment Loved Ones Moderate Moderate Moderate Low Low Bonet Low Low Low Low Low

As observed from the Above table, Basketball ad & Grave ad emerged clear favorites. Hence we can go ahead with production of these 2 ads

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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 Timelimited.

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

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