Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success PDF
Preview Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success
Learning from Winners ER9377.indb 1 7/18/07 9:00:33 AM ER9377.indb 2 7/18/07 9:00:33 AM Learning from Winners How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success Raymond Pettit ER9377.indb 3 7/18/07 9:00:33 AM Lawrence Erlbaum Associates Lawrence Erlbaum Associates Taylor & Francis Group Taylor & Francis Group 270 Madison Avenue 2 Park Square New York, NY 10016 Milton Park, Abingdon Oxon OX14 4RN © 2008 by The Advertising Research Foundation Lawrence Erlbaum Associates is an imprint of Taylor & Francis Group, an Informa business Printed in the United States of America on acid-free paper 10 9 8 7 6 5 4 3 2 1 International Standard Book Number-13: 978-0-8058-5654-5 (Softcover) 978-0-8058-5653-8 (Hardcover) No part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information storage or retrieval system, without written permission from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com ER9377.indb 4 7/18/07 9:00:34 AM To my daughter, Claire, who is already soaring to new heights of artistry and accomplishment, and a profound inspiration to me. ER9377.indb 5 7/18/07 9:00:34 AM ER9377.indb 6 7/18/07 9:00:34 AM Contents Foreword ix A Word from Joe Plummer, The Advertising Research Foundation xi Preface xiii About the Author xv Introduction xvii Part 1 the Winners 1 Seizing a New Business Opportunity 5 2 Creating a New Business Model Where None Existed Before 25 3 Smashing Category Traditions 37 4 Scaling the Ladder of Insight 53 5 Implementing the “Big Idea” for Everyday Consumer Products 73 6 Reaching Multiple Customer Segments with a Powerful Idea 91 Part 2 Great research is a hidden asset 7 The David Ogilvy Research Excellence Awards Program 117 8 Research Methods, Techniques, and Approaches Are Put to the Test 131 9 Where Are We Headed? 147 Gerald Zaltman vii ER9377.indb 7 7/18/07 9:00:34 AM Endnotes 155 Appendix 161 Ken Roman Index 165 ER9377.indb 8 7/18/07 9:00:34 AM Foreword Why is it that, as managers, we often know better but don’t do better? Why is more than 90% of research confirmatory when the research of greatest value is exploratory? Why haven’t marketers developed a standard methodology for answer- ing a basic question: “Did my advertising work or not?” We know that Microsoft is not alone in dealing with these challenges. We know we do not have all the answers. We do, however, hold a firm belief that we see as the key to answering these and other essential mar- keting questions: we believe that knowledge increases its value when it is shared. Knowledge withers when it is hoarded. Microsoft aspires to lead learning, not only to lead in the marketplace. In fact, we believe that it is only by being at the forefront of the learning on marketing’s critical issues that we will succeed in the marketplace. For us, then, the opportunity to partner with the Advertising Research Foun- dation (ARF)—the leading authority on the use of research to advance marketing—offers unique possibilities. The dataset comprised of the 100+ cases from the first decade of the ARF’s David Ogilvy Awards presents a unique laboratory. Here, we thought, bur- ied in data, hidden by time, lie some precious answers to some big ques- tions. If we shine the light of inquiry into this treasure trove, what insights will the data reveal? What can we learn from a decade of winners? As it turns out, we can learn a great deal. By presenting this book, we have initiated the learning, not concluded the process. We know that the real learning will come in the sharing, the discussions, the experiments, and the refinements of these initial learnings. We hope you read these pages with the joy of discovery that we did. But also, see this work as an invitation, an invitation to join with us, Microsoft and the ARF, in the ongoing learning that’s required. Each year we will update the findings. Each year we will convene lead- ers to sift and synthesize insights and experience. We will use workshops to build our understanding and improve our ability to apply the lessons of history. ix ER9377.indb 9 7/18/07 9:00:35 AM
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