American Heart Association - Campbell-Ewald: Marketing Research

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Information about American Heart Association - Campbell-Ewald: Marketing Research
Health & Medicine

Published on March 4, 2009

Author: ctringham

Source: slideshare.net

Wednesday, March 4, 2009

AHA BACKGROUND Health organization to fight cardiovascular diseases Primarily done through research grants TV advertising traditionally conducted through Public Service Announcements (free) Wednesday, March 4, 2009

Wednesday, March 4, 2009

SUMMARY Stage 2 • Campbell-Ewald brought multiple ideas to the AHA • The AHA selected Campbell-Ewald as their agency • CE hired Diagnostic Research to do a quantitative ad awareness study. • AHA chose “Personal Stories” for their approach to the campaign Stage 1 • AHA sought out six firms and then chose four to “pitch their ideas” • In-house secondary research used to gauge public perceptions • This research indicated barriers of “This is a men’s disease” and “Heart disease is not as deadly as cancer” • Diagnostic research in the form of focus groups Wednesday, March 4, 2009

STAGE 1 Management dilemma: Awareness has sunk to only 16%, thus less $$$$ Management question: How should AHA be promoted to the American public? Research question: Should we use primary or secondary research? Wednesday, March 4, 2009

FOCUS GROUPS 2x older adult groups 2x young adult groups Focus groups to assess audience reaction Pros Cons • Personal • Depth interviews may have • Quick research timeline generated more truthful • Cost efficient responses • Respondent selection could have focused on aware vs. non- aware. (selection bias) Wednesday, March 4, 2009

STAGE 2 Investigative questions: What drives awareness of non-profit organizations? Measurement questions: How does this video make you feel? Management decision: 2 printed stories and 3 videos for broadcast Wednesday, March 4, 2009

PRIMARY DATA COLLECTION Diagnostic Research used to pre-test various creative directions Animatic or video, for each approach, shown in a mall setting 1000 one-on-one interviews in 17 cities. Wednesday, March 4, 2009

MEASUREMENT PROCESS Brand recall Other services AHA campaigns Industry benchmark Wednesday, March 4, 2009

FOLLOW-UP Wednesday, March 4, 2009

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