Published on March 4, 2009
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
Calcification Inhibitors in CKD and Dialysis Patients
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