imc case analysis boston fights drugs(b)

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:


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


Assignment Question Analyze the design of the advertising pretest research


Components for advertising pretest research

Control Ads Experimental

Groups

Testing Instruments

Testing Formats


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


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


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


Assignment Question What conclusions can be drawn from the results?


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 +


Creative Concepts

Prevention Ad - Straight

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


Realistic (Exhibit 8) +

High

Delivers strong message to target audience +

Stresses on relationship of the subject to his / her family +



Able to make an impression (Exhibit 8) +

Focus on the “loneliness” of the protagonist +


Creative Concepts

Prevention Ad - Mall

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


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 -




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


Highly Realistic (Exhibit 8) +

High


Helps to get off drugs +




High Likeability among respondents (Exhibit 8) +


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


Realistic & Believable(Exhibit 8) +

High to Moderate

Stresses on relationship of the subject to his / her family +





Creative Concepts

Curtailment Ad – Lisa Bonet

Message: “Don’t be a Dope” Target audience age group: Drug users of age group 14-18 years


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 -


Assignment Question What would you recommend from the communication campaign? How will you know if it worked?


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


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


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

imc case analysis boston fights drugs(b)

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