the art of strategy - chp. 10, part 2 - advertising effectiveness

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☎➋➌➈ ➆❷❽➂☎❷❹⑩❽➆❹☎➇❹➅❽⑨☎☎ ☎❸❽❶❼➌❼➅⑨ ➃❹❽❷➀☎➃❹➍⑨➌❸☎❷❽❸⑩➎❿ ➃➂➅❸☎❽➂➌ ☎➅➌➂☎ ☎❞ ÌÂÒ¯Ù‰ ˙ÂÈ·È˘ه ≠ Ú¯‡ ÁÂ˙È ➍⑩❹➀☎⑨❹❸☎❸➂➀➊➂❸☎➀❹➂☎❷➂➆➄☎⑨❽➀➈❸➀☎❸➈❽☎➌❹❻⑩ ➎❹⑩❽❿➍☎ ➎➊➋☎ ❸➍❹➆☎ ➁❽❽➎➄➈❹⑨☎ ➌➅➋❹⑩☎ ❽➄❹➎❻➎ ➋❽➀❻➂☎➒➃❼⑩☎➎❹➈❽➈❿☎❸➀⑨☎❹❽❸☎⑨➂➍☎❹⑨➐☎❸❿❽➂➅ ⑨❽➊❹➂☎➌➌➋➂➀☎➍❶❽➄☎➎❹❽❼➄➀➍☎➃❹➄⑩☎➅❽❹❹❽➀☎❶❹❺☎❾❹➎➀ ❸⑨➀➂☎ ❸❽❼⑩➂⑨☎ ❾❹➎⑩☎ ⑩➍❽❽➎➂☎ ⑨❹❸☎ ❺⑨❹☎ ❸➌❽⑩ ❼⑨➋☎❷❽⑩☎❸➌❽⑩☎➁➆☎➁❽➂⑩ ➌❿❹❺☎⑨➀☎❹➄➎❽⑨➂☎❽➂ ❤➅❽❹❹❽➀☎➀➍☎➌➊❹❽❸☎➎❽⑩➂☎❸❺❸☎➎➂❹➅➌➈❸☎➃❹❼➌➅☎➎⑨ ➁⑨❸☎ ❤➎➂❹➅➌➈❸☎ ➃❹❼➌➅☎ ➀➍☎ ❹❽➎❹➌❼➂☎ ❹❽❸☎ ❸➂ ➁⑨➎❹❸☎ ➌❹❻⑩❸☎ ➀➍☎ ❹➀❽❶☎ ➁⑨❸☎ ❤❹❶➍❹❸☎ ➎❹➌❼➂❸ ☎❷❻⑨☎❼➈➍➂⑩❹☎❤➎❹➌❼➂➀ ➎➂❹➅➌➈❸☎➃❹❼➌➅☎➁⑨❸☎ ❤❽⑩❽❼➋➈⑨☎⑨❹❸☎❸❺❸☎➌❷❸➄❸ ≤ ıÂ¯Ú ˙ÏÚÙ‰ ˙ÏÈÁ˙ ≠ Ú˜¯ ȯÁÒÓ‰ È˘‰ ı¯ډ ÏÂÚÙÏ ÏÁ‰ ¨±ππ≥ ¯·Ó·Â· ➀⑨➌➍❽⑩☎➁❹➅➌➈❸☎➇➄➆➀☎➌❹⑨❸☎➎➈❹➋➎☎❸⑨⑩☎❹➂❽➆❹☎ ➎❽➌❻➅➂❸☎❸❽❺❽❹❹➀❼❸☎☎❸➂➊❹➆☎⑩➌❹☎➍❷❻☎❽➀❿☎➁❸❽❷❽➀☎❹➀⑩❽➋☎➁❽➂➅➌➈➂❸☎➁➎❹➆➊➂⑨⑩❹☎➁❹➅➌➈❸☎❽❷➌➍➂ ❽➀⑨➌➍❽❸☎➃❿➌➊➀☎➃❸❽➌➅➂☎➎➌⑩➆❸➀☎➍❷❻☎➋❽➈⑨☎➎❹❽➌❻➅➂❸❹☎➎❹❽➎❽❽➍➆➎❸☎➎❹➌⑩❻❸☎❽➄➈⑩☎❻➎➈☎❸❺☎❽➀❿ ➁❽➂➌❹❶☎➌➈➅➂☎❹❻❽➀➊❸❹☎➎❹❷❷❹➂➎❸➀☎❹➍❶❽➄☎➁➋➀❻☎➁❹➅➌➈⑩☎➁❽➋➅❹➆❸☎➀➍☎➁➎➅❽➈➎⑩☎❾➈❸➂➀☎➀❽⑩❹❸❹ ❼➆➂☎ ❹➀➍❿➍☎ ❹➀⑨➀☎ ➁❶❹☎ ❹❻❽➀➊❸➍☎ ❹➀⑨➀☎ ➁❶☎ ❻❹❼⑩☎ ❷❻⑨☎ ➌⑩❷☎ ➌❹❻⑨➂☎ ❹➌⑨➍➄☎ ➁➋➀❻❹☎ ❸➂❽❷➋☎ ❹➌❸❷ ¨Í¯„‰ ˙ÏÈÁ˙· ÌÈÈ„ Ìȯ¯· Âȉ ‡Ï ÈÂÈÊÈÂÂÏˉ ÌÂÒ¯Ù‰ ÈÏη ˘ÂÓÈ˘‰ Ï˘ ÌÈÏÏΉ ˙¯˜Ú‰ ➋❽➈⑨☎➎➄⑩❸➀☎❼➆➂⑩☎❾⑨☎➆❽❽➅➀☎➀❿❽☎➁❽➅➈❷❹➂❸☎❸❽❷➂❸☎➎❹➌❹➄❽➊⑩☎➁❹➅➌➈⑩☎➌⑩➊➄➍☎➁❽➄➍❸☎⑩➌☎➃❹❽➅➄❸❹ ➁➎❽❶⑩☎ ➎❹➄❿❸❸☎ ➎➈❹➋➎☎ ❸➀❻❸☎ ❽➀❿❸☎ ➁➆☎ ❸❻➀➊❸⑩☎ ❷❷❹➂➎❸➀❹☎ ➎❹➅➄➀☎ ❽❷❿⑩☎ ➍❷❻❸☎ ➁❹➅➌➈❸ BBDO ☎ ➉❹➌➆☎ ➎➋➄❺❸☎ ❽➄➈➀☎ ❸➄➍❽➊❻❿ ⑩❽❼⑨❽➌➋❸☎ ❸➋➈❸❸☎ ➎❹➋➀❻➂➀☎ ❸➈❽➋➂☎ ➎❹➂➀➎➍❸☎ ➎❽➄❿❹➎☎ ❸➎➄⑩➄ ⑩☎❸❽➀❶➄⑨⑩☎➁❽➂❽☎➍❷❹❻☎➎⑩☎➎❹➂➀➎➍❸➀☎⑨➊❽☎❸➋➈❸❸☎➎➋➀❻➂☎➀❸➄➂☎➉❹❻➎❹➊➌⑨⑩☎❸❽❷➂❸❹ BBDO/AMV ➀➍☎❸➄❹➍⑨➌❸☎❸➄➍❽➊❻⑩☎❽➆❹➊➋➂❸☎➎❹❹➊❸☎➎⑨☎➎❹❹➀➀☎➃❹❷➄❹➀➂☎➌❽❿⑩☎⑩❽❼⑨❽➌➋☎➍❽⑨☎❷➌➍➂❸☎➅❽❽❶☎➇➅❹➄⑩ ❹➄❼⑩❻➎❸☎➁❹➅➌➈❸☎➎❹❽⑩❽❼➋➈⑨☎⑨➍❹➄☎➀➆☎➍❶❷☎➃➎➂☎❾❹➎☎❽➂❹➅➌➈❸☎➌➋❻➂❸☎➁❹❻➎⑩☎❸❽❺❽❹❹➀❼⑩☎➁❹➅➌➈❸ ☎➀➍☎➌➋❻➂❸☎❽➍➄⑨☎➁➆☎➁❽➍❷❹❻☎➌➈➅➂ BBDO ❸➂❽⑨➎➂☎➎❹➂➀➎➍❸☎➎➌❶➅➂☎➃❹➄❿➎⑩❹☎➌❹➎❽⑨⑩☎❹➄❽➍➋➎❸❹☎ ➃❹➌➎➈☎⑨➊➂➄☎⑨➀☎❸❺☎⑨➍❹➄➀☎❸➂➀☎❹➄⑩❸☎➌➎❹❽☎➌❻❹⑨➂☎❷➆❹➂⑩❹☎➎❹⑩➌☎❹➄➎❹⑨☎❸❷❽➌❼❸☎❷➆❹➂☎❹➎❹⑨⑩➍☎❸❽❶❹➅ ➆❹❷❽☎❸❽❸☎➃❹➍⑨➌❸☎❼➀❹⑩❸☎➌⑩❷❸☎➇➄➆⑩☎➎❹❽❹➍❻➌➎❸☎➌➈➅➂☎➃➂➅➀☎❸❽❸☎➃➎❽➄☎☎➉❹➌➆☎➎➀➆➈❸☎➎➀❽❻➎☎➁➆ ☎ ❽❹➄❽❿⑩ ¢‚ÈËÈȯ‰ ÈÁÂÎÈ¢ ] Rating ➁❽➈❹➊❸☎ ➌➈➅➂☎ ❽➈➀➆☎ ❸❽❺❽❹❹➀❼☎ ➎❽➄❿❹➎☎ ❶❹➌❽❷ [ ❸➍➋☎ ❻❹❿❽❹☎ ➎➀❸➄❽➂☎➁❽⑨➂❹➅➌➈❸☎➁❽➂➅➌➈➂❸☎☎☎➉❹➌➆⑩☎➁❹➅➌➈❸☎➀➍☎➁❽➄❿➌➊❸❹☎➁❽➋➈➅❸☎➁❽➈❹❶❸☎➀❿☎➃❽⑩☎➀❸➄➎❸➍ ❸❽❶❹➀❹❷❹➎➂❸☎❽❸➂☎➁❽➄❹❹❶➂☎➁❽➈❽➆➅☎⑩❽⑩➅☎➁❽❻❹❿❽❹☎➃❹➍⑨➌❸☎➉❹➌➆❸☎➁❽➀⑩❿❸☎❽➄❽❽❿❺☎☎➉❹➌➆☎❽➄❽❽❿❺☎☎➉❹➌➆ ❸☎➎⑨☎➀❽➆➈❸➀☎❹➀❻❽☎❽➎➂☎❤❶➄❽❼❽❽➌❸☎➎➀➆➈❸➀☎❸➄❹❿➄❸ People Meter ➎❹❽➄❿❹➎⑩☎❸❽❽➈➊☎➎❷❽❷➂➀☎➌❽➍❿➂➐☎ ❶➄❽❼❽❽➌❸☎➎➆❽⑩➋➀☎➁❶❷➂❸☎➎⑨☎➁❽❹❹❸➂❸☎➎❽⑩❽➋➍➂☎➎❹⑨➂☎❸➂❿⑩☎⑩❹➌➀☎➃➋➎❹➂☎❞❸❽❺❽❹❹➀❼ [ ❸➂☎❺⑨☎❷➆❹☎ ☎☎☎☎ 215 - ➎❹❽⑩❽❼➋➈⑨☎➎❷❽❷➂➀☎➎❹➋❽➄❿❼☎❤➋❻➍➂❸☎➁➍☎⑨❹❸☎❶➄❽❼❽❽➌☎➁⑨❸☎❝❸❽❺❽❹❹➀❼⑩☎➁❹➅➌➈☎➀⑨➌➍❽⑩☎➁❹➅➌➈❸☎➎❹❽⑩❽❼➋➈⑨☎❼➋❽❽❹➌➈ ☎➌⑨❹➌⑩➈☎➎❹➎❹⑨☎➃❹❻➌❽☎❜❜☎➌⑩➂➊❷⑩☎☎➀⑨➌➍❽⑩☎➁❽➂➅➌➈➂❸☎❷❹❶❽⑨☎❜☎❸❽❷➂☎➅➄❿☎➁❹➅➌➈❸ ❜❜ ➁❽❽➄❽⑩❸☎⑩➀➍⑩☎❤❸⑨➊❹➎❸☎❷❹➆❹☎❤❺➌❿➂❸☎⑨➊❽☎❽➂☎➁➆❼➂☎❤❺➌❿➂❸☎➎⑨☎❾❹➌➆➀☎➍❽☎❷➊❽❿☎❤➁❹➋➂⑩☎➁❽➍❹➆ פקטיבי! א

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Strategy - The Israeli perspective.e-book.pre-edit.

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Page 1: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

�➅�➂��❞❝

ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ≠≠≠≠ ÚÚÚÚ¯̄̄̄‡‡‡‡ ÁÁÁÁÂÂÂÂ˙̇̇̇ÈÈÈÈ

��❹➀��❹❸�❸➂➀%➂❸�➀❹➂�❷➂➆➄��❽➀➈❸➀�❸➈❽��❹❻��❹�❽❿�� �%�� ❸�❹➆� ➁❽❽�➄➈❹�� �➅�❹�� ❽➄❹�❻��❽➀❻➂�*➃❼���❹➈❽➈❿�❸➀��❹❽❸��➂��❹�+�❸❿❽➂➅�❽%❹➂����➂➀��❶❽➄��❹❽❼➄➀��➃❹➄��➅❽❹❹❽➀�❶❹❺�❾❹�➀❸�➀➂� ❸❽❼�➂�� ❾❹��� ��❽❽�➂� �❹❸� ❺�❹� ❸�❽�

❼���❷❽��❸�❽��➁➆�➁❽➂���❿❹❺��➀�❹➄�❽�➂�❽➂❤➅❽❹❹❽➀�➀���%❹❽❸��❽�➂�❸❺❸��➂❹➅�➈❸�➃❹❼�➅���➁�❸� ❤�➂❹➅�➈❸� ➃❹❼�➅� ➀�� ❹❽�❹�❼➂� ❹❽❸� ❸➂➁��❹❸� �❹❻�❸� ➀�� ❹➀❽❶� ➁�❸� ❤❹❶�❹❸� �❹�❼➂❸

�❷❻��❼➈�➂�❹�❤�❹�❼➂➀—�➂❹➅�➈❸�➃❹❼�➅�➁�❸�❤❽�❽❼�➈���❹❸�❸❺❸��❷❸➄❸

≤≤≤≤ ıııı¯̄̄̄ÚÚÚÚ ˙̇̇̇ÏÏÏÏÚÚÚÚÙÙÙÙ‰‰‰‰ ˙̇̇̇ÏÏÏÏÈÈÈÈÁÁÁÁ˙̇̇̇ ≠≠≠≠ ÚÚÚÚ˜̃̃̃¯̄̄̄

ȯÁÒÓ‰ È˘‰ ı¯ډ ÏÂÚÙÏ ÏÁ‰ ¨±ππ≥ ¯·Ó·Â·➀���❽��➁❹➅�➈❸�➇➄➆➀��❹�❸��➈❹���❸���❹➂❽➆❹��❽�❻➅➂❸�❸❽❺❽❹❹➀❼❸��❸➂%❹➆���❹��❷❻�❽➀❿�➁❸❽❷❽➀�❹➀�❽��➁❽➂➅�➈➂❸�➁�❹➆%➂��❹�➁❹➅�➈❸�❽❷��➂❽➀���❽❸�➃❿�%➀�➃❸❽�➅➂����➆❸➀��❷❻��❽➈���❹❽�❻➅➂❸❹��❹❽�❽❽�➆�❸��❹��❻❸�❽➄➈��❻�➈�❸❺�❽➀❿➁❽➂�❹❶��➈➅➂�❹❻❽➀%❸❹��❹❷❷❹➂�❸➀�❹�❶❽➄�➁�➀❻�➁❹➅�➈��➁❽�➅❹➆❸�➀��➁�➅❽➈���❾➈❸➂➀�➀❽�❹❸❹❼➆➂� ❹➀�❿�� ❹➀�➀�➁❶❹� ❹❻❽➀%❸�� ❹➀�➀�➁❶� ❻❹❼�� ❷❻�� ��❷� �❹❻�➂� ❹���➄�➁�➀❻❹�❸➂❽❷�� ❹�❸❷¨Í¯„‰ ˙ÏÈÁ˙· ÌÈÈ„ Ìȯ¯· Âȉ ‡Ï ÈÂÈÊÈÂÂÏˉ ÌÂÒ¯Ù‰ ÈÏη ˘ÂÓÈ˘‰ Ï˘ ÌÈÏÏΉ ˙¯˜Ú‰

�❽➈���➄�❸➀�❼➆➂��❾��➆❽❽➅➀�➀❿❽�➁❽➅➈❷❹➂❸�❸❽❷➂❸��❹�❹➄❽%��➁❹➅�➈����%➄��➁❽➄�❸����➃❹❽➅➄❸❹➁�❽❶���❹➄❿❸❸��➈❹���❸➀❻❸� ❽➀❿❸�➁➆�❸❻➀%❸��❷❷❹➂�❸➀❹��❹➅➄➀� ❽❷❿�� �❷❻❸�➁❹➅�➈❸BBDO

� ➉❹�➆� ��➄❺❸� ❽➄➈➀� ❸➄�❽%❻❿ �❽❼�❽��❸� ❸�➈❸❸� �❹�➀❻➂➀� ❸➈❽�➂� �❹➂➀��❸� �❽➄❿❹�� ❸�➄�➄��❸❽➀❶➄���➁❽➂❽��❷❹❻�����❹➂➀��❸➀��%❽�❸�➈❸❸���➀❻➂�➀❸➄➂�➉❹❻�❹%����❸❽❷➂❸❹BBDO/AMV

➀��❸➄❹���❸�❸➄�❽%❻��❽➆❹%�➂❸��❹❹%❸�����❹❹➀➀�➃❹❷➄❹➀➂��❽❿���❽❼�❽����❽��❷��➂❸�➅❽❽❶�➇➅❹➄�❹➄❼�❻�❸�➁❹➅�➈❸��❹❽�❽❼�➈����❹➄�➀➆��❶❷�➃�➂�❾❹��❽➂❹➅�➈❸���❻➂❸�➁❹❻���❸❽❺❽❹❹➀❼��➁❹➅�➈❸

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Page 2: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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❸❼❽�➀���➆➂❸�❽❹�❽➆�❽�❶➀�❸➂❿➅❸�❹��❸�❹���❸�❽❸��➀❹��➂➀�❹➂��➀��❽➄➂❺�❶➄❽❼❽❽���❿�➆➂�❸➀➆➈➀➆�➁❽❻❹❿❽❹❸❹� ❞➁❽➆��❸��❹➄��➀��❸❽➄�❸��❽%❻➂��❸�➆➄� ��❷�➀�� ❹➂❹❿❽➅�� ��➆➂❸+��❽➀➂❽❼➈❹�❸

➁❽�➂❹➅�➈❸➂❹�➁❽➂➅�➈➂❸➂��➀❻�❹➀❻❸�➀❽��➂��*➁❹❽❸�❷➆�➁❽❿�➂➄��❹�%❹�❸��❹➄➂❽❸➂ �➆%�➀Ìȯ˜ÁÓ

ØÌÈÓÈ„˜ÓPRE-TEST❼❽�➅�❸❽➂❹➅�➈❸�❼➈➅➄❹�❸����➃❹❻�➀�➁❽��❸�➁❹➅�➈❸��❹❽�❽❼�➈��❽��❻➂+�*�❹�❽❷��❸�➈❸��❹�%❹❸➀�❸➅❽➄❿�❽➄➈➀�➁❽❽❹�❽➀�❹���❹❽➆�����➀�❸�❼➂��❽➈❹➅❸�❸�➈❸❸��➀��❽➄➈➀�❷❹➆

� ➁❽➂�❹❶� ➁�❹�� ❹❿�➆� ➇➅❹➄�� ➁❸❽❷➆%� ��� �❹�❽❸❺�� ➀❹��➀� ❸�❼➂�� ➀�❶❹➂� ➃➈❹��Ìȯ˜ÁÓ

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�❽��❻➂Æ‚ÈËÒËÈÙ˜‰❽�❹➂❿❸�➁❹❻���➃❸�❸�❹❼��❽➆❹%�➂��❹➄➂❹❽➂�❶❽%❸➀�❹❻❽➀%❸�➁❽➄❹❿➂❸➂��➀❻��❹➄�➅➂❸��❻��➁❽��❻➂�❾❹�➆➀�❹➆❽%❸���❺�➀❿��➀�����❷�❹➀❹�❹➄❽�❸��➀�➁�➀❻❹�❽�❹❿❽�❸�➁❹❻���➃❸❹�❽���� ❸❷❽➈��� ❶➄❽❼➅❼❽➈❹�� ❽��❻➂� ➆❹%❽�➀� ��❻➂❸� ❽➄❹❿➂� ��� �❹❻�➀� �❽�� ❸�❽❸� �❹➄❹���❸❸➂➂���❹❽�❸��❸�❸�❽➂➆➂�❸�❹%�� ��❻➂❸�❾❽➀❸���➁�❹❹➀➀� �❽➄�� ➁❹❻���❸➄�❸❹��❹�❽���❹❻❽❿❹❽�❹➀��➀❿��❹�➂➀� ❸�➆➄��❸➂�➀➆��❹�❻�❹� ➃❻�➂�❾❹�➆➀� �➀�❹��➀��➀❿�❹� ❽➀➄❹❽%➄�➄❹����❻➂�� ❶❹❸➄�

❾❽➀❸���❹➄❽❹❹❿➄�❹➄❼�➄�❸���❹�❽❸❺❸❹

‚‚‚‚ÈÈÈÈËËËËÒÒÒÒËËËËÈÈÈÈÙÙÙÙ˜̃̃̃ ÈÈÈȱ̄̄˜̃̃̃ÁÁÁÁÓÓÓÓ ÚÚÚÚˆ̂̂̂ÈÈÈÈ········ ÌÌÌÌÈÈÈÈ¢̆̆̆‡‡‡‡¯̄̄̄ ˙̇̇̇ÂÂÂÂÂÂÂÂÈÈÈÈÒÒÒÒ

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❽❷❽➀➆�❼�➅❸� ➃❽❽❹%� ��❺➆➄��❹➆❷❹➂��➀���➀➆� ➁❽➂❶❷➄❸➂�❹�%❹��➃❸��❹❽➆❹%�➂�❸❷❽➂��❹➂��➀❿�❽➈➀➆��➁❽➂❶❷➄❸➂�3➁❹➅�➈�➆➅➂��❸�❽❸�❸❽➈❽%❸�❷➆❹➂�❹�❹��❷➆+�❷❻❹❽➂���❹❸❹�❶��❺➆➄��❹➆❷❹➂❹�3�➀����❺➆➄❽�➀���❹➆❷❹➂➀��❽�❽�❻➀%❹➂❹➄❽❶�������❸���❻➂❸�➀��❸��➂❸�❻��❻❹�❽➄��*3�➀�➁➀�❹➂��➀�❼❽�➅����➆❹❸���❻➂❸�➃❹❿➂➀�❽➆❹%�➂❸�❾❽➀❸���➅❹❻� �❹�➀� ❸%❹���� �❽❼�❽��� �❽�� ➀�� ��➅❸�� ❸❹❹➀�❹❷�➂�❸� ❷❹�❽➂❸� �❹%❹��� ❼�➅�� �❹➄❽%➅❸� ➀�� �❹�❽❸�❸❤❸���❸➂��❽➀❹���❹➆➂�➂�❸➀��❽�❼�➅���❸➂➅❽➅��➃❹❽❷�❹➅❻❽❽�❸��➀�➀➆❹➈��➀���❸➂➅❽➅❸����❹➀➅➈�❷❹�❽➂❸��❹%❹��

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Page 3: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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—�❹❽�❽❼�➈�� �❽❽❶❹➅➀� ➅❻❽❽�❸�� ➃❸❹� ❷❹�❽➂❸� �%❹���➁➆��❹❷❷❹➂�❸���➁�❹���❽��%❽�➃❹�➄�➂� ❸➂%➆�➁❹➅�➈❸❸��� ❸��� ❸❽❶❹➅� ➀➆� ❹➄❽➀➆� ➁❹➅�➈❸� �❹❽�❽❼�➈�� ��❹➄

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�➃❽�➅❽➀➈�❼��❹��❽�➂❹➅�➈❸❜�MarketingPower.com Newsletter, 23.03.2004

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Page 4: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❜➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

�➅�➂��❞❝

ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ËËˢ̃̃̃ÈÈÈÈÈÈÈȱ̄̄ÙÙÙÙÏÏÏÏ ÌÌÌÌÈÈÈÈ˘̆̆̆‚‚‚‚ÈÈÈÈ

❸❽❶❹➅�� ❽➆❹%�➂❸�➁➀❹➆❸� ❽�❻��� ❹➀❸➄�❸��➁❽❻❹❿❽❹���➂➆�❸➀� ❹➄�❻�� ❼�❽❽❹�➈❸�➀�� ➃❹�����➀��0❜�❸❽❷➂�➅➄❿��➁❹➅�➈❸�➇➄➆➀�❸❶%❹❸❹�➁❽�❷❹❻�❸���❸❿�➂➄�❸❷❹�➆❸�❜❜�❽➀❹❽��❾�❷➀��%❽�❼�❽❽❹�➈❸��➀❻➂�➀❸➄➂���➆�❸�❹���❹➀���❹�❹����❹❿����➀➀❿�❼�❽❽❹�➈❸��❹❹%�➀���❽��➁❽➂➅�➈➂❸�❷❹❶❽��➀�

➁�❽❶��❸❽❶❼�❼➅�❹���❻➂BBDO�❹❼➄➂❽➅�❽�❹�❹�❸�➀❻➂��❸❻➂�➂���❷➄➀�❼❽�� -❸�➀❻➂❸��❽➄➆❷❽➂�➉❹❻�❹%��➂�*❸�❹❻��➁❽➄��+�➁❽❽➄❿❷➆�➁❽➂❹➅�➈❹�➁❽�➂�➂��❷�❽➆❹�❻�❽➄�➃❻��❷➂➀���❽���❹❹%❸➇➄➆➀� �❽➆❹%�➂� �❽���❿� �➂�➀� ❸�❽❸� ❸❺� �➀�� ��❼➂� ➁❹➅�➈❸� �❹❽�❽❼�➈�� ➀�� ❸❽❶❹➅�� ❹�➅➆�➁❽❿�❷❸❹� ❽�❽❼�➈�� ➁❹➅�➈� ➀�� �❹➄❹��➆❸� ➃❹❽➈❽�➀� �❹❽➄❹���� �❹��❻➂� �❹�❽❶�� ➀���❽�� ➁❹➅�➈❸��� ➁❽❶❽�➂❸� ��❹❽�� ➁❽�❹❼❸� ➁❹➅�➈❸� ❽�❽❷��� ➀�� ➁��➈❸� ❻❽❼�❸➀� ❸�❼➂�� ��❺� ➀❿� ❹�➄❽❻�➀

➁➅�➈➂❸�➀��➃❹�➄❸�❹➈➅❿��❹�➆���❽➀➂❽❼➈❹�❸�❸�%❹�❸ ø˘Èȯى ˙ÏÈÁ˙ ÌÚ ÂÓˆÚÏ Â·ˆ‰˘ ÌÈ„Úȉ ˙Âχ˘‰ Âȉ ‰Ó�❸➄❹����❸➀���➁❽➄❽❽➈�➂❸�➁❸➂

❽��❻➂� ➀➆�➁❽��❻➂❸�➁❽�❹➂�❸➂❹� ➆❹%�➂� ❽�➄��➁❽�➂❹��❸➂� � ❸❽➄��❸➀��� ❤❽�❽❼�➈��➁❹➅�➈� ➀�❤➁❸❽�❹➄❹�➅❻❹�➁❸❽�❹➄❹��❽�➁❸➂❹��❹➂❽���➁❽❽❹%➂��❹❽�❽❼�➈��❽❷❷➂�❹➀❽����❽�❽➀��❸➀���❤❶➄❽❼➅❼❽➈❹��❹➄❹�➅❻�➀❹➂��❹➄❹��❽�❶➄❽❼➅❼❽➈❹��❽��❻➂�➆❹%❽�➀��❹➈❷➆❹➂❸���❻➂❸��❹❼❽��➃❸➂���❽➆❽���❸➀��

�❹❽�➆➂��❹%➆���❷➅��❹�❽���➃❹����❷➆❽�❤❸❷❹�➂❹�❸❷❹�➂�➀❿�➀���❹➄➂❽❸➂❹ -�❽❷���➁❽❻�➈➂�❷%❽❿�❤❶➄❽❼➅❼❽➈❹��❽��❻➂�➆%�➀�➉➀➂❹➂�❷%❽❿�❤➁❽�❻�➄�➁❽❷❷➂�➀➆�➁❽❸❹�❶�➁❽➄❹❽%�❶❽�➂❸�❽�❽❼�➈��➁❹➅�➈

➀���❽��➁❹➅�➈❸��❹❽�❽❼�➈��❼�❽❽❹�➈����❸��➀�❸�➃❹❽➈❽���❽➄��❷➆❽

ÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙÏÏÏÏ ˙̇̇̇¢̆̆̆ÈÈÈÈ‚‚‚‚

➆❹%�➂�❽�➄��������❹❻❹❹�❸��❹�❽❶❸�����❷❻➂�➃❹❻�➀�❸���❷❷❹➂�❸➀�❹➄�❻��❸�❽��❸➄❹���❸�❸❽❶❹➅❸❽�❽❼�➈��➁❹➅�➈�➀��❸�❷❶❸➀ �❹➆❷�➀���❻��➃❹❹❶➂����➀�❹➄❻➀%❸❸�❷❶❸��❹➂❿�➅❸�➃❸➂�➀❹❷❶��➀❻�

➁❽➄�❸��❹��➆�➃��❻❹❿❽❹❸�➀➆���➈➀�❸���❹❺�❸➅❽➈���❹❼�➆❹%❽�➂❹��❹❼�❼➈➅➄❹�➂��❿�❹➂��❹❼�➁❹➅�➈��➃❽��➀❸➄�❸�¢È·ÏȂ‡ Ï˘ ‰Ó‰ ˙˘È‚¢�¢Í‡·¯È· Ï˘ Íȇ‰ ˙˘È‚¢Ï

❛Æ❷❽❻❽❸���❷❸��➅�❶�❽�➀❽❶❹��

�❹➄❽❸�➁❹➅�➈���❹�❻❸❑�➂❹��❸����❸➂❑➁➆��❹�����❹�❻❹�� ❸❺� �❹�❻��❸➂��➅�❶� ❾��➄�❽�� ❷❶➄❿� �❽��➂� ➃❹❽➆�❾❽�❑

❑�➂�➀�❸%❹��❸����❸➂����➆%�➂❶❽%➂�➂❹��❸��❽�➀❽❶❹��➁❽➄�❸�➁➆�❸�❹%���➂➆�❸�❾��➄�❽��❹➀❽�❹�➃❿❹����➂➆�❸➃❸❽➄❽��❸❷�➈❸❸❹� ❷❽��❷❽��❹❿➀❹❸��❹�❽❶❸� ❽���❽❿�����❸

❸➄❹❿➄��➀❹��❽�❹❿�➀➂�❹➄�➂➆�❸�➃�❿➂ØÈÒÈ„ ˙¯·Á ˙˘È‚·Disney EnterprisesÆ

❾❽➀❸�❸�➀��➁❽➄❹�❸�➁❽�❽❿�➂❸�➃❽������➁❽❽���❸➅�❶�❽➄➅❽❷❸❽❶❼�❼➅�� ❻�➈➀� ➃�❽➄� ❑❸➂❿❻❑� �❹➆%➂��� ❽➂❹➅�➈❸�➀� ❹❺� ❸�❹��� ➁➅�❸� ��� �❹%❽➀� ➛➛�❽❼�❽��✈✈� �❹➆%➂��❹➃❽➂❹❽❸��❽�➆� ❽➄❽➅❸�❸➂❿❹❻❸��➈➅➀� ❹➄❽➄➈❹� ❹➄�❹��❸�➈❽➅

❸I CHING� � ➛➛❸➂❿❻➛➛➀�❸�❷❶❸❸� �❽❼�❽��➀❹�❸➂❿❻➀��❹�❷❶❸❸���� ❹➄��❽�� ❹�❹� ❸�❽❸❺��❹➄➄❹��❸✈✈➛➛➀❹❷❶�➀❺➂�❸�❽�➂��%➂��❸�❽➂➆➂❹�❹�%❹���❸❿❺➄� �%➂❸�➃❹❻���❹��❹➄➄❹��❸���❹➅➆➄�➁�� �➂❹➀❿�+�❽�❹❹❽�❸�❸❿�➆➂❸�❸❷����❹➀❹➆➂❑❸➀❽❻��❸��❻➂��❸�➆➂�➁❷�❸❑��➛➛�❽❼�❽��➛➛➀�❸�❷❶❸❸�*➁�❿✈✈

➛➛❸➈❹%❸� ����� �➈❻❹➅� ❸�❹❻�➀� �❽�❸➀� �❽❼�❽��❸� ❾❽�%� ❾❿� ❸�❽❷�� ❸➂%❹➆�� ➁❽➆➄� ➁❽❽➂�❸�❜

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217-Seiden H./ Advertising Pure & Simple/ Amacom, 1990218-Patti C.H. & Moriarity S.E./ The Making of Effective Advertising/ Prentice Hall, 1990219-“Wisdom: Careful and serious contemplation brings great fortune. Creative: As heaven moves with unceasing

I CHING/ Richard Wilhiem, Cary F. Baynes/ Routledge & Kegan Paul, 1985/ ISBN 0-1700-1581-Xpower.”

❸�➀���❹�❽➈❸❹�❽➄➅❽❷�➀��❸�❷❶❸❸➂I CHING�❹➈➅❹➄��❹�❷❶❸�❻❹�❽➄➀�❹➄❿�➂❸�❸❶�❷➂�❹➄�❹��❹➀➆❸��

איך?מה?!

ÈÁ¯ÊÓ‰ ˜·Ï ¯È„˘˙ Ʊ±≠µ ‰ÂÓ˙

Page 5: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❛➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

�➅�➂��❞❝

��➆❹%�➂�❽�➄��❹➅�❶��❹����❹❻➈➀�❷❻����❷❑�❹❽➄❹�❼�➀���❹�❽❿❺➂➀�➁❷�❽➄��➃❽��➀❷�❸�➁❽❽�❑➁�❿�➁❽�❽�➆➂� ➁❷�❽➄�� ❷�➀�� ➆❷❽➂� ➃❸❽➄❽�� �❹�❽�➆➂� ❹❺� ➁➆� ❹❺� ❑�❹��❷➂❸❑� �❹❽➄❹�❼�➀�� �❹�❽❿❺➂�➆❷❽➂��❽�➆❽�����➀�❹�❽❼➂�❽�❽❼�➈��➁❹➅�➈�❾❿�����➁❸❽➄❽��➁❽➂❽❽�➂��➀��➆❷❽➂�����➀�➁❽❼➀❹�❹

�➀❽�❹❸�❸❺�➃❹��➆�➃❿�%❸�➁➆������❹%❽�➁❶��➀� ˙˘È‚ÏBBDO� �➃❼�❸�❏❸❺����❻����➂❹�����❸✈✈➛➛❏❸❺�����❸❹��❽➄�����➂❹�➁❽�➅➂➀�➁❽❽➀➄❹❽%❹➂��➁❽�➅➂�➃❽��➁❹➅�➈���➀�➀�❷❹�➂��❹�❻�❤❸�❹➆➂�➂�

➁❽❽➀➄❹❽%�❽�❽❼�➈����❹❽�➁❹➅�➈���❹➀❽�❸��❹�%❹��❽�❽❼�➈��➁❹➅�➈�➃❹❽➈�➀��❹�❽❶�❽���❸➈❹�❽��❹��❽��❸�❹%����❹❻❹❹����❷�➀��❹➂❹❿❽➅��¨‰Â˘‡¯‰

ØÊίӷ ‚˙ÂÓ‰ ˙˘È‚Abr SchoolÆ❸➄➄❽��➁❹➅�➈❸�❽➈➀❿�➃❿�%❸�➀��❸❷➂➆❸��❸❽➈❹➅❹➀❽➈�❤❸❽�❹➄❹��➆��❿➂��➆%❸���➈❷➆❹➂��❽➂❹➅�➈�❸❽❶❼�❼➅��❶�❹➂❸�❽➈➀❿�❹�❷➂➆�❸�❹�❻�➃❿�❽❶❼�❼➅��❷➆❽❿�❸�❹�❻➀��➃❿�%❸�➀���➀➀❹❿❸�❹�❷➂➆����➃❻❹�❸�➆❹➄❿�❸�❷❷➂��➁❹➅�➈❸��❹❽�❽❼�➈���➄❽❻�➀�❷❷➂��❽❷❹❻❽❽

❸�❽❿❺➁❹➅�➈��➀�❹�➂❸�❽��❹���❸�➀❷❹➂❸� ❶�❹➂❸ÚÂ΢� ❸❽➄�ØÊίӷ ÌÂÒ¯Ù‰ ˙˘È‚ ¨‰È˘‰

Aad School Æ➀��❽❶❼�❼➅�❸�❷➆❽❸�❹❸❺❹�❸�❹�❻�➁❹➅�➈➀�➃❿�%❸�➀��❸❷➂➆❸��❸❽➈❹➅❹➀❽➈�❤❸❽�❹➄❹��➆❸❷❸�❸�❷❷➂��➁❹➅�➈❸��❹❽�❽❼�➈���➄❽❻�➀�❷❷➂�➃❽����➈❷➆❹➂��❽➂❹➅�➈�❸❽❶❼�❼➅��➁❹➅�➈�➀❿

➀�❹�➂❸� ❽��❹���❸� ➀❷❹➂❸� �➂❹➅�➈❸� ➀�� ➃❿�%❸� ➀�� ❸�❽❻❸� �➂�� ��� ➃❻❹�❸ �➁❹➅�➈‰„‰‡❸❽➄�❸�❽❿❺

ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ÏÏÏÏÚÚÚÚ ÌÌÌÌÈÈÈÈÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈȉ‰‰‰ ÏÏÏÏÎÎÎÎ

���� ÔÔÔÔ¢̆̆̆‡‡‡‡¯̄̄̄ ÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈÈ— ÆÆÆÆ‚‚‚‚ÈÈÈÈËËËËÒÒÒÒËËËËÈÈÈÈÙÙÙÙ˜̃̃̃ � ❹➄�➂➆�❸� ❸�� ❸��❸� ❸❽❶❹➅❸—➆❹%�➂� ❽�➄�� ➀�� �➀➀❹❿❸� ➁�❷➂➆�➁❽➂❽❷�➂�➁❽��❻➂�����➀�➁❽➀➀❹❿�❶➄❽❼➅❼❽➈❹��➀��❸�❷❶❸���❽❸�❸➀��❽��❸➄❹����❸❷❹�➄�❶➄❽❼➅❼❽➈❹�➀

��❻➂��❹❽�❹❶❼���❹➀��❸➈❽�➂��❽❸��➀�� ➁❽❽➂❹➅�➈�➁❽❼➈➅➄❹���➄❽❻�➀� ≠ ‰Â˘‡¯‰ Ìȯ˜ÁÓ

ØÌÈÓÈ„˜ÓPre-Testing Æ❸�➈❸❸��➀�➀�➁❽�❶❽➄��❽➄➈➀�➁❽❼❽�➅��➁❽❼➈➅➄❹���❹➄❹❽➆���➄❽❻�➀�➁❽��❻➂�❽➀➂❽❼➈❹���❽➄❿����❶➅➂��➁��❶➀❹�➁❽❽➂❹➅�➈❸��❹➄❹❽➆�❸�����❹❽❷❹➅❽��➃❹❻�➀��❽❸�❹❺�❸❽�❹❶❽❼����❼➂

�➁❹➅�➈��❽❷�����➈❸���❹❿❹�❿❸��❹�❻�➄��❹❽➈➅❿��❹�%❹❸➀�➁❽➅➄❿➄��❽➄➈➀ØÈÂÒÈ È¯˜ÁÓ ≠ ‰È˘‰

Pilot-TestingÆ➁❽❿➅➂➀�➁❽➀❹➆�� ❽➄➈➀� ❸�➈❸❸��➀��➁❹���➁❹➅�➈❸��❽❷������➁❽➄❻❹�❸�➁❽��❻➂�➁➅�➈➂❸➂�➆❹➄➂➀��❽❸��❽��❽➆❸�❸�➂❹���❾���➂❶❹➂❸�❼�➅❸��❿❽�➆��➁❽❽❹➄❽��➆%�➀�➃�❽➄�❷❹➆�❸❺��➀��

� ❽�❽❼�➈�� �➀� ❼�➅� �❹❷❽�➀� �❹➀➆❸➀� ❽�➂❹➅�➈❸➂❹ØÌÈ·˜ÂÚ Ìȯ˜ÁÓ ≠ ˙È˘ÈÏ˘‰Post-TestingÆ

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220-Franzen G./ Advertising Effectiveness/ NTC, 1994221-Plesis/ 1994222-Haskins J. & Kendrick A./ Successful Advertising Research Methods/ NTC 1992, Message Research Part 4

❹➂❹❽➅�➁➆�➁❹➅�➈❸�➆➅➂�❶❽�❸�➃�❹���❹❽��❹�����❹�%❹��➁❽➄❻❹�❸�➁❽��❻➂

È·È˘ه ÌÂÒ¯ÙÏ ˙Â˘È‚ Ʊ±≠∂ ‰Ï·Ë

מעניין . . .

Page 6: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❛➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

�➅�➂��❞❝

���❑❸����❾�➆➄����❻➂�❜❛❛➁❽➂❽❷�➂�➁❽��❻➂�➁❽❿�❹➆�❜3���%➂➄�➁❽�➂❹➅�➈❹�➁❽➂➅�➈➂������

�❹➈❷➆❹➂� ��❻➂� �❹❼❽�+ -*3� �➂❹➆� �❹➄❹❽��� ❞3� ❷❹�❽➂� �❹%❹���➁❽��❻➂� ➁❽❿�❹➆� ❛3� �� ❾�➆➄�� ��❻➂�� ➁❽��❹➆❜❜❸➀➆� ➁❽➄�❸� ❾➀❸➂�� ➁❽➂❽❷�➂� ➁❽��❻➂� ➁❽❿�❹➆� ❛3�� �%➂➄�

❽➄➈➀�➁❹➅�➈��❹➆➅➂�❹➄❻��➃❿��➁�❹��❶➄❽❼➅❼❽➈❹��❽��❻➂�❹❿�➆��➁❽�➂❹➅�➈❸❹�➁❽➂➅�➈➂❸�➀��➁�➈➅➂❶➄❽❼➅❼❽➈❹��❽��❻➂�➁❽➆%�➂❸�❺❹❻��➉����➁❽�➂❹➅�➈❸❹�➁❽➂➅�➈➂❸������❽❿�❻❽➄❸➀�➃�❽➄�➆❹%❽�❸�❽�❻�❹

��➄�➀�➃❽❽❷➆�➃❹❿➄+�❸��❸��❾❹➂➄�❹�❽❿➂��❸❻➀%❸���➄➀�➀❹❿❽�❹➄➄❽��❶➄❽❼➅❼❽➈❹����❹���❷❻����❷�*�❹❸�❶➄❽❼➅❼❽➈❹��❤❸➄�➅➂❸�❸➄➂➂���❷➄❸����❸�➆��❻❽➄❸➀��❽�➅��➂❹➅�➈���❹❺❽❻���➀�➀❹❿❽��❹❸�❹❸�➃❽�+��❹❼➀❻❸❸��➀���❾❽➀❸����❹➀❸➄❸➀��❺➆� ❽➀❿❿�➆❹%�➂�❽�➄���❹➂❽���❽❹%➂❸��❹�❻�❽➆%➂�

*�❽❼�❽����➄❽❻�➀�❑❸❷��➃❽❷�❽�❑�➀����❶➅➂�❸❹❹❸➂� � �❽❺❿�➂� �❻�� ❸❽➆�� ❶➄❽❼➅❼❽➈❹�➀� ❹❺� ❸➄�➅➂� �❹�➂➀ÌÈËÓχ· ˜¯Â ͇ „˜Ó˙Ó ‚ÈËÒËÈÙ˜

¢Ìȯ„˘Ó˘¢ ‰Ó· ˜ÒÚ˙Ó Âȇ ¢ÌȯÓ‡˘¢ ‰Ó· ¨ÂÈȉ„ ¨ÌÂÒ¯Ù‰ Ï˘ ÌÈÏ·¯Â‰�❹�❶���❹�❽�+���❽��➈�❽�➀��❸➂❽�➂��❽❸�➁❽➀❽➂�➁❽➀❽➂�����➀�➁�❽➅❽➄❑

❑❤❸�❸�� ➀�� ❸�❹❻�❸� ��� ➁➆➈*➁❽❼➄➂➀�� ❽❿� �%➂➄� �❽❷���➀���❹❽�❽❼�➈�❸➂�3���❹�❾��➁❽�❽�➅➂�➁❽❽➀��❹

3� ➁❽�❽�➅➂� ➁❽➀��❹�➀� ➁❽❼➄➂➀�� ❹➀❽�❹� ➁❹➅�➈➁❽�❽�➅➂❸�➁❽➀��❹�➀�➁❽�❽❿�➂�➁�❹��➃❹❽➈���❹➄�➂➆�❸�❿��❷➅�❸�%➂➄� ➁❹➅�➈��❽❷����❹❽�❽❼�➈��➀➆�➁❽➆❽➈�➂❸❹��❹❽�❽❼�➈�➀�❸➂❹���➀��❷❷➂�❽➈➀➆�❹❶�❹❷�➁❸❹�➁❽❼➄➂➀��❹�❼��❸���❹%�❞�❹❷❹�➄�❛��❹❸❽➀�❞�❹❷❹�➄��❸�❽➅❹➂��� ➁❽➆❽�➂❸� ❑➇❹❶❸� ➃❹�➀❑� ❽➄❽❽➈�➂➀� ��❽➆�� �➅❻❽❽�➂+� ❼➅� ❞�❹❷❹�➄� ❜� *➃�❻�❸� ➀�� ➁❽❽�❽➂�❸� ❹❽�❹�❶�

�❹❷❹�➄�❹�❻❸�❼➄➂➀�❸� ❹➄❽❸�❸�❽➅❹➂���❽❸�❸➄�➅➂❸� ➁❹➅�➈��❽❷���➀���❹❽�❽❼�➈�❹�❸❻➀%❸��❽�➅➂❸�❽❺❿�➂❸❹�❽❸❹�➁❷�❸�➀��❹❽�❹�❶��➀➆�➃➈❹❷���%❹❽�❸➆➈�❸�❸�❽➅❹➂➀��❹�➂❸�➅�❶�❷❹➆���❺����❹➄�➄❽�➂��❹��➅➄❸�➁❽❿�❷���➀➆❹➈

�❝*❜❛+�❸�❶�➃❹❹�❶➄❶➈➀❹❹�➃❸❹❽��❹➆❷❸�❸❶❹❸❹❸�❽➅❹➂❑�❑❸➂%➆�➁➆����❷➂��➈➄❸��❸➈���❽❸

���� ÈÈÈÈ˘̆̆̆ ÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈÈ — ÆÆÆÆÌÌÌÌÈÈÈÈ„„„„„„„„ÓÓÓÓ ❽�❽❷����❹❽�❽❼�➈���➄❽❻�➀�➁❽➄❹❿➄❸�➁❽❷❷➂❸� ➃❹❽➈❽����➅➆� ❽➄�❸�❻❹❿❽❹❸➁❹➅�➈❽�➄���❹➂❽���❸❽❸��➃❽➂❹❽��❽�➆�➀❷❹➂�➁❽��❸❹�➁❽�➆❸�➁❽❻❹❿❽❹❸�❷❻��➀❸➄�❸�❸❺�➁❹❻���

�❽❹➄❽❿���❿❹❸�➆❹%�➂Ï„ÂÓ AIDA+�Aware, Interested, Desire, Action➀��*➆%�➂���❹❻�➃❽❽➄➆�➂�➆❷❹➂

E. Lewis ➂❛❜�❽����❽➂❹➅�➈❽��❹���❸�❾❽➀❸�❸�➀❸➄�➂�❾❿�❽❿�❹➅�❶�❹❽➄➂�➄❹�➀❷❹➂❸�❽❻�➈➂���❻❸�❹➀%����❹➆�➂� ��❸��➀��� ➃❽❽➄➆�❸➀�➀❽❻�➂��❹❸� ➃❿➂��❻�➀� ❽➂❹➅�➈❸��➅➂➀�➆❷❹➂�➃❿�%❸❸❼➀��❸���❸➈❹�����❑❸�����❹❹❽�❸� ❽➀❸➄➂����❸❻➄❸� ❸❺�➀❷❹➂� ❸❽➄�❸�❼������➆%�➂�➇❹➅�➀❹

� ➉➂❹�❹� ❻�❹➈� ❜�� ➁❽�❽➂❻❸� �❹➄�� ➇❹➅� ❷➆� �❽��❽❿➂❸� ➀❹❸❽➄❸� �❽❽%❼➄❽❽�❹� Ï„ÂÓDAGMAR

+Defining Advertising Goals, Measures, Advertising Results❽❷❷➂� ❽❷➆❽�������➂��❽❷❶❸➀���❷�� *➁❹➅�➈❸��❹�%❹�❹❛���❶➅➂��DAGMAR❹%➂❽��❾❽➀❸�❸�➀��❹➈❹➅���❹➂❽���➁❽���➁❽➀❷❹➂���❹�%➂➄�����➆❹%�➂�❽�➄� ˙È˙¯Â˘˜˙‰ ‰Èί¯È‰‰ Ï„ÂÓ❸➈❷➆❸�❸❷❸��❸➄�❸��❹➆❷❹➂���❽➄❿❷➆❸�❸❽❽➅�❹❹�

➁❽���❷❶➄❽➄❹➆❽❼�❹❷❶➄❿�❹➀➆❹❸�➁❽➆��❸��❹➄���➀❽❻��❷➆���❻➂❸�❽➂�❹❶����❸❻➄❸�➀❷❹➂❸�❸❽➄��➆❹➄❿�

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223-King K.W., Pehrson J.D. & Reich L.N./ Pretesting TV Commercials: Measures and Changing Agency Roles/Journal of Advertising, Volume XXII. No. 3. September 1993

224-Haley R.I., Staffaroni J., Fox A./Measures of Copy Testing/ Journal of Advertising Research, May/June 1994225-Cox/ 1994226-Haley R.I., Staffaroni J., Fox A./Measures of Copy Testing/ Journal of Advertising Research, May/June 1994227-Franzen G./ Advertising Effectiveness/ NTC, 1994228-Aaker, Batra & Mayers/ How Advertising Works/ Some Research Results/ Advertising Management

� ❞❽�❿�➆➂��➀��❽❿��❽❸�❹➄➄❽��❽��❹���❸�❾❽➀❸�❸�❞❽➀➄❹❽%❹➂��➁❹➅�➈��❹➀❽➆❽��➃❹❻�➀�❻❽➀%➂�❹➄➄❽�✈✈

ÌÈÈÏ·¯Â ‡Ï ÌÈËÓχ Ʊ±≠∑ Û¯‚

לה,לה,לה!

Page 7: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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229-Wells W., Burnett J. & Moriarity S./ Advertising Principles & Practice/ Focus Groups, PhysiologicalTaste-Evaluative Research/ Prentice-Hall, 1992, pg. 619

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Page 8: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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� ❾➅➂�❾➅➂� ❽��❻➂� ÌÈÈ‚ÂÏÂÈÒÈÙ‰ Ìȯ˜ÁÓ‰➃❹❻�➀� ➁❽��❸� ❸❷�➆➂❸� ❽��❻➂� ➀❿� ��� ➁❽➀➀❹❿�❸➈❹%❸�❺❿�➂�❸➂���❷❹��➃❹�❽��❺❹❺����❻➂�➁❹➅�➈��❽❷����❸❽❽➈%❸�➃➂❺��➁❶❷➄❸�➀���❹❽➄➈❹❶��❹�❹❶��%�����❶❸➀��➂�❹❶�❼�➅���➂❽❹➅➂�❸➄❽%➅�➁�❸��❷❹���➀�%����❻➂�❸❽➄�❹�❸❽➄��➀❿��❹�❽❽������❹➆���❹❽�❼❹�❸��➂��❼�➅��➁❽➈❹%�❹��➁❽❹➅➂��➀���➁�❸��❷❹���❹➆❸�❹❽�❼❹����❻➂��➀❸��❹➂❽➆➈➃➂❺�� ❻❹➂❸� ➀�� �❽➀➂�❻❸� �❹➀❽➆➈�� �❹❷❹➄�� �❽� ➁�❸� �❷❹�� ❻❹➂��❽➀➂�❻�❹➀❽➆➈� ��❻➂� ❸➀❹➆

�➁❹➅�➈❸��❽❷����❸❽❽➈%❸ÍÒÓ·≠ÍÒÓ È¯˜ÁÓ·❹❽❷❽��❺❹❻�➀❹�➁❹➅�➈��❽❷�����❹➈%➀�❸➈❹%❸�����➂�❸➄❽➂❽�➃❶❽❽❻❸������❹➅➀�����➂��❹❸��❹❼��❽❶�➂�❹��❸%❹�➂��❹❸�❿�❸❽❽➈%❸�❾➀❸➂��❶❹❽❻��❽�❿➂➁❽➄❹��❸❷❽❷➂�❽�❽�❿➂�❹❻�❹➈�❾❿➀�❸�➀❸�❾❿❹�❸➄❽➂❽�❸��❸�➃❶❽❽❻❸������❹➅➀�❸%❹�➂�❷❹�➂��❹❸�❿

°˙ÂÓÈ‰Ó Ôȇ Ô‰˘ ÂÏȇ ¯˜ÁÓ ˙ÂËÈ˘ ÌÚ ‰ÈÚ·‰➁❽❷❷❹➂��➂��� ❹➀��➁❽�❽�❿➂�❸➂��❹����➀➆❹%❽�➀�➁❽➂❶❷➄❸����❸�➁➆�❸���❸❽➆���❽�➁❽��❻➂❸��❹�%❹����❹❽��➆��➅❹❻��❽�❸➄�➄❹��❺❹❻�➃➈❹��➁❶��➀��❽�❷%❽❿��❹����➀�➁❹➅�➈�❽�❽❷����❸❽❽➈%➀��❽➆�❼❸�❸�❽�➅���➀❹�❸❷�➆➂❸���❽�➅����❻➂❸��❻➂➀�❸�❹❶�❿�❹���❽❷����❸❽❽➈%➂�➆�➄�❸❺�➁�❸�❤➆��❹���❹❼�❸❺�➁�❸��❹❽❶❹➀❹❽➅❽➈❸��❹�❹❶�❸����❹➄➂❽❸➂�❽�➀�❿��❽➆➂�➂❷❻��❹�❷❶❹➂�❹➀����❻➂��❹❼❽��❤➁❶❷➄❸�➀��❹❻❹➂��➆�➈➀�❸➈➀❻���➂❽❹➅➂�❽❸��❽➆➂�➂❷❻❸�❸%➀➂❸❸�❸➈❹�❽��❹��❑❸����❽�❻➅➂��❹➂❽����❹❽❹%➂�➃➄❽��➃❸��❹➈����❹�➅❻❿❹

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� ➁❹➅�➈��❽❷���➀���ø˙ÂÈ·È˘ه È„„Ó❻❹❿❽❹�➀❸➄�➂�➁❽%➀➂❹➂❸� ➁❽❷❷➂❸� ➀➆� ❸➂❿➅❸❹� ➁❹❿❽➅� ➃❽�� ➃❽❽❷➆❹� �➆

� �❹➂❽�➀��ø¯˜ÁÓ ˙ÂËÈ˘➉➀➂❹➂�❶➄❽❼➅❼❽➈❹��➆❹%❽�➀�➁❽❽�❽���❹➄❹❽��❹�❷❹�❽➂��❹%❹���❾❹�➆➀�❽➆➂�➂❷❻�➃➈❹���❽❽❶❹➅�� �➂➆�❸➀� ❹➄❿�➂❸� ❹➀�� �❹❽➄❹���� �❹➄�➅➂� ➁➆

➁❹➅�➈❸��❹❽�❽❼�➈��❽❷❷➂

øøøø˘̆̆̆ÂÂÂÂÓÓÓÓÈÈÈÈ˘̆̆̆···· ÌÌÌÌÈÈÈÈÈÈÈȈ̂̂̂ÓÓÓÓ‰‰‰‰ ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ÈÈÈÈ„„„„„„„„ÓÓÓÓ ÌÌÌ̉‰‰‰ÓÓÓÓ

����ØØØØÏÏÏϘ̃̃̃˘̆̆̆ÓÓÓÓ ≠≠≠≠ ÔÔÔÔ¢̆̆̆‡‡‡‡¯̄̄̄ „„„„„„„„ÓÓÓÓ GRP ¸Gross Rating Points˛ÆÆÆÆ �❽�❽�����➁❽❽��❽❿�➁❽❻➂❹➂�❹➅�❶�➁❽➄��❾�➂�

➃➂❺��❸❽❺❽❹❹➀❼❸��❹❽➄❿❹���❹➈%��➁❽�➄��➀����❼%➂❸�❺❹❻�❸�➀➆�➆❽�%➂�❸❺�❷❷➂��❹�❽❿➂➀�➀��➂�➃❽�

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230-Lodish I.M. & Harrel S.R./ Key findings from: “How Advertising Works” /Marketplace Advertising Workshop/New York Hilton, November 6-7 1991/ Vol 9. No. 1 Fall 1992

�❹❽➄❿❹���➁❽➈❹%❸� �➈➅➂➂� ➃❸❹�➁❹➅�➈❸� �❽%��� ➇�❽❸➂� ➃❸� ➆➈�❹➂� ➀��➂❸� ➁❹➅�➈� �❽❷��� �❹❷❽�

ÂÈ¯Ë ÈÏÈÏÏ ¯È„˘˙ Ʊ±≠π ‰ÂÓ˙

שירותים?

Page 9: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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❸❽❺❽❹❹➀❼❸�➆��➂�➀➆�❸�➆➄➀�➁�❽➀�➂❹����❹➀➂����➁❽�❽➄➆➂�➁❽➈❹%❸

�❽❿��%➂➄��❑❸��� ÆÌ·ÈÏ≠˙Ó¢˙ ˙‡ ÒÂÙ˙Ï ˙ÂÈ˘ ≥ ÌÂÒ¯Ù ¯È„˘˙Ï ÌȘÈÚÓ ÌÈÙˆ❼�➅❸�➁�➁➆❹��❹❽➄���➀➆�❷➂➆�❸❺�➃❹�➄���➆���❻���❹➅❽➆➀�❹���❽�❽❼➄�❼➀��❸➄❻�➀�➁❽��❹➆�❷❽➂�➁❸�❾❿��➀�❿�❹❸�➃❸��❷➅❻�➀���❹❽➄����❹�➄➆❹➂�❽�➂❹➅�➈➁➅�➈➂➀���❽❸��❹➆➂�➂❸��❻❹➈❹�❾➀❹❸��❹❸�➁❽➄�❸➁❹➅�➈❸��❽❷�����❹➈%➀❹�❾❽�➂❸➀�❸➈❹%➀�❽�❷❿�❹��➂�➀�➃❽❽➄➆➂�❸➂���❷�❹➀��❽��❸➈❹%➀�❻❽❿❹❸➀�➀❹❿❽

➃❿➀❸➂��➁❽�❷❹�➂❸�➁❹➅�➈�❽�❽❷���➀➆�❸➀❽❸�❼�➈��❸❽❺❽❹❹➀❼❸��❹❽➄❿❹�➀❸➀➆���❻➀%❹➂��❽➄❿❹���➀❸�➂❹���❽➄❹❽%����❷❽�❹���❽��➀❹➈❹➈�➀��❽➄❿❹�❹��➀❸�➂❹���❽➄❹❽%���

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231-HAW/IRI, 1994232-Blair. M.H. & Rosenberg. K.E./ Covergent Findings Increase our Understanding of How Advertising Works/

Journal of Advertising Research, May/June 1994233-Franzen G./ Advertising Effectiveness/ NTC, 1994234-Franzen G./ Advertising Effectiveness/ NTC, 1994235-Haskins J. & Kendrick A./ Successful Advertising Research Methods/ NTC, 1992/ Message Research, part 4

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בזבוז!!!

Page 10: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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����� ÈÈÈÈ˘̆̆̆ÈÈÈÈÏÏÏÏ˘̆̆̆ „„„„„„„„ÓÓÓÓ—ÆÆÆƉ‰‰‰¯̄̄̄ÈÈÈÈÎÎÎÎÊÊÊÊ ➆➅➂�➁❹��➁➆�❹��➁❹➅�➈❸��❽❷����➄��❸��❻�➀��❹➆��❿��❹�➀�➁❽❷❷❹➂�❹❸❺➀�❻❽➀%➂��❹❸�➁�❸�➁❽➄❻❹�❹�➁❽➀❽➂��➁❹➅�➈❸��❽❷���➀��➁❽➄❿�❸����➁❶❷➄➀�➁❽���➂�➁❹➅�➈❸❽❹�❽➄➀�➀❽➆❽�❷❷➂❿��➂�➂� ❹➄➄❽�❹� ❸❽❷➂��❸➆��❸❸�➇�❽❸����➇��➂�❸�❽❿❺❸�❷❷➂�➁❶� ❹�❹���❹❿❺➀❹

�❹�❽❿➂�➃❽��➀❷�❸�➁❽❽��➇➅❹➄�� Æ˙Â¯Î‰Ï ‰¯ÈÎÊ�❻�➀��❹➆��❿�❸❸❺�❷➆❹➂��➁❽➄❻�➄�➁❽❷❷➂❸�❽➄��❷❽❷➂�� ❼�➅❸����➁❽➀❽➂��➁❶❷➄➀�➁❽���➂� ❸�❽❿❺� �❷❽❷➂�� ❸❽❺❽❹❹➀❼��➁❹➅�➈❸� �❽❷����➄��❸➁❹➅�➈�❽➄➈➀➆�❽➀➄❹❽%❹➂��➁❹➅�➈�❸➆�➀�➁❽➀➈➂�❸�❽❿❺�❽��❻➂���❹��❼�➅❸����❹➀�➁❽➄❽��➂��❹�❿❸❷❷➂�➀➆� ➃❹❽%❸➂�❾❹➂➄�❸❽❸�❸�❽❿❺❸�❷❷➂�➀➆� ➃❹❽%❸� ❽❿��%➂➄� ��❹➄��❾�➆➄�� ➃❹������❻➂�� ❽➀➄❹❽%�

❽➀➄❹❽%��➁❹➅�➈��3�➀���❹➆❽����❹�❿❸➀��➁❽❸❷➂��❹➆❽�➀�➉➈��❸❺��➆➈�❽➀➄❹❽%❹➂��➁❹➅�➈��❹➀❽�❹�❜3�➀➆�❷➂➆�➁❽❷❷➂❸�➃❽���➆➈❸�❽➀➄❹❽%��➁❹➅�➈�� ➉➈❹���➆➈❸�❽❿��%➂➄� ��❹➄��❽➄����❻➂�� 3

�❸�❹���❸➄�➅➂❸�❛3�❽➀➄❹❽%❹➂��➁❹➅�➈�❹ÌȯȷÚÓ‰ ÌÂү٠ȯȄ˘˙ ‰Ú¯Ï ÌÈÏÙÓ ‰¯ÈÎÊ È¯˜ÁÓ

¨ÈÏÂȈÂÓ‡ ¯ÒÓ�❽➀➂❽❼➈❹��❸�❽❿❺➀�❸�❷❶❸�➁❶��➂❽❽��❸�❽❿❺❸�➀���❽�❽➂�❸�❸�%❹�❸➂�➁❽�❽❻➈➂�❷❽➂�❹������➂❸��❹➄❹��❸❺�❷❷➂➀�➁❶�3�➀➆➂�‰ÈÊÈÂÂÏˉ ˙ÈÎÂ˙ Ï˘ ‰Ïȉ‰ ˘هÏ�❷❹�➂�❸��❶➅➂��

�❹�➆���❽❹%���❽��➀❹➈❹➈��❽➄❿❹��➃➂❺���❷❹�➂❸�➁❹➅�➈��❽❷��➀��❽➀➂❽❼➈❹��❸�❽❿❺�➁❹➅�➈❸��❽❷��❹➄��3�➀➆➂��❽��➀❹➈❹➈�➀��❽➄❿��➃➂❺���❷❹�➂❸�➁❹➅�➈��❽❷��➀��❽➀➂❽❼➈❹��❸�❽❿❺�3❸���

�➁❽❷➂➀‡Ï‡ ¨‚ÈËÈȯ ÈÂȈ· ÈÂËÈ· È„ÈÏ ‰‡·‰ ¨‰‰Â·‚ ‰ÈÈÙˆÓ ˜¯ ‡Ï ˙ȉ ˙ȯ‡ÏÂÙÂÙ ˙ÈÎÂ˙˘

ÆÌÂÒ¯Ù ¯È„˘˙ Ï˘ ‰¯ÈÎÊ ˙Ó¯ ÏÚ ÚÈÙ˘Ó‰ ‰Ïȉ Ë˜Ù‡Ó Ì‚

➁�❽❶�� ❹❻�❹➈�➁❽➆��❸��❹➄���❽����BBDO❸❷❽➂��❹➂���❹➀❽➆➈��➀❽❻��❽➄➈➀�➁❹➅�➈��❹➆➅➂➀�➁❽�❽�➅�❸�❽❿❺�❽➄❹❽%➀�❹➆❷❹➂➀��❽�❽�❽�❽❼�➈��➁❹➅�➈�➆➅➂��❸�❽❸�❸❽➈❽%❸��➉❹�➆3�➀➆➂�➀����❺➆➄��❹➆❷❹➂❹� 3�➀➆➂�➀����❺➆➄❽�➀��❻➄❸�❹%➈��❹➀��➁❽❷❷➂��➉❹�➆���❹➀❽➆➈❸��➀❽❻���❹��➆�❸❽❺❽❹❹➀❼���❷❹�➂❸��❹❼�➁❹➅�➈�➆➅➂��❸�❽❸�❸�❷❻❸�➅❽➅�❸��❺➆➄��❹➆❷❹➂❹� 3�➀➆➂�➀����❺➆➄❽�➀���❹➆❷❹➂➀��❽�❽

�� ❹❿�➆➄���❹❻❽��� 3�➀➆➂�➀�❜❜��❻➂❸� ❽➄❹❿➂�➁➆��❹➆❷❹➂➀�➁❹➂❽❼➈❹�❸��➂��❽❿�➁❽��❹❻❸�❹➅�❶�➉����➁❽➀❽�❹➂❸❸❽➈❽%❸��❑❸���� 3❿�➀➆��❹����%❽❽�➂❹��❿➀❹❸���❺➆➄➀➆➂�➀����❺➆➄��❹➆❷❹➂➀��❽�❽�➃❿���❹❼�➁❹➅�➈�➆➅➂�❽❿��❽❸�❾�➆➄���❻➂❸����❹❽���❹�❻�❽�➄���❻����❺�➀❿�3�❹➆❷❹➂�❽��❻➂�➆%�➀�➃❽�� ➁❹➅�➈❸�➆➅➂�➁❹���❻�➀��❹➆�❷��➂❹��❻❹➈❹� ❾➀❹❸�❸❺�❷❷➂���❻�➂� ��❹❽� �❻❹�➂�❷➆❹➂�❹➄❽➀��➁❽��➆❹➂❸�➁❽�➅➂❸�➀❹�➂��❶❶❹➈�➂❹�➃➂❺❸�➁➆�❹�➂%❹➆➂

❸➂➂❽❸��❹➆��➀❿�➁❽➄❽❽%➂�➁❽�➄��➁❽���➁❽��➂�� �❹➅❻❽❽�❸➀��➈➅❹➄�❸❷❹�➄

➁❸❽�❹�❹����❹�❽➂������❹❷�➀��❹❸�➃❹��➈❸���❷❸�❾❿��➀�➀���➁❹➅�➈❸�➆➅➂����➁❽�❿❹❺�➁❸�❽❿❸���❸➂����➀�➁❶❷➄❸�����➂�➃❸�� �❻❿❹➂���❺➆➄��❹➆❷❹➂�➀���❹➀����❹➆%➂���➁❽�❹➆���❺���❹�❽�❸�➁❸���❺➆➄��❹➆❷❹➂�➀��❸➀���➀➆���❹�➂➀���❺❹��❷�➄❸�❼�➅❸����➁❽�❿❹❺�➃❿��➁➀❹❿��➀�❼�➅�➀➆�❷➂➆�➃❹�➄❸��❑❸����❹➀❽�❹�❜3�➀➆�❸❷➂➆�➀���❽���❽➀➂❽❼➈❹�❸��❻❿❹➂❸���❺➆➄❸��❹➆❷❹➂❸��❹❽❻�❸❽❺❽❹❹➀❼��➁❹➅�➈❸� ❽❿�❸❷�❹➆❸➂� ❹➆�➄� �❑❸��� ➃❽�➀� ❹➄❽➄❽��❸❷❽➂❸��❹➂�� ❽�➆➈� ❽❿� ➃❽�❸➀��❽� 3�❑❸����❹➀❽�❹��❹➄❽❽➄➆�❸�❸❿�➂���❽➄�❷❻�❸❽%��❼��➃❽❽❷➆�❸❽❸�➁❽➆��❸��❹➄���➀❽❻���➀���❽�➁❸➂��➂❻�❸➀�❹❿�❷❹� ➁❽➄���❹��➆�❸➂❿�❾�➂��➁❽❽��❹����➁❽�➅➂�➀��➀❹�➂��➅➂➆❹➂�❸❽❸�➃❿�%❸

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236-Blair M.H. & Rosenberg K.E./ Covergent Findings Increase our Understanding of How Advertising Works/Journal of Advertising Research, May/June 1994

237-Fenwick I. & Rice M.D./ Reliability of Continous Measurement Copy-Testing Methods/ Journal of AdvertisingResearch, February/March 1991

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≤ ıÂ¯Ú È¯Á‡ØÈÙÏ ‰¯ÈÎÊ Æ±±≠±≤ ‰Ï·Ë

לא זוכר?!

Page 11: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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˙¯ÈÎÓÏ ÚÂ΢‰ „„Ó ÔÈ· È·ÂÈÁ❛���❸➀➆➂� ➆❹➄❿�❸�❷❷➂� � ➀�� ❽❹�❽➄❸��➀❹❿❽� ❽❿� ❸➀❹➆� ➃❿� ❹➂❿�

❜� ➀��➅❻❽➀� � ➀��➅❻❽➂�➁❹➅�➈� ➆➅➂��❻➀%❸➀��❹���➅❸❸❜❷❷➂� ➃❽�� ❽❺❿�➂❸� ➀❷�❸❸� ➃❿➂��❻�➀��❹➆��❿��➀❹�❸❽❽➈%❸�❷➆❹➂➀�❾❹➂➅��❷❷➂➄�➃❹���❸���❹�❿❸❸❹�❸�❽❿❺❸�❽❷❷➂➀�➆❹➄❿�❸�❽❷����❹❽�❽❼�➈���❷❹�� ➃❹❿➄���❻➂��➁❽➅�❹❶� ��❻➂❸�❽�➄��➃❽�➂�➁❽�❽➂❻➂❸�❽❿� �➀�➁❽�➀�❹➄❽➀➆➁❽➄�❸�➃❽���❑❸����❸❽❺❽❹❹➀❼��❹�❷❹���➁❹➅�➈��❹➆➅➂��❹❽�❽❼�➈��➀➆���❻➂��❸❽❽➈%❸�➃➂❺��➁❹➅�➈➁❹➅�➈��❹➆➅➂❹�➁❽��➂❸➂�3��❹❻❽➀%❸�➁❽�❿❹➂�➁❽❶�❹➂➀�➁❹➅�➈❸��❹➆➅➂�❽❿��%➂➄�❜❛❛➀�❜❛❽%❻� ➆%❹➂➂�� ❽❿�➅�❹❶❸� ➃❹�➄� ❹�❹�� ➀�� ❹�❹�➂� ➃�❿➂� ➁❽��➂❸➂�❛3�� ❹❻❽➀%❸�➁❽�❷❻�➁❽❶�❹➂➀❽❸➂� ❻❽➀%❸➀���❹❽�❸❸❹�❶��❹�❽�➅�➁❽�❷❻�➁❽❶�❹➂➀❹� ➁❽➀�❿➄�➁❽❽%❻❹�➁❽❻❽➀%➂�➁❹➅�➈❸��❹➆➅➂➂

❻❽➀%➂�➁❹➅�➈�➆➅➂�➀��❸�❷❶❸❸❹➂❹❽➅�➁❹❽➂�➁❽�❷❹❻��❾❹��❸�❽❿➂��❹�%❹���❽➄➂❸�➁❹➅�➈�➆➅➂�❤�❹�❽❿➂❸�➀➆�❻❹❹❼��❿❹���❸➆➈�❸��❽�❻❽➀%➂�➁❹➅�➈�➆➅➂➀� ❾❿➀� ��➆➂❸➄����❹�❽❿➂��❸❻❽➂%� �❽�❽➀�❸�❸➄���3❹�❸❽➄�❸�❸➄���3�3�➀��➆%❹➂➂��❹➆❽���❸➄❹���

����� ÈÈÈÈ˘̆̆̆ÈÈÈÈÓÓÓÓÁÁÁÁ „„„„„„„„ÓÓÓÓ— ÆÆÆƉ‰‰‰„„„„‰‰‰‰‡‡‡‡ ���❽❶��❽%➂➂�❺�❽❽���❺❹��❷❶➄�❸�➁❽➄�❸�❾�➂�USP�❽❷❹❻❽❽�❸�❽❿➂��➆%❸+�

Unique Selling Proposition❸❷❸�❸�❷❷➂�➅❽➅��➀➆�➁❹➅�➈��❹➆➅➂��➄❽❻�➀*❤❹�❷➂➆� �❽❸�❸❷❸�➛➛➛➛➃�%➆➂� �➅➂�➁➆� ❷❽�� ❷❽��❿➀❹❸��❹❽�❽❼�➈�� �❹��� ��❷➆➅➂��❹❽�❽❼�➈���➄❽❻�➀��❹�❻❸�❷❽❻❽❸�❷❷➂❸� ❹�➅❽➈�➀❹�❷➂➆� ❶�❹➂❸� ➀�� ❽❷❹❻❽❽❸� ➃❹��❽❸� �❼❽➀�� ❹➄❽❸� ➁❹➅�➈

�❽❹➄❽❿➀�❸�❿❺�❑➁❹➅�➈��❹�❷❽❹❸�❷➈�➆���❽❶❑❹➀��➀❿��❹�➂➀❸❷❸�❸�❷❷➂�➃❽���❹�❽❿➂➀�❸❷❸�❸�❷❷➂�➃❽��❽�❹❽❻�����➁❽❽�

❸❿❹➂➄� ❸❽%➀�❹�� ❸�%➂➄� ➆❹➄❿�❸� ❷❷➂➀➀�� �❹➆➂�➂❸� �❽❿�❹❺�❸�%❹�‰Ó ÌÂÒ¯Ù‰ ÚÒÓ· ‰‡ÈˆÈ‰ ÈÙÏ ¯È„‚‰Ï ˘È

ÆÚÂ΢ ‡ ‰„‰‡ ¨‚È˘‰Ï ÌȈ¯❻�❿❸��➁❽❿➀❹❸��➀�➁❸❽➄��➇❽❿� ❽❶�❹➂� ➀➆� ��❽➆�� ➆❽➈�➂�❸❷❸�� ➇➅❹➄� ➃❽❽➈�➂� ❹❽❷❻❽

�*�❹���➂❹�➃❹❺➂��❹�➀�❞➁�❿❽�%��❸�➄❸��❽��➁❽❶�❹➂+‰Ó

ø˙ÓÂÒ¯ÙÏ ‰„‰‡ ‰˘ÂÚ❸➀❽�❹➂❸��❽�❹❽❻�❸❷➂➆����❹➆➂��➀�➂❹��� ❸➀➆➂❸� �❽➀➄❹❽%�� ❸➄❹���❸� �❹�%❹�� ❽��➀❸❽➄�❸� ➁❹➅�➈❸� �❽❷��➀� ❸❸❹�❶� �❹➆❷❹➂� ❸❽�❹�%❹�❹�❹�➂❸➂�➁❶❹�❸➄❹���❸�❸�%❹�❸➂�➁❶��➆➈�❹➂❸��❽➀➄❹❽%❹➂��❹➆❽➈�➂� ❹❽❷❻❽� ❹➀��❽��� ❶�❹➂➀�❸❸❹�❶�❸❷❸�����❹➆➂❸

➃❿�%❸�➀��❸❽➄�❸��➄❹❹❿�➀➆�❽�❹❽❻�➃➈❹��

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238-Blair M.H. & Rosenberg K.E./ Covergent Findings Increase our Understanding of How Advertising Works/Journal of Advertising Research, May/June 1994; HAW/IRI, 1991/ RSC, 1993

239-Byers L.M. & Gleason M.D./ Using Measurement for More Effective Advertising/ Admap, May 1993240-Abraham & Lodish, 1990241-IRI, 1991242-Walker & Dubitsky, 1994243-Rossiter J.R. & Eagleson G./ Conclusions From the ARF’s Copy Research Validity Project/ Journal of Advertising

Research, Vol. 34, No. 31, May/June 1994

ÌÂÒ¯ÙÏ ‰„‰‡ ‰˘ÂÚ ‰Ó Ʊ±≠±≥ ‰Ï·Ë

אוהב?ֹלא!

Page 12: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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➃❹❿➂❸�❶❽%❸�❜❜��8❽➂❹➅�➈❸���❻➂❸�➁❹❻���➁➀❹➆��➁❽➀❽�❹➂❸�➁❽➂�❹❶❸�➀❿����❷❶�➂❸��❑❸���❼�❽❽❹�➈❸��❹�%❹�����❸➄❹���❸�➃❹❻�➀�❹��❽����❹❽❶❹➅��➈➅➂�➁❽❻➄➂❸�❹➀➆❸�❼�❽❽❹�➈❸�❾➀❸➂��

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� ø¯˜ÁÓ‰ ˙¯‚ÒÓ· ÔÂÁ·Ï ¢˜È·˘ „„Ó‰ ˙Âχ˘Â ÌÈ„„Ó‰ Âȉ ‰Ó❶�❹➂���❽❻���➆❹➄❿�❸�❷❷➂��❽➄❹�����❹➆❷❹➂���➀�➂❹���❷❷➂�❶�❹➂➀�➀➀❹❿�❶❹�❽❷�❸❽➄���➄❹❹❿Top-of-Mind Awareness���❷❸+

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Æ˙ÂÓÂÒ¯Ù Ï˘ ‰Áψ‰ ˙ÂÏÈÚÈ· ‡·Ó Ô· ‚ÈËÒËÈÙ˜➁���❹➄❹❽���❷❹�❽➂��❹%❹��+�❶➄❽❼➅❼❽➈❹��❽��❻➂�➁�❸�❻❹❿❽❹❸�➃�❿➁➂%➆�❹❻❽❿❹❸❹�➁❽➈���➁❽➄➂❽❸➂�➁❸�➁❽➄➂❽❸➂�➃❿��*�➂❹➆

� � ❸❽➄�❸� ➀➆❹➈�˙ÈÓÊ≠· ÌÈ„„Ó ¯ÙÒÓ· ˘Ó˙˘‰Ï ˘È

˙ÓÂү٠ȯȄ˘˙ Ï˘ ˙ÂÈ·È˘ه‰ ˙ÈÁ·Ï—¨¯ÒÓ ¨‰¯ÈÎÊ

Ɖ„‰‡ ¨ÚÂ΢� � �❽�❽➀�❸�‰˙˘ÓÎ ‡ˆÓ ‰„‰‡‰ „„Ó

¯ÎÂÓ ÌÂÒ¯ÙÏ ˜ÊÁ ¯È·ÒÓ*❸❻➀%❸���➄➂❿�❛3+

���� ØØØØÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙÏÏÏÏ ‰‰‰‰····Â‚‚‚‚˙̇̇̇‰‰‰‰ ÏÏÏÏ„„„„ÂÂÂÂÓÓÓÓARM+�Advertising Response Model➃❹➅➄❽�❹�❹�➈❹➀�❶�➀��*❶❽%➂�➀❷❹➂❸��➅➂❸❹� �➀�➂❹��� ❹➀��❽➄➆➂� ➁❹➅�➈➀� ➇�❻➄� ➃❿�%❸� ❹���➀���➀❽❻�➂❸� ❽➂❹➅�➈❽��❹����❾❽➀❸�➁❽❽➀➄❹❽%➈❹��➁❽➀❹➀➅➂�❽➄�➂�❷❻����❹�➆➀�➀❹❿❽��➅➂❸�❷❹�❽➆❸��➀���❻❹➂��❷❹�❽➆�❾❽➀❸����❹➆❹�❼➀�➄

� ➃❹���❸È˘‡¯‰ ÏÂÏÒÓ‰� ❽➄�❸� �%❹➂➀�❼➀❹�� ❽➅❻❽� ➃❹��❽� ❶❽%➂❸� ❽➀➄❹❽%�� �➅➂�❼➀�➄� ❹��ÏÂÏÒÓ‰

È˘Ó‰➀❹➀➅➂�� ❷❹�❽➆� ❾❽➀❸�� ��❹➆❸� �➅➂� ➁❹➅�➈�❽❼�❽��➀� ��❹�➂❸� ❽➀➄❹❽%❹➂�� �➅➂�❼➀�➄� ❹����❹➆❸� �➅➂� ➆❹➄❿�❸� ❷❷➂��❹❸� ❹�➄❽❻�➀� ❽➀❿❸� ❶�❹➂❸� ❽➈➀❿� ➃❿�%❸��❷➂➆�� ❽❹➄❽�➀��❽�➂� ❽���❸❽❹➄❽��➁❶�❸❷❸���❹❸�❹�➄❽❻�➀�❷❷➂❸��➂❹➅�➈➀��❽�❹❽❻�❸❷➂➆���❹➆➂�❽➄�➂❸�➀❹➀➅➂��❷❹�❽➆�❾❽➀❸�

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244-Haley R.L.& Baldinger A.L./ The Copy Research Validity Project/ Journal of Adv Research, April/May 1991245-Metha A./ How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness/ Journal of Advertising

Research, Vol. 34, No. 3, May/June 1994

➃�❽➄���➅➂�❶�❹➂❸���❽❿�➀�❸➄❹❹❿�➃❿�%❸�➀%��❹��❹➆❽�➁❹➅�➈➀��❽�❹❽❻�❸❷➂➆�➁❶❹�❶�❹➂❸�❽➈➀❿�❸❷➂➆❸

ÈÂÒÏ ¯È„˘˙ Ʊ±≠±¥ ‰ÂÓ˙

חרמן?!

Page 13: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❛❛➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

�➅�➂��❞❝

❷➆❹❽➂�❸❺�➀❹➀➅➂���❹❽�❽�❽❼�➈��➁❶❹���❹❽��❺❻�❼➀�➄� ❽���❸�➀❹➀➅➂��❽��❹����❾❽➀❸���❹�❽�➆❸➀� ��❽➆�؉‰Â·‚ ˙·¯ÂÚÓ È¯ˆÂÓÏHigh Interest➃❿�%❸❹� ❸❹�❶�➁��❽❿���❾❹�❿❸� ➃❹❿❽➅❸��➁❽�%❹➂+�

*�❹❼➀❻❸❸��➀���❾❽➀❸�➀����➃➂❺��❽❷�➂➃❹��❽�❶�❹➂➀��❹%➂➀��❽�❽❻�❿❸❹�➁❽❷�➂�❽�➄��❹➀��❽�❾���❷➂❹➆�❸❺��%➂��❽���❸�➀❹➀➅➂���❹�➆➀�➀❹❿❽��➀��❹��❹�❷❻�❽➅❻❽�➃❹��❽��➀➀�❶�❹➂�❼➀❹�❹�➃➂❽❸➂�❽➅❻❽

❽➄�➂❸�➀❹➀➅➂����➆➂�➀��❸❷❽❻❽❸�❸❽%➈❹�❸�❹❽➄➈�؉ÎÂÓ ˙·¯ÂÚÓ È¯ˆÂÓÏLow Interest❸❽➄�❸�➁❽�❽➆➀❹� ❾❹➂➄�➁��❽❿���❾❹�❿❸�➃❹❿❽➅❸��➁❽�%❹➂+��

❸❷❽❻❽❸��❹��➈�❸��❷➂❹➆� ➆❹❷❽❹� �❿❹➂� ❶�❹➂�� ��❹❷➂�❿� *➃➄❿❹�➂��➀❹� ❽�❽➅➀❹➈➂❽�� ➃➈❹����❽�➆➄➁❽��❹➆➂❸�➁❽❼➄➂➀��➁�❹�➀�➁❽��❹�➂�➁❹➅�➈��➁❽�❹�❻❸�➁❽��❷❸�❸❺��%➂��❽➄�➂❸�➀❹➀➅➂���❹�➆➀➃❹��❽�➃❽��➁❽�%❹➂��❹�➀�➁❹❽❿❹��❻�➂�*�❹❸❽➀➀❹�❸�❽➅❹➂➀�❷❻❹❽➂��❶❷�➁➆+�➁❹➅�➈❸��❽❷��➀�❸❷❸�➃❿�➁���➀��❽➄�➂❸�➀❹➀➅➂��❹��➆❽��➉➀➂❹➂�➁❽❽➅❽➅�❸�➁❸❽➄❽❽➈�➂��❸❺➀�❸❺�➁❽➂❹❷�➁❸❹�❹❸�➀❿�❽➅❻❽❹�❷❹���➁❹➅�➈❸�❽�❽❷�����❽�➅➂�❹❽�❻�➂�❽➄➈➀➆��❹��❹�❽➆➂�➂❷❻�❽➅❻❽�➃❹��❽�❶�❹➂➀��❹%➂➀�➃�❽➄

��➄��❾➀❸➂���➉❹�➆�❜❜�❹���➂�➃❹❺➂+�❸❿❹➂➄��❹��❹➆➂�❽�%❹➂➀��❷�❹❸��❹❷❽�❸�➃➂❺➂�3❿�➁❽�➄�+�❸❸❹�❶��❹��❹➆➂�❽�%❹➂➀��❷�❹❸��❹❷❽�❸�➃➂❺➂�3���❹�*❸��➀❸�❽�➄➈❹�❽❹➀❽���❽�➀�❻❹➈❽❼❸�❹���❹�❷❹���➁❹➅�➈❸�❽�❽❷����❹����❹���➃�❿➂�*�❹�❽❽��❸➄➈❹��❸❽➄��❸➀❿�❸�❼❹❸❽���❹❽➄❹❿➂

�➉❹�➆��❸➄�❽➄�➂❸�➀❹➀➅➂���❹❻�➀�➁❽❿❽�%�❹❽❸�

����� ÌÌÌÌÈÈÈÈ„„„„„„„„ÓÓÓÓ ÁÁÁÁÂÂÂÂ˙̇̇̇ÈÈÈÈ—ÆÆÆÆ˙̇̇̇˜̃̃̃ÒÒÒÒÓÓÓÓ �❤❹➀��➁❽❷❷➂�➀��➀➀❹❿�❻❹�❽➄➂�➁❽❷➂➀�❹➄��❸➂ÈÏÓÈËÙ‡‰ Ϙ˘Ó‰❷➂❹➆��➁❹➂❽➄❽➂� ➀➆500 GRP�➁❹➂❽➅�➂❹� 1,250 GRP�❹�❽❿➂� ➀➆� ❽❸�➀❿�❸➆➈�❸� ➀��➂➀� ➃❽�� ❾❿➀� ��➆➂�

ƉÙˆ‰ Ï˘ ·ÈÏ≠˙Ó¢˙ ˙‡ ˙·˘Ï „·Ï· ˙ÂÈ˘ ≥ ȇÓÂÒ¯ÙÏ❽�➄�� ❹➄❽❸� ❽➀➂❽➄❽➂�❸�❽❿❺� ❷❷➂❷❷➂�➁❹➅�➈��❽❷���➀���❹❽�❽❼�➈�❸�❽❹�❽➄➀��❹�❻�➆❹➄❿�❸�❷❷➂��➈➅➂�❽�➄���➀�❾��➁❹➅�➈➀�❽❻�❿❸��❶➅➂��➁❹➅�➈❸��❽❷������➃❹❻�➀��❽�➁❹➅�➈��❽❷���➀���❹❽�❽❼�➈�❸�❽❹�❽➄➀��❹�❻�➃❿�➁❶�❸❷❸�❸

*❸❷❸�� ➆❹➄❿�� �➅➂� ❸�❽❿❺+��❽➄➂❺❹��➁❽❷❷➂��➈➅➂�➀➆� ❶➄❽❼➅❼❽➈❹����❻➂❽➀❹➀➅➂� ❽➄�� ❶�❹➂➀�

�➁❽❽��➈��➁❽❽��❹����❷❹�❽➆—❽➄�➂❸�➀❹➀➅➂❸❹�❽���❸�➀❹➀➅➂❸�

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246-Aaker, Batra & Mayers/ How Advertising Works/ Some Research Results/ Advertising Management247- Æ˙ȘÂÂÈ˘ ˙¯Â˘˜˙· ÌÈÓÂÒÁÓ‰ Ï„ÂÓ ÏÚ ‰ÎÏ˘‰�➈➅➂� ➃❽❽➈�➀� ➃�❽➄� ➁❹➅�➈❸� �❹❽�❽❼�➈�� ❽��❻➂� ➀�� �❹➄�➅➂❸➂

❽➂❹➅�➈❸��➅➂❸��❼❽➀�+�❸➄�❸❸�➁❹➅❻➂��❽➄�❸�❞*❶�❹➂❸���❿❸❹�❸�❽❿❺+��❹➆❷❹➂❸�➁❹➅❻➂��➃❹���❸��❽�❹❹❽����❹�����➁❽➂❹➅❻➂➁❹➅❻➂��❽➆❽��❸�❞*❶�❹➂��➁❽➂❹➀❶❸�➁❽❽➅❻❽❸��❹➄❹��❽❸���❿❸❹��➄�❸+�➆❹➄❿�❸�➁❹➅❻➂��❽�❽➀�❸�❞*�%❹➂❸�❽➄❽❽➈�➂��➄�❸❹�❹❽➄❿���➄�❸��❹❷➂�➃❽��❽❿�➃❻��➀��❹�❻�*➀➆❹➈��❸❽➄�❸��❹➂❽➂❹�❸❽➄���➄❹❹❿+�❸❽➄�❸�➁❹➅❻➂��❽�❽➂❻❸�❞*➁❹➅�➈➀❹�❶�❹➂➀��➀➀❹❿�❸�❽❻+�❸❷❸�❸

�❽➄➂❺❹��➁❽➂❹➅❻➂❸�➀❿��➀➈❼➀�➃�❽➄�❹��❽�❿�➆➂�❾❽➀❸����➀��❽�❶�❷❸❽❿��❽❸�➀❷❹➂�

לא קונה!

ÔÂÒȷ¯ ÙÂχ‚ Ï˘ Ï„ÂÓ Æ±±≠±µ ‰Ï·Ë ARM

Page 14: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❛❜➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�

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ÍÍÍͯ̄̄̄„„„„ÏÏÏÏ ˙̇̇̇ˆ̂̂̂ÚÚÚÚ ‰‰‰‰ÓÓÓÓÎÎÎÎ

���� ˙̇̇̇ˆ̂̂̂ÚÚÚÚ — ÆÆÆÆ„„„„˜̃̃̃ÈÈÈÈÓÓÓÓ ˙̇̇̇ˆ̂̂̂····˜̃̃̃ ➁❹➅�➈� ➀��➁❽➄❽❽➈�➂❹��❹%➀➂❸� ➀��❸�❷➅� ❹❷�❹➆� ❾❽➀❸�❸� ➀�� ❹➂❹❿❽➅�

�❤❷❹�❽➂��❹%❹��➀�➅❻❽❽�❸���❹%➀➂❸❸�❸➂�➁❽❽�❽❼�➈��➁❹➅�➈�❽��❻➂❹˙ÂÙ„ÚÂÓ ‰˜È„· ˙ÂËÈ˘❛�

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248-King K.W., Pehrson J.D. & Reich L.N./ Pretesting TV Commercials: Measures and Changing Agency Roles/Journal of Advertising, Volume XXII. No. 3. September 1993

249-≠ „¯Â·È¯ÂËÒ� ❷➆� ➀��➇%���❹➆%➂��� ❶%❹➂❸�➁❹➅�➈��❽❷���➁❹➅�➈❸��❽❷���❾➀❸➂����➁❽❶❽%➂❸� ❼➅�❼� ❽❹❹❽➀�� ➁❽�❹❽��➃❹❼���❽❽➄�➀➆

250- ≠ ˜ÈËÓȇ�❽❽➄❸�➁❹�➂��❞❹�❷❽❹��❹➆%➂���❶%❹➂❸�❷�❹�❽�❹❼➅251-Haley R.L.& Baldinger A.L./ The Copy Research Validity Project/ Journal of Adv Research, April/May 1991252-Haskins J. & Kendrick/ Successful Advertising Research Methods/ NTC, 1992/ Message Research, part 4

�❸�❽❿❺�➀➆��❽➀❽➀��➁❽➆❽➈�➂❸�➁❽➂�❹❶� �%❹➂➀�➁❽❽❼➄❹❹➀�

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‰¯ÈÎÊ ¯È„˘˙ ͯ‡ Ʊ±≠±∂ ‰Ï·Ë

קצר מידי!

Page 15: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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➆❹➄❿��➀➆��❽➀❽➀� -➀➆�➆❷❽➂��❽➄➂❺❹��❾➅➂❸�➀➆��❹❽❹➂❷�➂���❹❽��➆➈❹❸��❹�❽���❹��❸➄❹❺��➀➆�➆❷❽➂�

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�❹❼�➁➆❼�➀���➅➂��❽�➆❸➀��❽�➆❹➄❿��➀��❸❸❹�❶�❸�%❹��➀��➀�❽❷❿��➃❹❺➂�❽�%❹➂��ÌÈÈÈÙ‡Ó‰ ̉Ó

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�❸➄❹���❸�❤�❹%➀➂❸❸Æχ¯˘È· ÌÂÒ¯Ù‰ ¯˜ÁÏ ÔÂÎÓ ˙Ó˜‰ �➁❹❻���➁❽�➅❹➆❸�➀❿➀�➇�❹�➂�➉➂�➂�❸❽❷➂❸� ➀���❽���❽❼❻❽➂❹�➀➄❽�❸�➁❹➅�➈❸� ❷❹❶❽�� ➁❹➅�➈➀� ❽➀���❽❸� ❷❹❶❽�❸� ➁❽➂➅�➈➂❸� ❷❹❶❽�➆❹➄➀❹�� ❸❽❶❹➀❹�❽➅❹➂� ❸❽❶❹➀❹❽%❹➅� ❸❽❶❹➀❹❿❽➅➈� ➀❹❸❽➄➀��❹❼➀❹�➈+��❹�❼❽➅��❽➄❹�❸� ��❻➂❸� ❽➄❹❿➂❹➆%❹�❽��➁❹➅�➈❸��❹❽�❽❼�➈��❽��❹➄��❽➅❽➅����❻➂➀�➁❽�❽%����❹�%�❸➀�➃❹❿➂❸���❶➅➂��*��❹����❹��❻����❻➂��❹�➀❻➂��❹�❼❽➅��❽➄❹���➁❽❼➄�❼➅�➂➁❽❼➄�❹❼�❹❷➀❶➅�➁❽❽�➂%➆���❻➂�❽➄❹❿➂�❽❷❽➀➆

�❸❽➄�❸� ➁❹➅�➈�❽❷��➂�❹➂➅�➈➂❸¨ÌÂÒ¯Ù‰ ˙ÂÈ·È˘ه ‡˘Â· ‰Ó‡ ˙·È˙Î ➃❹❹❿➂❿��➂����➁�❽❶�� ➁❹❻���➁❽�➅❹➆❸�➀❿➀BBDO���➆%�➀❹�❼�❽❽❹�➈❸����➁❹❺❽➀��❹❿❺❸���� ❹➄➂%➆�➀➆� ❹➄❻�➀�

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253-Lautman M.R. & Hsieh S./ Creative Tactics and the Communication of a “Good Taste” Message/ Journal ofAdvertising Research, July/August 1993

254-Biel A.L. & Bridgewater C.A./ Attributes of Likeable Television Commercials/ Journal of Advertising Research,June/July 1990

➉����➆❹%�➂❸�❽�➄������❹�❽➅➆➂❸��❹❽❹❼�➀�❸❸❹��❹��❻➂❸��%➂❸�➀��➇❽�➂�❷❹➂❽➀�➃❹���❸��➀�❸

ÌÒ‡ ÙÂ˘Ë˜Ï ¯È„˘˙ Ʊ±≠±∏ ‰ÂÓ˙

אהבתי!!!

Page 16: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

Broadcast News

William Hurt

Jame L. Brooks, USA, 198

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➀❑❹❻�❹❸➂��❸�❽��❻➂��❿❽�➆�❾❹��❽➀���❽❸��❹�❸�➀➆�❽➂❹�➀➄❽�❸�➆❷❽❸����➀❽❻❸➀�❸�❽❸�❸�❼➂❸�❷➆❹➂➂�➁❹❻���➁❽�➅❹➆❸�➀❿�➀➆�➁❹➅�➈❸��❹❽�❽❼�➈��❽��❻➂➀�➁❽➀�❹�➂��❹➄❹��➆�➀➆�❸➂❿➅❸��❹�❽❶❹➁❽�➂�➂��❹�➂�❹��❿➄❹�➉����➁❽��❻➂�❽➈➀��❹❿�➆➄�❽�❽➀�❸�➇➀�❸��➀❽❻��❷➆❹�❼�❽❹�➈❸�➀��❹➂❹❽➅❽�➄�� ➉���� ➃❸❹� ➉❹❻�❹%���� ➃❸� ➁❽➆❹%�➂� ➁❽❻❹❿❽❹� ➁❽➀❸➄�➂� ➃❽❽❷➆� ❸➀❶➄❸➂� ��➅➄❸� ��� ➃❽❽❷➆➁❽�❹❻��➃❽❽❷➆�❹➄❻➄���❾❿�➁❸❽�❹�❽%❽��➄❽❻�➀�❷❹�❽➂��❹%❹��➂�➁❽➆��➄❹�➁❽❷❻➈➂�➃❽❽❷➆��❽❼�❽��

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255-Alwitt L.F., Benet S.B. & Pills R.E./ Temporal Aspects of TV Commercials Influence on Viewers Online;thEvaluations/ Journal of Advertising Research, May/June 1993; Batra, Aakers & Mayers/ Advertising Management, 4

Edition, Prentice Hall, 1992; Bharvgava M., Donthu N. & Caron R./ Improving the Effectiveness of Outdoor Advertising:Lessons from a study of 282 Campaigns/ Journal of Advertising Research, March/April 1994; Chow S., Rose R.L. & ClarkeD.G./ Sequence: Structural Equations Estimation of New Copy Effectiveness/ Journal of Advertising Research, July/August1992; Conlin R.P./ Good Year Advertising Research: Past, Present, Future/ Journal of Advertising Research, Vol. 34. No. 3,May/June 1994; Gronhung K., Kuitasein O. & Gronme S./ Factors moderating Advertising Effectiveness as Reflected in 333Tested Advertisements/ Journal of Advertising Research, October/November 1991; Kent R.J. & Allen C.T./ CompetitiveInterference Effects in Consumer Memory for Advertising; The Role of Brand Familiarity/ Journal of Marketing, Vol. 58,July 1994; Kim P./ Does Advertising Work: A Review of the Evidence/ Journal of Consumer Marketing; Kinner & Taylor/Marketing Research/ Prentice Hall. Pg. 765-778; Kover A.J. & Abruzzo J./ The Rossiter–Percy Grid and EmotionalResponse to Advertising: An Initial Evaluation/ Journal of Advertising Research, November/December 1993; Lloyd D.W. &Clancy K.J./ Television Program Involvement and Advertising Response: Some Unsettling Implications for Copy Research/Journal of Consumer Marketing, Vol. 8, No. 4, Fall 1991; Marrai L.A., Brouch V.C. & Marrai A.K./ Advertising Appeal andTone: Implications for Creative Strategy in Television, Commercials/ Journal of Business Research 25, pp. 43-58, 1992;McDonald C./ How Advertising Works/ NTC Publications Limited, 1992; Rossiter & Percy/ Advertising & PromotionManagement, pg. 510-557/ Mcgraw-Hill; Stupel J./ Observations: A Brief Observation About Likeability and Interestingnessof Advertising/ Journal of Advertising Research, March/April, 1994; Samuel P./ What Makes Good Ads Good/ Marketing,December/January, 1994; Staffaroni J./ Copy Testing – A True Team Effort/ Journal of Advertising Research, July/August,1993; Total Quality Systems for Maximizing Productivity Diagnostics/ Research Systems Corporation, 1992; Triplett T./Researchers Probe Ad Effectiveness Globally/ Marketing News, AMA, August 29 1994; Wilhide D./ Does This Ad Still

Work?/ Business Marketing, October, 1989256- Æ˙¢„Á ˙¯Â„‰Ó ˯҉ ˙ÏÈÏÚ��❿❸➂���❸➀�➂� ❶❽❽��� ➃❽❽✈❶� ➅❽❽�❼�➅�� ❸❽❺❽❹❹➀❼❸����� ➀���❹�❷❻❸��❹❽➄❿❹�� ��❽➈➂

➃➂❼➀��➃�❸��❸❺���❽❸�❸➀�❸❽❺❽❹❹➀❼���❹❽�❹❷❽���❹�❷❻��❹�❹❷❸➂���❽➄❿❷➆❸�❸➂❶➂❸����❶%❽❽➂❸�➇❹❽➈❽�����❶��❽➄❹�❶�➁❹❼���❷❻❸�❹�❷❻❸��❿�➆➂�➀➆�❾➈❸➂��➄➄❿�➂����❸��➃➂❺��❸�❹➀�❸�➃❽��➁❽➈➆��❹%❹%❽➄�➃❽❽✈❶��❹�➆�❷❽➈➀❸������❹➄�❽➄❼�➈�❾����❿❹➂���❿�❹�❻���❹❽�❸➂����❹���❸�➁➀❹➆��➁❹❽❸�❷➆��➂❽❽�❸�❸➂➀❽❷❸����❷❻�➃➈❹���❶❽%➂�❸�❹%�❹��➃❿❹����❹�❻���❹❽�❸➂�❼❽➀❻❸➀�➃❽❽✈❶�➀➆❹

❹�❺❽���❹���➅➂❸http://us.imdb.com/title/tt0092699/plotsummary

מומלץ!‰ÈÙˆÏ ‰ˆÏÓ‰ ≠ ˜¯Ù‰ ˯Ò

Page 17: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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‰‰‰‰‡‡‡‡ÈÈÈȱ̄̄˜̃̃̃ ÍÍÍ̆̆̆͢ÓÓÓÓ‰‰‰‰ÏÏÏÏ ˙̇̇̇ˆ̂̂̂ÏÏÏÏÓÓÓÓ‰‰‰‰

✍�❸%❹���❽➂➀�„ÂÓÈω ͢Ӊ ˙‡ ˜ÈÓÚ‰Ï➁❽�❹❹����❻➂�➁❹❻���

d/ Paul E. Green & Donald S. Tull/ Prentice-Hall, 1988Research for Marketing DecisionsISBN 0-13-774158-8

✍�❸%❹���❽➂➀�„ÂÓÈω ͢Ӊ ˙‡ ·ÈÁ¯‰Ï➁❽�❹❹����❻➂�➁❹❻���

d / Vincent P. Barabba, Gerald Zaltman/Hearing the Voice of the Market Harvard Business School Press, 1991

ISBN 0-87584-241-0

d/ Leonard M. Fuld/ John Wiley & Sons, 1988Monitoring the CompetitionISBN 0-471-85261-9

✍�Æ˙Ȃ˯ËÒ‡‰ ‰·È˘Á‰ ÌÂÁ˙· ˙È˘„Á ˙¯ÙÒ

d/ Tom Peters/ Vintage Books-Random House, 1994/The Pursuit of WOW!ISBN 0-679-75555-1

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Page 18: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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W��ÆÈÂÈ˘ ¯˜ÁÓ�Desk Research

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Page 19: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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Page 20: The Art of Strategy - Chp. 10, Part 2 - Advertising Effectiveness

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