Visualize the communications effects pyramid outlined in the chapter. There are six stages identified in this pyramid that correspond to the various types/levels of communications objectives. Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first accomplishing lower-level objectives and subsequently moving to higher-level objectives. The initial stages are easier to accomplish than those toward the top, and hence the percentage of prospective consumers will decline as one moves up the pyramid. The communications effects pyramid can also be used to determine promotional objectives for an established brand. Sunday Motor Corporation is an Asian automaker with a 4.5 percent market share of the U.S. car market. At the 2013 North American Auto Show, Sunday Motor Corporation launched Santa Barbara (SSB), a mid-size crossover SUV. The launch of Santa Barbara at the auto show coincided with an integrated marketing communications (IMC) campaign that included, among other elements, an announcement ad, followed by a more detailed launch ad, in print, radio, and television. To track the effectiveness of the IMC campaign, Sunday Motor Corporation hired AutoSmart, a research and consulting firm that specialized in the automotive industry. AutoSmart decided to conduct research with consumers who reported that they were considering a car purchase in the next one to two months. After recruiting close to 3,000 such consumers nationally, AutoSmart conducted their research in three phases. Phase 1 consisted of a survey that began a week after the announcement ads were released across print and broadcast media (radio and television). Phase 2 included a survey that was conducted with the same consumers, 60 days after they participated in the Phase 1 survey. Phase 3 consisted of a survey that was conducted in 2016, 3 years after Phase 2. Results at each phase were promptly shared with the client, Sunday Motor Corporation. AutoSmart tested the IMC campaign on multiple dimensions, based on the several communications objectives of the campaign. In the drag-and-drop exercise that follows, several findings from AutoSmart’s research are presented. Each finding is qualified with the phase in which it was revealed. The actual percentage values are not revealed in this exercise to protect confidentiality.
Visualize the communications effects pyramid outlined in the chapter. There are six stages identified in this pyramid that correspond to the various types/levels of communications objectives.
Advertising and promotion perform communications tasks in the same way that a pyramid is built, by first accomplishing lower-level objectives and subsequently moving to higher-level objectives. The initial stages are easier to accomplish than those toward the top, and hence the percentage of prospective consumers will decline as one moves up the pyramid. The communications effects pyramid can also be used to determine promotional objectives for an established brand.
Sunday Motor Corporation is an Asian automaker with a 4.5 percent market share of the U.S. car market. At the 2013 North American Auto Show, Sunday Motor Corporation launched Santa Barbara (SSB), a mid-size crossover SUV. The launch of Santa Barbara at the auto show coincided with an integrated marketing communications (IMC) campaign that included, among other elements, an announcement ad, followed by a more detailed launch ad, in print, radio, and television. To track the effectiveness of the IMC campaign, Sunday Motor Corporation hired AutoSmart, a research and consulting firm that specialized in the automotive industry. AutoSmart decided to conduct research with consumers who reported that they were considering a car purchase in the next one to two months. After recruiting close to 3,000 such consumers nationally, AutoSmart conducted their research in three phases. Phase 1 consisted of a survey that began a week after the announcement ads were released across print and broadcast media (radio and television). Phase 2 included a survey that was conducted with the same consumers, 60 days after they participated in the Phase 1 survey. Phase 3 consisted of a survey that was conducted in 2016, 3 years after Phase 2. Results at each phase were promptly shared with the client, Sunday Motor Corporation. AutoSmart tested the IMC campaign on multiple dimensions, based on the several communications objectives of the campaign. In the drag-and-drop exercise that follows, several findings from AutoSmart’s research are presented. Each finding is qualified with the phase in which it was revealed. The actual percentage values are not revealed in this exercise to protect confidentiality.
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