barqs presentation

8/13/2019 Barqs Presentation

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CRITICAL

FACTORS

CRITICAL

FACTORS

- Barqs wants to increase

revenue by 3%.

- Budget: $35 million

- Campaign time frame: January

2014 - December 2014

- Little social media prescence.

- Barqs has no campaign that

resonates emotionally with the

target.

- Barqs has a lower share-of-

voice than its chief competitor

(A & W)


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THEPROBLEMTHEPROBLEM

How can we effectively test thesuccess of our campaign in regards

to our target audience and ourobjective to increase revenue?


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BARQSTARGET

BARQS

TARGETDEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

Males 18-34Brand Loyal

Get informationmainly from TV

Respond to adsthey see on TV

Approval seeking

NE

NW

S

W

105

74

89

134

91

103

103

100

BDI CDI


5/23

A&WSTARGET

A&WS

TARGETDEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

Males 18-34 WestMidwest

Brand Loyal

Get informationmainly from TV

Respond to adsthey see on TV

Approval seeking


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OBJECTIVES

OBJECTIVES

Increase Barqs revenue by 3%

To persuade the target audience topurchase Barqs Root Beer.

Marketing Objective

Advertising Objective


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OUR

CAMPAIGN

OUR

CAMPAIGN

Ahhh...Thats GoodAhhh...Thats Good


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UDGE

TALL

OCATION

B

UDGE

TALLOCATION

$15 million

Television

Primetime

$5 million

Print

$10 million

Radio

$350,000Copy Testing &

Evaluation

$4 millionInternet

$650,000Misc.

MEDIA

MIX

MEDIA

MIX


9/23

MEDIA

STRATEGIES

MEDIA

STRATEGIES

OWNED- Website

- Vine

- Twitter

- YouTube

EARNE

D

- re-Vines

- re-Tweets

- YouTube shares


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OPTION 1:

Test Market: Brand Awareness

Attitude

Copytesting: Coincidental Survey

Post-testing: Persuastion Test Breakthrough Test Understanding and Comprehension

COPYTESTING AND

CAMPAIGN EVALUATION

COPYTESTING AND

CAMPAIGN EVALUATION


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TEST MARKET

STRATEGIES

TEST MARKET

STRATEGIES

NEW ORLEANS

INDIANAPOLIS

- Southern test market town

-Offesive

- Midwestern test market town-Offensive

Denver- Western test market town-Defensive

Boston- Northeastern test market town-Defensive

Brand Awareness

Attitude


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OPTION 1:


Attitude

Copytesting: Coincidental Survey

Post-testing: Persuastion Test Breakthrough Test Understanding and Comprehension

COPYTESTING AND

CAMPAIGN EVALUATION

COPYTESTING AND

CAMPAIGN EVALUATION


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PROS:

- Determines persuasion through the

technicalities of the creative strategy

-Determines the reception of the ad

message

-Best used for broadcast media

-Easily measure purchase intentionchange

-Can gage audience understanding ofcreative message

CONS:

-Consumers can be emotionally discon-nected from the brand

- Doesnt thoroughly measure emotionsand likeability

- May learn audience has not beenpersuaded.

PROS AND CONSPROS AND CONS


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OPTION 2:


Attitude

Copytesting: Advertising Tracking Research

Post-testing: Persuasion Test Memory Test Likability Test

COPYTESTING AND

CAMPAIGN EVALUATION

COPYTESTING AND

CAMPAIGN EVALUATION


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TEST MARKET

STRATEGIES

TEST MARKET

STRATEGIES

NEW ORLEANS

INDIANAPOLIS

- Southern test market town

-Offesive

- Midwestern test market town-Offensive

Denver- Western test market town-Defensive

Boston- Northeastern test market town-Defensive

Brand Awareness

Attitude


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OPTION 2:


Attitude

Copytesting: Advertising Tracking Research

Post-testing: Persuasion Test Memory Test Likability Test

COPYTESTING AND

CAMPAIGN EVALUATION

COPYTESTING AND

CAMPAIGN EVALUATION


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PROS:

- Determines persuasion through audi-

ences personal thoughts

- Effectively determines emotions and

memorability

- Measures brand recall

- Determines the effectiveness ofsound marketing

- Can determine intent to purchase

CONS:

-Might have negative feelings towardsads

- Consumers may like ads but notunderstand them

-May learn audience has not beenpersuaded

PROS AND CONSPROS AND CONS


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OUR DECISIONOUR DECISION

OPTION 2


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TIMELINETIMELINE


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EXPECTED OUTCOMESEXPECTED OUTCOMES

- Persuade our users to buy the product

- Emotional Recall with the brand

- Create a connection between consumer and product in

terms of likeability, memory, and persuasion.

- Sounds to resonate in the minds of our target audience.

- See an increase in revenue by at least 3%


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THANK YOU!

QUESTIONS?

barqs presentation

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