Browsing by Author "Corkindale, David"
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Item Open Access An appraisal of media weight tests(Cranfield school of Management, 1973-10) Corkindale, David; Kennedy, SherrilThis report considers the topic of media weight testing: that is,the examination of the effect of different levels of media advertising spending on behaviour in the market. In a simple test, for example, the level of expenditure is increased above normal in one area and the sales, brand shares or attitudes in that area are compared to those in other, comparable areas where normal weights of advertising are maintained. Although media weight tests are a much practised marketing exercise they would seem rarely to produce conclusive, or useful results. The MCRU has found that within the body of experiences of Sponsor companies only about one in twenty media weight tests have produced conclusive results. Similarly, discussion with other market researchers has suggested the same order of magnitude for the success ration. Also a study reported by Clancy (1972,1638) suggests the situation is not much better in the U.S.A. In order to formulate guidelines for successfully conducting media weight tests, it is necessary to establish, illustrate and understand the reasons giving rise to the usual failures. These reasons can be categorised in two ways: A - statistical, quantifiable reasons B - conceptual and managerial reasons, which tend to be less easily quantifiable After the problem has been defined, this report is set out in three parts:¬ Part A considers and establishes why the circumstances of the market place may render it unlikely that many media weight tests will produce any detectable changes in the market place; Part B considers the market and organisational context in which this sort of exercise is usually conducted and against which it has to be assessed; and Part C discuss the implications of these findings and presents guidelines for successful media weight tests.Item Open Access The growth and decline of response to advertisements - A look at the importance of thresholds and wearout(Cranfield School of Management, 1975-11) Newall, John; Corkindale, DavidThis paper attempts to introduce and define the concepts of threshold and wearout and to review the existing state of knowledge surrounding these topics. The problem is first introduced in Section II, not explicitly in terms of threshold and wearout, but in terms of how these phenomena affect the decision of how many times a campaign or advertising theme should be run In Section III formal definitions of these terms, such as they exist, are provided and discussed within the context of the stimulus-response approach. It is suggested that the conception of how advertising works significantly determines the way in which thresholds and wearout are defined and assumed to operate. As such, problems of definition are discussed in Section IV together with the need to specify advertising in a time dimension and the need to specify the measure of response. The value of the stimulus-response ideology is brought into question in Section V and an alternative conception, illustrated for the case of direct response advertising, is proposed. This alternative is based on the need to consider the role of interest or involvement in the advertising when seeking to interpret different forms of response within the context of thresholds and wearout. This viewpoint is further developed in Section VI with reference to the available work on the effects of advertising repetition. Characteristics of the advertising appeal and format, the product or brand, the media and the schedule are discussed in terms of how they influence the level of response. A number of valuable insights are gained from extending these findings to derive implications for thresholds and wearout. Finally, Section VII provides an interim summary and conclusions. This report represents the first.in a three part study. A questionnaire is being circulated to many advertising decision makers from which further information and observations on thresholds and wearout can be established. The results of this exercise will be published in part two of this report. A final report will summarise the study's overall findings and.spell out what precautions can be taken to avoid high thresholds and low wearout in advertising and how these can be detected.Item Open Access How we believe sponsor companies can usefully improve their advertising effectiveness as a result of the study we have conducted(Cranfield School of Management, 1975-01) Corkindale, David; Kennedy, SherrilIn this report we set out a compendium of topics upon which we believe management can take action to improve their advertising efficiency. Eact topic is dealt with on one page of the report: it has been reduced to a set of Issues, Examples and Recommendations. The main points on each topic are shown on the right hand page, while the page opposite either summarises the key points or further illustrates the main conclusions where appropriate. The topics presented here are those that have emerged from the NMC's three year empiric study of advertising and the management of its effectiveness. Many of the topics are condensations of reports that have been previously issued by the MCRC during the course of the study. In the text the use of the words 'product' or 'brand' are all-embracing and refer to any item being advertised, be it a generic product category, indi¬vidual brand, service or public propaganda. We believe the topics raised in this report have a relevance to the management of advertising for all purposes. No summary of this report is given: we commend that each topic-page be read and evaluated in its own right.Item Open Access The identification of current company advertising practice: Findings of an initial reconnaissance within sponsor companies(Cranfield School of Management, 1973-03) Corkindale, David; Kennedy, SherrilThis first report from the Marketing Communications Research Unit at Cranfield describes the findings of our initial series of visits to sponsor companies. It indicates the nature of the advertising process in these participating companies and the extent to which research to measure the effectiveness of advertising has been, or is being conducted. In no way does the report attempt to reflect the whole of British Industry. On the basis of this better understanding of the position within participating companies, a series of research topics worthy of further study are identified. When this report has been digested, and the literature review (Report no. 2) completed, the MCRU will submit to sponspr companies, its detailed plan of work for 1973 and 1974.Item Open Access Measuring advertising effectively(Cranfield School of Management, 1978-10) Corkindale, DavidThis report examines the key issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. The report is in the form of concise statements on the various issues for consideration. These statements encapsulate current knowledge, practice and ideas. The report aims to provide a clear guide to the use of the various methods of measurement that are available. It aims to put into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management. Lastly, the report provides a checklist and summary of the main requirements for measuring advertising performance. Most of the material and examples are drawn from advertising in the mass media but it is believed that many of the principles and concepts that are advocated are equally relevant to other channels of marketing communictions.Item Open Access The research plan for 1973 and appraisal by the committee of sponsors(Cranfield School of Management, 1973) Corkindale, David; Kennedy, SherrilThis report presents the Research plan for 1973 proposed to the committee of sponsors prior to its meeting in January 1973. The second part of the report summaries the discussions held during the sponsors' meeting. Theses discussions covered consideration of report numbers 1 and 2 as well as the research plan. The conclusion of the sponsors' meeting was that the research plan was fully endorsed and consderation was requested for the inclusion of one further topic.Item Open Access A review of factors affecting direct response campaigns' success and an analysis of a campaign(Cranfield School of Management, 1975) Winship, Stephen; Corkindale, DavidDesign response advertising is a particularly interesting subject to study in the marketing field because, by its very definition, the value of the response to each advetisement is known. This fact makes it much easier to evaluate the results of direct response advetising than to determine the effectiveness of ordinary advertising where no direct value of the response to an advetisement isusally known. Although there are some differences between direct response advertising and ordinary newspaper and magazine advertising, it is possible to apply knowledge of one type od advertising to the other. Therefore, conclusions reached an ordinary newspaper and magazine advertising campaign. This report begins with a brief definition of what is meant by direct response advertising and what constitutes the main managemnet decisions for its effective use. In the next section some published studies of a direct response nature are reviewed to see hat general principles or results can be ascertained. Finally, in order to further examine some of the earlier conslusions, the results of an actual direct response campaign are analysed in detail.Item Open Access A review of literature on the measurement of advertising effectiveness: Part i: The Pre-display assessment of advertising(Cranfield School of Management, 1973-01) Corkindale, David; Kennedy, SherrilThe report will cover what are considered to be the main issues in evaluating methods of measuring advertising effectiveness, for this was the guise under which the project was originally set up.Item Open Access A review of literature on the measurement of advertising effectiveness: Part ii: The post-display analysis of promotional effectiveness(Cranfield School of Management, 1973-01) Corkindale, David; Kennedy, SherrilThe initial review of the MCRU - Report Number 2 - covers two main areas of concern:- Part i "The pre-display assessment of advertising" Part ii "Post display analysis of promotional effectiveness" The report will cover what are considered to be main issues in evaluating methods of measuring advertising efffectiveness, for this was the guise under which the project was orginally set up. At a later date it is intended that a further review should be published on the material concerned with the process of how advertising works. This obviously has a strong overlap with any discussion on evaluation of effectiveness, but the area is large enough to warrant its own paper. It should be noted that as other areas become more evident as being of particular interest to the sponsor companies, an attempt will be made to review any relevant information which is available.Item Open Access Setting advertising objectives(Cranfield School of Management, 1974-03) Corkindale, David; Kennedy, SherrilThe present report on the setting of advertising objectives is an integral part of the MCRU research activities. Although the broad aims of the research are to consider the methods of measuring advertising effectiveness, it was felt necessary to establish the benchmarks against which measurement is taking place - namely the advertising objectives. In consequence the report forms an intermediary stage of the overall research design, and is not an end in itself.Item Open Access The setting of advertising budgets(Cranfield School of Management, 1974) Corkindale, David; Kennedy, SherrilThis report summaries the contributions made by economists, management scientists and practitioners to the understanding of how advertising budgets should be set. Each approach offers insights and guidance for certain circumstances and these are brought out in the report.Item Open Access Thresholds and wearout : A survey of current beliefs and practices(Cranfield School of Management, 1977) Newall, John; Corkindale, DavidThis report presents the findings of a survey of advertising beliefs and practices related particularly to the phenomena of 'thresholds' and 'wearout'. The survey was by questionnaire to MCRC sponsors and other interested companies. The answers relate to 23 specific products or services and their advertising. The questionnaire was based upon prior discussion and research among most of the respondents and the literature on the topics which was reported in MCRC Report 12(i).Item Open Access Thresholds and wearout: An overview(Cranfield School of Management, 1977) Corkindale, DavidThis report is the third in a series of three on Thresholds and Wearout in Advertising. The first report summarised the literature and pract¬itioners' initial views on the topics: it attempted to clarify the main issues and problems. The second report presented the results of a survey of current practice and opinions carried out by questionnaire on the advertising management of 23 products or services. The survey attempted to further clarify and quantify sane issues and explore some hypotheses on the.causes of different levels of thresholds and wearout. This third report attempts to summarise what we have found out so far. Further, it attempts to: i) describe what should be considered when thinking of threshold and/or wearout in advertising ii) ennumerate the factors that may influence the occurence of threshold or wearout in advertising iii) suggest what advertising situations are most at risk as far as encountering threshold or wearout situations iv) suggest what should be examined/measured/monitored if it is felt that either, or both, are a potential risk v) give guidelines, for different situations, on the levels of threshold and wearout in advertising. The following sections aim to deal with the above tasks.Item Open Access Towards an understanding of the effectiveness of advertising(Cranfield University, 1976-04) Corkindale, David; Wills, GordonThe author has been concerned with a study of "The Measurement of Advertising Effectiveness" since 1972. . During the course of this study, some 11 reports have been produced. In accor- dance with Regulation 14.9 of CIT's Regulations governing the submission of material for higher degrees, these reports are submitted, together with an exposition of the material contained within them. The exposition which is presented here attempts to describe the contents of the reports in the overall context of the study of which they were a part. Hence, -this exposition contains: a description of the study; a description of the overall methodology employed; a summary of the contents of the reports; and, an appraisal of the study's methods and outputs. No precedent exists for such expositions and the author has chosen the form and content which he believes will best. allow the contents of the reports to be appreciated.