Browsing by Author "Kennedy, Sherril"

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    An appraisal of media weight tests
    (Cranfield school of Management, 1973-10) Corkindale, David; Kennedy, Sherril
    This 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.
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    The evaulation of advertising objectives: Draft for discussion
    (Cranfield School of Management, 1974-11) Corkindale, David; Kennedy, Sherril
    This report is a sequel to that prepared earier by the MCRC on 'Setting Advertising Objectives' (Report no. 6). In this earlier work the need for setting clear advertising objectives was recommended as a necessary precursor for any measurement of advertising achievement. the different types of advertising objectives that can be set, and the circumstances in which they are set, was examined by the MCRC through in-depth analyses of some 27 product case histories. A clear distinction was drawn between marketing objectives.
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    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, Sherril
    In 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.
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    The identification of current company advertising practice: Findings of an initial reconnaissance within sponsor companies
    (Cranfield School of Management, 1973-03) Corkindale, David; Kennedy, Sherril
    This 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.
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    The research plan for 1973 and appraisal by the committee of sponsors
    (Cranfield School of Management, 1973) Corkindale, David; Kennedy, Sherril
    This 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.
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    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, Sherril
    The 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.
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    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, Sherril
    The 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.
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    A review of literature on the processes of advertising 'How advertising works'
    (Cranfield School of Management, 1973-06) Corkindale, David; Kennedy, Sherril
    The question of 'how advertising works' is a vast one, and is one in which it is difficult to draw any firm conclusions. In addition, the area could almost be described as hybrid - this is in the sense that it draws on many different sources of knowledge, particularly on different branches of psychology, as well as from the practitioner. on the one hand there is a body of commercially derived research findings relvant to understanding 'how advertising works'; on the other, there is a great wealth of material which has been developed in the behavioural sciences, but which is not directly related to advertising. This report attempts to integrate these two sources of knowledge. One of the problems encountered in doing this, is that many of the experiments carried out in the behavioural sciences make use of American college student populations, rather than samples of housewives, or other relevant groups. in addition, the pupose of the experiments is not always connected with the area of commerical advertising. This means that the results are not immediately transferable to commerical situations, but mustbe validated in an appropriate environment. Thisis not ot say, however, that such results should be ignored. Often they cover ground which can sid understanding of the advertising process, and to that extent they must be considered. Where experiments have been conducted using a population of consumers, housewives, or some relevent group, this has been stated.
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    Setting advertising objectives
    (Cranfield School of Management, 1974-03) Corkindale, David; Kennedy, Sherril
    The 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.
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    The setting of advertising budgets
    (Cranfield School of Management, 1974) Corkindale, David; Kennedy, Sherril
    This 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.
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    Sponsorship in context
    (Cranfield University, 1979-03) Waite, Nigel; Corkindale, David; Kennedy, Sherril
    The research described in this thesis is aimed at initiating a factually-based knowledge of the sponsorship of leisure pursuits as a promotional tool. Research to date has been scant leaving the subject largely in the realms of supposition. The finding of this research can be classified under three headings: 1A description of the overall sponsorship process 2 The evaluation of sponsorship 3 The implications for marketing management in general. Based upon the first phase of field research the author constructs an overview of the sponsorship process. This demonstrates the wide range of industries which engage in sponsorship, identifies decision-making factors, sponsor- ship effects, and evaluation. Sponsorship is seen to be employed mainly in a strategic role, in that it is used to contribute to long term objectives. Marked disparities are observed between the effects claimed for sponsorship and the incidence of those claims being supported by evaluation. In the second phase of research the evaluation methods adopted by sponsors are thoroughly investigated. It is observed that sponsorship objectives are generally too vague for worthwhile evaluation to be possible. More- over, available information is not used properly as an input to improved practice. It is perceived that sponsorship can have a much more powerful role to play than is commonly understood. As a new means of promotion, sponsorship can imbue a brand or company with the part- icular characteristics which the relevant sport or art possess. It provides an additional' vehicle for communic- ation and is a novel means for targeting particular groups of people. Thirdly, are the impications of the research for marketing management in general. From the literature review it is argued that there should be a direct relation- ship between decision-making and evaluation. Evaluation is the link which feeds information about the results of decisions back into better subsequent decision-making; and central to this process are well-defined objectives. The failure by managers to fully appreciate and practice this process is underlined.
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    Vertical integration and performance in marketing channels
    (Cranfield University, 1980-11) Childerley, Angela M.; Kennedy, Sherril
    Since the late 1960's there has been an increasing tendency to analyse marketing channels as social systems rather than as economic systems. Despite this, the relationship between vertical integration and performance in marketing channels has continued to be analysed from an economic perspective. In this study, not only is a social systems approach adopted to examine the relationship between vertical integration and performance, but certain additional features are also included to refine this approach. There are a variety-of social systems, each with distinct characteristics. This study argues that the marketing channel can be interpreted as an Interorganisational Collectivity, a form of interorganisational system. The model of vertical integration and performance that is proposed, and subsequently examined, is based on a combination of theoretical and empirical analysis. This work involved a series of in-depth interviews, reference to studies of interorganisational networks other than marketing channels, and a consideration of certain behavioural themes from the channels literature. In addition to the social systems approach, this model differs from previous models in several other respects. These are the separation of vertical integration and co-ordination, -the multi-dimensional view of channel performance and the introduction of channel atmosphere as a principal factor. A detailed analysis of marketing channels in the egg industry is used to test the appropriateness of the model, and to identify some modifications to its operational elements. These modifications allow for further validation to take place. Although the empirical examination of the model was affected by a fundamental reorganisation within the industry during the course of the work, the results do serve to indicate the usefulness of the concept of channel atmosphere and the need to take account of the size of channel members whenever the. relationship between vertical integration and performance is considered.