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Office
Supplies-Copiers
- Tier Level Spending developed using a national index which
weighted NAIC (North American Industrial Classifications)
codes as to their propensity to purchase copiers and related
supplies. Employee size factored into the mix.
- Directories within each MSA (Metropolitan Statistical Area)
were indexed as to their value to the overall market plan.
This was cross-referenced for accuracy to the NOPA index
(National Office Products Association- by county).
- Advertising was allocated, so that percent of budget approximated
percent of market.
- The budget was reduced for other reasons, but the underlying
logic remains a factor and is being revisited for next year.
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Nursing
Home
- 480 facilities had their budget for Yellow Pages determined
by formula
- Number of Beds (many multi-facility markets) within
the directory coverage area
- Number of Beds Occupied (Occupancy Rating)
- Market Potential (Women over 65 living within 20 miles
of their facilities)
- Display ads were proposed when the number of beds was
high and the occupancy rate was less than 90%
- In-column items were proposed when either the occupancy
rate was high and/or the market potential was low. Since the
beds have to stay filled, the overall number of beds within
the market was a factor.
Pest Control: Focus
Group and Cluster board Testing
- Pest Control Company had been using lots of bugs in
their ads, but with the popularity of movies like “A
Bug’s Life” and “Ants,” the cute
bugs were not working as well in Yellow Pages and Outdoor
advertising as they had before. We found the public didn’t
feel as inclined to kill bugs when they thought of them as
loveable animated characters. The Company
wanted to retain the family-oriented appeal in the advertising,
but needed to re-think the creative approach and the message.
- In a creative session, we showed the client an animation
piece one of our artists had created for a class project
at the Art Institute. The end result of the meeting had
the agency doing a 3-D model of their icon, with an eye
toward animation. The hope was to make the bugs bad and
the icon the hero.
- We designed several new ads, included them in mock-up
directories and began testing. We found that the focus group
reacted much more favorably to the ads with the “cute
icon” than the “cute bugs”.
- The copy was tested and re-tested, and we feel the
ads are performing well within their target audience. Results
from less subjective tests are being accumulated from on-going
testing.
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