The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
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The inquiry results part two
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As we mentioned we had a little surprise planned for the students, because what the
students did not know is that the inquiry was only the first part of our resource. Fifty
minutes after the inquiry, we asked the students to write down everything they
remember of the advertising campaigns we showed them.
We wanted to see if the students remembered the once with a high score on the ABC
test (the once with the most yes’s) better than the once with a low score on the ABC
test (the once with the most no’s).
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After a week we surprised them again with the same question. Now we also asked
them to write down they thought what the most effective form of advertising
campaign was. With this information we made a page for each advertising campaign.
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Video Advertising campaign FedEx
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Fifty minutes after the actual inquiry fourteen people still remembered the name of
FedEx, eight connected FedEx with delivering mail and four even remembered the
message of the advertising campaign: ’No longer having to stay at home to wait for
your package.’ But four also said to only remember a weird advertising campaign, in
which the living room looked like a beach and the curtains catches fire.
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