BARQS ROOT BEER

COPY TESTING & CAMPAIGN EVALUATION

Agency

CRITICAL FACTORS
- Barqs has no campaign that resonates emotionally with the target. - Barqs has a lower share-ofvoice than its chief competitor (A & W)

- Barqs wants to increase revenue by 3%. - Budget: $35 million - Campaign time frame: January 2014 - December 2014 - Little social media prescence.

THE PROBLEM
How can we eectively test the success of our campaign in regards to our target audience and our objective to increase revenue?

BARQS TARGET
DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

BDI

CDI 91 103 103 100

Males 18-34

Brand Loyal Get information mainly from TV Respond to ads they see on TV Approval seeking

NE NW S W

105 74 89 134

A&WS TARGET
DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

Males 18-34

West Midwest

Brand Loyal Get information mainly from TV Respond to ads they see on TV Approval seeking

OBJECTIVES
Marketing Objective
Increase Barqs revenue by 3%

Advertising Objective
To persuade the target audience to purchase Barqs Root Beer.

OUR CAMPAIGN Ahhh...Thats Good Ahhh...Thats Good

BUDGET ALLOCATION

MEDIA MIX

$350,000 Copy Testing & Evaluation

$650,000 Misc.

$4 million Internet

$5 million Print $10 million Radio

$15 million Television Primetime

MEDIA STRATEGIES
- Website - Vine - Twitter - YouTube

EA

RN
- re-Vines - re-Tweets - YouTube shares

OW N

ED

ED

OPTION 1: Test Market: Brand Awareness Attitude

COPYTESTING AND CAMPAIGN EVALUATION

Copytesting: Coincidental Survey Post-testing: Persuastion Test Breakthrough Test Understanding and Comprehension

TEST MARKET STRATEGIES

Brand Awareness Attitude

INDIANAPOLIS
- Midwestern test market town -Oensive

Boston

- Northeastern test market town -Defensive

Denver

- Western test market town -Defensive

NEW ORLEANS
- Southern test market town -Oesive

OPTION 1: Test Market: Brand Awareness Attitude

COPYTESTING AND CAMPAIGN EVALUATION

Copytesting: Coincidental Survey Post-testing: Persuastion Test Breakthrough Test Understanding and Comprehension

PROS AND CONS

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 intention change -Can gage audience understanding of creative message

CONS:
-Consumers can be emotionally disconnected from the brand - Doesnt thoroughly measure emotions and likeability - May learn audience has not been persuaded.

OPTION 2: Test Market: Brand Awareness Attitude

COPYTESTING AND CAMPAIGN EVALUATION

Copytesting: Advertising Tracking Research Post-testing: Persuasion Test Memory Test Likability Test

TEST MARKET STRATEGIES

Brand Awareness Attitude

INDIANAPOLIS
- Midwestern test market town -Oensive

Boston

- Northeastern test market town -Defensive

Denver

- Western test market town -Defensive

NEW ORLEANS
- Southern test market town -Oesive

OPTION 2: Test Market: Brand Awareness Attitude

COPYTESTING AND CAMPAIGN EVALUATION

Copytesting: Advertising Tracking Research Post-testing: Persuasion Test Memory Test Likability Test

PROS AND CONS

PROS:
- Determines persuasion through audiences personal thoughts - Eectively determines emotions and memorability - Measures brand recall - Determines the eectiveness of sound marketing - Can determine intent to purchase

CONS:
-Might have negative feelings towards ads - Consumers may like ads but not understand them -May learn audience has not been persuaded

OUR DECISION

OPTION 2

TIMELINE

EXPECTED 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%

THANK YOU!

QUESTIONS?