SPAM Ad Test 11-6-13

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SPAM Advertising Evaluation November, 2013 9619 Stonebridge Place, Tomball, TX 77375. doug@executenow.net

Background And Purposes:

Background And Purposes 2 Proposed new television advertising campaign. Goals of the advertising:

Background And Purpose:

Background And Purpose 3

Background And Purpose:

Background And Purpose 4

Methodology:

Methodology 5 Design: Two cell test: half will evaluate the new advertising; half will evaluate the current (used as a benchmark) Respondent Eligibility: In each of the two cells… Half: current SPAM users Half: Prospects-- competitive brand users and also those interested in trying the category but have not done so Methodology: Online interviewing

Schematic:

Schematic 6

Action Standards:

Action Standards 7 What does success look like? How will we know if we’re “moving the needle?”

Results:

Results 8 * Significantly higher at the 95% confidence level Which phrase describes how likely you are to buy this product based on the advertisement you just saw? Purchase Intent Definitely will buy Probably will buy Might or might not buy Probably will not buy Definitely will not buy Top 2 Box: TOTAL SPAM USERS PROSPECTS ________________________ ________________________ ________________________ Prototype Current Prototype Current Prototype Current Bottom 2 Box: 30% 14% 20% 18% 40% 16% * * * *

Results:

Results 9 * Significantly higher at the 95% confidence level Please check all the statements that describe the product you saw in the advertisement. Brand Imagery TOTAL SPAM USERS PROSPECTS ________________________ ________________________ ________________________ Prototype Current Prototype Current Prototype Current Old fashioned Tired Boring Exciting Trendy Healthy * * * * *

Analysis:

Analysis 10

Analysis:

Analysis 11 Re-do the advertising?

Next Steps:

Next Steps 12

Next Steps:

Next Steps 13

Next Steps:

Next Steps 14 Concentrate On Prospects: How To Reach Them?

Advertisements:

Here are some examples of advertisements for SPAM. The first one was developed for Okinawa (a very large market for SPAM) Note how the agency is handling a package update at the end: Here’s some work done for the US (our firm did not test this one). The purpose of this ad is clear: an attempt to expand usage. http://www.youtube.com/watch?v=qhmCVzrDmBU Advertisements 15 https://mail.google.com/mail/u/0/?ui=2&ik=7fdcbffd06&view=att&th=14225151861e1436&attid=0.1&disp=safe&zw

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