GB531 Unit 10 Integrated Campaign Report Example

A 13-Point Difference and a Missed Target: A Unit 10 Integrated Campaign Report for a Home Battery Brand

[Student Name]

Purdue University Global

GB531: Advertising

Unit 10 Integrated Campaign Report

[Instructor Name]

[Date]

The battery brand, the campaign and every result are composite and illustrative; the methods and sources cited are real.

Summary

Quietwall Energy's hurricane-season campaign in its three Gulf markets raised the share of target homeowners who link the brand with needing no fuel from 17 to 32 percent. In Baton Rouge, which received no advertising, the share moved from 18 to 20 percent. The campaign's estimated effect, 13 points, is well above the roughly 9-point change the surveys could detect, so it is very unlikely to be chance. But the objective was 35 percent, and the campaign fell 3 points short. Awareness rose almost to target, quote requests nearly doubled, and conviction moved only slightly. The media plan was delivered close to schedule. The main lesson is that the message worked and the weight behind it was slightly too light for the target set.

The Brief, Restated

Objective: lift the no-fuel association from its April level of 17 percent to 35 percent before the July wave.

Audience: generator-owning homeowners in detached houses, as profiled in Unit 4.

Proposition: the single no-fuel promise from the Unit 3 brief.

Media Plan Against Delivery

Houston: 471 target rating points delivered in the six-week burst against 459 planned, about 3 percent above plan.

Tampa-St. Petersburg: 448 delivered against 455 planned.

New Orleans: 465 delivered against 460 planned.

Television paused for four days in Houston when a tropical storm approached in June, as the plan allowed, and the lost points were made up on connected TV the following week. The revised mailer, with the table reframed around what stays running, went out in two drops as planned. The August pulse ran after the July survey wave and is not reflected in these results.

Results Table

Association with needing no fuel: advertised markets 17 to 32 percent, up 15 points; Baton Rouge 18 to 20, up 2; difference 13 points; target 35 percent, missed by 3.

Brand awareness: advertised markets 38 to 54 percent, up 16; Baton Rouge 37 to 39, up 2; difference 14 points; target 55 percent, missed by 1.

Likelihood of requesting a quote: advertised markets 22 to 26 percent, up 4; Baton Rouge 22 to 23, up 1; difference 3 points, below the detectable change and reported as directional only, as the measurement plan specified.

Monthly quote requests per 10,000 audience households: advertised markets 3.1 to 5.6; Baton Rouge 3.0 to 3.3; difference about 2.2; target 6.0, missed by 0.4.

The campaign moved the belief it was designed to move by an amount no chance variation could explain, and still fell short of a target that asked for a doubling in ten weeks.

Results by Market

Association rose about 18 points in New Orleans, 15 in Houston and 13 in Tampa-St. Petersburg. The order matches spending per target adult, which was highest in New Orleans because of the outage index in the budget model, and the length of recent outages in each market. Tampa, with fewer recent long outages, both received less weight per homeowner and had less personal experience of the fuel problem to draw on.

Interpreting the Results

Angrist and Pischke (2009) note that a difference-in-differences estimate is credible when the comparison group would have moved in parallel. The April wave showed similar starting levels in Baton Rouge and the advertised markets, and two years of quote request data showed similar seasonal patterns, which supports that assumption. Results for Baton Rouge ZIP codes that receive New Orleans television were similar to those that do not, so spillover appears small.

The shortfall on the main objective has two likely causes. First, the target was ambitious: doubling a belief in ten weeks requires heavy, consistent weight, and the plan reached about half the universe three or more times in Houston. Second, conviction barely moved, suggesting that many homeowners now understand the no-fuel claim but are not yet persuaded it justifies the cost. Binet and Field (2013) found that brand-building effects grow over longer periods than a single season, so some of the comprehension gain may turn into conviction later.

Creative and Media Together

Belch and Belch (2021) describe integrated marketing communications as the coordination of every message so that each strengthens the others. The season offers evidence that coordination mattered. In ZIP codes that received both mailer drops and heavy connected TV, association rose about 4 points more than in ZIP codes that received television alone, and quote requests rose faster. The comparison is not a controlled test, because mail went to homes chosen as likely generator owners, but it suggests that the mailer's practical detail helped convert understanding into requests.

Cost per Result

Working media of $850,000 produced an estimated 13-point rise in association across about 1.76 million homeowners in the media universe, or roughly 229,000 more homeowners holding the no-fuel belief, at about $3.70 each. It also produced about 2.2 more quote requests a month per 10,000 households than Baton Rouge's trend would suggest, roughly 770 additional requests over June and July across the three markets. Those figures give next year's budget a starting point for judging whether added weight is worth its cost.

What Worked

A single proposition carried through every execution. The backward-brief tests from Unit 8 removed the quietness message from audio, and the July survey found few homeowners linking the brand mainly with quiet.

Target-adjusted media buying. Connected TV, the most expensive vehicle per impression, delivered the lowest cost per target adult reached and was the easiest to adjust when storms paused television.

The comparison market. Without Baton Rouge, a 15-point rise could have been attributed to the season itself.

What to Change Next Season

Raise weight in Tampa-St. Petersburg, where the lift was smallest, by moving some of the August pulse there.

Start earlier. A burst beginning in early May would allow more frequency before the July survey.

Add a conviction message in mail and search, addressing cost and battery life for homeowners who now understand the claim, while keeping the brand advertising on the single proposition.

Set the next comprehension target from this year's result, perhaps 42 percent, rather than from a doubling assumption.

Colley (1961) argued that measured objectives let advertisers learn from each campaign, and this season's figures give the brand a realistic base for the next one.

Conclusion

The campaign proved that the no-fuel message works and that it can be measured. It fell slightly short of its targets because the targets assumed more change than ten weeks of moderate weight could produce. The brand should keep the proposition, add weight where the lift was smallest and begin building conviction now that comprehension is rising.

References

Angrist, J. D., & Pischke, J.-S. (2009). Mostly harmless econometrics: An empiricist's companion. Princeton University Press.

Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw Hill.

Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising.

Colley, R. H. (1961). Defining advertising goals for measured advertising results. Association of National Advertisers.