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Levi Srauss & Co. Case |
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This research analyzes the Levi Strauss & Co. case. The specific objectives of the analysis are the selection of copy testing services for each of two Levi Strauss commercials, and for a bar soap commercial not connected with Levi Strauss. The findings of this case analysis are presented in (1) an assess ment of four alternative copy testing services, (2) an analysisof the alternative copy testing services within the contexts of the three proposed advertising campaigns, and (3) recommenda tions for the selection of specific copy testing services for the two Levi Strauss commercials and the bar soap commercial. The four most widely applied response criteria in adver tising research are (1) recognition, (2) recall, (3) persua sion, and (4) purchase behavior. Recognition refers to the ability of an individual to recognize an advertisement as one he or she has seen at some earlier point in time. Recognition copy testing typically has dual objectives: (1) determine the proportion of individual who recognize an advertisement; and (2) within this recognition group, determine the proportion of individuals able to associate the correct brand (from a list of alternatives provided) with the advertisement. Average commer cial recognition is 60 percent, while average brand association 1 2is 73 percent. Reliability (the ability to duplicate results in test after test) is reported to be r = .98.
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maintain quality across the bredth of its entire product line. A major objective of this advertising campaign, thus, is persuasion persuade the target markets that the Levi brand name is synomous with quality.
The Burke Marketing Research DAR copy testing service does not provide a measure of persuasion. It cannot, therefore, provide an indication of the extent to which a proposed commer cial can either build or maintain the quality image for Levi Strauss. Thus, the Burke Marketing Research DAR copy testing service is not appropriate for the first of the two proposed Levi Strauss advertising campaigns.
The Mapes & Ross copy testing service does provide a mea sure of persuasion. It can, therefore, provide an indication of the extent to which a proposed commercial can either build or maintain the quality image for Levi Strauss. A disadvantage
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of this copy testing service is that it relies on aided recall in one segment of the testing. Nevertheless, the Mapes & Ross copy testing service is appropriate for the first of the two proposed Levi Strauss advertising campaigns.
The ASI Market Research, Inc. copy testing service also provides a measure of persuasion. It, too, therefore, can pro vide an indication of the extent to
Category: Business - L
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Levi Strauss, Average DAR, Mapes Ross, Tele Research Inc, Copy Testing Services, Research Inc, Advertising Age, Research DAR, Antelope Valley6, copy testing service, Marketing DAR, levi strauss, strauss advertising, levi strauss advertising, advertising campaign, purchase behavior, mapes ross, marketing research, advertising campaigns, inc copy testing service, inc copy testing, tele research inc, strauss advertising campaigns, tele research inc copy testing, copy testing service appropriate,
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 = 11 (250 words per page)
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