《10 McCann Erickson Experiential Learning》.doc

McCann Erickson and Ad Promises Experiential Learning Exercise McCann Erickson Worldwide Advertising is the world’s largest advertising agency network. With offices in over 130 countries and more than 75 years of global experience, McCann Erickson handles more global accounts than any other ad agency. Joe Plummer is Executive VP and Director of Research Insight Development for McCann Erickson WorldGroup in New York. Recently, Joe has become concerned that viewers may be overcome with the “dazzle” of television ads at the expense of actually learning about the brands featured in such ads. With all of the special effects tools at the disposal of advertising creators these days, what may become lost in the creative execution of the television ads is the key selling idea for the brand. To address the need for improved measures of viewer response to ads, researchers have developed a set of multi-item scales called Ad Promises1. Eight-point Likert type scales were used to measure each of the eight subscales of Ad Promises. The end-points of these Likert scales were anchored by “strongly disagree” and “strongly agree”. The Ad Promise scale items were prefaced on the viewer response questionnaire in the following way: “For each statement, indicate your degree of agreement that the statement pertains to the advertiser’s implied or stated promises about the brand in the preceding commercial.” A list of the Ad Promise scale items and other items used by McCann Erickson follow: Ad Promise Scale Items Problem removal The brand would help remove a problem one may encounter One would go from feeling annoyance to feeling relief as a result of using the brand. Using the brand would NOT appeal to one’s desire for resuming the pursuit of a goal. Problem avoidance Using the brand would enable one to avoid a potential problem. The brand would dissipate fear and bring one a feeling of relaxation. One’s desire for a threat-free pursuit of a goal would NOT be met by using the