This document analyzes 4 Yoplait yogurt ads that spent $25 million on advertising. A survey found that the ads were most appealing to white females ages 35-49 who frequently consume yogurt. Multivariate analysis identified 6 consumer clusters - cluster 4, who liked all ads, was the largest group and most likely to purchase yogurt. The analysis recommends targeting both females and males by featuring male endorsements to expand the health yogurt trend. It concludes the $25 million was worthwhile and the 4 ads should be launched.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
IZEA Insights : 2020 State of Influencer Equality™Ted Murphy
The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities, and incorporates self-reported gender and race identifiers.
Key Findings Include:
• Over the past five years, the average earnings for all races and genders has risen dramatically. The average cost for a sponsored Instagram photo has risen 44% from 2018 to 2019 alone.
• In the last two years, persons of color commanded a premium over their Caucasian counterparts, with those of Asian descent making an average of 51% more per post.
• Females dominate the influencer marketing industry, receiving 87% of all transaction volume over the past five years.
• While females receive the lion’s share of deal flow, the abundance of brand-friendly female influencers ultimately drives prices lower, with females earning 47% less per post than males, on average.
• Influencers under the age of 24 command a premium of at least 44% more than those aged 25 years and older.
• Influencers with an annual household income of $100k+ or more per year charge an 80%+ premium for a sponsored post compared to their counterparts earning $50k or less per year.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
Tom Roach, BBH’s effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own nickable slides, here’s the nickable presentation he gave, bringing together the best evidence for the value of creativity in marketing communications.
IZEA Insights : 2020 State of Influencer Equality™Ted Murphy
The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities, and incorporates self-reported gender and race identifiers.
Key Findings Include:
• Over the past five years, the average earnings for all races and genders has risen dramatically. The average cost for a sponsored Instagram photo has risen 44% from 2018 to 2019 alone.
• In the last two years, persons of color commanded a premium over their Caucasian counterparts, with those of Asian descent making an average of 51% more per post.
• Females dominate the influencer marketing industry, receiving 87% of all transaction volume over the past five years.
• While females receive the lion’s share of deal flow, the abundance of brand-friendly female influencers ultimately drives prices lower, with females earning 47% less per post than males, on average.
• Influencers under the age of 24 command a premium of at least 44% more than those aged 25 years and older.
• Influencers with an annual household income of $100k+ or more per year charge an 80%+ premium for a sponsored post compared to their counterparts earning $50k or less per year.
EU: Butter – Market Report. Analysis and Forecast to 2020IndexBox Marketing
IndexBox Marketing has just published its report: “EU: Butter - Market Report. Analysis And Forecast To 2020”. This report focuses on the EU butter market, providing a comprehensive analysis and the most recent data on its market size and volume, EU trade, price dynamics, domestic production, and turnover in the industry. The market trends section reveals the main issues and uncertainties concerning the industry, while the medium-term outlook uncovers market prospects. The attractivity index (IB Index) summarizes the source of existing opportunities as they appear in this market, as well as an interpretation of the trade figures.
Is a dark chocolate butter called "Choco Darky" made of organic chocolate. It doesn´t contain artificial ingredients or chemicals and is a healthy food sort for everybody.
Dr. John Bender of Miramont Family Medicine will discuss the details of bringing a Direct Care offering into a very large, politically complex environment and provide a few tips for innovating as a group.
How do we get people to do what's good for them? Touch, Look, Check. Developi...CharityComms
Eluned Hughes, head of public health and information, Breast Cancer Now
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docxARIV4
Mid-Term Exam Marketing 435/535
Summer Term 2017
Exam Instructions: This exam is designed to measure your understanding of concepts that were discussed in class lecture, course readings, and using Wikipedia and the embedded web links. You are free to consult these materials and your colleagues when preparing your answers to questions below, but please the words you choose for your answers should be your own. Each question is equally weighted and I expect about 1/2 to a page in length, per answer (average 2/3 page), for a total of about 5-6 pages in length. Answer any 5 questions. Please put your name on exam and file name. Exam is due on D2L.
Answer any 5 of the 6 following questions:
1. If you had unilateral power, what is the one food-related regulation that you would impose - or abolish? Why would you take this action? What would be the impact on both consumers and business? And…if you happen to be a citizen/resident of a country other than the US, please feel free to put your answer in the context of that nation’s regulatory framework.
2. Do you think that the US government should allow the Amazon acquisition of Whole Foods to go through? Why or why not? And please explain what you think the impact of this deal, assuming it is completed, will be on both consumers and business.
3. Tell us three things that you did not know about retail and CPG marketing that you did not know before you took this class, but have learned from our assortment of guest speakers.
4. What has changed about the consumer’s decision journey as described in the readings from the way consumers used to shop and what are some marketing implications for reimagining the American supermarket for the future? (Refer to the readings/speakers in your answers)
5. In the class lecture it was stated that market penetration is a key to success for CPG products.
What are the two requirements described in the lecture to achieve high market penetration rates and how is the “Law of double jeopardy” related? (Use your notes and if you want Wikipedia).
6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school?
• Guest Speaker Jason Strobbe- Going to Market in Wine
What “was” in the News 2016 this week
Mintel’s top 12 key trends for 2016
* Alternatives Everywhere: Novel protein sources and potential replacements means that what was formerly ‘alternative’ could take over the mainstream.
* Artificial: Public Enemy No. 1: Companies are removing artificial ingredients to meet consumer demand for natural food .
* Eco is the New Reality: Sustainability continues to evolve and has become a necessary part of new product development.
* From the Inside-Out: A market has been cr ...
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
The Narrative Project - Overview Deck July 2014James North
The overview of the Gates Foundation's Narrative Project, to work with UK NGOs to change the way they discuss development without changing any of the ways it's implemented.
EU: Butter – Market Report. Analysis and Forecast to 2020IndexBox Marketing
IndexBox Marketing has just published its report: “EU: Butter - Market Report. Analysis And Forecast To 2020”. This report focuses on the EU butter market, providing a comprehensive analysis and the most recent data on its market size and volume, EU trade, price dynamics, domestic production, and turnover in the industry. The market trends section reveals the main issues and uncertainties concerning the industry, while the medium-term outlook uncovers market prospects. The attractivity index (IB Index) summarizes the source of existing opportunities as they appear in this market, as well as an interpretation of the trade figures.
Is a dark chocolate butter called "Choco Darky" made of organic chocolate. It doesn´t contain artificial ingredients or chemicals and is a healthy food sort for everybody.
Dr. John Bender of Miramont Family Medicine will discuss the details of bringing a Direct Care offering into a very large, politically complex environment and provide a few tips for innovating as a group.
How do we get people to do what's good for them? Touch, Look, Check. Developi...CharityComms
Eluned Hughes, head of public health and information, Breast Cancer Now
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docxARIV4
Mid-Term Exam Marketing 435/535
Summer Term 2017
Exam Instructions: This exam is designed to measure your understanding of concepts that were discussed in class lecture, course readings, and using Wikipedia and the embedded web links. You are free to consult these materials and your colleagues when preparing your answers to questions below, but please the words you choose for your answers should be your own. Each question is equally weighted and I expect about 1/2 to a page in length, per answer (average 2/3 page), for a total of about 5-6 pages in length. Answer any 5 questions. Please put your name on exam and file name. Exam is due on D2L.
Answer any 5 of the 6 following questions:
1. If you had unilateral power, what is the one food-related regulation that you would impose - or abolish? Why would you take this action? What would be the impact on both consumers and business? And…if you happen to be a citizen/resident of a country other than the US, please feel free to put your answer in the context of that nation’s regulatory framework.
2. Do you think that the US government should allow the Amazon acquisition of Whole Foods to go through? Why or why not? And please explain what you think the impact of this deal, assuming it is completed, will be on both consumers and business.
3. Tell us three things that you did not know about retail and CPG marketing that you did not know before you took this class, but have learned from our assortment of guest speakers.
4. What has changed about the consumer’s decision journey as described in the readings from the way consumers used to shop and what are some marketing implications for reimagining the American supermarket for the future? (Refer to the readings/speakers in your answers)
5. In the class lecture it was stated that market penetration is a key to success for CPG products.
What are the two requirements described in the lecture to achieve high market penetration rates and how is the “Law of double jeopardy” related? (Use your notes and if you want Wikipedia).
6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school?
• Guest Speaker Jason Strobbe- Going to Market in Wine
What “was” in the News 2016 this week
Mintel’s top 12 key trends for 2016
* Alternatives Everywhere: Novel protein sources and potential replacements means that what was formerly ‘alternative’ could take over the mainstream.
* Artificial: Public Enemy No. 1: Companies are removing artificial ingredients to meet consumer demand for natural food .
* Eco is the New Reality: Sustainability continues to evolve and has become a necessary part of new product development.
* From the Inside-Out: A market has been cr ...
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
The Narrative Project - Overview Deck July 2014James North
The overview of the Gates Foundation's Narrative Project, to work with UK NGOs to change the way they discuss development without changing any of the ways it's implemented.
3. INTRODUCTION
Weight is a growing problem in US
• Nearly three-quarters of American men
and more than 60% of women are
obese or overweight.
• Nearly 30% of boys and girls under age
20 are either obese or overweight, up
from 19% in 1980.
Excess body weight increases a person’s risk for:
• Heart disease
• Diabetes
• High blood pressure
• Certain cancer
• And more. . .
4. Back to 2009
Health-concerned Campaign of Yoplait
• Promoting fitness
- Promoting active lifestyles
• Promoting healthy eating habits
- Trimming obesity rates in African-American
and Hispanic communities
• Supporting breast cancer research
- Save Lids to Save Lives
5. Healthy eating trend
Consumers are ready to pay
• Consumes are ready to pay more for products that claim to boost
health and weight loss.
• All demographics—from Generation Z to Baby Boomers.
• Any products either reduce disease and/or promote good health also
are desirable.
6. Yoplait is looking healthier
YOPLAIT LIGHT
• Contains only 14 grams of sugar.
• Yoplait’s Light version replaces some of the sugar with
aspartame, of which many nutritionists are extremely
wary.
7. 4 YOPLAIT LIGHT ADS
By Spending $25 Million Dollars
With more than 30 flavors, these 4 ads are trying to convince the
audiences that the various tasty yogurts are healthy.
Are these 4 ads worth for $25M spending?
Should these ads be aired?
8. Analysis Objective
Study by using different techniques
• Determine the ads performance and consumer attitudes toward the ads
• Present multivariate techniques to interpret insight from 4 ads analysis
• Apply the cluster finding to figure out Yoplait’s target market
Q. Which group of consumer is the real consumers of Yoplait Light?
A S S U M P T I O N :
W i t h a p a s t e l c o l o r o f Yo p l a i t p r o d u c t i m a g e , w e t h i n k t h e p r o d u c t
i s p e r f e c t l y f i t w i t h t h e w o m e n a s t h e i r h e a l t h y s n a c k .
9. Analysis Methodology
Explore the 4 ads investment value by using the following
multivariate techniques:
• Principal Component Analysis
• Multiple Regression Analysis
• Cluster Analysis
• Multiple Discriminant Analysis
• Correspondence Analysis
11. Survey Review
O v e r 8 0 % o f r e s p o n d e n t s a r e fe m a l e , w h i t e , o v e r 3 5 y e a r s o l d
a n d c o n s u m i n g y o g u r t f r e q u e n t l y
0 500 1000 1500 2000 2500 3000 3500
"Under 18"
"18 - 24"
"25-34"
"35-49"
"50-54"
"over 55"
Age Dispersion
0
100
200
300
400
500
600
Daily A few times a
week
A few times a
month
Less than once
a month
Never
Yogurt Consumption Frequency
Gender
Female
Male
82.5%
Ethnicity
African-American or Black
Asian-American
Caucasian or White
Hispanic
Native American
Other (please specify):
87.4%
13. Females like ads
3 5 a n d o l d e r l i ke
a d s m o r e t h a n
y o u n g e r
c o n s u m e rs e xc e p t
S i m m o n s a d
Yo g u r t b u y e r s
f i n d a d s m o r e
a p p e a l i n g t h a n
n o n - y o g u r t b u y e r s
Attitude towards 4 ad
14. Multivariate Analysis
- MT M Evalu ation Us in g PCA -
- Regres s ion An alys is -
- Clu ster An alys is -
- Mu ltip le Dis crimin ant An alys is -
- Correspondence Analysis -
- Target Market An alys is -
15. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Simmons
Begs
Women
Not To Eat
Boston
Cream Pie
Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Conclusion
(Principal Component 1 Moment 16–31)
Richard
Simmon
s
Appears
Product
Shot
and
Brand
Claims
16. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Setup
(Principal Component 3 Moment 5–11)
Woman
Boasting
About Her
Diet
Featuring
Apple
Turnovers
17. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Development
(Principal Component 2 Moment 8–17)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discusses
Aspects of Her
Diet and
Argues With
Seamstress
About Taking
Clothes In or
Out
Women
Poses
Displayin
g Her
Thin
Body
18. Yoplait(Knitter) Affect Traces for Top and Bottom Deciles During Setup
(Principal Component 2 Moment 1–6)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
“You Can
Always
Try
Yoplait
Light…”
“…Things
I Cannot
Have on
My Diet”
19. Demographics
• Across all four ads, gender is
the only variable that
impacts the performance of
the ad.
• Female are more likely to
give positive feedback while
male give negative feedback
on advertisements.
Ad Component
• Across all four ads,
development and
conclusion/brand recall part
of an ad impact the overall
retrospective evaluations of
an ad.
Gender, Development & Conclusion/Brand
Recall of ads Matters from Regression
20. Critical Moments
I mp actfu l moments in each ad is wh en th e ch aracters mention
ab ou t h ealth is s u es
s74-s75
“You could try
Yoplait Light.”
s19-s24
Simmons begs women
not to eat Boston cream
pie.
s37-s40
Woman Boasting About
Her Diet Featuring Apple
Turnovers
21. The Pattern of Retrospective Responses for Consumer
Segmentation Based upon Cluster Analysis Shows Clear
Differences between the 6 Clusters
0
1
2
3
4
5
6
7
8
9
10
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100103106
LevelofAppeal
Moment of Advertisement
Attitudes towards the 4 Yoplait Ads
Hierarchical 1
Hierarchical 2
Hierarchical 3
Hierarchical 4
Hierarchical 5
Hierarchical 6
Seamstress Knitter
Cluster 1 Love
Kitchen &
Seamstress n=78
Cluster 2 Bored with
Simmons & Kitchen
n=203
Cluster 3 Ads lover,
but not the short
one n=358
Cluster 4 Love them
all n=374
Cluster 5 Neutral
n=362
Cluster 6 Simmons
Fans n=312
Cluster 4 likes all
ads and has the
largest number of
consumers.
Simmons Kitchen
22. There is a Strong Relationship Between the 6 Clusters and
Post Purchasing Consideration
Cluster 1-Love Kitchen and
Seamstress
Cluster 2-Bored with Simmons
& Kitchen
Cluster 3-Ads lover but not
the short one
Cluster 4- Love them all
Cluster 5-Neutral
Cluster 6-Simmons fans
Cluster composition was
profiled based on participants’
demographical information
and their responses to other
questions
Though cluster 3 is not that
into the Knitter ad, they still
might be persuaded to
purchase after seeing this ad.
Cluster 4 is the most likely to
purchase Yoplait after
watching the 4 ads among the
6 clusters
23. 6 Clusters with Demographic and Frequency Consumption
Through all analysis, we find that the cluster 4 is a good choice to be targeted. They
have high tolerance and acceptance to all ads and easier to be persuaded by
different types of ads.
Through their demographic features, most of them are white female 35-49, and they
consume yogurt everyday. These features matched what we expected: female with
older age might be more concern about health conditions, and their high frequency of
consumption could be a positive side to Yoplait.
24. • Catch overall liking from yogurt consumers.
Help building positive attitudes of Yoplait
Short, but the moment of “You Can Always Try Yoplait
Light…” is impactful to Ad appeal.
Catch the positive attitudes among yogurt consumers age
below 35.
Perfectly fit with our target consumers (female age 35-49 )
Impact to purchase consideration
Reach the objective
Yes, 4 ads should be launched.
25. YOPLAIT's Target Consumer
With a pastel color palette, Yoplait has been set to be
a product mainly for women.
2008
- Female 3 5 -4 9
- Cau casian /
wh ite
- Health -
con sc iou s
con su mers
Q. Which group of consumer is the real consumers of Yoplait Light?
26. Recommendation
Target Consumers Expansion
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
LevelofAppeal
Kitchen Ad Moment-to-Moment Affect Trace
Female
Male
STRATEGY :
Expand eating yogurt trend among male using male endorsement.
The part of the husband is the funny site of the commercial to make
not only women but also men to pay attention to their product.
27. 2015 YOPLAIT CAMPAIGN
Yop lait Con n ects with Men T h rou gh # Man ofYogu rt Camp aign
2 0 1 5
P r o m o t e Yo p l a i t a s a m a n ’s i d e a l s n a c k
34. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Setup
(Principal Component 3 Moment 1–5)
Two Women Grocery
Shopping Together
and Talking
35. Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Development
(Principal Component 2 Moment 6–15)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discuss the
Specific
Foods They
Crave
36. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Simmons
Begs
Women
Not To Eat
Boston
Cream Pie
Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Conclusion
(Principal Component 1 Moment 16–31)
Richard
Simmon
s
Appears
Product
Shot
and
Brand
Claims
37. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Setup
(Principal Component 3 Moment 5–11)
Woman
Boasting
About Her
Diet
Featuring
Apple
Turnovers
38. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Development
(Principal Component 2 Moment 12–22)
Husband
Rummages
Through
Fridge
Looking
For Boston
Cream Pie,
Key Lime Pie
and Other
Goodies
Mentioned
39. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 23–31)
Brand Claims
and “Babe
What Are You
Doing?”
Punch Line
40. Yoplait(Knitter) Affect Traces for Top and Bottom Deciles
During Setup
(Principal Component 2 Moment 1–6)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
“You Can
Always
Try
Yoplait
Light…”
“…Things
I Cannot
Have on
My Diet”
41. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Fat Guy in Sports
Jersey Says,
“Honey, This is
Kind of Hot.”
Brand
Claims:
28 Ways
to Watch
Your
Weight
With
Yoplait
Light
Yoplait(Knitter) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 7–15)
Beginning of
Testimonial –
“There are
Plenty of
Flavors…
42. Yoplait(Seamstress) Affect Traces for Top and Bottom
Deciles During Setup
(Principal Component 3 Moment 1–7)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Woman
Asks to
Take
Her
Clothes
In
Woman Comes
Into Seamstress
and Asks Her To
Take Her
Clothes In.
43. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles
During Development
(Principal Component 2 Moment 8–17)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discusses
Aspects of Her
Diet and
Argues With
Seamstress
About Taking
Clothes In or
Out
Women
Poses
Displayin
g Her
Thin
Body
44. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 18–31)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait
Product
Shot
Brand Claims and
Punch Line – “I
Was Just Outside
and Then I Came
In”
45. Pro fi l ing The C l uste r So l uti o n& C l uste r C o mpo si ti on
Cluster Composition: Age, Gender and Ethnicity
• Most of the consumers are between 25-49
• Most of the consumers are female and Caucasian or White
46. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Simmons) Ad with
Principal Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Gave me a more positive attitude
towards product, Interesting,
Engaging, Said something
important, For someone like me,
Told me something new, Eye-
catching, Funny, Unique,
Memorable
-0.064 0.140 0.490 201.168 0.263
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
0.054 0.011 -0.380 96.864 0.146
Brand Recall 0.084 -0.129 -0.345 93.204 0.141
Ad appeal -0.089 0.05 0.655 440.879 0.439
Likelihood to Purchase Poduct -0.053 0.078 0.474 171.491 0.233
Note: Number marked red means the variable is not statistically significant
47. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Kitchen) Ad with Principal
Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a
more positive attitude towards
product, Said something
important, For someone like me,
Told me something new, Funny
0.186 0.267 0.363 175.371 0.237
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
-0.085 -0.227 -0.248 76.816 0.119
Brand Recall -0.140 -0.195 -0.293 94.204 0.142
Ad appeal 0.173 0.342 0.442 291.962 0.341
Likelihood to Purchase Poduct 0.167 0.203 0.331 122.119 0.177
48. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Seamstress) Ad with
Principal Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a
more positive attitude towards
product, Said something
important, For someone like me,
Funny
0.026 0.119 0.168 25.2 0.041
Insults me intelligence, Offesive,
Annoying, Confusing
-0.013 -0.088 -0.116 12.283 0.020
Serious 0.071 0.020 0.109 9.871 0.016
Brand Recall -0.056 -0.090 -0.187 27.153 0.044
Ad appeal 0.036 0.106 0.201 31.344 0.051
Likelihood to Purchase Poduct 0.047 0.107 0.166 24.141 0.040
Note: Number marked red means the variable is not statistically significant
49. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Knitter) Ad with Principal
Component Score
Note: Number marked red means the variable is not statistically significant
Dependent Variable =
Estimated Coefficients of
Consumers' Principal Component
Scores F Value
Adjusted R-
Squared
Set-up
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a more
positive attitude towards product, Said
something important, For someone like
me, Told me something new, Funny
0.021 0.256 59.772 0.065
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
0.014 -0.165 23.832 0.026
Brand Recall -0.011 -0.204 36.624 0.04
Ad appeal 0.022 0.275 69.683 0.075
Likelihood to Purchase Poduct 0.002 0.211 39.169 0.043
50. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Simmons) Ad with
Principal Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender 0.119 4.922
9.41E-
07
0.014 0.072 2.954 0.0031 0.005 -0.029 -1.195 NS 0.000
Age -0.055 -2.281 0.023 0.002 0.006 0.230 NS -0.001 0.048 1.975 0.048 0.002
Ethnicity -0.055 -2.27 0.023 0.002 0.017 0.71 NS 0.000 -0.01 -0.424 NS 0.000
Income -0.077 -3.177 0.002 0.005 -0.016 -0.654 NS 0.000 0.023 0.934 0.350 0.000
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1
51. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Kitchen) Ad with Principal
Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender -0.011 -0.433 NS 0.000 -0.026 -1.051 NS 0.000 0.000 -0.015 NS -0.001
Age -0.076 -3.141 0.002 0.005 0.046 1.884 NS 0.002 -0.003 -0.113 NS -0.001
Ethnicity 0.013 0.546 NS 0.000 0.019 0.789 NS 0.000 -0.021 -0.843 NS 0.000
Income 0.014 0.564 NS 0.000 0.031 1.283 NS 0.000 -0.001 -0.028 NS -0.001
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1
52. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Seamstress) Ad with
Principal Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender -0.054 -2.206
2.80E-
02
0.002 -0.066 -2.718 0.007 0.004 -0.054 -2.206 0.028 0.002
Age -0.004 -0.172 NS -0.001 0.017 0.679 NS 0.000 0.076 3.132 0.002 0.005
Ethnicity 0.015 0.617 NS 0.000 0.005 0.202 NS -0.001 -0.007 -0.307 NS -0.001
Income -0.050 -2.042 0.041 0.002 -0.056 -2.313 0.021 0.003 0 -0.017 NS -0.001
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1
53. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Knitter) Ad with Principal
Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Set-up
Standardized
Coefficient
t Sig
Adjusted R-
Squared
Standardized
Coefficient
t Sig
Adjusted
R-Squared
Gender -0.08 -3.361 1.00E-03 0.006 -0.02 -0.836 NS 0.000
Age 0.007 0.307 NS -0.001 0.096 3.951 0.000 0.009
Ethnicity -0.021 -0.842 NS 0.000 -0.018 -0.739 NS 0.000
Income -0.026 -1.082 NS 0.000 0.011 0.465 NS 0.000
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1