Ad Campaign For Yunnan Baiyao

MKT 526

Ashley Chen, Selena Chueh, I-Chun Chiang, Alex Toll, Howard Wen

University of Southern California

OVERVIEW

• Background

• Critique of Original Ad

• Demand Analysis

• Ad Test and Hypotheses

• Results of Ad Test

• Recommended Strategy and Plan

BACKGROUND

• Traditional Chinese Medicine

• Gum Protection

CRITIQUE OF ORIGINAL ADCrest Pro Health TV Commercial: Checkup https://www.youtube.com/watch?v=c8TZRKdBodQ

Description: • Lay Endorsement + Argument• Format: less formal, like a self-shot video• Positive emotion: warmth, joy, and enthusiasm• Encourage more consumers to share their experience on Facebook

Suggestions:• Lay Endorsement, No Argument• Delete the first product placement appearing at 0:07, but keep the one at the

end of the advertisement at 0:20.

DEMAND ANALYSIS

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0

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2

3

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5

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Perceptual Map

Series3

Whitening

Gu

m H

ealt

h

Crest

Colgate

Oral-B

Target Segment

AD TEST AND HYPOTHESES

Message

Organic

ingredients

Gum protection Original

Appeal Expert

Endorseme

nt

Advertisement A:

Expert Organic

30ss

Advertisement B:

Expert Protection

ArgumentAdvertisement C:

Argument Organic

Advertisement D:

Argument protectio

n

RESULTS OF AD TEST

Original Expert Organic Expert Gum Protection Argument Organic Argument Gum Protection0

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1. Please rank the following commercial (1: Least favorite, 5: Most favorite)

2. Please rank the following commercial (1:Least believable, 5: Most believable)

3. Please rank the following commercial (1:Least memorable, 5: Most memorable)

4. Please rank the following commercial (1: Least persuasive for purchase, 5: Most persuasive for purchase)

RECOMMENDED STRATEGY AND PLAN

• The commercial using expert endorsement focusing on gum protection

is the best choice for a successful marketing campaign.

• Make it more memorable by arousing strong emotions or adding more

creative elements.

• Low price strategy to gain market share and brand recognition.

Thank You!