Transcript new product course

Expert System Presentation at S&P
Arvind Rangaswamy
 Our skill base
 Demo of expert
system -- ADCAD
S&P–1
Our Skill Base
 Extensive academic background in developing
useable marketing models
 Developed ADCAD, NEGOTEX, and INFER
expert systems
 Developed Marketing Engineering suite of
software
 Now developing Marketing Engineering on the
Net
S&P–2
ADCAD System Overview
Background information
(problem definition;
brand, competitor,
product, and audience
characteristics)
Knowledge Base
• Published theory
• Published empirical findings
• Cumulative agency experience
ADCAD Reasoning Process
Questions, definitions,
and explanations
Information
from
Marketing
Research
and
Databases
User
Target audience
selection and
other marketing
decisions
Market Assessment
Marketing Objectives
Advertising Objectives
Communication Approaches
Recommendations
and rationale
“What if”
sensitivity
analysis
Positioning
• Benefits
• Comparisons
• Message sidedness
Message Characteristics
• Message arguments
• Ad format
• Educational techniques
Presenter Characteristics
• Attractiveness
• Similarity
• Expertise
• Objectivity
Message Emotion
• Strength
• Direction
• Mood
S&P–3
Past & present
product usage
Nature of
product
Product usage
rate
Past & present
brand usage
Marketing
Objectives
Brand
market
share
Product life
cycle stage
Current
brand loyalty
Product
purchase
interval
New brand
uses
Brand purchase
motivation
Brand type
Product purchase
motivation
Package visibility
and recognition at
POP
Advertising
Objectives
Decision
involvement
Current brand
recognition
Current topof-mind
awareness
Time of brand
decision
S&P–4
Creative
Strategy
Presentation
Techniques
Comparisons
Decision
involvement
Consumer
education
level
Product
knowledge
Message
Sidedness
Product
knowledge
Conflicting
information
Message
processing
motivation
Performance
evaluation
ability
Brand
attitude
Decision
involvement
Benefit
Presentation
Benefit
delivery
Benefit
importance
Brand
knowledge
Benefit
awareness
Benefit
uniqueness
S&P–5
Marketing Objectives
 Stimulate primary demand
 Reinforce primary demand
 Stimulate brand trial
 Stimulate repeat purchase or
loyalty
 Increase rate of brand usage
 Attract trier-rejectors
S&P–6
Advertising Objectives
 Create/increase brand recognition
 Create/increase top-of-mind awareness
 Communicate category image/mood/lifestyle
 Communicate brand characteristics
 Communicate brand image/mood/lifestyle
 Maintain brand recognition
 Maintain top-of-mind brand awareness
 Reinforce category beliefs
 Reinforce brand image/mood/lifestyle
 Communicate brand changes/enhancements
 Communicate new brand image/mood/lifestyle
 Communicate new brand uses
S&P–7
Format

Demonstration of product in
use or by analogy

Fantasy, exaggeration, or
surrealism

Demonstration of results of
using the product

Musical

Comedy or satire

Serious drama

Vignette

Unusual/extreme

(Announcement)

(Case-history)

(Brand
production/preparation)

Endorsement by
celebrity/authority

Testimonial by product user

Customer interview

Slice-of-life

Problem-solution
S&P–8
Presenter Characteristics
 Species
 Age
 Sex
 Identity
 Recognizability
 Credibility (Expertise, Objectivity)
 Attraction (Likability, Similarity)
S&P–9
Presentation Techniques
Package-closeup
Familiar scenario
Color illustration
General humor
Long package display
Product humor
Jingle/rhyme/slogan
Incongruent elements
Questions
Animation/cartoon/rotoscope
Brand name repetition
Hidden-camera
Personal reference
Implicit conclusion
Music and/or singing
Explicit conclusion
Visual/verbal integration
Climax presentation
Visual stimuli/imagery
Anti-climax presentation
Quantitative arguments
Strong arguments
Surrogate indicators
Capture consumer emotions
Front-end impact
Message sign-off
Short copy
Short headline
Nouns in headline
S&P–10
Emotion in Ad
 Sanguine
 Phlegmatic
 Melancholic
 Choleric
Anger then relief
Relief
Fear then relaxation
Relaxation
Fear then trust
Trust
Moderate or high fear
Disappointment the optimism
Optimism
Annoyance then convenience
Convenience
Dullness then elation
Elation
Boredom then excitement
Excitement
Apprehension then flattery
Flattery
Tension, discomfort, threat
Surprise
Nostalgia
S&P–11
Recommended Benefits

Price/economy

Guarantees or warranty

Value

Nutrition or health

Quality

User satisfaction or loyalty

Challenge

New product or option

Enjoyment

New brand uses

Safety

New solution

Status

(Dependability)

Convenience

(Self-expression)
S&P–12
Benefits of ADCAD System
 Flexible representation and processing of
advertising knowledge using AI methods

Separate knowledge from its processing
 Verbally rich models that are closer to the way
people normally tend to think -- incorporating
qualitative elements relevant to a situation
 Improved explanatory features
 Deliver knowledge when and where decisions
are made
S&P–13
Potential Application Areas
of Knowledge-Based Systems
 Too much information

Systems to interpret information and generate insights for
managerial actions. Example: Interpretation of log files from
web servers
 Too many options to consider and evaluate

Systems to reduce the number of options to a few important ones
Example: Design of TV commercials
 No single individual has all the relevant
skills/knowledge

Systems incorporating multiple sources of knowledge and
expertise. Example: New Product Development screening
S&P–14
Potential Application Areas
of Knowledge-Based Systems
 Routine problems with highly variable input data

Systems to automate problem solving. Examples: credit card
authorization, product configuration
 Shortage of skilled employees/frequent turnover

Systems that embed procedures and plans. Example: Help desk
 Need “just-in-time” knowledge to solve a management
problem

Network of expert systems available on demand (embedded AI
systems)
S&P–15