ClickerPlus Pilot Study

1. ClickerPlus Pilot Study

2. “Our challenge is to make sure every child in America is learning from an effective teacher—no matter what it takes. So today, I ask you to join President Obama and me in a new commitment to results that recognizes and rewards success in the classroom ... “ Secretary of Education, Arne Duncan, July 2, 2009

3. ClickerPlus Pilot Study:Applying Advertising Research Methods to the Measurement of Student Learning Goals Lilly Conference on College and University Teaching Washington D.C. 3 June 2010 Prepared by: Brian Moore

4. Agenda • ClickerPlus? • Hypothesis: ClickerPlus made me a better teacher • Advertising research methods • Method • “Survey” • Results • Pilot study • Audience survey • Discussion

5. What is ClickerPlus? • Quantitative method • What they know • What they learn • Pre/post • Advertising research • Clickers

6. Hypothesis ClickerPlus made me a better teacher: • Students learned (more) • Students appreciated (more)

7. Advertising Research Methods

8. How do we know that advertising is effective? Case History: Dove Deodorant Tracking Study

9. (New)Dove Deodorant Moisturizing cream Soothes and beautifies the underarms.

10. Dove Deodorant Communication Goals Be recognized as the best brand at caring for the look and feel of underarm skin Become the beauty icon in the deodorant market through focusing on improving the look of underarm skin Ensure that perceived efficacy remains at parity with the market average Source: Euro Effie Awards Case History, 2009

11. People have to “learn.” …

12. Ads “teach.”

13. Results

14. Dove deodorant “owns” underarm beauty. Papers & Case Studies – World Advertising Research Council

15. ClickerPlus Pilot Study Results Summer 2009 Prepared by Brian Moore Baruch College July 2009

16. Method • Construct true-false statements. • Have students respond • Clickers • TurningPoint • Analyze. • Adjust. • Clarify and reinforce. • Re-administer. • Compare. • Adjust.

17. Beginning of the semester June 1, 2009 End of the semester July 2, 2009 Learning True/False questions True/False questions Benchmarks Changes over time

18. Sample Description and Timing • Place: Baruch College • Course: Advertising • Sample: Baruch undergraduates • Sample Sizes: • Pre-Wave, n=38; • Post-Wave, n= 25 • Timing: • Pre-Wave: June 1, 2009 • Interim Review: June 18, 2009 • Post-Wave: July 2, 2009

19. Limitations • Merely directional. • Sample is insufficient, i.e. • Small • Unequal • Unrepresentative • Getting the underlying concept ? • Need for validation

20. Instructions to the students in the classroom This is not a test. You won’t be graded on this. We just want to find out what you know.

21. First Slide Based on everything you know or may have heard about advertising, please indicate whether you believe that the following statements are true or false.

22. Audience:Pick up your Clickers!

23. Based on everything you know or may have heard about advertising, please indicate whether you believe that the following statements are true or false.

24. The most important thing good advertising does is make an emotional connection with consumers. • True • False

25. The production of advertising ideas follows a clearly defined process. • True • False

26. Good advertising can keep a bad product alive. • True • False

27. American Idol would be a good place to advertise the new version of the iPhone. • True • False

28. What you say in advertising is more important than how you say it. • True • False

29. Emotional advertising appeals are more effective than rational advertising appeals. • True • False

30. Advertising increases the value of the advertised product. • True • False

31. If your advertising grabs people’s attention, it will probably work. • True • False

32. If you like a particular product, you will be better prepared to create great advertising for that product. • True • False

33. It is more effective to have your advertising seen or heard by more people than it is to have fewer people see it more often. • True • False

34. How did the students do?

35. Summary of before/after results For all 10 Statements

36. Results vary.

37. Results for each statement

38. The most important thing good advertising does is make an emotional connection with consumers. False: “If it doesn’t sell, it is not creative.,” David Ogilvy (Belch & Belch 285)

39. The production of advertising ideas follows a clearly defined process. True: “The production of ideas is just as definite a process as the production of Fords.,” James Webb Young (Belch & Belch 260).

40. Good advertising can keep a bad product alive. False: “Nothing will put a bad product out of business faster than a good advertising campaign.,” David Ogilvy

41. American Idol would be a good place to advertise the new version of the iPhone. False: It would be a waste of mass media on an exclusive product, i.e. a poor return on investment (Belch & Belch 354).

42. What you say in advertising is more important than how you say it. True: “What really decides consumers to buy or not to buy is the content of your advertising, not its form.,” David Ogilvy (Belch & Belch 291).

43. Emotional advertising appeals are more effective than rational advertising appeals. True: You should always seek emotional benefits. They are more compelling, and they are easier to defend (Belch & Belch 285).

44. Advertising increases the value of the advertised product. True: The simple act of advertising a product makes it appear more valuable. Good advertising can increase value perceptions and direct pricing strategies (Moore).

45. If your advertising grabs people’s attention, it will probably work. False: “Advertising succeeds or fails depending on how well it communicates the desired information and attitudes to the right people at the right time and at the right cost,” Russell Colley (Belch & Belch 220).

46. If you like a particular product, you will be better prepared to create great advertising for that product. False: You may not be representative of the target consumer, and you won’t be objective (Moore).

47. It is more effective to have your advertising seen or heard by more people than it is to have fewer people see it more often. False: It depends on your objectives, e.g.; if your message is complicated, or If your product is unfamiliar to people, you probably need more frequency (Belch & Belch 336).

48. Am I an effective teacher? Learn? Appreciate?

49. The most important thing good advertising does is make an emotional connection with consumers. The production of advertising ideas follows a clearly defined process. Good advertising can keep a bad product alive. American Idol would be a good place to advertise the new version of the iPhone. What you say in advertising is more important than how you say it. Emotional advertising appeals are more effective than rational advertising appeals. Advertising increases the value of the advertised product. If your advertising grabs people’s attention, it will probably work. If you like a particular product, you will be better prepared to create great advertising for that product. It is more effective to have your advertising seen or heard by more people than it is to have fewer people see it more often. Learn?: Yes and No.

50. Appreciate?: Yes!