Meet Vivian Takach June 24, 2009
Posted by Mark Blei in : Staff posts , trackback
Recently we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on everyday.
My name is Vivian Takach and I am a Senior Research Executive in Dynamic Logic’s San Francisco office.
Recently while I was watching TV I saw an ad for a consumer packaged good targeted at women that offended me so much my initial reaction was to never buy the product again. Taking a step back from my reaction as a consumer, I started to think that the brand may not have had anything to do with the campaign beyond hiring an agency, and that the sentiments may not be their own.
I began thinking about how advertising can strongly connect a consumer with a brand, and that this connection could be a very negative one. I did some research on the CPG campaign that offended me, to find that I was not alone. Many women’s groups had felt the same way, and intended to boycott the brand. I visited the product’s website to find pages upon pages of negative comments. If only measuring site visitation, the campaign may actually be measured as a success. Through my research I also saw that although misguided, the campaign had been carefully thought out and researched prior to launching.
What I found has led me to start doing further research within Dynamic Logic’s extensive database on the lasting impact of bad advertising campaigns. Even with the best of intentions and carefully planned creatives, consumers can respond in a deeply negative way. What does this mean for brand perceptions in the long run? How long will it take for the brand to return to previous baselines in regards to consumers’ impressions? Does the brand need to find a new target entirely, having alienated the original target audience? I am hoping my research will help in some way guide our clients who are in similar situations back to a healthier place for their products.
When not studying ad impact at work or boring my husband with it at home, I spend my time with my two adorable cats and am a big scooter fan, and have been in an all girls’ scooter club for nearly 5 years now.
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
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