{
  "docId": "019dd923-5e88-73ef-bd57-c1a6b75265f3",
  "docSlug": "846c4fef327fa4ce",
  "documentTitle": "2020 Effie UK Report  in partnership with Ipsos MORI",
  "authorId": "IPSOS",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.617,
  "pageNumber": 10,
  "pageCount": 41,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "dense",
  "nDataPoints": 4,
  "notes": "The slide uses a comparison of two donut charts to illustrate that the split between 'Primary Target' and 'No Target' is nearly identical for winners, suggesting no inherent superiority of one strategy over the other.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "donut_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd57-c1a6b75265f3/10",
  "deckHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd57-c1a6b75265f3#slide-10",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "For effective communication it seems its not the particular marketing guru that you buy into that is important, but the quality of the thinking and its application to the circumstances that you find in front of you that is paramount.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-22fd-7168-b9ef-1b2a488c7ce1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.4,
        "x": 0.55,
        "y": 0.55
      },
      "kind": "chart",
      "text": "All Winners: 50% Primary Target, 50% No Target",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c91b8c6c-04d5-4d19-8296-eea9e257018f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.4,
        "x": 0.55,
        "y": 0.1
      },
      "kind": "chart",
      "text": "All Entrants: 44% Primary Target, 56% No Target",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "da91657f-d36a-4664-a524-c8cb1b623ae1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Targeting Strategy: 50%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-22fd-7168-b9ef-1f20e5e459e0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.4,
        "x": 0.04,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "There has been an ongoing debate in recent years on what the most effective targeting strategy to drive brand growth should be. From an analysis of the cases, it is clear that those who have not specified a particular target are aiming for a 'mass' strategy. They have actively decided that their strategy is to reach the total possible market, rather than a failure to identify a specific target. For the winners, they are slightly more likely to have a primary target in mind than all entrants. However, with a 50:50 split on target vs no target it is evident that either approach can work. For effective communication it seems its not the particular marketing guru that you buy into that is important, but the quality of the thinking and its application to the circumstances that you find in front of you that is paramount.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b2c58b5d-62f4-4c36-a032-d8b66ba5169f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.55,
        "y": 0.87
      },
      "kind": "source-note",
      "text": "Data from all Effie 2020 entries, all Effie 2020 Winners, 'claimed primary target'",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "61f8f375-8425-4183-891a-a4aecdffa730",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.04,
        "y": 0.08
      },
      "kind": "title",
      "text": "Mass and Targeted can both be Effective Strategies",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b89fcb08-0764-4b5b-8ddc-37b7260e87ef",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "4168217d-b2fb-4f41-9aa2-360cfb78f319",
      "evidence": "comparison_table",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 14,
      "from": 10,
      "beatId": "acbdd54e-2a00-4599-bb95-05deaa673cbf",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Evidence",
      "beatSlug": "evidence",
      "evidence": "The document provides evidence and best practices for effective marketing campaigns, including case studies and industry trends.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}