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Challenge
Our client markets a successful brand of frozen entrées. It has
grown over the past five years to the point where it now outsells many
former North American market leaders. To increase brand awareness and
capture more market share, the client ran television advertising campaigns
in 1997 and 1999. After the campaigns, the company asked The Strategic
Counsel to measure how well its advertising succeeded in generating
market awareness, as well as whether the ads motivated shoppers to choose
the client's product over other brands. It also wanted to know whether
its creative approach to the campaign should be used in the U.S. or changed
to meet different market needs.
Strategy
In Canada, we conducted one pre– and two post-flight surveys for each
of the two campaigns, using a sample of household shoppers in the brand's
key regional markets. In the U.S., the first Canadian campaign was broadcast
in five test markets, followed by a post-flight study with over 2,000
respondents. Then, our client launched a high–end brand extension in the
U.S. with a different TV advertising campaign, followed by pre– and post–flight
surveys in five major markets. All the surveys measured key points of
advertising effectiveness, including proven and latent recall of the ads
and the impact on the customer's purchase behavior.
Results
The research supported continuing the advertising campaign in Canada,
and indicated the same campaign could also be successful in the U.S. However,
the client changed its advertising campaign for the high–end brand extension
in the U.S. after our research revealed that the creative approach fell
short on key communications objectives.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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