Tracking Studies
These days, it makes a lot of monetary sense to test a new advertising campaign prior to launching it. And that’s just what a large consumer food manufacturer did with our help. Having developed a new advertising campaign that included radio, TV, in-store displays and coupon inserts in local newspapers, the manufacturer wanted to test the campaigns effectiveness in increasing brand awareness, purchase intent and positive attitude toward the brand.

Three markets were chosen as test markets where all elements of the campaign were put into place.  These three Markets were matched to three control markets where no advertising was present for this food manufacturer. Markets were matched on the client manufacturers sales as well as competitive brand sales. A total of 900 telephone interviews were conducted (450 in the test markets and 450 in the control markets) prior to the start of any advertising.