post test
After the television commercial campaigns, advertisers must turn to another kind of researches in order to know whether the ad performs well in the competing category and competing ads. This kind of researches after the campaign is called post-testing. Here we will explain the procedures through the post-test research of Danone biscuits done by Millward Brown in Shanghai. We will focus our attention to one of its sub brand: Tiki which had experienced a renovation in its product. This research adopted the face to face interviewing at home method. The researchers chose their target group as males or females between 18 to 54 years old who have bought any biscuits in last 3 months. The research period is from R5 June 11 to July 8 and R6 from July 9 to August 5. In this period, they realized 64 interviews per week. 1. A general overview of TVC input. This stage is for the researchers to have a global insight in the biscuit market in the recent 20 months. Here we find that Tiki¡¦s product, after the renovation, was launched to the market in May 2001. The weighted GRPs reach 284 and it is above the average 250. . . .
The non-users are more interested in other segments for they purchase Tuc, Clio Vegetalbe Cracker, Pacific Soda Cracker with are savory biscuits, and Oreo, which is a sandwich biscuit. „« First, in order to get rid of the image of ¡¥sweet version TUC¡¦, it needs to establish an unique platform for Tiki „« Secondly, Given the strategy of ¡¥everyday pleasure¡¦, either edit ¡¥Butterfly¡¦ ad or examine the option of a new creative to establish the renovation story or to communicate key benefit ¡¥pleasure¡¦ „« Then, use multiple media (print, outdoor, etc. The awareness of Butterfly is much inferior to those two ads, especially in the second month, whereas the other two increase their awareness by 6%-7%, Butterfly reduces by 7%. Maybe the difference rests on the short exposure of ads and people need a period of adaptation to accept the new product and new ads, for it is measured in the recent two months whereas the other two. Generally speaking, the weaken effect of the ad on the core image of the brand leads to a lower of the overall image through different indicators. How does this affect the brand image? According to the study, ¡§Butterfly¡¨ reassures Tiki to have a more attractive advertising. First, communication to clearly establish the renovation, and second, theme communication building on everyday pleasure. After the studies, we can make some conclusion according to the analysis of the results. Butterfly has not corrected the image of Tiki as a ¡¥sweet TUC¡¦ Further, between Celebrity and Butterfly, Celebrity is more impactful and persuasive Tiki is therefore not able to sustain any increase in usage - with non-users gravitating towards TUC Based on the conclusions, the researchers give some recommendations on Tiki¡¦s ad strategy. Nevertheless, pleasure is the core image of Tiki. They proceed in the peak still recognition, TV ad story-recall and the ad communication. The key issue lies on : can the butterfly ad (in its current state) be a strong theme ad ? (Absence of a strong device to cue pleasure; the pre-post not clearly established; brand not the hero of the story) . Secondly, the researchers try to know exactly which parts of the ad function well and which parts do not function well. The score rise from -3 to 2, at the same time,.
Common topics in this essay:
Danone Calcium¡¦s, TUC Based, Soda Cracker, R6 July, Brown Shanghai, , Butterfly Celebrity, Tuc Butterfly, R5 June, core image, image tiki, ¡¥everyday pleasure¡¦, ad story, image non-users, everyday pleasure, establish renovation, awareness butterfly, story recall, ad story recall, |
Acceptance Essays
