Abstract:
Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way advertising works, such as brand awareness and brand image. They appeared to be very stable over time and their relations either with campaigns, or with brand share did not appear at all clear. Consequently, it was decided to start a new system, based upon a more progressive approach. This system was worked out jointly by Nestle Research Department and Marc Vincent, based upon a theoretical framework developed by the latter. Through a satisfactory 3-year test period with one product- line (1975 - 77) , the system has been fully applied in the Company, from 1978.
Research Papers
Advertising in magazines
Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Marc Vincent, Annick Vincent
 
June 15, 1997
Research Papers
Advertising strategy and media mix under control
Catalogue: ESOMAR Congress 1987
Author: Marc Vincent
 
September 1, 1987
Research Papers
Experience of qualitative media research in Spain
Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Marc Vincent
 
March 1, 1976
