Evaluating advertising campaigns

Date of publication: June 15, 1981

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.

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