Qualitative research into 'poster sticker' advertising for Kronenbourg
The objectives of the research were to:
1. Assess whether 'Poster Sticker' communicated the creative strategy;
2. Assess whether the proposed poster campaign communicated the creative strategy;
3. Understand the positives and negatives of both the 'Poster Sticker' commercial and the poster campaign;
4. Help clarify the reasons for the variable recall levels of the current four Kronenbourg commercials in the BJM Lager U&A study.
The results of the research are to be used to aid in the development of creative ideas, both T V and poster, to finished advertisements, so that the positives are strengthened and the weaknesses minimized.
- This could also be of interest