The contribution of consumer research to the development of an international advertising campaign: The man from del Monte

Date of publication: September 1, 1988

Author: D. Jerry Lovatt

Abstract:

This paper describes the major contribution made by consumer research to the development and evaluation of an international advertising campaign which has now run successfully in nine countries. The research contribution covers both pre-testing and in-market tracking on a multi-country basis. It is not a dissertation on innovative technique, but rather a description of the effectiveness of the routine but rigorous application of the familiar to a complex international problem. The research reported comprises both qualitative and quantitative communication pre-testing and large scale ad hoc consumer tracking. The results demonstrate the strengths of the campaign which have duly been built upon, and points out weaknesses, some major, which have thereby been eliminated. The paper identifies the success of the campaign both in consumer tracking terms and also with respect to sales performance, as far as confidentiality permits. Its underlying message is that this level of success would not have been achieved without the application of the tried and trusted research techniques that were brought to bear.

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