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Sales evaluation by TNS Worldpanel

Sales evaluation by TNS Worldpanel. TNS Worldpanel analysed patterns of soft cheese buying in order to measure the incremental 28-day sales effect for Kraft Philadelphia generated by the TV and newspaper advertising, individually and in combination

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Sales evaluation by TNS Worldpanel

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  1. Sales evaluation by TNS Worldpanel • TNS Worldpanel analysed patterns of soft cheese buying in order to measure the incremental 28-day sales effect for Kraft Philadelphia generated by the TV and newspaper advertising, individually and in combination • The purchasing behaviour of Kraft Philadelphia and other soft cheese brand buyers was analysed according to whether they had been exposed, or not exposed to the advertising, and the differences were attributed to the advertising effect. All analyses were controlled for presence/absence of promotional activity at the time of advertising and by weight of viewing • Likelihood of exposure to ads in newspapers or on TV, or both, was determined as follows:

  2. Exposed to Newspaper ads Exposed to TV ads Actual purchase ofnewspaper titles on the days carryingadvertising Actual televisionviewing habits fromBARB/SkyViewhouseholds + + MediaSPAN Questionnaire Claimed televisionviewing habits from MediaSPAN questionnaire Regular readers of newspaper titles from MediaSPANquestionnaire Commercial BreakViewing Probabilities TV Spots Worldpanel Housewiveslikely exposed to TV

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