1 / 20

Background & Methodology Detailed Findings Summary & Conclusions

Dove Firming-Research. Background & Methodology Detailed Findings Summary & Conclusions. The overall objective was to assess the effectiveness of the Dove Firming Outdoor advertising campaign on brand and advertising awareness, Dove attributes and purchase consideration. Background.

peers
Download Presentation

Background & Methodology Detailed Findings Summary & Conclusions

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Dove Firming-Research • Background & Methodology • Detailed Findings • Summary & Conclusions

  2. The overall objective was to assess the effectiveness of the Dove Firming Outdoor advertising campaign on brand and advertising awareness, Dove attributes and purchase consideration Background Station Domination Subway Poster Horizontal Poster Backlit Subway Wallscape Superboard Permanent

  3. METHODOLOGY • In-person intercept interviews were conducted in three locations in downtown Toronto: • Union Station (to intercept commuters) – 40% of interviews • TD Centre (shopping concourse) – 20% of interviews • Eaton Centre (mall) – 40% of interviews • 251 pre-wave interviews and 250 post media interviews were conducted, in late April 2006 and late May 2006 respectively.

  4. Methodology – Survey Stimulus • Respondents were shown this de-branded ad to measure advertising recognition and brand linkage.

  5. Dove Brand Linkage- Among Consumers Aware of Dove Advertising - • Although brand linkage was already high in the pre-wave (74% link with Dove), significant increases were experienced in the Media wave. • The campaign was successful in creating a lasting impression with consumers making the brand memorable. n = 139 215 Base: Aware of Dove ads Q.10b What brand was being advertised? (/) Significantly higher/lower than pre wave at the 95% confidence level

  6. Dove Variant Linkage – Brand or Product Name • In addition to increases in Master Brand linkage, the ads were successful at significantly increasing linkage with Dove products, specifically Dove Intense Firming Body Lotion. Base: Aware of Dove ads Q.10b What brand was being advertised? Q.10c Do you recall the specific name of the product that was being advertised? ‘New Dove Intense Firming Body Lotion’ = New (Dove) Firming Lotion, (Dove) Firming Lotion, (Dove) Intense Firming Body Lotion. (/) Significantly higher/lower than pre wave at the 95% confidence level

  7. Ad Effect on Dove Purchase Consideration • Overall, respondents indicated that the ads would likely increase their consideration of Dove Firming Lotion. Purchase Consideration as Result of Ads (5 Pt. Scale) Probably/Definitely Buy This Product Might or Might Not Probably/Definitely Would Not Buy Base: Aware of Dove ads Q.20b. And how likely are you to buy Dove Firming Lotion for yourself in the future?

  8. Unaided Source of Awareness of Dove Ads – Outdoor • Significant increases were measured for most outdoor media. A A A A A Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Significance tested at 95% confidence level (uppercase letters)

  9. Unaided and Aided Source of Awareness of Dove Ads • Awareness of subway and billboard advertising is high. A A A A A A A B Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Q.11a2 Did you see this advertisement on…? [LIST] Significance tested at 95% confidence level (uppercase letters)

  10. Aided Awareness – Formats • The subway poster was recognized most frequently. Base: Aware of Dove ads Q.11a Where specifically did you see this advertisement? Significance tested at 95% confidence level (uppercase letters)

  11. Product Category Linkage • Most consumers during the pre-wave linked the ad with the correct product category (Body Lotion, Cream, Wash, Firming Lotion) before the campaign started. A B Base: Aware of Dove ads Q.10a What product category or type of product was being advertised? Significance tested at 95% confidence level (uppercase letters)

  12. Executive SummaryOverall Campaign • The Dove campaign is successful in terms of awareness and association to the brand. Marked increases occur across advertising measures. • Recognition of Dove advertising is relatively high in the pre wave, yet it increases dramatically post media launch. Additionally, brand linkage to Dove improves. • The campaign was also successful in differentiating itself from other Dove efforts. During the Media wave, most consumers aware of the ads correctly identified them with the appropriate media (buses, stations, billboards, etc.) and not with television or print. • There also greater clarity on the product category advertised: Both spontaneous and aided recall of Dove Firming Lotion increases significantly. • Awareness of Dove ads have a positive effect on respondents claimed purchased intent with 49% of respondents claiming that they will probably/definitely buy this product in the future.

More Related