post test

After the television commercial campaigns, advertisers must turn to another kind of researches in order to know whether the ad performs well in the competing category and competing ads. This kind of researches after the campaign is called post-testing. Here we will explain the procedures through the post-test research of Danone biscuits done by Millward Brown in Shanghai. We will focus our attention to one of its sub brand: Tiki which had experienced a renovation in its product.
This research adopted the face to face interviewing at home method. The researchers chose their target group as males or females between 18 to 54 years old who have bought any biscuits in last 3 months. The research period is from R5 June 11 to July 8 and R6 from July 9 to August 5. In this period, they realized 64 interviews per week.
1. A general overview of TVC input.
This stage is for the researchers to have a global insight in the biscuit market in the recent 20 months. Here we find that Tiki?s product, after the renovation, was launched to the market in May 2001. The weighted GRPs reach 284 and it is above the average 250.
Firstly, compared to Danone High Calcium?s ?§Sunflower? and Tuc?s re-edited commercial ?§Celebrity?, the ?§Butterfly? for Tiki is weak in aided, unaided awareness and the ad story recall score is not good enough. The awareness of Butterfly is much inferior to those two ads, especially in the second month, whereas the other two increase their awareness by 6%-7%, Butterfly reduces by 7%. In the ad story recall, it does not have a good performance either. Maybe the difference rests on the short exposure of ads and people need a period of adaptation to accept the new product and new ads, for it is measured in the recent two months whereas the other two.
Secondly, the researchers try to know exactly which parts of the

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