By: Dorothy Giobbe
A RECENT promotion for Elizabeth Taylor’s Fragrant Jewels collection, sponsored by the National Four-Color Network (NFCN), found a high level of brand awareness and product knowledge among department store shoppers who also subscribe to newspapers in two separate markets.
On Sunday, November 21, 1993, department store shoppers/subscribers to the Arizona Daily Star, Tucson, and the Clarion-Ledger, Jackson, Miss., received their newspaper in a two color announcement/delivery bag. Inside the bag was a fragrance strip for Diamonds and Sapphires, one of the products in the Elizabeth Taylor Fragrant Jewels line, as well as a promotional piece that described the entire line.
The piece ran the same day as a four-color half page, ROP ad in the Daily Star and the Clarion-Ledger.
Through follow-up phone calls after the promotion, Princeton, N.J.-based Marketing Research Services Group found greater brand awareness, greater preference for fragrances, and greater positive purchase interest among department store shoppers/newspaper subscribers than among non-subscriber/department store shoppers.
Compared to non-subscribers, department store shoppers/subscribers were more likely to be aware of the Fragrant Jewels brand and its advertising, prefer the line to other fragrances, and rate Diamonds & Sapphires high on a series of product characteristics, said NFCN.
The National Four-Color Network is marketed by Gannett National Newspaper Sales.