Newspaper ad boosts consumer awareness p. 23

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.


No comments on this item Please log in to comment by clicking here

Scroll the Latest Job Opportunities From The Media Job Board