Measuring the effectiveness of generic advertising- an analysis of the sugar generic marketing campaign
Loading...
Authors
Gabriel, Aubrey Benedict
Issue Date
2007
Type
Research Report
Language
en
Keywords
Management for competitiveness , Management of the enterprise
Alternative Title
Abstract
The purpose of the study is to determine if consumer attitude towards sugar is
an indicator of sugar consumption behaviour. Attitudinal statements were
developed using the results of a segmentation study, which classified sugar
consumers into six segments. These statements, which were characteristic of
consumer attitudes towards sugar, were included in a national survey of 2 516
respondents to test sugar consumption behaviour relative to consumer
attitudes. Conventional statistical methods were applied to analyse the sugar
consumption behaviour of respondents within the six attitudinal segments. It
was found that there is a direct relationship between consumer attitudes
towards sugar and sugar consumption behaviour. Consumers with a positive
predisposition towards sugar were found to consume significantly more sugar
than those in negatively predisposed segments. According to attitude theory,
which suggests that attitude can be influenced and changed, the study
concludes that generic advertising is an appropriate communication tool to
influence and change the attitudes of negatively predisposed sugar users in
order to improve sugar consumption. Furthermore the segmentation based on
attitudes provides a method for measuring the success of advertising
initiatives by monitoring the movement of consumers between positive and
negative segments.
Description
This study will focus on the South African sugar generic marketing campaign and compare this initiative with other generic food commodity marketing campaigns with the objective of identifying appropriate methodologies for measuring generic marketing campaign effectiveness