The effectiveness of an advertising campaign
A Johnson&Johnson case study

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Page 5: Evaluating the advertising campaign

Johnsonjohnson 5 Diagram 4The evidence that the success of Clean & Clear in the late 1990s was affected by the new advertising campaign included the following:

  • Increased advertising awareness (i.e. the extent to which consumers could associate the advertising with the brand) in absolute terms and in relation to other brands.
  • Brand awareness also increased in the same period by 49%.
  • Research into the views of teenage girls showed that, for the first time, girls were enthusing about Clean & Clear advertising, even laughing about how true it was to their lives and attitudes towards skincare.
  • An econometric model, which takes account of the different factors that might affect sales growth, showed that without the ‘Real Girls’ advertising campaign, Clean & Clear’s rise in value share would have come to a hal.

A range of other factors can also be discounted as having led to the success of Clean & Clear in the late 1990s:

  • No new products were launched and there were no product reformulations or changes in packaging
  • There were no significant changes in factors relating to distribution
  • There were no price cuts - in fact prices actually rose a little compared to the competition
  • Advertising spend – relative to rivals - did not rise

Johnsonjohnson 5 Image 5Other factors, such as an increase in the population of teenage girls, an increase in the number of teenage girls suffering from spots or an increase in teenage girls’ disposable income, can also be eliminated - if they had been significant they would have affected the total medicated market.

Johnson&Johnson | The effectiveness of an advertising campaign