Revitalising a valued character
A Kellogg's case study

Page 6: Evaluating the success of the campaign

Revitalising a brand character is very expensive. It is particularly important when making such an investment that the advertisements hit a range of measured objectives. This process is known as DAGMAR: Defining Advertising Goals for Measured Advertising Success.

Quantitative research after the launch showed that, although not all targets were achieved immediately, the advertising had moved Tony forward and had met many of the concerns highlighted by the previous research.

In the short-term, following the launch, Frosties achieved an increase in market penetration, consumption, brand share and sales.

Kellogg's | Revitalising a valued character

Downloads

You can download resources for this case study below

Case study pages

This page and contents, ©2018 Business Case Studies, is intended to be viewed online and may not be printed. Please view this page at http://bizcas.es/D7b2G4.