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.