Magazine article Marketing

Marketing Research Awards: Best Advertising Research

Magazine article Marketing

Marketing Research Awards: Best Advertising Research

Article excerpt

WINNER Client: BT Agency: TNS  COMMENDED Client: Scottish National Blood Transfusion Service and The Bridge Advertising Agency Agency: TNS  COMMENDED Client: Post Office Agency: Publicis 

BT spends about pounds 100m a year on consumer ad campaigns, but prior to 2003, research on the effectiveness of its TV work was limited to a few questions at the end of the long questionnaire used for its main consumer tracking survey.

BT decided to set up a dedicated advertising tracker to assess the performance of its ads and those of its competitors across TV, press, radio and outdoors.

The objectives were twofold: to gauge the competitive environment in which BT was advertising, and to improve understanding of how factors such as weight of spend and media mix contributed to effectiveness.

Weekly face-to-face interviews were held across the UK with a broad sample of adults aged 16-65. The research, initially commissioned for a year, found BT's advertising needed an overhaul. It was running too many campaigns, there were too many executions in each campaign, there were too few peak ad slots supporting executions, too few campaigns were being re-used, and too many were shifting to a direct response focus before they were fully established.

As a result, BT decided to continue the tracking survey and rewrite its guidelines for marketing communications across the business. What impressed the judges was that the research not only led to a change in client behaviour, but it also measured the improvements. …

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