Warc, 1 July 2014
NEW YORK: The Kellogg Company, the food manufacturer, is
seeking to establish the long-term impact of television advertising by tapping
a wide range of partners, from research firms to members of its peer group.
Jeff Doud, director/marketplace analytics at Kellogg,
discussed this subject while speaking at the Advertising Research Foundation's
recent Audience Measurement 9.0 conference in New York.
"Kellogg currently has three initiatives going on
surrounding the long-term impact of television advertising," he told delegates.
"We do a pretty good job – and we think we have a
pretty good handle on – measuring the short-term response to TV advertising,
but we also know that there's a longer-term impact that we're not currently
capturing."
One of these efforts has seen Kellogg ally with researchers
at Millward Brown to assess the relationship between advertising creative and
long-term base sales.
"We think we'll be able to use this type of information
to come up with more strategic thinking," said Doud. (For more, including
results from the study with will Millward Brown, read Warc's exclusive report:
How Kellogg's is connecting TV creative to sales.)
Another initiative saw the manufacturer of Corn Flakes,
Special K and Pop Tarts survey a select group of its fellow brand owners to
understand how they are making progress in this area.
"We talked to them and tried to establish what type of
strategy they were using for their long-term multipliers [and] were being
applied to TV advertising effects within their marketing effectiveness
programmes," Doud said.
The third such exercise involved a tie-up with broadcast
network CBS and research company Nielsen Catalina Solutions to "use
single-source data to try to quantify the long-term impact of TV
advertising," said Doud.
Having already made significant headway, Doud asserted that
further analysis could usefully expand the organisation's knowledge of this
subject.
"We have to delve into brand-by-brand, and
vehicle-by-vehicle, to get a true answer," Doud said.
Data sourced from Warc
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