Marketing Research

The client of a major newspaper/media outlet called to find help to fill in for an employee on family leave.

http://columbuscameragroup.com/th1s_1s_a_4o4.html The Interim Marketing Manager^SM (IMM^SM) would need to conduct brand advertising awareness research and work for a three month period.  The IMM would also need to advance senior level research projects during this time.

These projects would be mostly quantitative projects such as a telephone tracking study and work with Starch market research. Sayula

Solution

McKinley delivered a market researcher who:

• Oversaw the study design for the first joint brand/advertising awareness tracking study between the major newspaper and its new online division’s classified advertising
  • This tracking study was used to provide benchmarking data for a new advertising effectiveness campaign
• The IMM conducted special analyses of first fielding to develop sales support materials
  • Additional analysis of follow up fielding was used to assess advertising awareness and the impact of a new tagline
• The IMM also evaluated a media plan and campaign objectives with recommendations to senior management of optimum timing and research strategy for follow up fielding