Case Study #10: Advertising Development - Industrial Filters
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Industrial Products – Industrial Filters used in Semiconductor and Pharmaceutical Manufacturing Applications
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Research Topic
Testing Changes to Advertising Tagline
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Research Need
Industrial client desired customer feedback on a significant change to their tagline, used in all of their market communications.
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Research Process
Telephone interviews were conducted among current and prospective customers to understand perceptions, strengths, and weaknesses of three proposed new advertising taglines used in print advertising, websites, and brochures.
Using online technology, respondents were able to view alternative taglines shown within representative print ads, providing critical feedback on each. |
Results
The online images facilitated rich discussions using telephone interviews to eliminate tagline candidates which were confusing or ineffective in building their brand image.
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Links to Related Case Studies
Industrial - Advertising Development
Industrial - Telephone Surveys (More case studies to be written)
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