IAB research demonstrates the role of online in delivering cost-effective brand awareness for FMCG brands.
Online advertising delivers uplift in brand and ad awareness, whilst TV drives favourability and purchase intent. That’s according to research commissioned by the Internet Advertising Bureau (IAB) which identifies the separate and combined impact of online and TV in a campaign run by Nestlé for their Maggi so Juicy cooking sauce brand.
Carried out by GfK, the research project is the second in IAB’s Building Brands Online Trilogy that assesses the results of three FMCG advertising campaigns, each using online and different combinations of media. www.iabuk.net/research
Aimed at a target audience of 25-40 year old women with children, the campaign included TV, online advertising and Online Social.
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|Building Brands Online - Maggi So Juicy.ppt||9.48 MB|