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Note
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Reference no. 9B00A027
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2000
Version: 2002-02-05
Length: 14 pages
Data source: Generalised experience
Topics: Advertising media; Evaluation research; Advertising; Advertising effectiveness
Share a link: https://casecent.re/p/14956
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Abstract

The manufacturer of TotalMint mouthwash graded its television commercials internally to judge their potential effectiveness in the marketplace. New television commercials were shown to planned audiences and diagnostic data points were used to judge the commercial based on several criteria. TotalMint was able to assess the extent that a particular commercial was likely to drive sales by comparing the results of the test against a historical database of television commercials. The product manager for TotalMint received the raw data from the advertising effectiveness tests of the latest commercial and was ready to start the evaluation by categorizing the verbatim comments and the overall recall responses. Once tallied, she needed to compare the results to the two previous TotalMint commercials.
Location:
Canada
Industry:
Business services
Other setting(s):
2000
Teaching note
-
Reference no. 8B00A27
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-09-26
Length: 3 pages
Data source: Published sources
View full details

About

Abstract

The manufacturer of TotalMint mouthwash graded its television commercials internally to judge their potential effectiveness in the marketplace. New television commercials were shown to planned audiences and diagnostic data points were used to judge the commercial based on several criteria. TotalMint was able to assess the extent that a particular commercial was likely to drive sales by comparing the results of the test against a historical database of television commercials. The product manager for TotalMint received the raw data from the advertising effectiveness tests of the latest commercial and was ready to start the evaluation by categorizing the verbatim comments and the overall recall responses. Once tallied, she needed to compare the results to the two previous TotalMint commercials.

Settings

Location:
Canada
Industry:
Business services
Other setting(s):
2000

Related

Teaching note
-
Reference no. 8B00A27
Subject category: Marketing
Authors: Robert J Fisher (Ivey Business School, Western University); Ken Mark (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-09-26
Length: 3 pages
Data source: Published sources
View full details