Evaluating advertising effectiveness :|ba case study of Alpo dog food advertising | |
| Author | Patnarin Sutthirak |
| Call Number | AIT RSPR no. SM-99-28 |
| Subject(s) | Dogs--Food Advertising |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The more competitive marketplace becomes, the more persuasion must be used to convince the consumers that one marketer's offering will gratify consumer demands better than another's will. The effectiveness of the advertisement is, therefore, needed to be evaluated ~s it would provide the marketing manager with the feedback on the execution of advertising campaign, which can be used to improve the future ads and to allocate the budget for the new campaign. This research aims to measure the advertising effectiveness of Nestle's dogs food product "Alpo" in comparing to its major competitor ''Pedigree" by focusing at the factors of the audience,s awareness of the advertisements and the brands, the communication message, the attitude towards the commercials, and the brand image of Alpo. In addition to that, this research also studied the pattern of buying processed dog food behavior. The results indicate that Pedigree is slightly better off than Alpo in established the awareness in the audience's mind as it is long established and has continually advertised which allow people to Qe aware and familiar with its brand name. However, this does not necessary imply that Alpo ad is less effective than Pedigree. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark; |
| Examination Committee(s) | Bechter, Clemens; Johri, Lalit M. ; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |