Four Masked Brands + Special K: A new look at measuring long term advertising effectiveness
Leslie Wood, Dave Poltrack and Jeff Doud
Campaign details
Brand owner: Kellogg'sLead agency: Nielsen Catalina SolutionsContributing agency: CBS/CBS Vision and Kellogg Company Brand: Four Masked Brands + Special KCountry: United StatesIndustry Breakfast cereals, Convenience, readymade, Non-alcoholic, soft drinks, Oral healthChannels used: TelevisionMedia budget: Up to $500k
Executive summary
The case study describes how Kellogg's and four other brands studied how advertisers can understand the long-term effect of advertising to create...