Product integration: the gold behind the American Music Awards
Beth UyencoOMD, United States
Rachel Mueller-LustABC Television Network, United States
PREFACE
Using a nationally representative sample of television viewers, a pre-wave telephone survey was conducted among adults aged 18–49 years during the week prior to the AMAs (11/10/04–11/14/04) to benchmark the brand awareness. A post-wave survey was conducted among adults aged 18–49 years beginning the Wednesday after the AMAs (11/17/04–11/21/04).
Brand and program metrics explored in the survey include: Integration recall (aided and unaided), Advertising recall (aided and unaided), Intent to purchase, Brand impression, Brand/category usage and involvement, Brand...