Assessing Advertising: the Methods RJR Nabisco uses

Derek Groves

Describes the methods used by RJR Nabisco to assess, develop and judge its advertising. Includes discussion of style of ads, taget audiences, budget setting, and scheduling.

Assessing Advertising: the Methods RJR Nabisco Uses

Derek GrovesNabisco

This paper outlines the way in which RJR Nabisco uses research to aid judgment in developing and assessing its advertising.

RJR Nabisco is the world’s fourth largest advertiser. Its UK brands include Del Monte, Walker’s crisps, Smith’s crisps, Planters, Jacobs and Huntley & Palmer. Until the end of 1988 the portfolio also included Shredded Wheat and other cereal brands.

Before discussing our research philosophy and techniques it is important to distinguish the different objectives that the various brands in our portfolio have for their advertising. Such objectives include:-

- Short/medium...

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