Planning Agency:	OMD
Campaign Dates:	April 2004
Target Market:	Housewives (aged 25 - 55 years) with kids who own a dog
Sample:	Pre-advertising - Unexposed to cinema or TV ad Test - Exposed to cinema & TV ad Control - Exposed to TV ad only

Objectives:

• To measure the effectiveness of the cinema ad versus the TV ad, particularly as this was the first time that Bakers had appeared on the big screen.

Results:

• 73% of those who saw the ad at the cinema remembered it compared to only 52% in the control group.
• Brand awareness increased after the TV and cinema advertising.
• Depth of communication was stronger amongst those who had seen the cinema advertising, 44% of the cinemagoers could correctly describe the ad compared to only 25% in the control group.
• Purchase propensity was highest amongst the test group.
• Attitudes towards Bakers were more favourable in the test group.

Likelihood of purchasing Bakers dog food

Recall of Bakers ad