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United Airlines
| Planning Agency: |
Media Edge CIA
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| Campaign Dates: |
November and December 2002 |
| Target Market: |
ABC1 Men aged 25 - 54 years
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| Sample: |
Test - Exposed to cinema and TV ad
Control - Exposed to TV ad only
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Objectives:
- To investigate the effectiveness of showing a United Airlines ad in a cinema environment.
Results:
- Impact of the cinema advert was shown to be high: 73% of cinemagoers recalled the commercial compared to 38% in the control group.
- The advert evoked stronger reactions in cinemagoers, 62% enjoyed it compared to 43% in the control group.
- Purchase propensity was higher in the cinema group, 69% said they were likely to fly to the USA in the next two years compared to 54% in the control group.
Likely to fly to the US in the next 2 years
United Airlines Advertising Recall
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