Testimonial advertising is growing and can be very effective. But the intended cause and effect chain
“celebrities cause attention cause image shifts cause sales effects”
becomes only true if certain requirements
Important factors driving the CMA EU milk campaign success were the identification of the real purchasing motives and barriers in relation to milk together with pre-checks to assure that the intended stars were sufficiently well known and had the right image. In thorough advertising effectiveness tests, the specific motives were analysed (namely impact and image shifts) and systematically optimised. In addition the media budget was concentrated effectively on those target groups in which the specific CMA ads increased milk usage – via innovative media placement research which increased the effectiveness of the media budget used by more than 40%.
The CMA EU milk campaign achieved a successful image shift in favour of milk: Milk enhances the attractiveness, cleverness and strength of its drinkers.
Qualitative methods, advertising effect pre-test, media placement research.
R. Mayer de Groot: Werben mit Testimonials, planung & analyse 5/2007, S. 63 ff. currently available only in German