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| Advertising Case Study |
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| "We're developing advertising and want to be sure it will work. We need somebody from the outside to work with our agency's Account Planners and the client to ensure that the work will be strategically on target - and what it will drive sales." |
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| Situation |
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An advertising agency asked MRC to help it explore the consumer reaction to several alternative advertising campaigns it had developed for one of its clients. It's easy to find fault in any ad campaign, but the agency hired MM because MRC is known for helping to improve the advertising communication, not simply nitpick it - as do most research firms. |
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| Action |
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MRC conducted in-depth Account Planning research to learn exactly what was the communication from each spot in the campaigns, and more importantly to learn what was relevant about that communication to the various customer groups. As a result the agency was able to refine the advertising to improve the communication, concentrate on the most relevant points, and craft advertising that worked more effectively. |
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| Result |
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The agency refined the spots and launched the campaign. The client experienced one of the most successful selling seasons in its history - with lower media weights. |
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