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Advertising Campaign Concept Testing

Key concepts: Business-to-Business • Consumer Products • Focus Groups • Advertising

A New England advertising agency wanted to learn the best method for promoting expensive sporting equipment to retail stores. The agency brought Saurage Research in to explore the validity of several promotional ideas. Saurage Research decided the best approach to gathering data was through a series of focus groups comprised of decision makers for retail sporting goods stores.

RESULTS: The research findings provided the agency with new ideas on how to approach creating a successful advertising campaign. Once the campaign was implemented, sales increased dramatically – giving the equipment manufacturer a needed boost in its competitive market share ranking. Research findings also equipped the manufacturer with valuable insights for expanding its product lines for upcoming seasons.

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