The main aim of the program is to provide advertisers with confirmation that the campaigns are reaching their target market, and that relevant messages are being communicated - in this regard, the objectives of the research were to :
- measure brand usage and awareness of the advertising on a spontaneous and prompted basis
- explore the content and relevance of the message communicated by the advertising
Exit Surveys were conducted at these Fitness First Centres over 2 days so that a broad representation of members were allowed to participate – to ensure a good representation, the interviews were spread over a period covering a mix of peak and off-peak times.
The sample achieved – N=103 – is sufficient to provide results which are statistically accurate to +/- 10 %. The interviews were split between the two centres.
The awareness of advertising for Nurofen Plus is high when compared to traditional media campaigns – the 62% awareness level is significant, even allowing that the target audience has had a greater reach and frequency compared to normal television exposure.
The aspects of the campaign which most influence the market are the perceived effectiveness and strength for relief of severe pain..
Theory has it that top-of-mind awareness should correlate with the brand that is regularly consumed, except if there are outside factors which influence recall, such as advertising. The fact that 36% consider Nurofen as their regular brand, and 42% in total have ever used it, means that in all probability the advertising campaign in Fitness First has had the effect of raising awareness of the brand significantly. The ratio of top-of-mind-recall to regular brand usage was almost 100%, however, for total unaided recall the ratio was 200%.
