Optimise Print Media Selection

Background

This paper examines the ability of the Brand Keys methodology to predict category aided awareness of advertising in a range of print publications and drive the optimization of advertising spend. The subject company is Kohler a premium bathroom fixture supplier.

Implications

This case study demonstrates the Brand Keys ability to predict, prior to advertising, the level of category aided advertising awareness of different media options and optimize their overall advertising spend. This is the case even where the customer demographic profile has already been optimized.

Using this information companies can reduce their advertising spend by up to 30% and still achieve the same awareness levels. Alternatively, companies can increase their awareness by up to 50% using the same spend.