Linking Consumer Research and Marketing Communication: |
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Abstract: | Contributions of consumer research to the design and evaluation of marketing communication programs are discussed in the context of advertising research conducted for a large Northeast electric utility to develop a promotional campaign for a voluntary residential time-of-use electric rate. Utility customers were surveyed regarding the credibility of the utility as an information source, the effectiveness of different promotional themes and messages, and media usage habits. A media test measured the relative effectiveness of bill inserts and direct mail and the use of follow-up contacts in creating awareness and producing readership, understanding, positive intentions, and responses to promotions. |
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