Linking Consumer Research and Marketing Communication:

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.