||OAAA Case Study: PeoplePC
PeoplePC, a computer marketer, decided to measure the effectiveness of its seven-month truckside campaign; they commissioned The Singer Group, Inc. to conduct a study. They chose the Detroit and Minneapolis markets because they share similar demographic compositions. PeoplePC ran traditional print and broadcast programs in both markets. They supplemented the Detroit media plan with a truckside campaign. Here are some of the key findings from the Detroit market:
- 30% increase in awareness (50% within target demographic)
- Nearly double the positive perception of the PeoplePC brand.
- 56% said that when they see an ad on the side of a truck, they think the company advertising is successful.
- 67% said that they believe the advertised product is bought and used by their neighbors