Case Study: a major newspaper/media company advances brand awareness research with McKinley Marketing Partners

Major Newspaper/Media Company - Customer Case Study

McKinley Marketing Partners helped a major newspaper/media company when it needed an Interim Marketing Manager to cover for an employee on family leave for three months. The company needed support with brand advertising awareness research and several senior-level research projects, including quantitative work like a telephone tracking study and Starch market research.

McKinley Marketing Partners provided a market researcher who oversaw the first joint brand and advertising awareness tracking study between the newspaper and its new online classified advertising division. The work delivered benchmarking data for a new advertising effectiveness campaign, supported sales materials through special analysis of first-fielding results, evaluated follow-up fielding to measure advertising awareness and tagline impact, and guided senior management on media timing and research strategy.