Advertising Effectiveness
Product Positioning Research: A large, regional telecommunications company wanted to increase usage of its most profitable telephone service package. Qualitative research, using focus groups, was conducted among customers who subscribed to this package as well as those who subscribed to other less profitable service packages. Results revealed that the product appealed to different consumers depending on their desire for specific telephone features and their habits regarding Internet use. MDRG advised the telecommunications company to develop a communications plan that would address these specific issues and provided recommendations for developing a positioning strategy that would have the broadest appeal.