Prominent adv agency measured sales response to a magazine advertisemnt of Brand A soap. It was advertised initially with Jan 5th issue of Magazine M, a monthly mag. The agency selected 300 random subscribing families to Mag M & interviewed each on Feb 5th. The interview was to determine: 1) did the family shopper read the soap adv 2) whether Brand A soap was purchased within Jan 5 - Feb 5.
Results:
# purchasing Brand A during Jan 5-Feb 5 and Subscribers who read advertmnt in Jan 5 issue = 16
# purchasing Brand A during Jan 5-Feb 5 and Subscribers who did not read advertmnt in Jan 5 issue = 29
# not purchasing Brand A during Jan 5-Feb 5 and Subscribers who read advertmnt in Jan 5 issue = 66
# not purchasing Brand A during Jan 5-Feb 5 and Subscribers who read advertmnt in Jan 5 issue = 189
So knowing this:
1)What was effectiveness of magazine advertisemnt & why?
2)What recommendations would u make to client?
3)What additional questions would u ask & why?