Marketing Communications

148 CHAPTER 4 TARGET GROUPS

Source : http://www.runwithjess.com/2011/09/ex-smokers-are-unstoppable.html.

The total budget was split into three categories: print

(49%), TV (17%) and digital (34%); 19.4 million 25–34 year

old smokers and 347.3 million adults were reached across

the EU’s 27 countries.

Results

To assess the effectiveness of the campaign, two sources

of information have been taken into consideration. Firstly,

statistics on website visits and subscriptions to iCoach

were collected. Secondly, the campaign was post-tested in

all 27 EU Member States.

Objective 1: appreciation of the new approach

Post-test results ( Figure 4.4 ) show that smokers who have

seen the campaign on TV, on banners or in print have indicated

that they are really interested in the initiative, want to find out

more and have got some new and positive motivation from it.

TV advertising has performed exceptionally well. The majority

of the public see a breath of fresh air in this campaign, and

smokers in particular identify new elements. More than

50% of the smokers who have seen the campaign acknow-

ledge that it is telling them new things about giving up

smoking. The large majority (67%) of the sample are con-

vinced that this new approach will persuade more people

to stop, while an even larger group (80%) think that this

campaign is doing a better job than previous efforts.

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