Marketing Communications

284 CHAPTER 8 MEDIA PLANNING

that continued throughout the year (Figure 8.14). In terms

of trial, the objective was to decrease the number of rejectors

and to increase the number of adopters. Figure 8.15 illustrates

that this objective was also reached.

The third objective of the communications strategy was

to improve brand image on a number of key attributes.

Figure 8.16 illustrates that brand image has substantially

improved on relevant brand dimensions. These excellent

Figure 8.13 Maes market share: results versus objectives

Figure 8.14 Evolution of brand credentials

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