Year 4 consumer evaluation of 'Love Australian Prawns' : Incorporating comparison to 2014 and 2015 consumer evaluations

Abstract

Consumer Evaluations of effectiveness of 'Love Australian Prawns' promotion campaign after 4 years. It reported the results from the following research objectives: Measure brand recall for LAP logo Measure awareness of campaign Explore the occasions surrounding consumption Identify which media were effective in gaining consumer attention Identify consumer recall of specific in store collateral Evaluate the impact of the campaign on both consumer attitude and behaviour (purchase and purchase intention) Identify trends in the above from Year 1 to Year 4