Singel eller Tillsammans?
En kvantitativ studie om effekterna av att göra reklam för flera produkter inom en produktkategori tillsammans
This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention. This implies that there are considerable savings to be made for companies which have brand awareness or one of the unaffected communication effects as their campaign objective. Three brands can be exposed at the price of one advertisement and the communication effects are the same as if the brands had been exposed separately. Consequently, companies have a lot to gain through thinking in terms of Category Management when it comes to marketing communication.