What was NOT a measure of success for the campaign for Altoids described in the chapter's opening and closing vignette?
A) increase in market share
B) increase in brand recognition
C) percentage of penetration in the under 12 year old market
D) memorability of the campaign
E) increase in sales

Question

Quizplus · Accepted Answer

The campaign for Altoids did not measure success by the percentage of penetration in the under 12 year old market. This demographic is not typically targeted for mint products, and the campaign's success was gauged by factors like market share, brand recognition, memorability, and sales increases.

What Was NOT a Measure of Success for the Campaign