Summary Of Glidden Paint
Executive Summary
Executive Summary
The 2012 NSAC has chosen students to construct a campaign specifically for Wal-Mart stores to promote the sales of Glidden paint. Wal-Mart is one of the most prominent names in retail, while Glidden paint contributes a rich history of excellence in the paint market. Through both primary and secondary research methods our research provides information for the advertising campaign this following semester. Consumer demographics, purchasing habits, along with wants and needs, are all used to understand the potential market. Research on these topics is vital to the structure of effective advertising.
By forming our focus groups we searched for deeper …show more content…
The campaign developed flash mobs that were performed in public places and streamed online. During these routines there were Glidden paint cans and signs around the performers. This is a unique and fun way to draw attention to the brand. Glidden uses other forms of social media to create brand awareness. Consumers can compete in a competition and post a picture to the company’s homepage in hopes of having a “Gliddenized” photo displayed on the American Eagle Jumbotron in Times Square (Glidden Paints Launches New Integrated, 2011). With new consumer-involved campaigning, Glidden is becoming the paint brand people are able to relate to in their daily lives. The CEO of DDB New York focuses on the way in which Glidden is able to “capture and celebrate those personal moments of pride when a painter sees the job finally done” (Glidden Paints Launches New Integrated, …show more content…
For the groups we decided on two moderators, one guy and one girl, so there would not be as much intimidation for the people we were questioning. The two group members picked both acted professional and did not sway their opinions when they asked the questions to the participants.
Questionnaire
The questions were similar for both groups; however, varied slightly to fit the needs and desires of each group. For college aged renters we wanted to know about projects they have done and their opinion on paint shopping. For the family focus group we wanted to know why they shop at Wal-Mart and involvements with their painting purchases.
Some questions aimed toward the college students were:
What stores do you shop at for painting projects and why?
What factors play a role in which brand of paint you
Executive Summary
The 2012 NSAC has chosen students to construct a campaign specifically for Wal-Mart stores to promote the sales of Glidden paint. Wal-Mart is one of the most prominent names in retail, while Glidden paint contributes a rich history of excellence in the paint market. Through both primary and secondary research methods our research provides information for the advertising campaign this following semester. Consumer demographics, purchasing habits, along with wants and needs, are all used to understand the potential market. Research on these topics is vital to the structure of effective advertising.
By forming our focus groups we searched for deeper …show more content…
The campaign developed flash mobs that were performed in public places and streamed online. During these routines there were Glidden paint cans and signs around the performers. This is a unique and fun way to draw attention to the brand. Glidden uses other forms of social media to create brand awareness. Consumers can compete in a competition and post a picture to the company’s homepage in hopes of having a “Gliddenized” photo displayed on the American Eagle Jumbotron in Times Square (Glidden Paints Launches New Integrated, 2011). With new consumer-involved campaigning, Glidden is becoming the paint brand people are able to relate to in their daily lives. The CEO of DDB New York focuses on the way in which Glidden is able to “capture and celebrate those personal moments of pride when a painter sees the job finally done” (Glidden Paints Launches New Integrated, …show more content…
For the groups we decided on two moderators, one guy and one girl, so there would not be as much intimidation for the people we were questioning. The two group members picked both acted professional and did not sway their opinions when they asked the questions to the participants.
Questionnaire
The questions were similar for both groups; however, varied slightly to fit the needs and desires of each group. For college aged renters we wanted to know about projects they have done and their opinion on paint shopping. For the family focus group we wanted to know why they shop at Wal-Mart and involvements with their painting purchases.
Some questions aimed toward the college students were:
What stores do you shop at for painting projects and why?
What factors play a role in which brand of paint you