The ongoing communications and resulting excitement surrounding the relaunch of the VW Beetle has certainly paid off handsomely. Back in our March survey, Volkswagen emerged for the first time ever. In the current Dominance report, we find vw and the Beetle in the all-media, outdoor and most-liked advertisers categories.
Chrysler is also very active, with appearances in the all-media, television and newspaper listings. While this perceived activity could be attributed to advertising, it could also be the result of publicity surrounding Chrysler’s merger with Daimler-Benz.
Molson Canadian’s typewriting chimps are not only helping us define who we are but also heightening the brand’s advertising awareness. With appearances in all-media, television and most-liked advertisers, mentions for both Molson and Molson Canadian helped the brewery achieve its greatest presence ever in Dominance.
While Bell Mobility returns to the newspaper category for the first time since dropping out in July 1996, Fido’s look-alike dogs and owners have definitely struck a chord. This campaign has allowed the brand to re-emerge in the all-media listing (since departing after our July 1997 survey) and make a comeback to the television and most-liked advertisers categories. What’s more, Fido makes its debut in two other Dominance media: newspapers and outdoor.
With its massive advertising campaign perhaps proving that size does indeed matter, Godzilla is present in the outdoor category. The only other movies recorded by Dominance were two installments of the Batman series.
Atto Insurance makes its debut in Dominance, perhaps as a result of Wally Crouter’s impassioned plea (‘It’s Atto, not auto!’)
Among other radio advertisers, Chistine Magee and Sleep Country Canada re-enter Dominance after their last entry in September 1997 and Canada’s Wonderland returns to the fold following a two-year hiatus.
Note: The data collection was conducted from May 8-11, 1998. The sample size is 301 residents of the Greater Toronto Area. The maximum margin of error is 5.6% at a 95% level of confidence.
ALL MEDIA
Nike 5%
Molson (unspecified) 2%
Volkswagen (unspecified) 2%
Fido 2%
Coca-Cola 2%
Volkswagen Beetle 2%
Chrysler (unspecified) 2%
duMaurier 2%
Others 64%
Not exposed to adv. 2%
Can’t specify 15%
TELEVISION
Molson (unspecified) 4%
Nike 4%
Molson Canadian 3%
Fido 3%
Sprint 3%
Chrysler (unspecified) 3%
McDonald’s 2%
Coca-Cola 2%
Ford (unspecified) 2%
Toyota (unspecified) 2%
Others 52%
Not exposed to such adv. 8%
Can’t specify 12%
RADIO
Canada’s Wonderland 2%
Atto Insurance 2%
Sleep Country Canada 2%
Others 38%
Not exposed to such adv. 31%
Can’t specify 25%
NEWSPAPERS
Future Shop 3%
Bell Mobility 2%
Bell Canada 2%
Chrysler (unspecified) 2%
IBM 2%
Fido 2%
Others 59%
Not exposed to such adv. 15%
Can’t specify 13%
MAGAZINES
Revlon 3%
Calvin Klein 3%
Nike 2%
Others 60%
Not exposed to such adv. 16%
Can’t specify 16%
OUTDOOR
Volkswagen Beetle 5%
McDonald’s 3%
Calvin Klein 3%
Harvey’s 2%
Cuba 2%
Fido 2%
Godzilla 2%
Nike 2%
Volkswagen (unspecified) 2%
Others 50%
Not exposed to such adv. 11%
Can’t specify 16%
MOST-LIKED ADVERTISERS
Nike 4%
Fido 3%
Labatt Blue 2%
Volkswagen (unspecified) 2%
Molson Canadian 2%
Molson (unspecified) 2%
Bell Canada 2%
Calvin Klein 2%
Coca-Cola 2%
Volkswagen Beetle 2%
LEAST-LIKED ADVERTISERS
Nike 2%
Fido 2%
Leon’s 2%
McDonald’s 2%
Dominance is a consumer research service offered by Toronto’s Impact Research Marketing and Communications, a division of Cossette Communication-Marketing. The Dominance survey is conducted by telephone with 300 randomly chosen respondents, monthly in the French Montreal market and every other month in Toronto. The research and analysis is headed by Kathleen Deslauriers, general manager, Impact Research.
