Coca-Cola’s advertising and promotional activities have paid off this summer as the brand occupies first place in the all-media and most-liked categories. The cola also shares first place in the television category.
The July measurement marks the debut of Mountain Dew, with an entry in the all-media list. This is a major breakthrough, as Coca-Cola and Pepsi were the only two brands of soft drinks ever to have been recorded in Dominance so far.
For the first time since January 1996, McDonald’s Restaurants of Canada relinquishes the top position among outdoor advertisers and is surpassed by Calvin Klein and Pizza Hut. The latter is a Dominance newcomer and was likely noticed for its ‘fill-in-the-blank’ campaign. Also, Smirnoff returns to the list of outdoor advertisers after a perceived hiatus dating back to the January 1996 measurement.
May 1996 was the last survey where two advertisers obtained the requisite 2% score to appear in the list of radio advertisers. Molson makes its debut in this medium, while the humorous campaign for Trojan condoms has obviously made its mark among radio listeners. This is the inaugural appearance of a brand of prophylactics in the history of Dominance Toronto.
Dell computers joins the Dominance club for the very first time and does so among magazine advertisers.
Fido was barking up the right tree as its launch campaign shows up among the most-liked advertisers. On the other hand, Sprint registers an entry in the list of least-liked advertisers for the first time since February 1995 (when it was present in both the most- and least-liked columns.)
Note: Data collection was conducted from July 18-28, 1997. The sample size was 302 residents of the Greater Toronto Area. The maximum margin of error is 5.6% at a 95% level of confidence.
ALL MEDIA
Coca-Cola 5%
Molson (unspecified) 4%
Nike 3%
Mountain Dew 2%
Pepsi 2%
General Motors (unspecified) 2%
Bell Canada 2%
Toyota (unspecified) 2%
Others 50%
Not exposed to adv. 2%
Can’t specify 26%
TELEVISION
Coca-Cola 3%
Bell Canada 3%
Nike 3%
McDonald’s 2%
Molson (unspecified) 2%
Sprint 2%
Pepsi 2%
Nissan (unspecified) 2%
Others 56%
Not exposed to such adv. 5%
Can’t specify 20%
RADIO
Molson (unspecified) 2%
Trojan 2%
Others 31%
Not exposed to such adv. 19%
Can’t specify 46%
NEWSPAPERS
Future Shop 5%
General Motors (unspecified) 3%
Bell Canada 2%
The Brick 2%
Others 46%
Not exposed to such adv. 12%
Can’t specify 30%
MAGAZINES
Revlon 4%
Calvin Klein 3%
Dell Computers 2%
Others 50%
Not exposed to such adv. 14%
Can’t specify 27%
OUTDOOR
Calvin Klein 5%
Pizza Hut 5%
McDonald’s 4%
Smirnoff 2%
Milk Producers 2%
Others 44%
Not exposed to such adv. 8%
Can’t specify 30%
MOST-LIKED ADVERTISERS
Coca-Cola 3%
Nike 2%
Pepsi 2%
Toyota (unspecified) 2%
Fido 2%
Molson (unspecified) 2%
Milk Producers 2%
LEAST-LIKED ADVERTISERS
Molson (unspecified) 2%
Sprint 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 about 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.
