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Johnson Wax Case Study

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Issue:

Business

 

Written by:

James W

 

Date added:

November 14, 2014

 

Level:

University

 

Grade:

B

 

No of pages / words:

3 / 629

 

Was viewed:

6788 times

 

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Essay content:

During ASSESSOR's Advertising Recall, total unaided recall for Enhance was 76%; among those who recalled the Enhance ad, almost 50% recalled that Enhance was "for dry hair". The perceptual maps in Exhibit 3 showed that Enhance was positioned 1) med/high conditioning; med/low clean, and 2) med/high conditioning; medium effects on hair...
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During ASSESSOR's Product Acceptance phase, the callback interviews asked respondents what they liked best about Enhance ? and "surprisingly", manageability was mentioned most frequently (instead of conditioning) even though it was not a main copy point. And those who made repeat purchases were more likely than nonrepeaters to mention manageability...
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