SCRC: Evaluating Consumer Impact of the National Prawn Marketing Strategy Implementation

Funding Activity

Website
https://www.frdc.com.au/project/2012-77460

Funding Status
Closed

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Funded Activity Summary

The proposed evaluation will be critical to providing feedback directly from consumers on how effective the implementation of the Plan has been. This data can then be triangulated with data from industry (both qualitative and quantitative) to gain a full picture of all aspects of implemenation of the Plan. Specifically, the evaluation will measure reach and awareness of the campaign as well as identifying which media were effective in gaining consumer attention, recall of specific promotional items (recipe cards, posters, banners, decals etc) and the impact of the campaign on both consumers attitudes and behaviour. Further, we will be able to use existing knowledge of consumers purchasing behaviour and attitudes towards prawns as a benchmark against which this new data can be compared.

Funded Activity Details

Start Date: 15-11-2013

End Date: 31-01-2014

Funding Scheme: Funding Scheme not available

Funder: Fisheries Research and Development Corporation

Research Topics

ANZSRC Field of Research (FoR)

There are no FoR codes available for this funding activity

ANZSRC Socio-Economic Objective (SEO)

There are no SEO codes available for this funding activity

Other Keywords

Consumer | Marketing

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