Phoenix Marketing International Research Identifies Top Quick Service Restaurant Ads
Subway’s Advertising Best at Attracting Consumers, per AdPi Audit
Boston, MA – January 30, 2008 – Communications & Brand Analytics (CBA), a Phoenix Marketing International practice, today announced that Subway received the highest marks in Phoenix’s recent syndicated category audit of 20 top Quick Service Restaurant (QSR) brands. The study measures both brand leading indicators and advertising performance and reports on consumer perceptions and visitation behavior.
The Phoenix survey platform, the AdPi Audit, provides consumer-based evaluations of clients' ad and brand performances by focusing on key advertisers and ads running in the market in a given timeframe. The QSR study is the latest to take advantage of the company’s proprietary approach, which combines syndicated online data collection with customized reporting.
“Our AdPi Audits enable clients to make informed tactical decisions and get the most from their marketing dollars,” states Jeniefer Lessard, Vice President of CBA. “We found that nine of the top ten QSR ads focus on healthier meals and value meals, and that humor is a key driver of QSR ad response.”
“Our data show an interesting juxtaposition of Subway and Wendy’s. Both are top brands that get good marks from customers for quality and value, but only Subway’s advertising is currently connecting with customers and driving business. Wendy’s recent “Red Wig Campaign” failed to reinforce brand strengths and confused consumers; all those spots scored in the bottom third.”
Ads from CiCi’s, Dairy Queen, and Papa John’s, delivering a variety of value messages, also scored well in the QSR Audit. Among the poorest performing spots were Domino’s “Oreo Moustache” and Burger King’s “Italian Chicken Sandwich.”
Phoenix Marketing’s AdPi Score is based on a statistical model that predicts the potential of an ad to drive response in the QSR category. At least 60 ads, chosen based on top share-of-voice, are evaluated by thousands of consumers each quarter. Representative data can be viewed by visiting http://www.phoenixmi.com/pdf/Top10QSRAds.pdf .
About The Phoenix Communications and Brand Analytics Practice
The Phoenix Communications and Brand Analytics Practice specializes in evaluating advertising effectiveness and measuring brand performance. Large category audits with thousands of responses are fielded every month and predictive models are developed and used to score category advertising. In addition to the QSR Audit, CBA conducts category audits for Automotive, Investment Services, Auto & Homeowners Insurance, Consumer Credit Card, Retail Banking and others.
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States. With offices across the country and partnerships with many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide, Phoenix offers advanced advertising and brand measurement along with direct marketing expertise.