Marketing of brands with high awareness. - A field experiment examining advertisements’ effect on sales numbers

Exposure to a brand has been shown to affect customers' behaviour towards it, and advertisements have a positive impact on raising brand awareness. However, when a strong brand has been developed over the years and a dominant brand or top of mind status is established, one can assume that the impact of advertisements decreases. The main objective of this thesis is to measure the effects of advertisements for a brand with high awareness. Our research question was examined by conducting a quasi-experiment. Real customers were exposed to advertisements in a field environment, and sales numbers were measured to reveal the effects on a selected high awareness brand. This master's thesis contains…