Two Advertising Budgets Compared on Retail Dollars in a Controlled Experiment

Problem: Can generic category advertising enhance the effect of specific brand advertising?

Here we have a chance to look into the decision that eventually led to the California Raisin Advisory Board “dancing raisin” claymations. While the case is seemingly a simple test of two advertising spending levels, what made the case challenging was the charged atmosphere within which the results were evaluated–group meetings of raisin growers and packers, who were taking a very pragmatic, short-term economic view. The case shows how attitude measures were used to help explain increases in sales.