(Continued from page 1) The reactions to the new commercials were “almost unpredictable” during the campaign’s test and since they began airing, Hackbardt said, which gave him confidence that the “One for All” message would reach BJ’s audience without diluting the brand’s positioning. BJ’s has integrated several other elements into the TV campaign in order to track the overall effort’s effectiveness. Both commercials are tagged at the ...
Register to view this article
It’s free but we need to know a little about you to continually improve our content.
Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.
Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now. We promise it will only take a few minutes!
Questions about your account or how to access content?