I S U R U S M A R K E T R E S E A R C H A N D C O N S U L T I N G Case Study: Consumer Ad Testing 1. Identifying the issue The marketing team for a line of household and automotive lubricants wanted to take a more sophisticated and aggressive approach to its print advertising. The new campaign was considerably different than anything the company had produced previously. The old campaign focused on the products themselves; the new

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