This document summarizes a marketing project for Jack Daniel's whiskey. It identifies the project's objectives as determining target segments, positioning, message proposition, and best media outlet. Research found whiskey sales decreasing with competition from trendier drinks targeting younger consumers. An ad test experiment aimed different messages at gender segments, finding traditional messages worked best for men and trendier messages for women. The recommendations were to create three ads with different appeals, place them in magazines targeting each segment, and focus communication through print media.

1. Candace Maciel, Valerie Maillet, Priya Sanghvi, Daniela Soberman, Alex Szeto, Susie Veladi USC Marshall School of Business Advertising & Promotion Strategy Marketing 526 Prof. Tellis Ad Test and Analysis

9. Brand Segment Map

10. Preference Maps Sweet vs. Quality

11. Preference Maps Sweet vs. Trendy

12. Ad Test Trendy/Warmth Jacktini Ha: Females Trendy/Humor Stays with Jack Hb: Females/Males Traditional/Warmth Official Drink Hc: Males Traditional/Humor Scratch & Sniff Hd: Males

15. Strategy Recommendations Official Drink Ad: FHM or Maxim

16. Strategy Recommendations Jacktini Ad: Jane or InStyle

17. Strategy Recommendations Scratch & Sniff Ad: Time or Newsweek

20. Thank You