Consumer Technology Advertising

Message Development Case Study


A cable/internet provider’s offerings span cable, voice, internet, and home, presenting hundreds of potential ways to advertise products and promotions within each area.

Research Design

Russell Research developed a methodology to prioritize both product features and promotional offers both overall and by product to best understand the feature-offer combinations that most trigger action among current and non-subscribers. This included the development of overall index scores that tie in all measures as well as a TURF analysis to measure messaging combinations.


Conducted several times a year across various audiences (subscribers, non-subscribers, sports enthusiasts, college students, affluent homeowners, etc.), the client has developed an advertising and promotional strategy that has led to subscriber growth in several past quarters.