By positioning away from chicken restaurants, Chick-Fil -- a avoids direct comparisons with those restaurants but allows for direct comparison against burger joints.

In terms of strategic planning, the objectives of this ad campaign were most likely to raise awareness of Chick-Fil-a, to create interest in the brand and to improve both sales and market share. When the outputs are concerned, the only reasonable conclusion is that the ads are successful. The ads stick in people's heads more than most fast food ads, and Chick-Fil -- a has become more successful since the campaign began. The campaign has been ongoing since the mid-1990s, indicating that the company's financial and market outcomes in that period have been positive, and that follow-up market research has indicated that the campaign has been part of that success.

Batra and Stayman (1990) note that when advertisements create positive moods, brand attitude change is facilitated. Every...
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