Agency: I-Level | Authors: Andrew Walmsley and Charlie Dobres |
easyJet
Lord Leverhulme's Dilemma: How easyJet Got the Other Half to Work
Introduction
Advertisers and their agencies have long sought to demonstrate the effectiveness of their business, often going to extraordinary lengths to attempt to isolate its impact from the plethora of other potential influences. This paper will show precisely what impact not just advertising, but one specific type of advertisinghad on sales. We will not only see how much sales revenue the campaign generated but also show the revenue generated by individual ads in individual media....