Racal-Redac : The Cadet Launch

M.S. Smithwick

1980-2 launch of a new CAD (computer-assisted design) system (Cadet). Very fast-growing market (described).
Agency: Nicklin AdvertisingAuthor: M.S. Smithwick

Racal-Redac: The cadet launch

A provable, effective advertising campaign in the highly competitive, high technology electronics market of computer-aided design

INTRODUCTION

We will attempt to plot the path and the causal correlation from advertising to sales as best we can in the relatively complex situation of marketing industrial, high-technology products with an average selling price in excess of 20,000. We can show:

  • Objectives set for the marketing of Cadet and for the advertising portion of that marketing mix.
  • 1,100 enquiries elicited by...

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