Agency: Boase Massimi Pollitt Partnership | Author: Steve Harrison |
Presto the advertising effectiveness of different media
INTRODUCTION
The following case history departs slightly from the subject matter of those submitted for the 1980 and 1982 IPA awards. This case history is concerned not just with the proven effectiveness of a specific advertising campaign for Presto Foodmarkets, but also with the detection of differential effectiveness in different media. Furthermore, in the attempt to understand the underlying causes, some comprehension may be gained of why different media work in different ways. This case history is thus more concerned with media...