Agency: Ogilvy & Mather | Authors: Steve Talyor, Mark Hider and Alex McKie |
The New Ford Granada - The Need to Succeed
INTRODUCTION
Evaluating advertising's contribution to the launch of a new car presents more problems than would be encountered when evaluating a launch in many other markets. This paper does not concern itself with discussing those problems, which were covered generally in Advertising Works (1980) and referred to (in part) for the specific case of a new car launch in Advertising Works 2 (1982). Itbegins from the premise that it is reasonable, given...