Agency: Saatchi & Saatchi | Author: Nicky Buss |
Book Club Associates the domino effect of advertising
Book Club Associates (BCA) is the UK's biggest press advertiser, spending 24 million annually. In 1993, for the first time, it tested the effect of advertising on television, with dramatic effects. This case history provides a fascinating understanding of the interaction of different media, of the effect of television advertising on press and direct mail, with the added advantage of precisely measurable results.
What is BCA?
BCA is Britain's biggest book club, with over 1.5 million members. Its largest club is World...