Licence renewal campaign: how advertising helped central television win the ultimate game of poker

Chris McDonald

This paper examines how advertising helped Central Television in its licence renewal campaign in 1992.
Agency: HHCLAuthors: Chris McDonald

Licence renewal campaign: how advertising helped central television win the ultimate game of poker

INTRODUCTION

This is a paper with a difference.

Most case histories try to demonstrate a direct correlation between advertising expenditure and an increase in sales. Intermediate measures then help to establish the link: tracking studies to monitor shifts in awareness and key product perceptions over the campaign period, and qualitative research to give us a more detailed understanding of these attitudinal shifts. Ideally, control areas and econometric modeling would then help to substantiate the hypothesis.

For reasons which will...

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