Ocean Spray - The longer term effects of advertising over promotions

Martin Smith

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes.
Agency: Bates UKAuthor: Martin Smith

Silver award

Ocean Spray

The longerterm effects of advertising over promotions

Introduction

This paper examines advertising's role in the overall marketing mix and, in particular, in relation to price promotions.  It gives a reallife test of marketing theory, versus actual marketing practice.

We will show how price promotions effectively delivered shortterm sales increases for Ocean Spray, while advertising generated longerterm revenue growth and therefore profitability. Both mechanics are a necessary part of any marketing director's arsenal. However, the means by which they work and the effects they have differ.

For Ocean Spray,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands