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Case Study
1.
Amazing Discovery: People Respond to Advertising - Marshall Cavendish 'Discovery'
Judy Turner, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988
Launch (1988) of a partwork publication: 'Discovery', designed for children aged 7-13. Very crowded launch market had led to declining success rate of new launches. Opportunities discussed: especially ...

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Read: 2 times
Award-winning case study
2.
'Oddbins' - It's Come a Long Way
Gary Duckworth, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988
Branding an alcohol retailer, 1987. Research indicated direction for the campaign, showing 2 types of customer, casual enthusiasts and committed experts. Quality colour magazines and supplements were ...

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Read: 10 times


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