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Case Study
1.
British Rail: How Advertising Contributed to a Successful Year in the Life of the Young Person's Railcard
Tim Duffy, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988
Campaign supporting two promotions for the Young Persons Railcard (1987?). The promotions generated £14.5 million profit for British Rail, for an advertising spend of £391,800. Cards sold were 20% mor ...

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