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Evaluation of live test stories
Jan Enander and Lotta Holfre, ESOMAR, Retailing/Category Management, Dublin, Oct 2003

Systembolaget, Sweden’s alcohol retailing monopoly, acts on a strictly regulated market where the marketing possibilities for the retailer are limited. Meeting and exceeding customers’ needs and expec ...

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Read: 6 times

Flowers and Plants Association - How not saying it with flowers grew a generic market on a limited spend
Nicole Rocheleau and Nicola Crumpton, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2002

2000-1 small budget campaign for the Flowers and Plants Association. Shows the importance of tracking to detect if a message is not working as intended. Market analysis showed opportunity to increase ...

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Read: 6 times

Flowers & Plants Association
Nikki Crumpton, Account Planning Group (UK), Silver, Creative Planning Awards, 2001

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s ...

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Read: 16 times | User rating:

Interflora - Delivered straight to the heart
Rena Chatterjee, Account Planning Group (UK), Silver winner, Creative Planning Awards, 1997

Interflora is an association of member florists. It is the best-known brand in flower delivery, having 93% awareness. For various reasons this was about to change, and Ammirati Puris Lintas devised a ...

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Read: 14 times

Never underestimate the power of advertising: How advertising is helping to promote the giving of flowers
David Furnish and Katrina Michel, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992

During the winter of 1991 the people in Yorkshire were exposed to a generic campaign for flowers designed to prompt them into giving up their parsimonious habits and make flowers more a part of their ...

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Read: 7 times