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Launch campaign for the National Lottery, 1994-6. Marketing background described in full. Strategy developed based on qualitative research (TRB). Need to achieve early critical mass. Media: national p ...

This paper describes the role that planning played in the launch of the UK's National Lottery. The resulting campaign helped make the launch a phenomenal success, exceeding all targets: sales, public ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...