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Case Study
1.
Hansa lager: How advertising helped a small regional brewer to establish a strong lager brand in spite of intense promotional activity by national brewing giants
Paul Harris, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1982
This case history described and evaluated the effect that TV and independent local radio advertising had on the launch of Hansa Lager Bier, launched in the north-east of England by J W Cameron & Co Lt ...

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