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Paper
1.
A Test of Media Effectiveness for Imperial Magazine
Bill Bennett and Sharon Paskowitz, ESOMAR, Radio on the World Stage, Boston, June 1999
This paper describes the use of radio, as well as television, as an advertising medium and the resulting effect on sales of Imperial Margarine. A television-only market was used as the control. Radio ...

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Read: 11 times
Award-winning case study
2.
Imperial margarine
Nancy Vonk, Jane Kestin and Steve Landsberg, Canadian Congress of Advertising, Canadian Advertising Success Stories, 1997
Imperial Margarine was launched in Canada in 1969 on a taste positioning and has been a household name since. However, the advent of health brands on one side and price/private label on the other led ...

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Read: 2 times


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