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Case Study
1.
Racal-Redac : The Cadet Launch
M.S. Smithwick, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1982
1980-2 launch of a new CAD (computer-assisted design) system (Cadet). Very fast-growing market (described). Objective to create awareness and generate sales leads. 2-year campaign in 4 stages: 1) deve ...

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