Agency: Geers Gross | Author: Roger Tifford |
Country Life - A Study in Advertising Effectiveness
BACKGROUND
Butter and margarine
At the time of this paper, 1980, butter and margarine had an equal volume share of the yellow fats market, which had been in a long-term gradual decline, alongside the decline in bread consumption. Though two very different types of market, factors (eg price rises) affecting one were very much reflected in the other and the products frequently acted as a substitute for each other.
Margarine is a synthetic product whose supply and constituents can be controlled in such...