Agency: Ted Bates | Author: Simon Turner |
Seiko Time UK Ltd
FOREWORD
It is the purpose of this case history to demonstrate the role played by advertising in the remarkable success of Seiko watches in the UK, and it is hoped that this has been achieved with clarity and conviction. To totally separate the effects of advertising from the effects of a total marketing mix is both difficult and, arguably, artificial: advertising does not operate on the consumer in isolation from the end results of distribution policy, from display at the point of sale, or from the consumer's 'received...