The Contribution of Advertising to the Success of Ford's Model Range in the UK 1975-1981

Lee Taylor

Advertising's contribution to the sales success of Ford in the UK, 1975-81. Background of the market described.
Agency: Ogilvy & MatherAuthor: Lee Taylor

The Contribution of Advertising to the Success of Ford's Model Range in the UK 1975-1981

INTRODUCTION

This paper sets out to demonstrate that advertising, as one element in the general marketing mix, made an important contribution to the sales success which Ford enjoyed in the UK from 1975 to 1981 through the change it effected in consumer perception of Ford cars.

In 1975 two main factors characterised the UK car market. The energy crisis of 1973/74 had caused a decline in sales volume, and the balance of power within the...

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