Agency: McCormick Intermarco | Authors: Chris Mitchell and Colin Chambers |
Renault Trafic and Master 'One Small Step Ahead'
THE TASK
The task was to prove that advertising had made a quantifiable contribution to the success of the Renault Trafic and Master range of vans. It is therefore necessary to attempt to isolate the effects of advertising from other factors in the marketing mix.
Although the Trafic and Master range has received advertising since its launch in April 1981, its actual contribution to growth up to 1983 had been unquantifiable as a result of other elements in the...