The New Ford Granada - The Need to Succeed

Steve Talyor, Mark Hider and Alex McKie

Second prize winner. The new Ford Granada was launched in 1985, at a time when Ford's share of the UK passenger car market had been in decline.
Agency: Ogilvy & MatherAuthors: Steve Talyor, Mark Hider and Alex McKie

The New Ford Granada - The Need to Succeed

INTRODUCTION

Evaluating advertising's contribution to the launch of a new car presents more problems than would be encountered when evaluating a launch in many other markets. This paper does not concern itself with discussing those problems, which were covered generally in Advertising Works (1980) and referred to (in part) for the specific case of a new car launch in Advertising Works 2 (1982). Itbegins from the premise that it is reasonable, given...

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