Agency: BMP DDB Needham | Author: Diana Redhouse |
Marketing Sleep: The Relaunch of Karvol
INTRODUCTION
It could be said that there are two distinct if not separate effects of advertising: a short-term effect which stimulates additional sales over a defined and limited period of time; and a longer-term effect which contributes to the more enduring 'saleability' of a brand.
This paper sets out to demonstrate how a brand made vulnerable through restricted distribution, and a fragile consumer base, used highly creative advertising to achieve short-term sales growth and to contribute to longer-term brand development and 'saleability'.