Agency: BMP DDB Needham | Authors: Gavin MacDonald and Antony Buck |
The Volkswagen Golf 1984-1990
INTRODUCTION
In the IPA booklet How to Win - A Guide to Authors it is stated that, 'Allowance is made for how difficult it is in each case to isolate advertising effect. In some cases, eg car campaigns, it is fiendishly difficult.'
In the introduction to a number of recent Advertising Works volumes, comment is made about the need for new ways of looking at how advertising works and how to proveadvertising works: 'Over time we must...