A better practice approach for developing advertising. Trident White Case Study

Raúl Tena and Gonzalo Perez-Duarte

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising.

A Better Practice Approach for Developing Advertising

Trident White Case Study

Raúl TenaCadbury Adams, Mexico.

Gonzalo Perez-DuarteThe ARS Group, Mexico.

INTRODUCTION

In today's Return on Marketing Investment (ROMI) environment, companies have begun to adopt practices that can optimize the business value of their advertising. This phenomenon is even more important in middle size economies, such as those predominant in Latin America. Markets such as México are taking advantage of successes in other markets, such as the United States, in which the traditional “copy testing” practice is being scrutinized. The traditional copy testing practice is under the gun as...

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