Agency: Gold Greenlees Trott | Authors: Simon Clemmow and Damion O'Malley |
The Effect of Advertising on the Launch of Shakers Cocktails
INTRODUCTION
This paper attempts to assess the part played by advertising in the launch of Shakers Cocktails. It is difficult to isolate the effect of advertising on any new product launch, since the results of the marketing effort cannot be compared with historical brand performance the only possible direction is up! What we have done in this case is compare the performance of the brand in advertised and non-advertised areas with its overall performance nationally, and in...