Agency: Kelley Advertising Inc | Authors: P Sagar, P Breithaupt and Denise Marshall |
Mono Foam
EXECUTIVE SUMMARY
As this case illustrates, consumer advertising can cause a dramatic increase in sales volume, market share and operating income even for utilitarian, do-it-yourself (DIY) products such as Mono Foam, an expanding insulating foam in an aerosol can. Since the product's launch in 1988, all marketing mix elements have remained constant, except for TV advertising which was used initially in 1991, in one regional test market, followed by a national roll-out in 1992, 1993 and 1994.
By the end of 1994, operating...