Agency: J Walter Thompson | Author: Frances Foster |
"How Can You Possibly... ?" "Like This Mate"
An Evaluation of the Effectiveness of the Current Campari Campaign
INTRODUCTION
Coinciding with a new advertising campaign, Campari's volume sales increased by a remarkable 62% between 1976 and 1980. This case history will show the vital role that an integrated advertising strategy in terms of planning input, media choice and creative content played in that growth. It will seek to demonstrate a causal relationship between advertising and Campari sales performance, and the success of the campaign in achieving its objectives of...