Agency: family | Authors: Jill Taylor and Simon Kitchman |
small business gateway: dreams do come true
How advertising drove awareness, attitudes and response
OVERVIEW
This paper proves the effectiveness of the 'Don't Just Dream About it' campaign for Scottish Enterprise's Small Business Gateway.
It quantifies how advertising increased awareness by 31% and response by 2,000 enquiries a month.[1] It shows that attitudes didn't just improve; they became the most positive of those towards any brand in the sector.
Our paper systematically discounts other explanations of this success (including market size and seasonality, other communication activity and weight...