Agency: Dorland Advertising | Author: Charles Wiggington |
Dunlop Carpet Tiles
INTRODUCTION
This case history is a record and analysis of the retail advertising campaign for Dunlop Carpet Tiles. Sales for product distribution were significantly affected by two bursts of advertising during the periods 30 October-26 November 1978 and 16 April-13 May 1979.
MARKETING AND ADVERTISING OBJECTIVES
The marketing objectives were:
- To expand the market. As the brand leader in carpet tiles, Dunlop hoped to gain maximum advantage of generic sales growth...