Agency: Grey London | Author: Simon White |
Cathedral City – It's not just how many consumers you have, it's the quality of those consumers that counts
INTRODUCTION
This paper is about profitable growth, lots of it.
It compares the merits of promotions and advertising in achieving it. How heavy promotions achieved lots of growth, but reduced profit, and how the right advertising achieved both.
By comparing different marketing plans over a 3 year period, it tackles two fundamental challenges brand managers face:
How to distribute budgets between promotions and advertising, between guaranteed short-term sales uplift and less certain long-term...