Ocean Spray - The longer term effects of advertising over promotions

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes.
Agency: Bates UKAuthor: Martin Smith

Silver award

Ocean Spray

The longerterm effects of advertising over promotions

Introduction

This paper examines advertising's role in the overall marketing mix and, in particular, in relation to price promotions.  It...