Vocabulary

Date: 2015-10-07; view: 549.

I. A successful advertising campaign

Andrew Pound, an advertising expert, speaks about his most successful advertising campaign.

It was a campaign for a marmalade product called Frank Cooper's marmalade, in Britain. It was a campaign we organized with a radio station, Classic FM, which concentrates on classical music. The response was tremendous. We had a large increase in sales of our marmalade. So the campaign was extremely successful, but the key thing that made it successful was the amount of money we spent – very little money. So it was very cost effective. One of the reasons for our success was targeting. We had a very good matchbetween the types of people who we knew bought marmalade and the types of people who we knew through research listened to that radio station. In the morning, at breakfast time, marmalade is a product eaten mainly by older people and they listen to this radio station. So everything fitted together. Advertising must generate sales – that's the key thing about it.