Brief Description: Using a technique based on an analogy with financial options this 1998 paper shows how the decline of Impulse body spray was halted for both long and short-term performance. The £10m spent on the campaign was easily paid back by the £17.6m additional revenue generated---(TAGS)---Full Title: Impulse - Giving a brand options: How advertising helped reverse the decline of Impulse ; Number: 1998/17 ; Brand: Impulse ; Client: Elida Faberge ; Product Category: Cosmetics & Toiletries (Deodorants) ; Agency: Ogilvy & Mather ; Author: Simon Duckworth, Jason Chebib ; Prize Winners: 1 Star (Adworks ref: Advertising Works 10)
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