Amnesty International: Value for Money in Charity Advertising - IPA Effectiveness Awards Case Study 1990

Brief Description: Describes the small press campaign for Amnesty International. Objective: raise awareness of what the charity did and recruit new members in a competitive sector as well as solicit funds. Media: press. Results: new members definitely recruited due to the advertising - evident by coupon returns. Short-term payback from the advertising is estimated, also long-term profitability (income stream from new members) ;---(TAGS)--- Full Title: Value for money in charity advertising : advertising for Amnesty International 1988-90 ; Number: 1990/306 ; Brand Name: Amnesty International ; Client: Amnesty International ; IPA_ProductCoding: Charities (All charities) ; Agency: BMP DDB Needham ; Author: John Grant, Les Binet ;