Auto Express: A Media Success - IPA Effectiveness Awards Case Study 1990

Brief Description: Launch campaign for Auto Express, an automotive magazine. Objective: to position the magazine, establish a personality, develop credibility. Media: 10 second TV ads. Results: very successful launch. Reader understanding and acceptance of magazine achieved. By the end of the first year it was the best-selling motoring magazine. Second phase introduced radio as the lead medium, supported by TV. Aim was to stimulate more regular purchasing. Evaluation: increased ad awareness, magazine successfully attracting ad revenue. Sales held up. Best-selling motoring magazine in British history. ;---(TAGS)--- Full Title: Auto Express : a media success ; Number: 1990/203 ; Brand Name: Auto Express ; Client: United Newpapers ; IPA_ProductCoding: Media (Magazines) ; Agency: Publicis ; Author: Justin Holloway ;