H Samuel: The Use of TV to Make Christmas Dazzle - IPA Effectiveness Awards Case Study 1990

Brief Description: Debut TV campaign for H Samuel jewellers. Results: dramatic increase in brand awareness, sales of advertised items on TV did particularly well. TV advertising generated nearly 3 times the cost of the ads. Estimated that £7 million of sales gained for a cost of £318,000 advertising. Substantial sales increase in 1989 compared with 1988 when just national press, in-store sale and Christmas brochure were used. ;---(TAGS)--- Full Title: The use of TV to make Christmas dazzle for H. Samuel ; Number: 1990/302 ; Brand Name: H. Samuel ; Client: H. Samuel ; IPA_ProductCoding: Retail (Jewellers) ; Agency: Saatchi & Saatchi ; Author: Colin Flint ;