Benadryl: How the soft sell sold harder - IPA Effectiveness Awards Case Study 2002

Brief Description: Pfizer have used both Persuasion and Involvement/Saliency advertising models whilst building Benadryl into the market-leading Hay fever brand. A comparison of the two different advertising campaigns demonstrated that the ratio of adspend to sales was better with the Involvement/Saliency model (£1spent: £4.30 sales) than the Persuasion model (£1 spent: £3.50 sales) - contributing to an extra £1.8m to the brand in 2001. In this case history, the soft sell sold harder! ;---(TAGS)--- Full Title: Benadryl : how the soft sell sold harder ; Number: 2002/15 ; Brand Name: Benadryl ; Client: Pfizer ; IPA_ProductCoding: Pharmaceuticals (Minor ailment remedies) ; Agency: Bates UK ; Author: Catriona Tate ;