Tesco: Profitable carrots - IPA Effectiveness Awards Case Study 2002

Brief Description: This paper is not about the world of big brand advertising. It documents how a campaign of 10" price promotion ads, with minimal media support, generated over £300m incremental revenue for Tesco. By exploring six different ways in which the campaign worked, the case sheds new light on how advertising price promotions can have a broader effect on sales than may typically be assumed. ;---(TAGS)--- Full Title: Tesco profitable carrots : how advertising price promotions ('carrots') had a positive , long-term effect on Tesco sales ; Number: 2002/38 ; Brand Name: Tesco ; Client: Tesco ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Agency: Lowe ; Author: Cathy Lewis, Joanna Bamford ;