Ocean Spray: The longer term effects of advertising - IPA Effectiveness Awards Case Study 2002

Brief Description: This case examines advertising's role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray's fortunes. With 0% year on year growth and household penetration in a steady decline Ocean Spray's combined use of above-the-line and sales promotion strategies resulted in household penetration increasing by 1.8 million households and total payback from advertising amounting to £2.6 million combined with £2.2 million from promotions. ;---(TAGS)--- Full Title: Ocean Spray : the longer term effects of advertising over promotions ; Number: 2002/16 ; Brand Name: Ocean Spray ; Client: Ocean Spray ; IPA_ProductCoding: Drink (Fruit juice drinks/smoothies) ; Agency: Bates UK ; Author: Martin Smith ;