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K Shoes: The Launch of Washable Leather Trainers - IPA Effectiveness Awards Case Study 1992

Brief Description: K shoes launch of trainers for women in 1991. Research showed key problem with the product was keeping them clean. Poster and single page press in women's and home interest magazines. Sales lifted in line with spring and autumn advertising bursts. Paper shows an estimate of advertising payback. ;---(TAGS)--- Full Title: The launch of K Shoes Washable Leather Trainers ; Number: 1992/401 ; Brand Name: K Shoes ; Client: K Shoes ; IPA_ProductCoding: Footwear (Footwear - sports) ; Agency: BBH ; Author: Liz Watts ;

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