Book Club Associates: The Domino Effect of Advertising - IPA Effectiveness Awards Case Study 1994

Brief Description: Research identified that there were certain barriers to joining Book Club Associates. Objective: to increase members. Media: Took an interactive and direct response approach. TV (test in Central), direct mail, door-drops, national press with coupons. TV guided people to the response mechanism via press or door-drop. Results: new membership increased by 53.3% in Central. Door drop response rose 67%. Book buying by existing members also increased. Differences in awareness and claimed likelihood to join were noted between Central region and elsewhere. ;---(TAGS)--- Full Title: Book Club Associates : the domino effect of advertising ; Number: 1994/230 ; Brand Name: Book Club Associates ; Client: Book Club Associates ; IPA_ProductCoding: Retail (Book retailing) ; Retail (Mail order/home delivery) ; Agency: Saatchi & Saatchi ; Author: Nicky Buss ;