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RESEARCH: ENSURING THE RIGHT RESPONSE

RESEARCH: ENSURING THE RIGHT RESPONSE

Marketing Week Magazine: RESEARCH: ENSURING THE RIGHT RESPONSE: 23 SEPTEMBER 1988

EXTRACT: The first scratch-card promotion to appear on-pack has been one of the most innovative promotions of the past few years. The game, on the back of a Cinzano bottle label, gave consumers the chance of winning a share of £100,000.

No research was available to test consumer and trade reaction and for security reasons it was impractical to test the promotion. But it proved the most successful ever pre-Christmas promotion run by Cinzano, generating immense trade support due to the appeal of the new technique.

Original Article:

http://www.shellnews.net/PDFs/MarketingWeek23Sept1988P91.pdf

Related Don Marketing Advert: If you’ve gotta lotta bottles…: Campaign Magazine 30 September 1983

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