RESEARCH: ENSURING THE RIGHT RESPONSE
Marketing Week Magazine: RESEARCH: ENSURING THE RIGHT RESPONSE: 23 SEPTEMBER 1988
shellplc.website and its sister non-profit websites royaldutchshellplc.com, royaldutchshellgroup.com, shellenergy.website, shellnazihistory.com, royaldutchshell.website, johndonovan.website, shellnews.net and shell2004.com are owned by John Donovan. There is also a Wikipedia feature.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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