The Guardian & Observer: 2016 Silver IPA Effectiveness Award Winner
Автор: Institute of Practitioners in Advertising
Загружено: 2016-11-02
Просмотров: 56
Описание:
This is a paper about how marketing can generate the time and money to help a business transform itself in an environment where such change is critically needed.
It details how in response to declining circulation and advertising revenue, The Guardian Media Group marketed its weekend papers with the brand idea of ‘Owning the Weekend’ expressed across channels including cinema, TV, outdoor and digital media.
The strategy delivered short-term benefits, £4.8m of long-term incremental revenue, and a profit ROMI of £1.83 for every £1 invested, with the last campaign analysed delivering the highest return. The strategy provided money and time for the group as it developed a new business model.
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