Many of the best IPA papers rightly emphasise the need to see advertising as a longterm investment.1 But it’s worth reminding ourselves that sometimes advertising’s impact can be much more immediate. In certain marketplaces (typically new and dynamic), certain companies (typically ambitious and impatient for success) can
find that certain advertising approaches (typically bold and unconventional) can have an almost instant effect on growth.
This paper tells of just such a case.
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