Get your marketing mix right and it’ll pay you back in dividends.
This case study from the Newspaper Marketing Agency explains how Guinness used national newspapers to reinforce its first TV brand campaign in years.
Press activity both increased sales as well as building brand momentum for the brewer.
Marketing Director, Guinness, Russell Jones, said “The evidence for using national newspapers alongside TV for Guinness is very strong. Three independent studies show that newspapers have an additive and complementary role, resulting in increased sales and consideration
“It was important that our first brand press ads in years lived up to high consumer expectations for Guinness ads. Exploratory qualitative research upfront helped us deliver a simple, distinctive and effective campaign.”
He concluded, “The test has provided us with a much clearer understanding of how we might use national newspapers in the future.”
Click the link below to read the report in full.
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