oa MFSA Journal of Marketing - Was up, now down : strategic affairs

Volume 11, Issue 4
  • ISSN : 1811-9565



Extracted from text ... strategic affairs Was up, now down Generally speaking, the majority of award winning ads are actually effective. Nevertheless, one mustn't make the mistake of thinking that award winning ads automatically make effective ads. A prime example of this is the Budweiser 'Wassup' campaign. Not only did this win awards all over the world but was acclaimed generally by the industry as a breakthrough in attention-getting, motivating and marketing communications. However, in the period after this campaign ran, Budweiser sales dropped 8, 3 percent, market share went from 4 percent to 2, 5 percent and the campaign was generally ..

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