Agency: BBDO Canada | Authors: Jack Daley, Bill Newbery and Neil McOstrich |
Chrysler Minivans: The New Originals. The Launch of the 1996 NS Series.
EXECUTIVE SUMMARY
'The objective of all advertising is to buy new customers at a profit. Learn what your customers cost and what they buy... spend all of your ammunition where it counts.'
Claude HopkinsScientific Advertising(1923)
The launch of a new product is inherently risky. The risk is even greater when the new product replaces a highly successful one. In packaged goods, famous brands reformulate at their peril. Yet even when a...