H Samuel: The Use of TV to Make Christmas Dazzle
Debut TV campaign for H Samuel jewellers. Results: dramatic increase in brand awareness, sales of advertised items on TV did particularly well. TV advertising generated nearly 3 times the cost of the ads. Estimated that £7 million of sales gained for a cost of £318,000 advertising. Substantial sales increase in 1989 compared with 1988 when just national press, in-store sale and Christmas brochure were used.