Within a period of growth between 1980 and 1985 Kodak was seen to be declining steadily in share, mainly due to an increase in the number of cheaper film products available. Necessary to establish the importance of the premium price by showing the outcome would be better results. TV campaign ran in summer bursts and by December 1987 share was seen to be recovering at the expense of shop and unbranded film. Volume increase 22% year-on-year, contributing 91% of total market growth.