Ocean Spray: The longer term effects of advertising

This case examines advertising's role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray's fortunes. With 0% year on year growth and household penetration in a steady decline Ocean Spray's combined use of above-the-line and sales promotion strategies resulted in household penetration increasing by 1.8 million households and total payback from advertising amounting to £2.6 million combined with £2.2 million from promotions.