Storage Heaters: Advertising's contribution to profitability
1984-84 campaign for East Midlands Electricity to encourage the sale of storage heaters. Declining sales had necessitated the need for lower prices and new designs. TV campaign was introduced resulting in a rise in sales to 30,000 appliances for 1982-83, this had levelled by 1984. Animation that was used proved to be popular so new campaign retained this theme. Also used press and direct mail. Result was an increase in recall and improved images. 1983-84 sales increased to 42,230 and to 61,775 for 1985-86.