We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
This paper is not about the world of big brand advertising. It documents how a campaign of 10" price promotion ads, with minimal media support, generated over £300m incremental revenue for Tesco. By exploring six different ways in which the campaign worked, the case sheds new light on how advertising price promotions can have a broader effect on sales than may typically be assumed.