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Wilson's Ultra Golf Balls: How Advertising Gained Extra Yardage
Wilson's Ultra Golf Balls: How Advertising Gained Extra Yardage
Wilson's Ultra Golf Balls: How Advertising Gained Extra Yardage
Small budget campaign for a golf ball manufacturer. Technical superiority of the product was conveyed. Media: specialist press followed by regional TV later. Results: sharp increases in consumer purchases, increasing share from 4% - 14%. Improvement in the reputation of the manufacturer. Incremental sales estimated at 12 times the cost of the advertising.