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A better practice approach for developing advertising

Date of publication: October 24, 2004

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Gonzalo Perez-Duarte, Raúl Tena

Abstract:

Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising. By applying research and knowledge early on and at various stages of the advertising development and airing process, the Trident team was able to create advertising that produced a tremendous return on investment for the brand. The lessons learned in the Trident White case study are also setting the stage for a 'better practice' approach to developing advertising for other brands at Cadbury Adams.

Gonzalo Perez-Duarte

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Raúl Tena

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Perez-Duarte and Tena (2004a, October 24). A better practice approach for developing advertising. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/developing-the-foundation-for-a-new-approach-to-understanding-how-media-advertising-works