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The development of advertising for Martini in the UK

Date of publication: June 15, 1973

Catalogue: Seminar 1973: From Market Research To Advertising Strategy And Vice-Versa

Author: David Wilding

Abstract:

The purpose of this paper is to define the process which led to the development of the Martini campaign and identify the problems involved in the use of market research at each stage

David Wilding

Author

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June 1, 1966

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Citation

Dunkley, J. C. (1966a, June 01). Market research in the development of advertising for new products. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/market-research-in-the-development-of-advertising-for-new-products


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Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: Michael J. Franklin, David Wilding

 

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Franklin and Wilding (1976a, June 15). The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising . ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/the-use-of-market-research-as-positive-aid-to-improving-promotional-strategy-execution-and-evaluation-within-a-total-communication-concept-and-specifically-in-relation-to-advertising-


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Citation

Wilding, D. (1973a, June 15). The development of advertising for Martini in the UK. ANA - ESOMAR. Retrieved August 02, 2025, from


https://ana.esomar.org/documents/building-democracy-in-the-uk