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Embassy Cigarettes

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An Embassy promotion to win display space

Half a million Embassy vouchers formed the prize in a promotion recently run by I. E. D. in their NAAFI market. The NAAFI organization supplies British Forces personnel with cigarettes, in addition to a wide range of other goods. Duty Free cigarettes, as a rationed item, tend to be given little display space and to be stored out of sight. So the recent Embassy promotion, like the Benson & Hedges ice-bucket drum promotion reported in "Marketing News" of August 1972, had-the attainment of specified display objectives as a primary goal. The Embassy operation, again like that for B&H, succeeded in winning the desired display results, and a high level of consumer response was obtained. But the number of entrants is not the measure of success for a promotion of this kind. The real measure lies (a) in the gaining of the display objectives themselves (assessed in numbers of outlets, their importance, and the quality of display position won), and then (b), in the increased movement of the brand concerned over the counter. It is only by relating this response to the cost of the promotion that one can determine beyond doubt whether the expenditure of time, effort and money has been worthwhile. The Embassy promotion has justified itself in all these respects, we are told, and it has been successful too in one other important function. This is the winning of trial by smokers of other brands, in quantities sufficient to give reasonable level of conversion. In the NAAFI market Embassy is at a buoyant stage, and the promotion was planned at this time (Autumn 1972) to give greater impetus to its growth. The promotion took the form of a competition to find who could provide the funniest caption to a football cartoon by Roy Ulyett, the well-known sports cartoonist of the Daily Express. Proof of purchase of 200 EMBASSY had to accompany each entry. Prizes were all Embassy vouchers (redeemable in the UK) - 500,000 in all. The winner got 150,000, and lesser quantities went to the next four as well as to the runners up. Unsuccessful entrants received consolation awards of 100 vouchers each. Support material naturally majored on a display unit with which to gain the required display objectives in NAAEI's 150 outlets in Germany, and leaflet/entry forms and posters were provided too. All in all it was a comparatively simple operation to mount - a distinct point in its favor.

1973

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