Ball, R.J.; Agarwala, R. - In: European Journal of Marketing 3 (1969) 4, pp. 202-217
Examines the generic advertising campaign for tea conducted under the auspices of the Tea Council (UK) between 1965 and 1968. Contends that this innovation had a statistically significant effect on the trend of tea consumption, but was insufficient to halt the overall decline – this is...