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    Sanka: Why do you think this campaign was so successful?

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    Robert Young is not a doctor, but he played one on TV - Dr. Marcus Welby. Sanka created a successful marketing campaign by having "Dr. Marcus Welby" counsel people against the dangers of caffeine and recommend caffeine-free Sanka.

    Why do you think this campaign was so successful? Give examples of products that are using this same technique today. Are they as effective as the Sanka campaign? Why or why not?

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    Solution Preview

    The campaign was successful because the character was so trustworthy and he solved medical dilemmas every week on the show. It also helped that people liked and respected Robert Young. The message was repeated quite frequently which helped to anchor it in people's minds.

    The ...

    Solution Summary

    The expert determines why they think a campaign was successful with Sanka.