Eve magazine is expected to post a marginal increase period on period in its circulation figures for the six months to June 2005, not a double-digit fall as reported last week in Marketing Week. Circulation will also be up year on year.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.