Tetley?Red?Tea? An?Online?+?Print?Ad?Effec0veness?Case?Study:? Driving?Success?for?Tetley?Red?Tea?Client?Challenge? Tetley?Red?Tea,?along?with?their?media?agency,?Mediacom,?partnered?with? IAB?Canada?and?Dynamic?Logic?to?measure?the?effec0veness?of?a? mul0media?campaign.?Through?print?and?online?adver0sements,? Tetley?hoped?to?achieve?growth?in?the?red?tea?category?and?? build?awareness?of?the?brand.?Tetley?sought?to?under-? stand?the?cost?efficiency?of?the?campaign?by?individual? ?medium,?and?in?combina0on.??They?also?explored?? how?the?online?medium,?specifically,?impacted?? Awareness?and?Intent?to?Purchase?the?brand.?? Mediacom’s?interest?lied?in?? understanding?how?portal?sites?? compared?to?ver0cal/? contextual?sites?within? the?Tetley?online? media??schedule.?? CHALLENGE? APPROACH? F

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