India Tobacco Company, premier manufacturers of cigarettes and smoking tobaccos, felt that their future growth lay in investment in the areas considered vital to the national interest. In 1973, it appointed Ulka Advertising Agency to bring out an advertising campaign designed to draw attention to the diversification projects of ITC, namely, seafood exports, and hotels for earning foreign exchange, and its activities as an export house. After a threemonth run of this campaign, Clarion McCann was asked to evaluate the campaign impact, the details of which are presented in this case. The case raises questions as to the way of interpreting research data for evaluating a press advertising campaign.