Sales promotion: Primary medium

 

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

This paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign. In the first regional test an investment ...

Aging and strife with logistical challenges, the Basilica Block Party had lost the buzz it once held. “Make the Pilgrimage” served as a rally cry that not only recognized, but embraced the challenges ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

MasterCard wanted to raise its profile in Spain, and to increase its levels of affinity among consumers. To do so, it sought to combine its 'Priceless' tagline with the meaning of Christmas by creatin ...

The board game market is characterised by higher sales from October to December, normally producing a seasonal peak of up to 75%. However, it has also come under threat from video games and the intern ...

Dutch airline KLM wanted to grow its online business, while also reinforcing its image as a friendly and sympathetic global airline. To increase the scale of its online reach, it aimed to use a viral ...

In the recent past, Mazda has employed virtually no brand communications or activity in Ireland, meaning consumers had a view of Mazda of having produced good cars in the past, but with a general lack ...

Christmas is a very competitive period for phone manufacturers, and Nokia wanted to ensure its brand was visible to consumers over the festive season. Based on a plan of holding 23 days of events in t ...

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

Toyota launched a limited edition version of the Corolla Verso in Austria to coincide with its 35th anniversary in the country. A number of features were made available free of charge to new buyers, b ...

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition. The challenge for Masterfoods was to create a presence with a promotional activity t ...

Peter Mark has 71 hairdressing salons across Ireland. In an industry where head-office driven promotional campaigns are a rarity, it wanted to create a central database of customers, whose details wer ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

The Dutch beer market is a highly competitive sector, particularly during the World Cup, when all of the major brands try and appeal to football fans. Heineken wanted to develop a promotional campaign ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

In January 2003 a new chief executive officer, Alan Feldman, took over Midas, Inc. Though possessing a well-respected brand, the company was in disarray. For years Midas had focused on muffler manufac ...

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...

At the close of 2005 Mars Inc. was a business worth $18 billion (approx £9 billion in 2008). This paper describes the success between 2000 and 2005 of their most celebrated brand, M&M’s. One of the ...

Mail Boxes Etc., Inc. (MBE), a network of franchise centers that provided products and services for small businesses, generated widespread excitement among its primary customers by offering them a cha ...

Brigham’s, the New England based ice cream company, despite being well known in the local area, was struggling to compete due to limited operating budgets. With a previously traditional image, the com ...

When students begin their further education they feel the need for a good Bank that offers a special student account, and ABN Ambro perceives students as potential future high earners. In Dutch the wo ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra voucher ...

With a new office at Heathrow airport, Budget wanted to raise awareness of the brand by reaching new consumers in an emotional, innovative way. This short paper shows how, using a promotion based on a ...

As shown by this short paper, in the Netherlands, the crisbakes market is huge, but traditional, where line-extensions based on different flavours usually fail. Van der Meulen needed to establish itse ...

The Vodafone Passport offered cheap roaming rates to travellers departing Dublin Airport and enabled them to use their mobile abroad more cheaply than before. This brief case study shows how, through ...

As this brief account explains, the radio station RTE 2fm gave listeners the chance to win €20,000 in an attempt to increase their interaction with the station. On each programme between 8 a.m. and 5 ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...