By target group: Segmentation: Geodemographics

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Boldness - the new spirit of Asian consumers
Shaziya Khan, Admap, June 2007, Issue 484, pp.35-37

Shaziya Khan, vice president and strategic planning director at JWT India, explains how she used the concept of the Spiritual Quotient (SQ) to help understand the people of south and south-east Asia. ...

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Read: 77 times

First Direct: Re-writing the rule book - placing individual-level customer value data at the heart of TV planning
Martin Lawson and Simon Foster, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2004

This case study tells how First Direct bank, which operates online and by phone, prompted First Direct to re-evaluate regional TV investment weights in response to changes in the geography of its cust ...

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Read: 88 times

Bluewater - thinking big, thinking brand: How brand advertising worked for a new retail destination
Steve Hastings, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000

Bluewater, at Greenhithe in Kent, is Europe's largest shopping centre. Launched by Land Lease, an Australian company, with a sales target of £661 million in 3 years; target was revised 6 months before ...

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FT.com - FT.completely effective
Marielle Hunt, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000

1999 campaign for FT.com. The aim is to make the site the leading business portal. Although it had existed for 4 years, the site had no brand identity outside the FT. It was necessary to reach outside ...

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Read: 24 times