By target group: Shopping: Secondary shoppers

 

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1% ag ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental re ...

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets pla ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...