Subject Index
 

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

In the early 2000s General Motors Corporation (GM) found itself the victim of its own success. Improved quality in its vehicles had resulted in less warranty work for the service centers of GM deale ...

The 'Fuel For Thought' campaign effectively communicated the 'value' of buying a Toyota to a broad range of automotive buyers helping the Chicago Region Toyota Dealer Association exceed the sales, mar ...

The problems facing this launch campaign were identified as an unhealthy brand, low credibility and fierce competition. The objectives are described as building brand awareness, communicating a compe ...

Describes and argues for the value of the ARS Persuasion Test system (rsc) for pretesting advertising. Points discussed and illustrated: ARS scores correlate with short term and long term brand share ...

This is the story of Microcell and its entry into the Canadian Digital Mobile Phone market. The service was launched with the brand name Fido and an advertising campaign rolled out market by market, ...