Subject Index
 

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

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 ...

Founded in 1989, Working Assets Long Distance was the only enterprise offering a long-distance phone service and regularly donating to nonprofit organizations. It was a subsidiary of Working Assets Fu ...

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 ...

After the United States mandated collapsible steering wheels in 1967, the British Mini Cooper retreated back to the United Kingdom and was not sold stateside for 35 years. Reintroduced in 2002 after b ...

The Basketball Club of Seattle, LLC, owners of both the National Basketball Association's Seattle SuperSonics and the Women's National Basketball Association's Seattle Storm, had ...

The first campaign for Ameritech from its new advertising agency, Ammirati Lintas Puris of New York, was launched on October 6, 1997, in an attempt to move customers from simply recognizing the brand ...

The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such ...

This paper summarises three periods of advertising for Volkswagen Golf: 1974-94, 1995-2001, and 2002-2005. It features classic TV, print and poster and, more recently, internet campaigns, supported by ...

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 ...

The pharmaceutical company Sanofi Aventis wanted to develop a loyalty programme for pharmacists, called the “YOUnique club”, so that pharmacists could accumulate points to have access to prizes releva ...

This brief paper dicusses a campaign by Austrian supermarket Billa, during which, on a quarterly basis, members of BILLA Club with the highest purchasing power received a gift box. In return, Billa wa ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

'This is Twins Territory' was a campaign designed to give Minnesota Twins fans statewide and beyond a renewed sense of pride and ownership not only in their team, but also in being a lifelong Twins fa ...

This paper shows how a moment in time - the merger of the number two wireless brand Cingular with number three brand AT&T Wireless to create a new number one brand - was leveraged to shift perceptions ...

Audi introduced a new vehicle design into the market in 2004. While press and automotive enthusiasts had been introduced to the upcoming design changes by show cars at motor shows in 2003, there was a ...

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience. The Poetry campaign ...

Quantitative research ranked Hardee’s the most avoided fast food restaurant, perceived to be dull, boring and depressing. In contrast to 15% growth in the fast food industry, Hardee’s sales were down ...

In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the cou ...

In 2003, Volkswagen had received the lowest possible ranking on the J.D. Power and Associates Used Vehicle Sales and Certification Study (18 out of 18). Volkswagen wanted to improve their standing wit ...

United overcame the fiercely competitive dynamics of the airline market (and the competitive handicap of Chapter 11) to turn its business around. United identified the target key to its profitability ...

In order to build a strong and loyal customer base, Cesar had to convince small dog owners, who are so into their dogs that they normally cook homemade meals for them, that Cesar was a luxury, gourmet ...

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unc ...

This case study describes how Garnier, one of the largest health and beauty brands and spender of £40 million a year on advertising, tested a relatively small-budget relationship marketing programme o ...

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...

This paper deals with the change in the communication strategy of South African retailer, Ackermans, during 2001 and the contribution made by the new advertising campaign to its remarkable performance ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...