Subject Index
 

Since Greeks enjoy at least three coffees a day, the concept of Ideacookies was that ideas wrapped in individually packed cookies would make their day. As this brief study shows, McCann Erickson Athen ...

This brief paper centres on a campaign by BEKA, a producer of high quality bedding. For the vast majority of people, bedding is a high-cost low-involvement product. In a simple but effective way, BEKA ...

This brief case study discusses the launch of Branston Baked Beans in November 2005, when UK consumers were encouraged to brand switch from the market leader Heinz to the better tasting Branston Beans ...

This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

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 ...