Subject Index
 

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the world's top-selling MP3 player. With a 1,000-song capacity, the first iPod worked o ...

This multinational campaign had the dual objectives of developing iPod into a universal icon of digital music and increasing sales by 50% in advanced markets and by 25% in less mature markets. The ca ...

Global campaign for Sony Europe to cement brand appeal in consumer electronics category. Perceived weakness was a sense of emotional distance from some potential customers: it was necessary to give th ...

Campaign, 1996-2000, to revitalise the Sony brand in AV/IT products and reposition it in anticipation of IT expansion. Sony by 1995 had lost prominence and image to main rival Panasonic. Case shows ho ...

Campaign in 1999 by BMP DDB for Sony WEGA Televisions range. Medium: TV.

This case history illustrates how advertising has 'touched a nerve' with the consumer. Like most good advertising it has found a truth, and told it in a way that has not been done before. It also demo ...

DDB Needham was asked to pitch for Sony's pan-European consumer electronics business in the summer of 1994. The brief was nothing if not challenging. Sony was asking for exciting, surprising, even lea ...

The author of this paper explores the route taken to rejuvenate the Sony brand, which was in danger of becoming dull and ‘middle aged’. Young guns entering the marketplace were beginning to tar Sony w ...

1989 campaign for Radio Rentals, at a time when rental market for TVs and videos was in severe decline. Product range expanded to include white goods etc. 2 TV commercials created, one for washing mac ...

New 1987 campaign for Sony. The company had been losing share and abandoned television (history summarised). Sony was innovating (and operating at a price premium), but seeing its share eroded by comp ...

Low budget campaign (date?) using business press to increase awareness and use of electronic mail (Teletex). Supported by PR, mailings and seminars. Awareness among communications specialists rose to ...

Role of TV advertising in the `Now that's what I call music' series of compilation albums, 1984-6. Television used for all 6 volumes; some press also used. Evaluation: media test in Anglia TV area onl ...

How advertising helped Toshiba in the colour TV and hi-fi markets, 1984-5. Very competitive market with own-label products sourced from Far East. At start of 1984, Toshiba had only a static 3% share. ...

New advertising campaign, 1983-4, to brand Scotch video tapes and make them leader in a market which no brand was dominating. The trade 'were guilty of disorderly marketing'; price was the only sellin ...

Regional TV test campaign for Curry's `Carousel' TV rental centres, October 1983. Rental market a new entry for Currys; important not to damage the retail business. Launch in 1979, when the rental mar ...

Campaign for Philips Video (all TV and video products produced by the company), 1979-80. The CTV market was undergoing contraction, for economic reasons, and Philips, the traditional leader, was faced ...

1980 low budget campaign for a range of music centre products. National press, posters and display in dealers' windows (with use of a teaser campaign and additional promotion). All stock was sold in d ...