Subject Index
 

Integrity Windows and Doors wanted to position its composite fiberglass product range in a way that would directly take on vinyl - the Goliath of its category. To do so, it would have to convince buil ...

TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems ...

In 2002 the world's largest provider of computer products and services, International Business Machines Corp. (IBM), was relishing the comeback it had begun to experience eight years earlier. T ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

The world's largest computer company, International Business Machines Corporation (IBM), was one of the first large computer companies to sell its mainframe servers with an operating syste ...

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end ...

Cisco Systems, Inc., the world's largest producer of Internet switches and routers, released advertising prior to 2004 that simply encouraged people to use the Internet more. As Internet use in ...

Pampero, a Venezuelan brand of rum, only had active markets in Belgium, Italy, Spain and Venezuela, and, as this brief case study shows, this campaign sought to persuade Diageo Rum Brand Managers glob ...

De Tijd is a business newspaper that regularly publishes brochures on different topics in its weekend edition. This brief study discusses one such brochure, which featured Belgian rules and regulation ...

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 ...

As a relatively unknown player, with limited marketing dollars, Covad Communications sought to break the dominance of the telcos by introducing a Voice over Internet Protocol (VoIP) based business-cla ...

In the first quarter of 2005 Infinity Broadcasting, one of the largest radio broadcasters in the US, launched a B2B campaign titled 'How Far Will You Go?' aimed at increasing its overall brand awarene ...

The DHL 'Competition' Campaign was intended to launch a fledgling brand into a stable marketplace dominated by two superbrands. Communications objectives were awareness/consideration and trial generat ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

The primary objective of this small company operating in the organic grocery sector was to differentiate itself from other organic companies and develop a profile that would open doors to grocery buye ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

The marketing challenge of this study was to create awareness that IBM was not just a technological conglomerate but a leading software company. TV was the only medium used including heavy prime time ...

Using the metaphor 'herding cats' which had come to describe hopelessly impossible technology feats, EDS restaged and reintroduced itself to the world during Super Bowl XXXIV. 'Cat Herders' brilliant ...

The campaign, 1998-2000, to inform people of the new changes in telephone number codes (including the 020 numbers in London), to convince of the need for this, and to prompt the required behaviour cha ...

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume ...

Scoot.com is a directory, analogous to (and competing with) Yellow Pages but electronic, launched 1997. Key features are: works by internet or phone, national coverage, finds solution nearest to you, ...

Loss aversion theory suggests that consumers respond more to losses than to gains. The authors’ work focuses on loss aversion and adequately accounting for consumer heterogeneity in response to market ...