Subject Index
 

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

This 2002-04 anti-smoking campaign for the British Heart Foundation targeted hardened smokers that have previously tried, and failed, to give up smoking on three or more occasions. The plan was to rem ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

Museums and art galleries have traditionally been the preserve of the educated middle-classes. This campaign shows that it is possible to broaden their appeal to a wider audience, if you approach them ...

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ ...

Scotland’s Children’s Hearings system works with young people who may have offended, or have been neglected or abused. It concentrates on the welfare of the child and puts decisions into the hands of ...

If understanding your audience is the principal step to advertising effectiveness, then this case proved the point. Reassessing the audience, and consequently changing the tone of the advertising to a ...

This campaign for Birchwood Products launched Scruffs, a new range of safety boots and work wear to young tradesmen aged 18-25. The main interest of this audience is girls and sex. To connect with the ...

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't under ...

This paper explains how Scotland's revolutionary Children's Hearings system, which works with young offenders, has used advertising to inspire and motivate local people in local communities. The paper ...

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

Historic Scotland is the government agency responsible for the built heritage of Scotland. They manage over three hundred properties including Edinburgh Castle, Stirling Castle, Urquart Castle and For ...

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry. Whom should they target and what did they need to think and ...

Campaign (2002) for the COI and DfES on behalf of `Excellence Challenge', the project aimed as persuading more teenagers from disadvantaged backgrounds to aim for higher education. Surveys (discussed) ...

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel. Target younger consumers with more emotional slant (feelgood-lathe ...

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods. Its long-term mission was to be the number o ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

This is a study of Standard Life's 'Baby James' campaign which, the author claims, turned the company into a powerful and appealing consumer brand. The advertising objectives were defined as making th ...

Launch of a new financial services brand, Lincoln Financial Group, with a limited budget through a test campaign in Scotland in spring 1998. Background and rationale described. TV and press (Scottish ...

1997 campaign by the Health Education Board for Scotland (HEBS). Scotland is known for a poor health record, especially for the `Big 3' (heart disease (CHD), cancers and strokes). Previous campaigns h ...

In 1997, confectionary brand, Terry’s Chocolate Orange, was struggling. Consumers thought of it as a gift item and the company needed to extend the brand. A range of new products were introduced inclu ...

Describes how the Co-op Food Retail Stores re-positioned during 1997-2000, and were transformed from a business in decline to one with a healthy-looking future. Objective of the TV `Celebrity Relative ...

Covers the 1998-9 TV campaign by the Government (Department for Education and Employment, DfEE) to improve child literacy. Reading ability among children had remained at the same, worryingly low, leve ...