Subject Index
 

In 2003, America’s largest mortgage lender bank teamed up with Sedgwick Rd advertising agency to release their “Fear Not” campaign. The campaign, which communicated the lender’s wide range of flexible ...

The National Association for Stock Car Auto Racing (NASCAR) saw its popularity dramatically increase between the 1970s and the 1990s. Long considered a sport followed chiefly by blue-collar males in t ...

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly d ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

By the 1990s newspapers were facing increasing competition from Internet job sites. In 1995, in order to compete with online sites for advertising revenue, the Tribune Company newspaper chains (whose ...

In April 2005, Volkswagen introduced the Fox to the price driven mini-segment, despite Volkswagen's premium image and the Fox being slightly higher priced than the competition. Instead of a generic pr ...

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’ ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

This case study spans some 36 years since the launch of Kiwi shoe polish in South Africa in 1968, covering a period of consistent and focused campaigns which have grown both market share and sales fig ...

Postbank competes with all the banking institutions in South Africa, but is a small player with a 2% share of voice. This campaign focused in the pre-Christmas period, to encourage an in-flow of capit ...

Any campaign that exceeds its already ambitious objectives and can convince 94.1% of New Zealanders to enrol to vote for a General Election in which the polls indicated the result was a foregone concl ...

The campaign promoted McDonald's Weak Day Pricing strategy by communicating a compelling value message and differentiating from other quick service restaurants. The study compared five major objectiv ...

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's. By 1999 it had reached 7% share and was the fastes ...

Campaign for the Courts Administration Authority in South Australia to educate people about the necessity of paying fines imposed for misdemeanours. Followed the passing of the Fines Enforcement Act, ...