Subject Index
 

The overall campaign objective was to grow circulation in various European counties with emphasis on converting occasional and potential readers into regular readers. Qualitative research indicated li ...

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactic ...

Europe-wide campaign for the Economist magazine. How the advertising approach (mainly using pictures, not words) was developed, to appeal to target audiences whose English might be uncertain. A mix of ...

1988 campaign for the Economist magazine. Development of approach discussed, based on qualitative research. Targeted to business people, using 1) full-page press and posters, plus 2) quality magazines ...

Despite the severe recession during 1988-91, The Economist magazine achieved growth while similar weekly publications -were forced to close or faced huge losses. The distinctive, award-winning print a ...