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Case Study
1.
General Motors Corporation: An American Revolution campaign
Guy Cunningham, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
Chevrolet was a division of the General Motors Corporation (GM), the largest car manufacturer in the United States. Long facing pressure from Japanese automakers such as Toyota, the company decided to ...

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Case Study
2.
General Motors Corporation: Start Something campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...

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Case Study
3.
General Motors Corporation: Looking For Mr. Goodwrench campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
In the early 2000s General Motors Corporation (GM) found itself the victim of its own success. Improved quality in its vehicles had resulted in less warranty work for the service centers of GM deale ...

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Case Study
4.
General Motors Corporation: Hummer campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
When General Motors Corporation (GM) acquired the commercial marketing rights to the Hummer truck, the civilian version of the U.S. Army's Humvee, it faced the challenge of promoting a vehicl ...

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Case Study
5.
General Motors Corporation: Ev1 Introduction campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
In December 1996 General Motors Corporation (GM) became the first major automaker in almost 80 years to market an electric car, dubbed the EV1. The car's debut came just months after the Cali ...

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Case Study
6.
General Motors Corporation: The Caddy That Zigs campaign
Kim Kazemi, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
Although ownership of a Cadillac was for decades widely considered a part of the "American Dream," Cadillac Motor, a division of General Motors, saw its share of the luxury-car market ...

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Case Study
7.
General Motors Corporation: Break Through campaign
Alden Scottcrow, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007
Cadillac, a division of Detroit-based auto giant General Motors Corporation (GM), had long been GM's luxury division, offering higher-priced, roomier vehicles. The brand had been in trouble f ...

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Case Study
8.
Opel Signum: The Signum Class
European Association of Communications Agencies, Finalist, 2004
In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

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Case Study
9.
Opel Meriva: 100% Meriva - 100% Flexible
European Association of Communications Agencies, Finalist, 2004
The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand. The pan-European launch was firmly based on new Opel brand valu ...

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Paper
10.
Are committed dealers more profitable to an OEM?
Rao R Tanniru and Joel Lieberman, ESOMAR, Automotive Conference, Lausanne, March 2004
Many automotive manufacturers conduct satisfaction surveys of their dealerships, either directly or through syndicated studies. The presumed benefit of this feedback is in helping to develop and imple ...

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Paper
11.
Taking Apart Media
Laurie Freeman, Agency Magazine, Winter 2001
The shot General Motors fired in August 1999 still reverberates across the advertising industry. GM handed all its media planning responsibilities to BcomZ,s Starcom MediaVest group. By 'unbundling' ...

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Case Study
12.
The Quest for Denali
Gary Forrer and Tracy Owens, Direct Marketing Association - US, ECHO Awards, 1998
This 1998 DMA Gold ECHO winner was created by McCann Relationship Marketing for General Motors. The Yukon Denali is the first true luxury sport utility vehicle to be launched by GMC.

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Paper
13.
Saturn: A Brand in the Driver's Seat
Steve Morrissey and Nigel Hollis, Advertising Research Foundation Workshops, Brands in the Fast Forward Future, April 1997
Launch campaign (1990) for Saturn, a new make of small car owned by General Motors. Brand was launched into a very competitive and oversupplied market. Pre-launch research identified the weaknesses in ...

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Award-winning case study
14.
The Launch of Pontiac Sunfire
David Kelso, Dianna Remson and Stacey McInnes, Canadian Congress of Advertising, Canadian Advertising Success Stories, 1997
The small car segment is the largest in the Canadian market. It has grown through the 90s, even though the overall market has declined so a successful launch of the Pontiac Sunfire, a replacement for ...

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Case Study
15.
Catera Launch Program
Doug Comb and Sandra Litster, Direct Marketing Association - US, ECHO Awards, 1997
This DMA ECHO entry was created by Clarion Marketing and Communications for General Motors/Cadillac Motor Car Division. The primary objective of this multi-media campaign was to launch the new Catera ...

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Paper
16.
Information acceleration. Where the customer meets the future now
Eric Almquist and Roberta Chicos, ESOMAR, Congress, Instanbul, September 1996
In this paper we discuss Information Acceleration, an interactive multimedia market research approach for new product development. The paper is divided into three parts. First we discuss how the featu ...

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Case Study
17.
The Launch of the New Vauxhall Cavalier - A Step into the Future
Jon Howard, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990
1988 launch of new Vauxhall Cavalier (mark two). Cavalier image had been in decline (Millward Brown). Vauxhall's market share had fallen to lowest level for 5 years. Rationale for the new campaign str ...

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