Subject Index
 

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clin ...

This 1998 DMA ECHO entry was created by FCB Direct for Jaguar Australia. A small network of approved dealers is used by Jaguar to sell its cars in Australia. The objective of this direct mail campaign ...

This DMA ECHO entry was created by Ogilvy & Mather Direct for Jaguar Cars. Over the years, Jaguar has developed the reputation for building poor quality automobiles. Even though its quality had improv ...

This 1996 DMA ECHO entry was created by Ogilvy & Mather Direct for Jaguar Cars. Jaguar recently faced declining sales due to a slumping economy, a new luxury tax on cars priced over $30,000, an influx ...

This 1996 DMA ECHO entry was created by Ogilvy & Mather Direct for Jaguar Cars. This multi-media campaign, launched in March of 1995, was designed to encourage upscale customers to consider buying sel ...

The challenge for the creative team charged with advertising the Jaguar luxury car marque was to encourage a re-appraisal of the brand to give it new relevance and appeal. The brand had suffered from ...