Subject Index
 

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers. Olympus entered the mass market without leaving its classical premi ...

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America. Covering a handful of different projects and countless business objec ...

Campaign in 1999 by Lowe Howard-Spink for Olympus i Zoom 75 camera. A late entrant, needed to differentiate from lead competitor (Canon Ixus). Selling point: better lens and picture quality. TV ads wi ...

The 1998 paper shows how advertising was used by Olympus cameras as a catalyst for a series of different reactions (PR, sales force, trade and consumer) that could maximise the sphere of influence of ...