Subject Index
 

This paper demonstrates that over 2003 and 2004, VisitScotland capitalised on the Adventure Sport phenomena by extending Brand Scotland to include adventure sports, strategically and creatively build ...

McLelland’s powerful performance as one of the fastest-growing grocery brands in the UK has been very impressive. A blend of smart strategic thinking and commitment to creating an appealing ‘seriously ...

Milk sales in the North American prairies fell by 1.2% between 1999 and 2002 alone. With a $2.4 million budget (approximately £1.2 million at 2008 rates), the ‘Never Stop Milk’ campaign aimed to remed ...

Scottish Mutual developed a brand campaign incorporating a likeable brand icon, a humorous tone and an eye opening approach, backed up by traditional direct marketing. The campaign succeeded in incre ...

1576 Advertising Limited's case study focuses on how advertising contributed to a successful first six months for Scotland's most unique new tourist attraction, The Falkirk Wheel, which was opened to ...

This case study describes the launch of a Glasgow based direct selling holiday company into Ireland. The objectives were to achieve targeted sales, market share and cost per response effectiveness. Th ...

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner). Aim was to grow premium malt brands in context of a re ...

This paper depicts an industry ripe for radical change. The car manufacturing and marketing industry today is hyper-competitive. Having taken care of the production side, car companies must now give u ...

The challenge was to ensure that SNBTS collected enough blood supplies to allow medical work to continue unhindered throughout Scotland over the Christmas period. The results show clearly that despit ...